A product launch is not just a single event or date in time, it’s a process that has discrete phases. Understanding those phases can help you understand where you are in the Launch Process and when you’re transitioning into the next Phase.
In the Launch Clinic Product Launch Framework we define the Launch in terms of four launch Phases:
The Product Launch Framework is an easy to understand and deploy methodology for planning and managing a product launch. Much like methodologies that are used to standardize the development of software, the Product Launch Framework is a methodology to plan and manage successful product launches. In this post we’ll provide an overview of each Phase. In future posts we’ll cover each phase in more detail.
The amount of time it will take to complete each Phase will depend on several factors which include the type of product, who you’re selling to and the resources you have available. By using the Product Launch Framework you will have a roadmap that enables you to have a clearer picture of the activities and resources needed, and give you a better understanding of the scope and timing.
Within each phase of the Product Launch Framework are one or more Steps. Steps contain Activities. As each Step is finished, you get closer to completing the Phase. Each Phase has a Gate or decision point that determines when the Phase is complete and you’re ready to move to the next Phase.
The graphic above represents the Plan Phase with the Steps and Activites that support the completion of the Plan Phase. The Product Launch Framework was created from a software launch perspective but designed to be extensible and adapt to different market needs. Each Activity sphere contains one or more deliverables supported by templates, worksheets and guides to facilitate completion of the Activity.
Plan Phase
The Plan Phase contains the Steps and Activities that result in a Product Launch Plan. The Plan Phase is critical and establishes the foundation for the Launch. Taking a short cut during the Plan Phase will only be amplified further in the Launch process.
The Plan Phase is one of the more challenging Phases and focuses on:
- Understanding and defining the target market
- Matching product capabilities to market needs
- Establishing Launch goals and objectives
- Evaluating Launch tactics
- Defining meaningful Launch metrics
- Developing clear positioning
- Building the Launch Plan
- Organizing a Cross Functional Team
Readiness Phase
The Readiness Phase is primarily focused on coordination, getting things done and holding others accountable. It also in the critical Phase that gets the entire organization ready and excited about the Launch - Priming the Pump.
The Readiness Phas also puts the Launch Plan into motion. Some of the things that the Readiness Phase focuses on include:
- Getting the product complete
- Product packaging and pricing
- Training the support team
- Training the delivery team
- Training the sales team
- Training the channel and other partners
- Building the marketing collateral
- Building advertising messages and securing advertising positions
- Scheduling press tours
- Developing press releases
- Implementing mechanisms to capture launch metrics
- Building sales tools
- Defining ordering processes and procedures
Intitiate Phase
The Initiate Phase begins when the product and organization have completed the most important aspects of the Readiness Phase. “Most important” because it doesn’t always work out that we get 100% ready before Initiating the Launch. Other mitigating factors can force a “Go” decision that make the Launch a must.
The Initiate Phase is the Phase in which the Launch Plan is executed and the results captured. A good Launch Plan considers “what ifs” that allow for adjustments in the Launch Plan during the Initiate Phase to ensure the Launch goals and objectives are being met.
The duration of the Initiate Phase will vary by product and market, but should be long enough to support the execution of the Launch Tactics and to adequately capture the Launch Metrics that support the Launch goals and objectives that have been defined for the Launch Plan.
During the Initiate Phase you will:
- Execute the Launch Plan
- Capture Launch Metrics
- Monitor metrics against goals and objectives
- Adjust the Launch in response to new information
Results Phase
The Results Phase focuses on analyzing the results of the Launch, reporting the findings and adding to the collective organizational Launch knowledge. The Results Phase is on open-minded Phase that takes an analytical approach to understanding what went right, what went wrong, what did it cost, how to incorporate what was learned into the next Launch, and reporting the Launch Results to the management team.
