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2. PRODUCT LAUNCH
Presented by You Exec

3. Table of Contents Product Overview Product Testing Product Launch Plan
Project Overview
Target Audience
Product Positioning
Product Testing
Beta Program Overview
Beta Program Timeline
Beta Customer Feedback
Learnings from Past Projects
Product Launch Plan
New Product Launch Overview
Product Launch Timeline
Launch Planning: Key Steps & Tools
Marketing & Launch Tactics
Launch Tactics
Marketing Plan
Marketing Process
Lead Generation
Marketing Budget
Product Launch Tracking
Cost & Revenue Forecast
Go-to-Market Strategy

4. 1 Product Overview 4 Project Overview Target Audience
Product Positioning

5. Project Overview Problem Statement Project Goals & Objectives
Describe the business reason(s) for initiating the project specifically stating the business problem
Problem Statement
Describe the business goals and objectives of the project. Refine the goals and objectives stated in the business case
Project Goals
& Objectives
Define project limits & identifies the product delivered by the project. Establish the boundaries of the project describe the products that are outside the project scope
Project Scope
Describe certain factors which are so critical that the project might fail in their absence
Critical Success Factors
Describe the approach the project will use to address the business problem
Project Description
State the critical assumptions that have been considered
for this project
Project
Assumptions
Describe tasks, items, and actions that are specifically “included” in the project scope
Project Inclusions
Describe tasks, items, and actions that are specifically “excluded” in the project scope
Project
Exclusions

6. Project Overview
Introduction
Situation
Assessment
Background

7. Introduction Situation Assessment Background
Project leader name, organization, and role
Project title
Assessment
Background

8. Situation Introduction Assessment Background
The problem we’re trying to solve
What we’re trying to improve
What is driving the project
What is the final goal of the project
Assessment
Background

9. Background Introduction Situation Assessment Local context
Broad (national, international) context
Information and measures from others that we can use
Assessment

10. Assessment Introduction Situation Background
What do we want to be different as a result of this project
Background

11. Introduction
Situation
Project Overview
Assessment
Background

12. Demographic Behavioral Geographic Psychographic Target Audience
Brand Loyalty : Your text here
Benefits Sought : Your text here
User Status : Your text here
Usage Rates : Your text here
Occasion : Your text here
Readiness to Buy : Your text here
Lifestyle : Your text here
Personality : Your text here
Values : Your text here
Interest : Your text here
Demographic
Geographic
Behavioral
Psychographic
Target
Audience
Age : Your text here
Gender : Your text here
Nationality Your text here
Ethnicity : Your text here
Occupation : Your text here
Income : Your text here
Family Size : Your text here
Region : Your text here
Country : Your text here
Population : Your text here
Climate : Your text here

13. Demographic Behavioral Geographic Psychographic Target Audience
Brand Loyalty : Your text here
Benefits Sought : Your text here
User Status : Your text here
Usage Rates : Your text here
Occasion : Your text here
Readiness to Buy : Your text here
Lifestyle : Your text here
Personality : Your text here
Values : Your text here
Interest : Your text here
Demographic
Geographic
Behavioral
Psychographic
Target
Audience
Age : Your text here
Gender : Your text here
Nationality Your text here
Ethnicity : Your text here
Occupation : Your text here
Income : Your text here
Family Size : Your text here
Region : Your text here
Country : Your text here
Population : Your text here
Climate : Your text here

14. Demographic Behavioral Geographic Psychographic Target Audience
Brand Loyalty : Your text here
Benefits Sought : Your text here
User Status : Your text here
Usage Rates : Your text here
Occasion : Your text here
Readiness to Buy : Your text here
Lifestyle : Your text here
Personality : Your text here
Values : Your text here
Interest : Your text here
Demographic
Geographic
Behavioral
Psychographic
Target
Audience
Age : Your text here
Gender : Your text here
Nationality Your text here
Ethnicity : Your text here
Occupation : Your text here
Income : Your text here
Family Size : Your text here
Region : Your text here
Country : Your text here
Population : Your text here
Climate : Your text here

15. Demographic Behavioral Geographic Psychographic Target Audience
Brand Loyalty : Your text here
Benefits Sought : Your text here
User Status : Your text here
Usage Rates : Your text here
Occasion : Your text here
Readiness to Buy : Your text here
Lifestyle : Your text here
Personality : Your text here
Values : Your text here
Interest : Your text here
Demographic
Geographic
Behavioral
Psychographic
Target
Audience
Age : Your text here
Gender : Your text here
Nationality Your text here
Ethnicity : Your text here
Occupation : Your text here
Income : Your text here
Family Size : Your text here
Region : Your text here
Country : Your text here
Population : Your text here
Climate : Your text here

16. Primary Differentiation Competitive Alternatives
Product Positioning
Key Benefit
The biggest benefit that our target market derives from our offering is more reliable quality at lower price point.
Primary Differentiation
What sets our product apart from competitors is its customizable options at no additional cost.
Competitive Alternatives
If customers are not using our product, then they’re using similar products from Company A.
Market Category
The market that we currently compete in is lifestyle technology.
Target Segment
Our market for targeting is accomplished professionals who want to invest a reasonable amount in lifestyle improvements.

17. 2 Product Testing Beta Program Overview Beta Program Timeline
Beta Customer Feedback
Learnings from Past Projects

18. Beta Program Overview Sept. 15th Dec. 15th Mar. 15th
Beta Testing Goals
% Current Completion
% Projected Completion
High Initial product quality & early customer engagement
Early customer references and testimonials
Generate more Bookings and Revenue 85 45 90 70 65 90

19. Beta Program Timeline
2015
2019
2021
2017
2016
2018
2014
2020
Project
Kickoff
Rollout
Investor
Presentation
Private
Beta Out
Alpha Out
Plan for Future
First Prototype
Public Beta
11/19/2019

20. Customer Feedback 830 1400 1170 150 60% 90% 80% 40%
Happy Clients This is a sample text. You simply add your own
1400
Customer Complaints This is a sample text. You simply add your own
1170
Completed Tickets This is a sample text. You simply add your own
150
Working Hours This is a sample text. You simply add your own
% Completed of Goal

21. Learnings & Improvements from Past Projects
45%
10%
35%
10%
Improvement Progress
Support
Not enough budget for PR, marketing, launch, and/or sustaining sales.
Everything depends on PR
Not enough social media
Upfront
Unclear or wrong audience
Little marketing resource or unclear differentiation
Resources
In-house marketing campaign is not objective enough
Spokesperson issues
Lacking in sales buy- in
Lack of influencers for support
Product
Product is too new
Product priced too high
Weak product advertising
Crisis issues: Product;
Quality; Supply; Regulatory

22. 3 Product Launch Plan New Product Launch Overview
Product Launch Timeline
Launch Planning: Key Steps & Tools

23. New Product Launch Overview
New Product or Service ready
for launch
Websites, customer demo, social media strategy
Buyer personas
Marketing plan
Advertising
Product
manuals
Sales kit and training
Customer satisfaction surveys, loyalty program
Pre-launch
Post-launch

24. Product Launch Timeline
Product descriptions & portfolio
Product fact sheet
Targeting and positioning
Usage test
Competitor analysis
April
Sample preparation
Presentation(PPT)
Social media set up
E-newsletter design
Direct mail design
Print design
Promotion video
Event Staffing
June
Launch event
Speaking engagement
announcement
Radio commercial
Web update
Social media update
Search Engine Optimization
August
Development
Product Launch
Distribution strategy
Pricing strategy
Promotion strategy
Web design
Mobile app design
May
Press release
Sample deliver to channel buyers and target media
Sales training
Promotion and sales kit
July

25. Product Launch Timeline
Product descriptions & portfolio
Product fact sheet
Targeting and positioning
Usage test
Competitor analysis
April
Sample preparation
Presentation(PPT)
Social media set up
E-newsletter design
Direct mail design
Print design
Promotion video
Event Staffing
June
Launch event
Speaking engagement
announcement
Radio commercial
Web update
Social media update
Search Engine Optimization
August
Development
Product Launch
Distribution strategy
Pricing strategy
Promotion strategy
Web design
Mobile app design
May
Press release
Sample deliver to channel buyers and target media
Sales training
Promotion and sales kit
July

26. Launch Planning: Key Steps & Tools
Purpose
Sample Tools
Product Positioning Analysis
Carve out & articulate our new
products niche within the larger category
Product Placement Worksheet
Customer Segment Profiling Template
Volume Protection Analysis
Forecast and plan for production
requirements immediately following
Demand Forecasting interview Template
Volume Projection Guidelines
Distribution Analysis
Identify optimal distribution channels
for taking our product to market
Distribution Planning Checklist
Channel Partner Evaluation Scorecard
Budget Analysis
Allocate resources to support the new products launch: set deadlines for taking
the product to market
Marketing Budget Planning Template

27. 4 Marketing & Launch Tactics Launch Tactics Marketing Plan
Marketing Process
Lead Generation
Marketing Budget
Product Launch Tracking
Cost & Revenue Forecast
Go-to-Market Strategy

28. Launch Tactics 5 4 3 2 1 Promotional Prospects Customers Channel
Direct mail promotion
Trade Shows
Conferences 3
Prospects
Online Marketing programs with relevant channels
Social Media
New offers to customers
Customers
Competitive Buyback Program
Beta Customer Referral 2
Channel
Channel Presentation
Customer Presentation
Press releases 1
Internal
Key offers for partners & key stakeholders
Sales Training

29. Product Launch Marketing Process1 2 3
Buzz
Momentum
Launch
Traditional media plan
Social media plan
Outreach plan for press/bloggers
Advance outreach
Create brand assets for launch (video, Images, written content)
Sales/partner training
Traditional media
Social media
PR & bloggers outreach
Launch event
In-store displays
Measure impact
Sustain buzz and conversation
Testimonials & reviews
Case studies or success stories

30. Operation Activities Target database acquisition Conferences
Other online marketing programs
Trade shows
Operation Activities
These are some lead generation activities that will be helpful in our business development
Direct mail promotion
Communities
Nurturing campaign
Magazine advertisement
Road show with tech partners

31. Lead Generation Funnel
Traffic
Lead Capture Page 1
Lead Nurturing Process 2
Value-Adding Content 3 4
High Quality Leads 5

32. Product Launch Tracking
Area
Remarks
Status
Communication
Global news magazine launched week 7. Remaining deliverables to be completed in June 2019 including final launch events in regional offices.
Training
Initial user training completed. Implementation in HR system pending resources availability. Handover process agreed with HR. New plan in place to improve timeline.
Development
New module launched successfully August 15th, as scheduled.
Unit 1 Deployment
Deployment will be delayed to unit 2 deployment completed. Decision to be approved by steering committee 15.2
Unit 2 Deployment
85% completed. Progressing as planned.
Regional Infrastructure
New infrastructure successfully implemented May 29th. Infrastructure gap analysis completed preparation to analyze, identify issue & assess needs. Action have been taken.
Alarm, critical deadlines overdue no clear actions taken
Alarm, deadlines overdue, clear & relevant actions taken/on going
In control, running according
to objectives & timeline

33. Go-to-Market Strategy
Internal & external
involvement
Launch team
Target markets
Channel/partners
Initial market penetration strategy
What we’re marketing
Market positioning
Key product attributes
Price positioning
Business model
What
Who
Reason for adoption
Value prop and key message for customers
Value prop and key message for channels
Value prop and key message for other audiences
How should it be done
Tools for customers
Tools for internal audiences
External activities
Why
How

34. Revenue & Cost Forecast
$10MM
for all years
$4MM
for all years
FY 2019
FY 2020
FY 2021
FY 2022
Revenue (MM)
0.45
2.6
3.4
3.7
Cost (MM)
0.9
1.1
0.95
1.05

35. Marketing Budget – Current Spending
50%
75%
30%
70%
80%
Public Relations
Sponsorships
Press Releases
Webinars
Conferences
Client Events
Content Marketing
Sponsored Content
Landing Page
White Papers
eBooks
Social Media
Twitter
Facebook
Pinterest
Instagram
LinkedIn
Online Marketing
Blog
Website
Mobile App
Mobile Alerts
Newsletter
Advertising
Online
Print
Outdoor
Radio
Television

36. Marketing Budget – Current Quarter
Category
April
May
June
Q2 Totals
National Marketing
100.00
300.00
Banner Ads
Local Marketing
1,500.00 -
Newspaper
600.00
In- store marketing
400.00
POP
500.00
Public Relations
1,800.00
5,400.00
Sponsorships
Press Releases
Webinars
Conferences
Client Events
Content Marketing
1,200.00
Sponsored Content
Landing Page
White Papers/ eBooks
Social Media
Twitter
Facebook
Pinterest
Instagram
google+
LinkedIn
Category
April
May
June
Q2 Totals
Online
800.00
400.00
200.00
1,400.00
Blog
Website -
Mobile App
Mobile Alerts
Newsletter $
Advertising
3,350.00
2,500.00
Print
850.00
Outdoor
Radio
Television

37. THANK YOU