The 2017 product launch plan outlines a strategy for introducing Bond, a platform for sending handwritten notes. Targeted at a savvy marketer named Jane, the plan incorporates user engagement through promotions and features like a web app that manages campaigns and analytics. It emphasizes a coordinated effort to achieve sustainable revenue through user empowerment, strategic partnerships, and an aggressive launch timeline.

1. 2017 Product Launch Plan
Prepared by Aaron Roy | @aaron_wa

2. One Bond
One Experience

3. Who Buys Bond - “Jane”
The savvy marketer
● Cares about connecting with users in innovative
ways and building brand loyalty
● Values time, convenience and measureable results
● Knowledgeable about tech, likely mid-thirties and
quite busy
● Budget conscious of marketing spend

4. Day 1
Jane sends her first note
● Jane reads about Bond and visits bond.co to send
her first note to herself as a sample
● She gets an email reminding her how thoughtful
and awesome she is and explains how to
download the app
● She reads about how we're offering 10 free notes
for inviting 5 uses to a new organization and
makes a mental note to learn more

5. Day 4
Jane feels the power of a handwritten note
● Her sample arrives and the footer lets her know
her next note could be in her own handwriting
● She visits bond.co, adds an organization to her
profile and invites 5 people from her team to earn
the 10 free notes promotion
● She gets an email reminding her to send a unique
note for Halloween, she follows the link to
download the app and redeems one of her
promotional credits

6. Day 7
From one message to many
● Jane visits bond.co and sends her 9 VIP clients
handwritten notes with her other promotional
credits
● Phil from account management follows up with a
video case study about how campaigns have
helped other organizations engage and retain their
users

7. Day 15
User management and white glove service
● Jane is interested in sending a campaign for the
holidays.
○ She visits bond.co and connects her customer
data via 3rd party integration and can review
the cost of sending a specific amount of users
an engagement campaign
● Phil follows up with her and explains how Bond for
business can make her life easier

8. Day 30
The cycle starts anew
● Phil sends a handwritten note to Jane thanking her
for sending her first campaign
● She receives an email notifying that her campaign
has been sent and links back to her profile page to
track progress
● Her dashboard reports back usage from her entire
organization and enables her to report on the ROI
of using Bond

9. A Unified Bond Experience

10. 1 x 1 Thoughtfulness On The Go
Bond Mobile
● Subscription and a la carte purchasing of
messages
● Automated engagement emails and notifications
around occasions
● User defaults (Handwriting, Stationery) are saved
for faster checkout

11. In depth – Mobile App
Mobile ad spend is down while revenue is up

12. In depth – Mobile App (cont.)
Mobile ad spend is down while revenue is up

13. The Complete Thoughtfulness Platform
Web App 2.0
● Users can send 1 x 1, 1 x Many, and International
messages
● Companies can create organizations, invite users,
view analytics in a dashboard and manage assets
● Handwriting digitization is broadly advertised as
upsell at checkout

14. How will this generate return?
Charting the course to sustainable revenue

15. How do we get there?

16. Targeted launch plan
Low spend, high yield results
● Empowering existing users to evangelize
● High-touch onboarding process for new users
● Listing on product hunt and other inbound traffic
platforms
● Coordinated press outreach and article placement
● High-value incentives for early organizational
adopters (I.E. free handwriting digitization)
● Strategic partnerships to increase brand exposure
● Rolling releases of new features

17. A complete team effort
Leveraging the whole team to hit aggressive timelines
● Project kicks off: 7/31
● User tests for Web 2.0 begin: 8/15
● Testing and press outreach begins: 9/1
● Web 2.0 launches: 9/30
● Organizational dashboard released: 10/31
● Full scale tracking of notes: Q1 2018