SlideShare a Scribd company logo
Launch @ UXDX
Andrew Mullaney Co-Founder/CTO
Image: instagram.com/theblondeabroad/ via Spike
Why did you build this product?
• Commercial KPIs – B2B / B2C
• Sales metrics
• User metrics
• Marketing metrics
• Crafting the story
Which will require a lot of Planning!
Planning a launch:
• Effort - Estimated delivery date
• Finance
• Marketing efforts
• Content/Press
• Conferences
• Paid
• Partners
• Dev/Testing/Alpha/Deploy/Scale
Can you de-risk?
• Customers pay in advance?
• Test marketing on your friends?
• Speak to journalists in advance
• Do a pre-mortem
• Challenge assumptions – play devils advocate
• Beware of Deadlines
Launch Day
Launch day
• Should not be stressful
• Execute plan – have it well communicated before
• Expected the unexpected – have a role back plan
• Expected the expected – you might end up on TV
The real work starts…
• KPI + Monitoring – are the working/right?
• Feedback + Iteration and improvement
• Stability!
• Staying ahead of the competition + Technology
• Motivating your teams to be the best
Thanks
Q + A

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UXDX Dublin - Ensuring company alignment to speed up delivery, by Andrew Mullaney, 23rd May 2018

  • 1. Launch @ UXDX Andrew Mullaney Co-Founder/CTO Image: instagram.com/theblondeabroad/ via Spike
  • 2.
  • 3. Why did you build this product? • Commercial KPIs – B2B / B2C • Sales metrics • User metrics • Marketing metrics • Crafting the story Which will require a lot of Planning!
  • 4.
  • 5. Planning a launch: • Effort - Estimated delivery date • Finance • Marketing efforts • Content/Press • Conferences • Paid • Partners • Dev/Testing/Alpha/Deploy/Scale
  • 6.
  • 7. Can you de-risk? • Customers pay in advance? • Test marketing on your friends? • Speak to journalists in advance • Do a pre-mortem • Challenge assumptions – play devils advocate • Beware of Deadlines
  • 9.
  • 10. Launch day • Should not be stressful • Execute plan – have it well communicated before • Expected the unexpected – have a role back plan • Expected the expected – you might end up on TV
  • 11.
  • 12. The real work starts… • KPI + Monitoring – are the working/right? • Feedback + Iteration and improvement • Stability! • Staying ahead of the competition + Technology • Motivating your teams to be the best