I’ve been heads down for the past 30 days or so working on the launch strategy for a major new consumer website (still under NDA at this stage, so I can’t go into specifics just now). Working on this launch strategy and launch plan reminded me about how important proper planning is to launch success.
So I thought I’d share some product launch process, methodology and strategy concepts with you today.
We employ a proven launch strategy based on hundreds of successful Internet-based launches. These launch strategies include launch templates and standard launch processes that work consistently, no matter what you’re launching.
You could be launching a new product, a new website, a new business or even taking a new stock public (yes, that’s a launch, too, because you need to build an early-adopter market and demand for the IPO).
Our launch methodology is geared around enabling you to achieve a stated set of launch goals and objectives. Then we build a specific launch plan that’s tailored to the particular situation; e.g., launching to consumers is a bit different than B2B, for example.
Neverthless, all launches follow some common “stages”, as depicted below.
As shown in the Launch Flow process diagram above, a new product launch is organized into 3 distinct stages:
* Pre-Launch Stage - the weeks and months leading up to the Grand Opening or Launch Event
* Launch Stage - the main launch event and Grand Opening for your product, site and business
* Post-Launch Stage - the weeks and months after the launch event
During the Pre-Launch Stage… we create early awareness and begin to build a pre-launch list of early adopter community members around our product offering, site and business. This early adopter community is key to ensuring everything (including the product and website) is truly ready to take to market, to uncover major customer questions and objections that need to be addressed in our marketing and selling processes and starting the word of mouth buzz that begins to spread ahead of the launch. We also validate our selling processes and conversion rates during this important preparation phase.
During the Launch Stage… we create early momentum around the product, site and business. This is a great time to make special offers and bonuses available that create “scarcity” around early purchase decisions and drive social proof of actual adoption as it takes shape. Traffic begins to ramp, which then drives sales and cash flow and early profits. Engagement with partners, affiliates and resellers is also key.
During the Post-Launch Stage… we drive early demand, show actual proof of results with interviews, success stories, testimonials and 3rd-party reviews. During this early demand and growth phase, we’re also ramping up the sales, adding new sources of business leverage (e.g., affiliates, partners, resellers, etc.) that grows sales results.
Using a proven launch methodology that’s geared toward achieving specific goals and objectives (e.g., sell 1,500 units in the first 24 hours, sell $5 million in the first week, etc.) is key to consistent success. It’s not uncommon to see properly-planned and executed launch generate many millions of dollars in revenue in just a few weeks, days or even hours (if you have enough “launch leverage” involved).
So the next time you have a product, site or business to launch, consider getting some professional launch help to ensure your launch strategy and launch plan are really solid. It can make the difference between a launch that’s a “big bang” that kick-starts your revenue and drives early profitability – or a launch that’s “stillborn”, and a product that struggles from that point forward to see the light of day.
Tags: new product launch, Product Launch, product launch process, product launch strategyRelated posts:
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