© Copyright 2007, Sequent Learning Networks, Inc. - Product Management & Marketing Training

Perfecting the Product Launch

Note – the intent of this presentation is to provide a high level glance at a critical area related to product and marketing management.

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Topics

• Why products fail• Why launches fail• Critical launch elements• The right launch sequence

– Seven steps to success

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Why products fail

• Wrong market segment• Mistaken customer needs• Wrong reason to create or enhance the

product• Unclear roles & responsibilities• Not strategically important• Sales cannot or will not sell it• No one wants it

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Why product launches fail

• Do not understand the dynamics of the market, including the market window

• Lack of sponsorship or executive support

• Uncommitted resources• Not learning from past mistakes

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Critical launch elements

• Strategy – Without strategy, there can be no alignment

• Business Case– Without a valid Business Case, the investment context will be mis-understood

• Value proposition– Without a value proposition, there is no way to validate whether the customer’s

benefit will be understood• Positioning

– Without positioning, a customer won’t know who you are and why you’re different

– Without positioning, team members won’t understand how to align and commit• Team members

– Without team members fully committed, qualified, and available, you cannot effectively launch

• Project management expertise– Without project management methods, there is no way to plan, track, and

manage the launch• Risk management

– Without a clear articulation of what can go wrong, and because things generally go wrong at some point, it’s a good idea to address risk factors

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The right launch sequenceSeven steps to success

Validate Strategy, Business Case, and Value PropositionAlign with Marketing Plan, marketing metrics, and market window

Establish program goals, framework, tasks & activities(prepare the project plan, align with NPD process

Prepare schedules, timing - secure resources, and budgets)

Mobilize Resources – Secure Commitments

Identify early adopters or a test market

Execute on launch tasks(Collateral, training, website, operations, etc.)

Re-check(Value prop, positioning, systems, etc.)

Limited launch, re-check, go/no go decision for full launch

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Carry out post-launch audits to determine

whether or not launch goals and metrics

were met.

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Sequent Learning Networks

• Training and advisory services focusing on:– Product management– Product development– Product marketing– Marketing management

• Scheduled and on-site instructor led programs– Robust curriculum platform for rapid curriculum development, customization,

or pre-existing courses– Action-based, facilitated and/or guided instruction

• Web-based tutorials• Templates and tools

– Marketing Plan, Launch Plan, Business Case, Product Strategy, etc.– www.sequentlearning.com/templates.php

• International clientele• Contact:

www.sequentlearning.com +1 212.647.9100 info@sequentlearning.com