1. © 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.

2. © 2007 Sequent Learning Networks, Inc - Product Management & Marketing Training www.sequentlearning.com Page 2 Topics Why products fail Why launches fail Critical launch elements The right launch sequence –Seven steps to success

3. © 2007 Sequent Learning Networks, Inc - Product Management & Marketing Training www.sequentlearning.com Page 3 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

4. © 2007 Sequent Learning Networks, Inc - Product Management & Marketing Training www.sequentlearning.com Page 4 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

5. © 2007 Sequent Learning Networks, Inc - Product Management & Marketing Training www.sequentlearning.com Page 5 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

6. © 2007 Sequent Learning Networks, Inc - Product Management & Marketing Training www.sequentlearning.com Page 6 The right launch sequence Seven steps to success Validate Strategy, Business Case, and Value Proposition Align 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 1 2 3 4 5 6 7 Carry out post-launch audits to determine whether or not launch goals and metrics were met.

7. © 2007 Sequent Learning Networks, Inc - Product Management & Marketing Training www.sequentlearning.com Page 7 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