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A PLAN FOR SUCCESSFUL PRODUCT LAUNCHES
Product Launch
Management
What This Document Describes
How product launch efforts are accountable to
the organization
A mechanism whereby Organization
Management exercise Leadership over Product
Launch activities
Critical Milestones in the Launch Methodology
that are inspectable and reportable
Phase-Gate Approach
The entire process is broken into a series of
Phases (Px)
Each Phase has specific Entrance and Exit
criteria
The management team holds the key to the
gates – launches can only pass the gates with
the express consent of the management team
P1 Business
Case
Define the market
problem to be
addressed
Define the market size
and penetration goals
for the Launch
Create preliminary
financial impact
analysis with list of
assumptions
Define preliminary
solution definition with
summary of features
and capabilities
Complete risk analysis
to identify success
barriers
P2 Solution
Definition
Investigate and decide
upon features to be
delivered
Identify preliminary
sales strategy and
implementation
methodology
Define Marketing
approach with
intended collateral
Set preliminary goals
for Training &
Documentation depth
& coverage
Identify Buying &
Using personas
P3 Solution
Creation
Engineering builds the
product to satisfy the
Solution Definition.
IT develops an
infrastructure plan to
host and manage the
product.
Professional Services
develops training, and
documentation
Marketing begins
developing collateral
TPL & PM define basic
steps to deploy
P4 Market
Feedback
Select and engage
Field Trial client to
validate solution.
TPLs & PMs formalize
project implementation
methodology
Identify & deliver to
Early Adopters for
feedback
Support begins to
capture knowledge
base for client issues
Develop/Test Sales
Campaign
P5 Sales &
Operations
Execute sales
campaigns.
Pipeline re-messaging
Manage existing
clients: Upgrades &
enhancements
Support ready to
handle all client issues
Methodology Overview
Review &
Approve
Review &
Approve
Review &
Approve
Review &
Approve
P1 Business Case
Entrance Criteria
For existing products: All previous
releases in Sales & Operations phase
For new products: No entrance criteria
Exit Criteria
Product Management presents Business
Case to Management Team during a
weekly meeting
Management team discusses and arrives
at consensus around need and key
scope/features
Management team grants permission to
exit phase
Key Deliverables/Outputs
Quantitative and Qualitative
Customer Research
Business Case Document
 External Market Need/Demand
 Internal Business Need/Demand
 Research Methodology & Results
 High Level Value Proposition
 Estimate of Total Launch Investment
 Critical Features & Functions
(prioritized)
 Timing considerations
 Product/Solution Launch Goals
Create Team for next Phase
P2 Solution Definition
Entrance Criteria
P1 Business Case successfully exited
Create team to drive process:
 Product Management
 Engineering
 Client Services
 Product Delivery
 Professional Services
 Marketing
Exit Criteria
 Cross-Functional Signoff
 Team presents findings to Management Team
in a specially scheduled meeting
 Management team arrives at consensus
around scope, investment and benefits
 Management team grants permission to exit
phase
 Finance identifies funding timeline
Key Deliverables/Outputs
Revised Value Proposition
Revised Investment Estimate
Defect List
Business Story Cards
(Features/Requirements)
Key Testing Requirements
Launch Goals
Training Goals
Documentation Goals
Marketing Goals
Support Goals
Target Customers for Deployment
Product Technical Feasibility
Assessment
P3 Solution Creation
Entrance Criteria
P2 Solution Definition phase
successfully exited
Finance approval to fund development
of a new solution
Exit Criteria
 Launch Team presents to Management Team
in a specially scheduled meeting
 Management team agrees that Product is
complete and has high likelihood to meet
Launch goals.
 Management team grants permission to exit
phase
Key Deliverables/Outputs
Software, Reports & Websites, etc
Technical & Functional Testing
Deployment Dry-Run Results
Trial Customers selected
Trial Project Manager Selected &
Project Plan Drafted
Preliminary Launch Message crafted
Marketing Strategy defined
Pricing Plan for New & Existing
Customers
Rough Draft of Training
Rough Draft of Release Notes
P4 Market Feedback
Entrance Criteria
Product Development is complete
Trial Clients Selected
Trial Deployment Methodology ready
and accepted by all stakeholders
Exit Criteria
 Launch Manager presents findings to
Management Team at a specially scheduled
meeting.
 All P1/Critical P2/High issues Resolved by
Engineering and Certified by QA and the
Team that reported it.
 Management comes to consensus that Field
Trial is complete and successful. Declares
release ready for GA.
 Internal GA communication memo to entire
organization
Key Deliverables/Outputs
NDA & Field Trial Agreement(s)
Product Launch Indicators identified
Trial Project Plan Accepted/Executed
Software, Reports, Websites, etc
Update
All Trials Completed; All P1/Critical &
P2/High Cases Resolved
Technical Documentation Completed
User Documentation Completed
End User Training Materials
Completed
Support Ready to take Level 1 Calls
Account Plans Updated
Marketing Content Completed
Sales Kit Completed
Sales Training Completed
Pricing Finalized
P5 Sales & Operations
Entrance Criteria
Solution Declared GA
Exit Criteria
 N/A – this is the ongoing state for the Solution
Key Deliverables/Outputs
Internal Teams Trained
Marketing content published
Execute Marketing/Sales Campaign
Demo Solution Deployed
Sales Contracts Booked
Implementation Projects
Customer Support Delivered
Product Launch Review Cycle
Management
Phase Gate
Monthly
Product
Launch Review
Finance
Capitalization
Review
Deliverable
Peer Review
At End of
Phase
Management
Team
Assess designated
launch deliverables and
product readiness
3rd
Tuesday of
every Month
Product
Management &
PMs
Review progress, risks,
issues and Barriers
Action Item Review
P1, P2 and P5
+ Annually
Finance
Review Capitalization
and Time Capture info
As Scheduled
Minimum
Quarterly
Product
Management
Review Deliverable
quality and consistency
Action Item Review
Review When Who What

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Product Launch Methodology

  • 1. A PLAN FOR SUCCESSFUL PRODUCT LAUNCHES Product Launch Management
  • 2. What This Document Describes How product launch efforts are accountable to the organization A mechanism whereby Organization Management exercise Leadership over Product Launch activities Critical Milestones in the Launch Methodology that are inspectable and reportable
  • 3. Phase-Gate Approach The entire process is broken into a series of Phases (Px) Each Phase has specific Entrance and Exit criteria The management team holds the key to the gates – launches can only pass the gates with the express consent of the management team
  • 4. P1 Business Case Define the market problem to be addressed Define the market size and penetration goals for the Launch Create preliminary financial impact analysis with list of assumptions Define preliminary solution definition with summary of features and capabilities Complete risk analysis to identify success barriers P2 Solution Definition Investigate and decide upon features to be delivered Identify preliminary sales strategy and implementation methodology Define Marketing approach with intended collateral Set preliminary goals for Training & Documentation depth & coverage Identify Buying & Using personas P3 Solution Creation Engineering builds the product to satisfy the Solution Definition. IT develops an infrastructure plan to host and manage the product. Professional Services develops training, and documentation Marketing begins developing collateral TPL & PM define basic steps to deploy P4 Market Feedback Select and engage Field Trial client to validate solution. TPLs & PMs formalize project implementation methodology Identify & deliver to Early Adopters for feedback Support begins to capture knowledge base for client issues Develop/Test Sales Campaign P5 Sales & Operations Execute sales campaigns. Pipeline re-messaging Manage existing clients: Upgrades & enhancements Support ready to handle all client issues Methodology Overview Review & Approve Review & Approve Review & Approve Review & Approve
  • 5. P1 Business Case Entrance Criteria For existing products: All previous releases in Sales & Operations phase For new products: No entrance criteria Exit Criteria Product Management presents Business Case to Management Team during a weekly meeting Management team discusses and arrives at consensus around need and key scope/features Management team grants permission to exit phase Key Deliverables/Outputs Quantitative and Qualitative Customer Research Business Case Document  External Market Need/Demand  Internal Business Need/Demand  Research Methodology & Results  High Level Value Proposition  Estimate of Total Launch Investment  Critical Features & Functions (prioritized)  Timing considerations  Product/Solution Launch Goals Create Team for next Phase
  • 6. P2 Solution Definition Entrance Criteria P1 Business Case successfully exited Create team to drive process:  Product Management  Engineering  Client Services  Product Delivery  Professional Services  Marketing Exit Criteria  Cross-Functional Signoff  Team presents findings to Management Team in a specially scheduled meeting  Management team arrives at consensus around scope, investment and benefits  Management team grants permission to exit phase  Finance identifies funding timeline Key Deliverables/Outputs Revised Value Proposition Revised Investment Estimate Defect List Business Story Cards (Features/Requirements) Key Testing Requirements Launch Goals Training Goals Documentation Goals Marketing Goals Support Goals Target Customers for Deployment Product Technical Feasibility Assessment
  • 7. P3 Solution Creation Entrance Criteria P2 Solution Definition phase successfully exited Finance approval to fund development of a new solution Exit Criteria  Launch Team presents to Management Team in a specially scheduled meeting  Management team agrees that Product is complete and has high likelihood to meet Launch goals.  Management team grants permission to exit phase Key Deliverables/Outputs Software, Reports & Websites, etc Technical & Functional Testing Deployment Dry-Run Results Trial Customers selected Trial Project Manager Selected & Project Plan Drafted Preliminary Launch Message crafted Marketing Strategy defined Pricing Plan for New & Existing Customers Rough Draft of Training Rough Draft of Release Notes
  • 8. P4 Market Feedback Entrance Criteria Product Development is complete Trial Clients Selected Trial Deployment Methodology ready and accepted by all stakeholders Exit Criteria  Launch Manager presents findings to Management Team at a specially scheduled meeting.  All P1/Critical P2/High issues Resolved by Engineering and Certified by QA and the Team that reported it.  Management comes to consensus that Field Trial is complete and successful. Declares release ready for GA.  Internal GA communication memo to entire organization Key Deliverables/Outputs NDA & Field Trial Agreement(s) Product Launch Indicators identified Trial Project Plan Accepted/Executed Software, Reports, Websites, etc Update All Trials Completed; All P1/Critical & P2/High Cases Resolved Technical Documentation Completed User Documentation Completed End User Training Materials Completed Support Ready to take Level 1 Calls Account Plans Updated Marketing Content Completed Sales Kit Completed Sales Training Completed Pricing Finalized
  • 9. P5 Sales & Operations Entrance Criteria Solution Declared GA Exit Criteria  N/A – this is the ongoing state for the Solution Key Deliverables/Outputs Internal Teams Trained Marketing content published Execute Marketing/Sales Campaign Demo Solution Deployed Sales Contracts Booked Implementation Projects Customer Support Delivered
  • 10. Product Launch Review Cycle Management Phase Gate Monthly Product Launch Review Finance Capitalization Review Deliverable Peer Review At End of Phase Management Team Assess designated launch deliverables and product readiness 3rd Tuesday of every Month Product Management & PMs Review progress, risks, issues and Barriers Action Item Review P1, P2 and P5 + Annually Finance Review Capitalization and Time Capture info As Scheduled Minimum Quarterly Product Management Review Deliverable quality and consistency Action Item Review Review When Who What