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Plan Phase
The purpose of the Plan Phase is to identify target markets, determine capabilities that the target market is willing to buy, understand the competitive landscape, develop the launch strategy, create the product positioning, and build the Launch Plan. Within the Plan Phase there are three Steps: the Research Step, the Evaluate Step and the Build Step.
Research Step
Capabilities
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Align product and service capabilities with what the market is willing to buy. |
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Market Segments
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Identify potential market segments and narrow the focus to a manageable set of target markets |
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Competition
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Define the competitive landscape and competitive alternatives |
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Buyers
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Develop an understanding of buyers and the buying process |
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Evaluate Step
Launch Goals and Objectives
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Establish Launch Goals and Objectives for the Launch |
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Launch Strategy
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Evaluate and choose a Launch Strategy |
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Lead Generation Strategy
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Evaluate and determine a Lead Generation Strategy |
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Launch Tactics
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Evaluate and choose the tactics to be used for the Launch |
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Launch Metrics
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Identify the metrics to be used to measure Launch effectiveness |
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Sales Strategy
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Evaluate and choose a sales (distribution) strategy that supports the Launch Goals and Objectives |
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Pricing Strategy
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Evaluate pricing strategies and choose a strategy that will help achieve the Launch Goals and Objectives |
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Build Step
Positioning
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Use Power Positioning techniques to develop crystal clear positioning that your buyers understand and can identify with |
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Cross-Function Team
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Organize an effective Cross-Functional Team (CFT) |
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Launch Plan
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Build the Launch Plan |
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