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Product Launch Strategy: Pre-Launch Checklist
Product Launch Strategy: Pre-Launch Checklist
Want to launch your product successfully? You need a solid pre-launch checklist. Here's why it matters and what to include:
85-95% of new products fail within two years
A good pre-launch strategy can boost sales and awareness
It helps catch problems before they blow up
Your pre-launch checklist should cover:
Set clear launch goals
Check product readiness
Prepare for market entry
Get your team and materials ready
Run final pre-launch tests
Key tips:
Set SMART goals (Specific, Measurable, Attainable, Relevant, Time-bound)
Test your product thoroughly and get user feedback
Study competitors and confirm your target buyers
Train your sales and support teams
Double-check all marketing materials
Test all systems and have backup plans
Set Clear Launch Goals
Setting clear goals for your product launch is key. It's not just about having a great product - it's about knowing what you want to achieve when you introduce it to the market. Let's look at how to set goals that will guide your strategy and help you measure success.
Choose Your Success Metrics
Picking the right metrics is like choosing a compass for your launch journey. These numbers will show if you're on track or need to change course.
Focus on three main areas:
Awareness: How many people know about your product?
Engagement: Are people interacting with your product or brand?
Conversion/Revenue: Are you making sales or gaining users?
For example, when Amplitude launched their user portfolio feature, they set specific engagement metrics:
10% of daily active users visiting their own profile page
Percentage of users visiting others' profiles
Hover engagement rates
They chose these metrics to match their product goals and aimed for 50% higher usage than their existing features.
Good goals are SMART: Specific, Measurable, Attainable, Relevant, and Time-bound. Here's an example:
"We will sell 100 widgets within two months of launch, generating $250,000 in revenue."
This goal is specific (100 widgets), measurable (sales and revenue), time-bound (two months), and likely attainable and relevant to the business.
Create Your Timeline and Budget
Now that you've set your goals, it's time to plan how you'll reach them. Your timeline and budget are your roadmap and fuel for the launch journey.
Timeline: Work backward from your launch date. Break down your launch into phases:
Pre-launch prep (4-6 weeks)
Launch day activities
Post-launch follow-up (4-6 weeks)
Assign tasks and deadlines to each phase. If you want press coverage, plan to send out your press release at least a week before launch.
Budget: Divide your resources wisely. Think about:
Marketing and advertising
PR activities
Event costs (if you're hosting a launch event)
Extra staff or overtime
A buffer for surprises (usually 10-15% of total budget)
Here's a simple budget example:
Category | Allocation | Amount |
---|---|---|
Marketing | 40% | $20,000 |
PR | 20% | $10,000 |
Event | 25% | $12,500 |
Staff | 10% | $5,000 |
Buffer | 5% | $2,500 |
Total | 100% | $50,000 |
By setting clear goals and planning your timeline and budget, you're building a strong base for your product launch. As Alex Girard, Product Marketing Manager at HubSpot, says:
"Create specific goals for the launch's success. Keeping these goals in mind will help you focus your efforts on launch tactics that will help you achieve those goals."
With your goals, metrics, timeline, and budget ready, you're set for the next steps in your pre-launch checklist. Stay focused, be ready to adapt, and keep your eyes on your targets. Your launch success depends on it!
Check Product Readiness
Before your product hits the market, you need to make sure it's ready for prime time. Let's look at the key areas to focus on:
Run Internal Tests
First up: put your product through its paces in-house. This isn't just about squashing bugs - it's about making sure your product delivers on its promises.
Set up a tough testing process that covers all bases:
Does everything work as it should?
Can it handle the expected load?
Is it easy to use?
Thorough testing now can save you from headaches later. As Leah Busque, an engineer turned entrepreneur, puts it:
"No one wants to be the first person to buy a new product that doesn't work properly."
Get User Feedback
Internal testing is great, but nothing beats real-world feedback from your target customers. This can uncover insights you might have missed and help you fine-tune your product before launch.
Here's how to make the most of user feedback:
Pick a diverse group of testers that represent your target market.
Give clear instructions on what to test and how to give feedback.
Be ready for criticism and use it to make your product better.
Marcus Milione, Owner of Minted New York, shares a great example:
"For the tote bag, as an example, when we originally made it, it was a rigid strap. There was no adjustability. [There was] tons of feedback in the comments section about wanting it to be adjustable. We went back and retooled the design to make the strap adjustable. Now it'll fit taller people, shorter people."
This shows how user input can help you refine your product and make it more appealing to your audience.
Meet Quality and Legal Standards
Finally, make sure your product meets all necessary quality and legal standards. This step is key for reducing risks and ensuring a smooth launch.
Focus on:
Quality checks: Set clear quality criteria and make sure your product consistently meets them.
Legal compliance: Meet all relevant regulations and standards for your industry.
Intellectual property: Protect your own IP and don't step on anyone else's toes.
Practical Law reminds us:
"Launching a new product requires that companies ensure that they own the IP created by employees and independent contractors."
Don't forget about product labeling laws, especially if you're in food, consumer products, or medical devices. There's no wiggle room here - you've got to comply.
Prepare for Market Entry
Getting ready to launch your product? You need a solid plan. Let's break down the key steps to position your product in the market.
Study Your Competitors
Before you jump in, take a good look at who you're up against. This helps you find your edge and carve out your spot in the market.
First, identify your competitors:
Direct competitors: They offer similar products
Indirect competitors: They solve the same problem, but differently
For example, if you're launching a new project management tool, Asana and Trello might be direct competitors. Email and spreadsheets? They're indirect competitors.
Now, dig into their:
Product features
Pricing
Marketing tactics
Customer feedback
This info helps you spot market gaps. Take Notion, for instance. They saw a gap between regular document editors and project management tools. So, they positioned themselves as a flexible, all-in-one solution.
Here's a quick way to visualize how you stack up:
Competitor | Key Features | Price Point | Target Audience | Weaknesses |
---|---|---|---|---|
Your Product | A, B, C | $X/month | Small businesses | New to market |
Competitor 1 | A, B | $Y/month | Enterprises | Limited integrations |
Competitor 2 | B, C, D | $Z/month | Freelancers | Complex UI |
This analysis will shape your unique selling proposition (USP) and help you stand out.
Confirm Target Buyers and Pricing
Now that you know the competition, it's time to double-check who you're selling to and how much you're charging.
Refine Your Customer Profile:
Don't just stick to basic demographics. Dig deep into what your potential customers need, what bugs them, and how they behave. Try surveys, interviews, or focus groups to get the scoop.
Mailchimp did this when they were gearing up to launch their all-in-one marketing platform. They found out many of their small business customers had a hard time creating consistent marketing campaigns across different channels. This led them to focus on integrating various marketing tools into one easy-to-use platform.
Validate Your Pricing:
Your pricing can make or break your launch. Here are some strategies to consider:
Value-based pricing: Price based on what customers think it's worth, not just your costs.
Competitive pricing: Set your price in relation to competitors, but don't forget what makes you unique.
Tiered pricing: Offer different service levels for different customer groups.
Want to test your pricing? Try offering early access to a small group at different price points and see how they react.
"Pricing is the moment of truth - all of marketing comes to focus in the pricing decision." - E. Raymond Corey, Harvard Business School Professor
Get Your Team and Materials Ready
Let's talk about prepping your team and polishing your marketing materials for your product launch.
Train Your Teams
Your sales and support teams are the face of your new product. They need to know it like the back of their hand.
Sales Team Training
First, figure out what your sales team already knows. Then, fill in the gaps with a solid training plan. Cover the basics:
What the product does and why it's awesome
Who it's for and what problems it solves
How it stacks up against the competition
Pricing details
How to handle tough questions
Highspot, a sales platform, says their customers see some pretty cool results when they use Sales Plays for launches:
"22% higher buyer engagement, 14% increase in pipeline, and 12% increase in win rate."
Those numbers show why good training matters.
Support Team Prep
Your support team needs to hit the ground running. Give them:
Deep dive into the product
A knowledge base they can use
Guides for fixing common issues
Answers to questions they'll hear a lot
"ClickUp has been sort of the backbone for the operation of the company, particularly for great workflows. It helped us manage customer communication during product launches, automating routine tasks like assigning support tickets and notifying team members of urgent issues."
Check Marketing Materials
Your marketing stuff is often the first thing people see about your new product. Make sure it's spot-on.
Content Audit
Look over everything:
Website stuff
Social media posts
Emails you're sending out
Press releases
Product brochures
Check that:
Product info is right
Your message is the same everywhere
You're following brand rules
Legal stuff is in order
Brian Heller, a tech lawyer, suggests:
"Run through a checklist before sending marketing materials for legal approval to speed up the review process and help eliminate last-minute surprises."
Proofreading and Fact-Checking
Keep an eye out for:
Spelling and grammar oops
Facts that aren't quite right
Where your data comes from
Everything you say in your marketing needs to be true. No fudging the facts. Have proof ready for any claims you make.
Final Pre-Launch Steps
You're almost there. Let's go through the last checks to make sure your product launch goes off without a hitch.
Test All Systems and Backup Plans
Now's the time to make sure everything works together smoothly. Run a full system test to check every point where a customer might interact with your product.
Here's what to test:
Website
Payment processing
Customer support
Data backup and recovery
Server capacity
Don't forget about preparing for the unexpected. As the ClickUp team says:
"Always have a backup plan - If your launch platform crashes, what's your contingency plan? Preparing for unforeseen technical issues is critical to ensuring a smooth launch."
And speaking of backups, take your data protection seriously. In 2022, data breaches cost companies an average of $4.35 million. That's not a bill you want right after launch.
Test your backup procedures thoroughly. Make sure they work and meet your performance promises. If you say 99.9% uptime, your systems should back that up.
Get Final Approvals
Before you launch, make sure you have all the necessary green lights. This isn't just about ticking boxes - it's about making sure everyone's on the same page and ready to go.
Get sign-offs from:
Product development team
Marketing department
Legal team
Finance department
Executive leadership
But approvals aren't just signatures. Set up ways to track how well your launch is doing. Figure out what success looks like for you and make sure you can measure it from day one.
Michael DiSalvo, SVP of Account Management, puts it well:
"The best brand approvals and launches are won before they even happen. If an organization has done it correctly, by the time it arrives at a product approval, it already has gathered insight from and made strong inroads with the patient, healthcare providers, policy and advocacy communities."
This shows how important it is to prepare and involve everyone throughout the whole launch process.
Lastly, be ready for both good and bad reactions. Have answers ready for easy and tough questions. This way, you'll be prepared to handle whatever comes your way in those crucial first days after launch.
Conclusion: Why Your Pre-Launch Checklist Matters
A solid pre-launch checklist is your secret weapon for a successful product launch. It's not just about ticking boxes; it's about setting yourself up to win in a market where most products flop.
The stakes? They're sky-high. Up to 95% of new products fail. But your pre-launch checklist? It's your battle plan to beat those odds.
Here's why it's a game-changer:
1. It's Your Safety Net
A thorough checklist catches problems before they blow up. As Printwand puts it:
"It is extremely difficult to launch a new product successfully."
With a checklist, you're less likely to rush a half-baked product to market or miss crucial marketing steps.
2. It Builds Buzz and Trust
Pre-launch isn't just prep work; it's relationship-building with future customers. Take Healthish, for example. They sent free samples of their hydration-tracking water bottle to niche influencers. Result? Tons of online buzz before the product even hit the shelves.
3. It's Your Crystal Ball
Pre-launch is prime time for feedback. The DRG, a market research firm, shares a real-world example:
"For one of our clients, the product being tested was a wood chipper. The DRG conducted central location tests in a parking lot where the products could be demonstrated and used without disturbing nearby residents and businesses. This approach helped identify several product improvement opportunities to increase the likelihood of a successful product introduction."
This kind of testing can uncover issues you never saw coming, letting you fix them before launch day.
4. It Sets You Up for a Grand Slam
A killer pre-launch strategy can lead to jaw-dropping results. Just look at Xion CyberX eBike. Their pre-launch efforts scored over 23,000 email subscribers, which turned into more than $800,000 in sales when they launched. That's the power of building hype and a strong customer base before your product even exists.
5. It Keeps You Nimble
Your pre-launch checklist should include steps for staying on top of market shifts. As MDG Solutions wisely notes:
"Product launches never go exactly according to plan, and that's okay."
Your checklist should have backup plans and room to pivot based on early feedback and market response.
FAQs
What is a pre-launch marketing strategy?
A pre-launch marketing strategy is all about building buzz and awareness for your product or service before it hits the market. It's not about making sales right away. Instead, it's about setting the stage for a killer launch.
Here's how Cade Jones, Digital Marketing Manager at Element Three, puts it:
"Pre-launch marketing occurs before the official launch of your product or service and the goal of it is to raise awareness and build excitement for your brand."
Why bother with pre-launch marketing? It lets you:
Try out different marketing messages and channels
Get feedback from potential customers
Build a list of interested leads
Take Cradlewise, for example. They're the folks behind that AI-powered smart crib. They used pre-launch marketing to tackle a problem every new parent knows all too well: sleep deprivation. This smart move got them noticed by TIME magazine before their product was even widely available.
Here's a sobering stat: about 30,000 new products hit the market each year, but 95% of them flop. Often, it's because of a weak launch. A solid pre-launch strategy can help you beat those odds.
Want to nail your pre-launch? Here's what to do:
Kick things off 3-5 months before launch day
Talk to potential customers through surveys and social media
Set up a landing page that grabs attention and collects leads
Experiment with different marketing tactics to see what clicks with your audience
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