Product Launch and Product Market Introduction

Product Launch to customers and introduction to sales and operations is a key process for product management.

It is our contention that the most important objective of Product Management is to make it easy for customers to buy their products. To this end, the process and actions relating to launch of new Product Value Propositions targeted at important customer segments are critical to meeting this and other objectives.

In some cases, it may be very worthwhile re-launching some products to gain fresh impact in the market place.

While launch planning and introduction are not ‘rocket science’ it is all too easy to make mistakes and not achieve an optimal launch (or re-launch) to achieve commercialization and additional revenues and profit.

We can help you improve your product launch process and tools and support your launch activities.

In the Time to Market approach, we tailor the process and tools to achieve the following critical success factors (CSFs) and to suit your business, company, market, industry and products:

Clear but flexible objectives

üLaunch strategy: Full Launch, Soft Launch, Minimal Launch, …..

Early planning and role assignment (RACI)

Budget to achieve objectives

Compelling and competitive Product Value Propositions and Claims

Well positioned Key Selling Points for Target Customers

Effective Internal communication; Market Communication Mix and Routes to Market Readiness

Product Launch Plan

Product Launch Checklist

Launch Timeline

Product Value Proposition (PVP) Model

Product Value Claim (PVC) Model

Stakeholder Matrix

Product Readiness Criteria

Customer Readiness Criteria

Marketing Readiness

Sales Readiness

Customer Deliverables

Operations Readiness

Marketing Communications Mix, including Social Networking

Launch SWOT Chart (Strengths, Weaknesses, Opportunities, Threats)

Product Launch Metrics Dashboard

Product Launch and Product Market Introduction
Product Launch to customers and introduction to sales and operations is a key process for product management. It is our contention that the most important objective of Product Management is to make it easy for customers to buy their products. To this end, the process and actions relating to launch of new Product Value Propositions targeted at important customer segments are critical to meeting this and other objectives. In some cases, it may be very worthwhile re-launching some products to gain fresh impact in the market place. While launch planning and introduction are not ‘rocket science’ it is all too easy to make mistakes and not achieve an optimal launch (or re-launch) to achieve commercialization and additional revenues and profit. We can help you improve your product launch process and tools and support your launch activities.
In the Time to Market approach, we tailor the process and tools to achieve the following critical success factors (CSFs) and to suit your business, company, market, industry and products:
	Clear but flexible objectives
	üLaunch strategy: Full Launch, Soft Launch, Minimal Launch, …..
	Early planning and role assignment (RACI)
	Timing .
	Budget to achieve objectives
	Compelling and competitive Product Value Propositions and Claims
	Well positioned Key Selling Points for Target Customers
	Effective Internal communication; Market Communication Mix and Routes to Market Readiness

From our wide experience of product launch in different international markets and industries we can tailor Product Launch practices and methods into those best suited to a specific company, business unit, market or industry. Principles and practices can be tailored for: physical products and associated services; non-physical products and services; Business to Business (B2B); Business to Consumer (B2C) and Business to End-User (B2E) applications. .
Product Launch Framework, Process and Steps An example is illustrated below:
In most cases we help tailor the roadmap and toolkit to a client's situation in terms of the mix and complexity required.
Toolkits: The Time to Market approach utilises an advanced set of tools to achieve a market, customer and competition oriented and creative approach for management of product launch. These include:
Product Launch Plan Product Launch Checklist Launch Timeline Product Value Proposition (PVP) Model Product Value Claim (PVC) Model Stakeholder Matrix Product Readiness Criteria Customer Readiness Criteria Marketing Readiness Sales Readiness Customer Deliverables Operations Readiness Marketing Communications Mix, including Social Networking Launch SWOT Chart (Strengths, Weaknesses, Opportunities, Threats) Product Launch Metrics Dashboard
Software Packages and Templates Many of the tools are provided with Excel or Web based software packages or templates to facilitate practical use and ease of learning.
Implementation Programme Each programme is tailored to the client's situation, but typically comprises the following deliverables: roadmaps and models; toolkits, facilitated workshops and software. A typical programme comprises:
	An assessment of current product ranges and In Market or In Life management practices and processes
	Agreement of programme deliverables
	Tailoring of framework or model, toolkit and software for client's specifics
	Facilitated workshops, 1:1 and 1:n coaching
	Off-line telephone and e-mail support
	Skills transfer to Product Managers, Product Marketers, Product Marketeers, MarComms folks et. al.
*Training Programme* Time to Market offers comprehensive in-house training and skills development programmes to meet the needs of companies seeking to improve the skills and know how of their people and to leverage improvements in Product Life Cycle Management. All programmes are tailored to the needs of our clients and are provided in-house. For more details click below: Product Management training programme Free Proposal We can provide a free proposal, including programme outline with costing, to meet your requirements - please contact us.
For more information clicking on the links below:
Product Marketing and Management Product Strategy and Product Portfolio Strategy: framework and tools Product Definition (PD) and pragmatic Quality Function Deployment (pQFD) Voice of Customer (VoC) and Market Research Competitive Analysis and Competitor Analysis New Product Introduction (NPI) or New Product Development (NPD) In Life or In Market Management of Current Products Product Value Proposition and Value Propositions Portfolio Product Development, Marketing and Management Software Applications Product Management and Product Manager Training


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Product Launch and Product Market Introduction

Product Launch to customers and introduction to sales and operations is a key process for product management.

In some cases, it may be very worthwhile re-launching some products to gain fresh impact in the market place.

While launch planning and introduction are not ‘rocket science’ it is all too easy to make mistakes and not achieve an optimal launch (or re-launch) to achieve commercialization and additional revenues and profit.

We can help you improve your product launch process and tools and support your launch activities.

In the Time to Market approach, we tailor the process and tools to achieve the following critical success factors (CSFs) and to suit your business, company, market, industry and products:

From our wide experience of product launch in different international markets and industries we can tailor Product Launch practices and methods into those best suited to a specific company, business unit, market or industry.

Principles and practices can be tailored for: physical products and associated services; non-physical products and services; Business to Business (B2B); Business to Consumer (B2C) and Business to End-User (B2E) applications.

Product Launch Framework, Process and Steps

Toolkits:

The Time to Market approach utilises an advanced set of tools to achieve a market, customer and competition oriented and creative approach for management of product launch. These include: