Product launches represent excellent revenue and profitability for a company. Most launches fail due to lack of communication, message and expectations. Let's change that! This presentation explores time-honored techniques to improve the success rate for your new products and services.

1. Mission Impossible
Successful Product Launches
November 11, 2013

2. A Quick Definition
We’ll refer to ‘Product Launch’ as the introduction of a
new product to it’s market.
The following content can also be applied to a new
‘service’.
We’ll stick with ‘product’ for simplicity.

3. Why is a launch so important?
Increased
Revenues
and
Profitability
Increased
Brand Equity
and
Awareness
Incredible
competition
these days
Low barriers
to entry

4. Product Launch Opinions
No shortage here….

5. Cautionary Tales
More than 75% of product launches
do not succeed1
Number one
reason- Poor
Planning and
Lack of
Preparation
Often
afterthoughts.
Completed with
limited budgets/
timeframes
No one has been
chosen to
oversee the
launch
1Harvard Business Review. April 2011.

6. Common Launch Assumptions
There is a
budget
There is time
to create and
execute the
plan
Business
fundamentals
have been
observed
Salespeople
have been
messaged and
trained
And so on…

7. A Successful Launch is Not Impossible
Plan Implement Communicate
Follow
Through
Four easy steps will get you there

8. Have the business
fundamentals been
observed?
What is the launch
budget and timeline?
Is the right
infrastructure in
place?
… and so on
Ask the Right
Questions!
Plan
What’s the Word?

9. Expectations
•Just Revenues?
•Reach, A New
Market?
•Awareness?
Who is (the
executive) in
charge of the
launch?
What is the
project
manager’s
role?
What are the
expectations
of the launch
Have you
been called
upon to do
the
impossible?
Plan

10. The PM’s Role
You have to ‘manage the message’ way beyond just
marketing statements
You are responsible for making sure all the unseen parts of
the plan are executed on schedule and within budget
The project manager is central to the successful launch

11. Product Launches are not just glamorous affairs seen by
the public.
› They go way beyond marketing
› Everything from infrastructure to messaging and
product training must be addressed and accounted
for
› Planning is the most critical factor
› The company reputation and profitability are
at stake Plan
Plan the Work, Work the Plan

12. The Project Plan
› The launch plan must be accommodated well in
advance. Time and budget for this activity is as
important as the product’s development
› Without resources the launch will fizzle. Plan your
resources accordingly!
› A ninety day pre-launch plan works really well
Plan

13. The Basic Timeline
90 Days Prior Post-Launch30 Days Prior60 Days Prior
Project on Track?
Management
- Updates
- Approvals
Sales/Marketing
- Start Message
- Internal/External
- Product Descriptions
- Establish Pricing
- Marketing Collateral
Finance
- Pricing Approvals
Legal
- Major Issues?
- Contracts in progress
- Trademarks
- Claims
Operations
- Infrastructure Needs
Development
- Delays
- Issues
Is the Launch Successful?
Management
- Updates
Sales/Marketing
- Promotions
Finance
- Revenues and Profits
Legal
- Contracts
- Terms
Operations
- Bandwidth
- Capacity Adjustments
Development
- Feedback
- Updates
- Features/Functions
Lessons Learned
Project on Track?
Management
- Updates
- Approvals
Sales/Marketing
- Company Brief
- Messages Approved
- Collateral Complete
- Press Release
Finance
- Forecasts Approved
Legal
- Final issues
- Wording
- Contracts
- Pricing
- Regulatory
- Trademarks
Operations
- Infrastructure in Place
Development
- Product Handoff
Project on Track?
Management
- Update
- Approvals
Sales/Marketing
- Messaging
Finance
- Pricing Approvals
Legal
- Trademarks
- Claims
- Contracts
Operations
- Infrastructure Updates
Development
- Any Big Issues?

15. Create Expectations
› Here’s where a launch roadmap and discussion with
marketing and management will help
› Has a plan been developed?
› Is the plan sensible?
› Can it be done in a reasonable amount of time?
› Does the right budget exist?
› Are the right ‘metrics’ in place?
CommunicateImplement

16. Who’s Involved
Management
Sales and
Marketing
Operations
Development
Legal
Finance

17. Management
› Let’s be honest, management isn’t always
thinking about product launches, so:
› At the very least make your management team
aware of what is going on
› If you can get an executive-level launch
champion, all the better
› A weekly email summary is useful
CommunicateImplement

18. Sales and Marketing
› Again let’s be honest, S/M may be looking at other
priorities
› So let’s make sure that they think about the launch
message
› And Promotions
› And Packaging
› And Press Releases
› And Pricing!
CommunicateImplement

19. Sales and Marketing- Price
› Establish Pricing
› Does it meet corporate guidelines?
› Has the pricing been approved?
› Are there approved discounts (if any)?
› Make available sales projections
› Approved Promotions
› Pricing will affect your profitability!
CommunicateImplement

20. More Sales and Marketing
› And Social Media
› And the Website
› And Literature
› Software manuals up-to-date
› Training program established
› For your internal staff
› And your customers
› And anything else unique to your
product, like … CommunicateImplement

21. Even More Sales and Marketing
› Partnerships- corporate partners aware of the launch
and their role in it.
› Partnership promos- Have the right product/sales
promotions (if any) been approved?
› Is the right messaging in place?
CommunicateImplement

22. IT and Tech Support
› Make you tech support team aware of relevant
changes like:
› Upgrade Pricing and Policies
› Upgrade Pricing
› System requirements and version support
› New features and functions
› Known issues
› And any additional IT requirements!
CommunicateImplement

23. Legal
MUST be involved
› Contract changes
› Product ‘claims’
› Particular launch limitations (language used)
› Regulatory issues
› Changes to warranties and terms of service
› Relationship with Partners
› Export Regulations CommunicateImplement

24. Finance/Accounting
› Aware of product launch budget
› Aware of pricing, upgrade and return policies
› Aware of discount policy
› Aware of forecasts
› Create part numbers/SKU’s and product decriptions
if necessary
› Product descriptions are ready to go
CommunicateImplement

25. Operations
› Is the product quoted?
› Will product be shipped, downloaded?
› How to order new inventory
› How much inventory to keep on hand
› This is important as it affects corporate profitability
› Does the right support infrastructure
exist?
CommunicateImplement

26. Development
› Common understanding of ‘what done looks like’
› Proper signoffs and product handoffs
› Development rarely sees eye to eye with Marketing.
› It’s important to keep these folks aware of implications
› It’s also important that they are
acknowledged for the product they
have just created
CommunicateImplement

27. Follow Through

28. Follow Through
Success must be monitored
› Can the employees relay the message?
› Do extra promotions need to be created?
› And are existing promotions effective?
› Are leads distributed?
› Are sales coming in?
› Is Social Media effective?
› Infrastructure holding up? Follow
Through
Communicate

29. Lessons Learned
› What worked and didn’t
› What experience can be used for the next launch?
The successful product launch is not
impossible!
Follow
Through
Communicate

30. The Mission Impossible Launch Code
“A Roman general, in the time of Caesar had a motto, “If it is
possible, it is done. If it is impossible, it will be done. And that
ladies and gentlemen is what I live by.”
- Evel Knievel

31. Thank You!
Will Casavan
will@aperturepm.com
info@aperturepm.com
will.casavan- Skype

32. 3525 Del Mar Heights Road, Suite 572
San Diego, CA 92130
760.931.8197
info@aperturepm.com
aperturepm.com