This portfolio summarises the key aspects of product launch covered in the Mello product case study, such as product validation, roadmap creation, pre-launch communication planning, product launch checklist, MVP strategy development, Crazy 8 sketches, product strategy implementation, product signals, moats, bets, metrics, launch strategies, and AARRR metric product performance evaluation. To access the full case study, click here: https://www.jademediapro.com/projects#casestudy

1. Product Launch
Strategy Portfolio
Prepared by John Ademiluyi

2. Abstract
This portfolio addresses the influence of product launch, product roadmap, and pre-launch
communication plan, on performance in the development of a productivity and task management app -
Mello. The survival of any newly developed product depends on how innovative they have become in
managing their product launch strategy to craft new products that changes with the ever-changing tastes
and needs of their customers.
The report delves into the models and theories that drive product launch strategy practices in a way that
they support the successes of new product development. Our review is based on selected trainings at the
frontier of product management, summarized, and compared based on the teams experiences, subsisting
models, and theories with the results purely based on both qualitative and quantitative approaches.
The significance of different stages of product launch strategy and product advantage to the new product
performance was documented therein with every product feature that is to be properly integrated into
the Mello App as well as the conception period for completion of each feature.

3. Table of Contents
About Product 4
Product Case Study 5
PRD Brainstorming 10
Crazy 8s Low-Fi Sketch 16
User Flow Diagram 17
Product Goals 19
Product Strategy:
− Product Moats
− Product Signals
− Product Bets and Metrics to
measure success
20
Product Vision 24
Product Roadmap 34
Product Launch Strategy and Checklist 40
Pre-launch Communication Plan 44
Upcoming Product Launch Comm. 45
AARRR Metrics for Product Performance 46
Conclusion 47

4. About Product
A productivity and task management app

5. Mello is a productivity and goal-tracking application that helps users
organize and prioritize their tasks, set, monitor, plus track their
progress as well as achieve personal and professional goals. It includes
tools for goal setting, progress tracking, also data-driven insights,
among other things. Mello streamlines and makes achieving goals a
pleasant experience by providing a simple yet user-friendly interface,
strong customer support, and team collaboration features. The
application also offers personalised at the same time customised
features, simple integration with other tools and apps, plus seamless
data management. Mello is a dependable and essential tool for people
who want to achieve their goals as well as unlock their full potential.

6. Product Case Study
● Uni Students (why?): They want to stay motivated to do
the tasks quickly in a certain order, boost their
productivity and build healthy habits at the same time
● Project Managers (why?): They want to create and
organize tasks, set deadlines and reminders, and track
their progress, collaborate with teams, and customizable
views and filters to help them stay focused on what is
most important
1. Who will be using the app
and why?

7. Product Case Study
● Not being motivated to complete the goals
● Stuck with tedious repetitive tasks
● Struggle with tracking performance and evaluating members fairly based on
project contribution
● Have a hard time tracking the budget and timelines of multiple projects
● Complicated interface and is not easy to use
● No reliable apps to keep track of the goals
● Not having the option of collaborating with other users on the same task
2. What user pain points would
this product be addressing?

8. Product Case Study
● Integration with other tools: Many task management apps are integrating
with other productivity tools
● Focus on collaboration: Task management apps are increasingly focusing on
collaboration features
● AI-powered features: Some task management apps are incorporating
artificial intelligence (AI)
● Mobile-first design: With the rise of remote work and mobile devices
● Shift towards sustainability: There is a growing trend in the task
management app space towards sustainability
3. What is currently happening
in this space/industry?

9. Product Case Study
● Extra and simple timeline display that functions similarly to a calendar but
even better
● Calculating productivity hours in percentage of how much work has already
been done
● Seamless workflow for users: such as calendars, note-taking apps
● Collaboration features, such as shared to-do lists, team messaging, and file
sharing, to facilitate teamwork and project coordination
4. How will the app be used on a daily basis?
What screens and interactions will users encounter as
they use the app?

10. Product Case Study
● Lost of messages due to transition between different teams and tools
● Privacy and security concerns
● More competitors = More demanding audience
● Technical issues due to incompatible integration
● Churn due to slow performance of the app
● Access to information if the connection is lost (bookings, navigation)
5. What considerations will be take into account
(potential challenges or limitations) to develop the app?

11. PRD Brainstorming
● There is a need to store all the documents in one database so that any team
member can access them with a simple click
● Users want clear pricing without any hidden fees and the best available price
for storage and external integrations
● Prominent competitors in the space (Asana, Trello, ClickUp)
● 54% of users complained that poor internet connectivity is a major hindrance
to a successful remote working experience
● More organizations are adopting the agile methodologies
1. What do we already know about the
product or feature?

12. PRD Brainstorming
● How complex task management functionality is → Developer timeframes
● Development costs
● The full scope of what functionality all teams needs
● How to collect and structure the database
● Huge problem with scheming the data using the backend
● Appropriate ways to earn back money (grow revenue)
● Cost of external tools integration
2. What don’t we know?

13. PRD Brainstorming
● Help make project coordination quick, simple and efficient
● Reduce resource allocation work from 4 hours to just 10 minutes
● Ability to centralize projects to increase transparency
● Simplify workflow and encourage collaboration
● Better resource forecasting, enhanced interdepartmental communication,
consistency in project delivery, and better resource data insights.
● Virtual platform to collaborate and coordinate teams
● Kanban style Boards to map out project cycle
3. What is the goal or intention behind the
product or feature?

14. PRD Brainstorming
● Existing research documents on task management
● Competitor platforms (ClickUp, Asana, Trello, Notion, Monday.com)
● Competitors’ user-generated content database
● Community Platforms like LinkedIn
● Survey and interviews with the PM
● Project management books
● Blogs and articles on productivity and task management
4. What to read or look at?

15. PRD Brainstorming
● Engineering Team
● Community Space
● Business analyst (BA)
● Project manager (PM)
● UI/UX designers
● Front-end developers
● Quality assurance engineers (QA)
● Backend developers
● Operations Team
● Product Development Team
5. Who to talk to? Customers who have the
problem, mentors who know about this
space, or other relevant stakeholders.

16. PRD Brainstorming
● Multiple task views
● Drag-and-drop interface
● Upload Image (Max size)
● Emoji Reacts to comment
● Team collaboration tools
● Visual intuitive interface and Kanban-style task management
● Multiple workspaces and teams
● Seamless integrations with third-party apps
6. What would the key features of the app
look like?

17. Crazy 8s
Low-Fi
Sketch
A visual representation of the key
features and functionalities

18. User Flow
Diagram
A visual representation of the
series of steps a user takes
from the initial entry point to
the final desired action or
outcome while interacting
with the app.

19. Product Goals
● Streamline the workflow process to help users improve their
productivity by providing a system for managing tasks,
deadlines, and priorities
● Facilitate collaboration by allowing team members to assign
and track tasks, share files, and communicate with each other

20. Product Strategy
● Create infinite tasks (Paid/Free)
● Implement all the language on the app for users in different locations
● Have the largest integration for users to connect and import from
● Integrate artificial intelligence to provide personalized recommendations,
automate repetitive tasks, and improve task prioritization
● Offer a rewards program that allows customers to earn points for discounts on
future purchases
● Provide hassle-free cancellation options
Product Moats

21. Product Strategy
● The global task management software market size is projected to reach USD
4,535.5 million by 2026 and the market was worth USD 1,713.0 million in 2018,
exhibiting a CAGR of 13.3% during the forecast period, 2022-2026. The high
investments in the research and development of the product will have a direct
impact on the growth of the market in the coming years
https://www.fortunebusinessinsights.com/task-management-software-market-
102249
Product Signals
Market Signal:

22. Product Strategy
● There is a growing demand for workforce management among businesses, as
teams are getting bigger. This facilitates the need for task management
software for collaboration and communication between team members. Task
management software allows organizations and teams to keep track of team
members working on a specific task or number of functions, which will give a
complete picture of the operations, thus helping teams manage their time and
prioritize tasks accordingly
Product Signals
Customer Signal:

23. Product Strategy
● The pandemic forced many companies and individuals to shift to remote work,
which led to an increase in the number of tasks and projects that needed to be
managed. As a result, task management apps became essential tools for
staying organized and productive
● Our data shows a 73% increase in sign-ups in March 2020 compared to the
previous year with 75 million daily active users in April 2020, up from 44 million
in March
Product Signals
Business Signal:

24. Product Strategy
● Mobile-first approach: This might involve developing a mobile app with a
streamlined user interface that prioritizes key features and tasks
● Collaboration features: Collaboration features like shared task lists, real-time
communication, and project boards that allow teams to work together more
efficiently
● Automation and AI: Artificial intelligence features that help users prioritize
tasks, schedule reminders, and automate repetitive tasks
● Integration with other tools: Many people use multiple tools for their work, so
integrating with project management software, communication tools, time
tracking apps, and more
Product Bets

25. Product Strategy
● Number of new partnerships
● Revenue from new service offerings and partnerships
● Refund rate: Track the refund rate for money-back guarantee
● Retention rate: A high retention rate indicates that users find the app valuable
and are likely to continue using it in the future
● User satisfaction: High customer satisfaction is a good indicator that the app is
meeting users' needs and providing value
● Integration charge revenue: Track the revenue generated by the integration
charge for users who wish to cancel their external integration for free if feature
becomes available
Metrics to measure success

26. Product Vision
● To make the management organising experience smoother for organisers by
collaborating/partnering with workspace owners.
● To make life much easier when it comes to arranging any tasks
● Reminding users of all their plans and schedules before the prior time.
● Improve communication and collaboration between teammates
● Having A.l assistant automation which will make sure that the user reaches
his/her goals.
1. What is the goal or intention behind
the product or feature?

27. Product Vision
● People between age 15-60
● People who want to work smoothly
● Business analyst (BA)
● Engineering Team
● Project manager (PM)
● Product Development Team
● Operations Team
2. Who are the Customer we've decided
to focus on?

28. Product Vision
● Overwhelming long schedule list
● Unorganized schedules and lack of time to organize them
● Distractions while performing online activities
● Procrastinating and not eventually following up on listed schedules
● Not seeing the progress when becoming productive
● Need project reminder alarm feature
● Facing difficulties collaborating with other teammates on the project
3. Which of their Problem / Needs we've
decided to start with?

29. Product Vision
● Our product helps students, workers, and project teams who want to stay organized,
prioritize study or work, and collaborate with the team in minutes, not hours.
We will achieve this by:
● Explore Simple tools such as calendars with reminders and a short “add task" flow.
● Integrate with other tools, such as email and messaging apps to receive quick
notifications
● manage task creation and organization, prioritization, task tracking, and collaboration
● Provide an alert if the timezone got changed and will convert all the tasks scheduled
according to the new time zone.
4. What is the Product Vision?

30. Product Vision
● The global productivity and task management software market size was USD
1,713.0 million in 2018 and is projected to reach USD 4,535.5 million by 2026,
exhibiting a CAGR of 13.3% during the forecast period.
5. How big is the Market Size we've
chosen?

31. Product Vision
● Copying rivals' business models and product strategy
● Chasing the same customers with our rivals
● Unyielding feature competition
● Trying to be the best at the game while crushing others
6. What are the Zero-sum Competition
we want to avoid?

32. Product Vision
● Interactive voice response (IVR) feature
● Quick Jumping into functions
● Improved search and sorting filters
● Customizable views and filters to help me focus on what's most important
● Integration with other productivity tools
7. What are the Differentiators for the
product?

33. Product Vision
● The productivity and task management app market is expanding rapidly as
more businesses and institutions seek to manage tasks and maximise
production while maintaining high quality. Because a task management app
allows organisations to work more effectively and provides a platform for
systematising day-to-day operations, collaborating on daily tasks throughout
the lifecycle, and making decisions based on it. Several companies are
implementing task automation tools as a tool for managing and organising
work in order to improve work efficiency and accuracy.
8. Why Now?

34. Product Vision
● Customer Acquisition Cost (CAC)
● Active User Percentage (DAU, MAU)
● Traffic (Organic/Paid)
● Session Duration
● Client Retention Rate (CRR)
● Customer Lifetime Value (CLTV)
● Average Revenue Per User (ARPU)
● Monthly Recurring Revenue (MRR)
● Net Promoter Score (NPS)
9. What are some Metrics to gauge
we're on the right track?

35. Product Vision
● A comprehensive product launch strategy
● Make sure to have a product that Fits
● Conduct user research and market analysis
● Understand the important Metrics
● Having a product of high quality and value
● Create an Early Customer Base
● Adapting your product based on customer feedback
● Marketing and messaging that is detailed
● Customer experience that is well-developed and satisfying
10. What do we need to do in order to
achieve this goal?

36. ● To make the management organising experience smoother for organisers by
collaborating/partnering with workspace owners.
● To make life much easier when it comes to arranging any tasks
● Reminding users of all their plans and schedules before the prior time
● Improve communication and collaboration between teammates
● Having Al assistant automation which will make sure that the user reaches his/her
goals.
1. The product initiatives/goals
Product Roadmap

37. ● Send a single invite to all teammates and onboard them within 15 mins.
● Create strong feedback and collaboration tools using audio and video recording
● Increase the number of languages available on the platform.
● Integration with other productivity tools
2. The product ideas
Product Roadmap

38. ● Single button invite link to all members to join the workspace
● Simple and quick onboarding process and hint
● Planning and attending a meeting, targeting to complete the daily tasks of a user
● Voice and Video call functions to call and have meetings
● Al partners which will help to quickly translate languages for a different location
● Google Translate integration for uploaded files and documents
● GPS system which will help to set up a meeting with multiple time zone
● Add attachments like Word, PDF, Google location, Image, to-do list, audio files
3. The product features
Product Roadmap

39. JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2 9 16 23 30 6 13 20 27
Send single invite to all teammates and onboard them
within 15 mins.
Single button invite link to all members to join the
workspace
Simple and quick onboarding process and
hint
Create strong feedback and collaboration tools using
audio and video recording
Planning and attending a meeting, targeting to
complete the daily tasks of a user
Voice and Video call function to call and have
meetings
Increase the number of languages available on
the platform.
A.l partner which will help to quickly translate
languaes for different location
Google Translate integration for uploaded files and
documents
Integration with other productivity tools
GPS system which will help to set up a meeting with
multiple time zone
Add attachments like Word, PDF, Google location,
Image, to-do list, audio files

40. Product Launch
Strategy And Checklist
● Customer problem statement provided
● User and system requirements provided
● Business goal and context provided
● Financial Compliance and reporting provided
● Product value propositions and
differentiators provided
● Target Audience/personas provided
● Users and System requirements provided
● Legal terms and conditions provided
● Languages / Locales provided
● Limitations, restrictions, and business rules
provided
Feature / Product Definition

41. Product Launch
Strategy And Checklist
● High Fidelity Wireframes provided
● Full-scale prototyping provided
● User Flow and User Journey Mapped
● Information Architecture Mapped
● Error states for the product are documented
UX / UI Design

42. Product Launch
Strategy And Checklist
● Technical documentation completed
● Framework configuration files and libraries completed
● Operational support and SLA processes defined
● Product has passed QA
● Deployment process defined
● Release schedule and dates defined
● Support procedures and resources defined
Engineering

43. Product Launch
Strategy And Checklist
● Develop a marketing plan to promote the product
launch
● Create a press release to announce the product
launch
● Design product launch materials such as logos,
banners and email templates
● Establish a communication plan to inform
customers and stakeholders of the product launch
● Prepare a product demo video to showcase the
product features
● Develop a customer support plan for post-launch
inquiries
● Analyze the competitive landscape and evaluate
the product’s competitive advantage
● Plan early user research activities to identify
opportunities for improvement
Launch Checklist

44. Pre-launch
Communication Plan
● Send a single invite to all teammates and onboard them within 15 mins is scheduled to
launch on Friday (March 8) at 11:17 a.m. Eastern Time.
● The product will launch two features:
1. Single button invite link to all members to join the workspace
2. Simple and quick onboarding process
● The developers will deploy into the server, which will host the framework.
● The team lead will be in charge of fixing all issues arising from the first deployment.

45. Upcoming Product Launch
– Direct On-File Comment
Hello, Team
We are pleased to announce that our new direct on-file comment will be available on Wednesday, February 22nd, 2023 at 10:00 AM WAT. This new product will
provide a variety of benefits and features to users, making it easier for them to collaborate by commenting directly on an uploaded file.
To get ready for the launch, we need everyone on the team to become acquainted with the product and its features. Over the next few days, we will provide
training sessions and product demonstrations to ensure that everyone is fully prepared.
In addition, we have set up a support system to deal with any problems that may arise during the launch. Users will be able to contact our customer support
team for assistance, and we have established a process for reporting and resolving any technical issues.
Please do not hesitate to contact us if you have any questions or concerns. We're all in this together, and we're confident that with your help, this launch will be
a success!
Congratulation,
Product Manager, Mello

46. AARRR Metrics for
Product Performance
Acquisition
- The number of users who signup
- The conversion rate of users who added their team to the workspace
Activation
- Number of users that created multiple team workspaces
- Initial reward redemptions
Retention
- Monthly Active Users
- Churn Rate
Revenue
- Average revenue per user (ARPU)
- Lifetime Value (LTV)
Referral
- Number of users who refer others to the direct on-file comment feature
- The conversion rate of referred users who apply

47. Conclusion
The development and application of the
product case study, PDR, roadmap and AARRR
metrics to enable efficient product research,
design planning, selection and execution, is a
unique contribution of this portfolio.
The application of such integrative product
design, development, and launch strategy
approaches for Mello App offers an innovative
response to the increasing market demands for
speed and value, while satisfying business need
for efficient productivity and task management.

48. Thanks!
Do you have any questions?
a.john@jademediapro.com
John Ademiluyi
John Jade | Jade of Lagos