New Product Launch Template

Launching a new product or a new release of an existing one?  Following a proven process will make all the difference in the results you get from your launch.

The following step-by-step launch template is an example product launch process we generate for you inside WinningWare QuickLaunch™, our flagship software tool that automates launches of products, websites, membership sites, books, seminars or most anything else you want to launch.

A Launch Guide for Your Product

You can use this step-by-step Launch Guide™ below to execute each stage of your launch.

Note: The links in the following Launch Guide normally link to detailed step-by-step instructions of exactly what to do in each step – the links in this example take you to our product page, where you can learn more.

Related posts

• The New Rules of Launch (11)
• Product Launch 3.0 Sales Process (2)
• New Product Launch Email Campaigns Now Available (1)
• WinningWare QuickLaunch – Product Launch Automation Software (9)
• The all-important Launch Blog – Some tips for your success (7)
• The 3C’s of Product Launch (1)
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Launching new products that succeed and generate lots of sales begins with a winning product strategy.  We are seeing good early success now with our latest product, WinningWare QuickLaunch™, so I thought I’d share how we arrived at our product strategy, as a case study example.

Before diving into our strategy, let’s talk briefly about what is meant by “strategy” vs. “tactics’.

One way to think about “strategy” is it’s the hammer used to drive a tactical advantage you possess into a marketplace, a concept I probably first learned from the timeless book from 1990 named “Bottom Up Marketing”, by Jack Trout and Al Ries (two of my favorite marketing authors).

Proper strategies reinforce and “amplify” your tactical ability to execute.

Properly devised, a good strategy supports the tactics, driving them deeper into the marketplace.  The strategy hammer hits those tactical nails so hard, they just get driven into the market much easier and faster than they would otherwise.

Bad strategies often seem good on the surface, until you try to put them into action, and have to search for a way to implement them.  Excellent strategies take proven tactical advantages and make them more powerful.

So for example, let’s say you have an established network of local contacts and relationships in a particular industry – this is a tactical advantage for selling and networking locally.  So you decide you want to take full advantage of these contacts and leverage these relationships to block competitors from entering the market against you locally with a particular new product you’re introducing.

So you use your superior contacts and relationships to erect barriers to entry into the local market by blocking others from gaining access to the best local distribution available.  So your strategy is to invite the business owners on an all-paid hunting/fishing trip for a long weekend, where everyone meets each other and you capitalize on your contacts and deepen the relationship with everyone.

During that trip, you have several group “strategy” discussions, where you talk about the advantages of everyone working together in the local market – along with how much money you’re all going to be able to make promoting this new product. None of your competitors have this kind of relationship with the key decision-makers at these companies, so you have secured your position in this market and improved your ability to execute in a sustainable way.

Another strategy would be to advertise locally on Google, driving traffic and business through to these preferred local dealers, making it easier for them to succeed selling your products.

Neither of these strategies would work well without these dealer’s ability to execute locally or your ability to deepen and maintain these relationships.

So, onward to our new product strategy case study example.  The following diagram is from an internal PowerPoint presentation we used to organize our product strategy, review it internally and then settle on the initial product direction.

As shown in the above diagram, our product strategy consists of six areas of strategic advantage.  Let’s have a look at each component of this product strategy.

1. Enable Non-Consumption - the first strategy pillar involves enabling those who aren’t doing proper launches today with the ability to launch their products and websites.  Enabling non-consumers to become customers typically involves bridging one or more “gaps” that are preventing consumption, including:

• Wealth - the ability to afford or pay for the current alternative by offering a pricing advantage is a common way to attract non-consumers. In our case, existing alternatives cost $2,000 and up (for launch training or consulting fees), so we chose a less expensive online subscription business model, which costs a customer less to get started and enables them to pay over time (in effect it’s a consumption-based payment plan – lower get-in cost, only continue paying if you’re actually using the service on an ongoing basis)
• Skills - the ability to understand and/or execute often prevents many people from getting a particular job done, so finding creative ways to simplify or automate certain tasks enables new buyers to enter a market. Instead of “training” people how to become “launch experts”, we decided to simplify things by using software to automate the process of defining the launch, then create landing pages, sales page templates, email launch sequences, etc., along with a step-by-step guide which makes it easy enough for anyone to perform a launch
• Time - reducing the amount of time required to get the job done or making it extremely “convenient” is another way to attract new buyers. In our case, automating launch planning and content creation saves most people several weeks of time, making it possible for entrepreneurs and small businesses to do their launches properly and even launch sequentially to multiple market segments effectively
• Access - making a solution more readily accessible to buyers is another strategy to attract new buyers; for example, eliminating the need to travel to take a training course and instead making everything available online.

2. Nail the Job to be Done - in order to attract buyers, the product absolutely must get the job done the buyer wants to accomplish. Nailing the job begins with a clear understanding of the buyer’s existing alternatives.  For each alternative, we need to understand the intended “outcomes” that occur as a result of taking this approach, and importantly, the “unintended consequences” of taking this approach.

I like to create a list of the alternatives, then create two columns – intended outcomes/results, unintended consequences.  Most products solve the problem users want to address, but may be accompanied by negative by-products; i.e., there are things that can and do go wrong.  Understanding these two dimensions is very powerful.

Next, it’s important to focus on what customers want, like and dislike. Making sure you address customer preferences better than the competitors makes your product look more like the obvious best choice.

In our case, we realized that planning, organizing and executing a product launch usually impacts a small business or entrepreneur at a critical point in time, and is painful and time-consuming enough to cause them to often take shortcuts, which reduces sales and profits.

If you do everything required to plan and execute a proper launch, it also typically  interferes with other critical path tasks (negative consequences), such as:

• One’s ability to complete the product properly by attracting early adopter customers to test the product and then fixing the product based upon this feedback to obtain quality customer testimonials
• The time required to attract and nail down quality joint venture partnerships, affiliates and resellers to support the launch
• Developing the website, e-commerce systems and other selling infrastructure that must be developed, tested and optimized

So automating the launch process means the business owner and marketer have the time to take a well-balanced approach to the launch, minimizing the negative consequences and increasing sales and profits at the same time.

3. Delight, but don’t Overshoot – it’s important to delight customers with a few “wow” features (sometimes called “Purple Cows“) and a solid product; however, it’s even more important not to over-engineer a product, which costs more money and time and then makes consumption more difficult on a broad scale. In our case, we were tempted to add some more advanced features, but resisted this temptation and instead worked closely with actual customers to give them what they ACTUALLY WANTED instead of what we THOUGHT they would want.

And this is another important point.  It’s better to work with a few key, actual buyers who represent your target market and develop one key item that THEY WANT vs. five items YOU THINK buyers will want.  Customers typically have ten times the clarity about what’s actually needed than we do as product managers and marketers, so find some representative customers and delight them – and you will also be delighting a big portion of your future market in the process.

4. Master an Emergent Strategy – anytime you are entering a market with something new, there are risks and unknowns that cannot be foreseen or planned for in advance.  An “emergent strategy” is one in which your strategy and possibly certain key tactics can only be discovered once you are immersed into the marketplace, where the learning process can begin.

As learning occurs, you will discover marketplace realities that cause your best strategies to “emerge” or become visible and more obvious.  This emergent strategy process is very commonplace in high-tech fields and when introducing a completely new product concept that hasn’t existed before.

The keys to an “emergent strategy” are:

• Begin with a set of reasonable assumptions
• Create a “learning plan” (the assumptions you know you need to test, de-risk and validate and learn from)
• Invest a little to learn a lot (for us, build a prototype, show it to customers and learn from actual customer use and give customers what they want and need most)
• Be patient for revenues, impatient for profits – for us, this meant “soft-launching” to our in-house list before going to large JV partners (making sure we had everything in place, keeping costs low initially, then launching bigger once we knew we were truly ready)
• Rapid iteration and learning at minimal cost – when entering a market with a new product, it’s important to iteratively learn – adjust – learn – adjust and keep the costs and cycle time to a minimum. For example, we began with a 30-day free trial offer, then learned for various reasons that a 30-day money-back guarantee was a better approach in our case
• Add resources once profitability and growth are clearly sighted – just good business practice.

5. Pricing/Segments – the days of attacking a broad, horizontal marketplace are gone for all but the largest corporations. Entrepreneurs and small-to-medium businesses must choose which segments or niches of a market to target and how best to price the product to compete effectively.

In addition to pricing, prioritizing and tailoring messaging for each niche is also required for best results.  In our case, we deliberately chose not to serve larger enterprises, as our product is probably not robust enough to meet the highly-customized demand of enterprises, and our online routes-to-market aren’t well-suited to selling to enterprises (who typically expect a direct sale approach).

6. Place/Promotion - choosing the places where you will intersect with buyers is another critical aspect of your go-to-market strategy for the product.  How best to position and promote the product is equally important to ensure your advertising, landing pages and sales copy resonates with your target buyers.  In our case, we chose an indirect route to market using affiliates and JV partners who already have a presence in our target market segments, as well as our own online direct routes (PPC, SEO, social networking, etc.)

I hope sharing our product strategy with you as an example is helpful and gives you a fresh perspective that helps you develop and deliver more valuable products for your customers.

So I have shared our product strategy and some key concepts here.  What about you?  We would love to hear about the strategies you are finding work for you in your marketplace.

Related posts

• The New Rules of Launch (11)
• Top 5 Product Launch Success Factors (and Pitfalls to avoid) (10)
• The all-important Launch Blog – Some tips for your success (7)
• The 3C’s of Product Launch (1)
• Recommended Reading: Tuned In to What Customers Want (8)
• Psychology of Social Product Launches – Part 3, Storytelling (10)
• Product Launch 3.0 Sales Process (2)
• New Product Launch Template (2)
• New Product Launch Email Campaigns Now Available (1)
• Launching a Product (0)

The New Rules of Launch

FREE E-BOOK DOWNLOAD (no registration required)

The Internet and Web have changed the rules for how we launch anything new, including products, websites, and companies – even political campaigns – using social media like Twitter and Facebook to create purpose-built launch communities and make more sales.

This 62 page e-book provides strategies, tactics and processes you can put to use in your business to launch successfully and with maximum impact, jump-starting the sales growth engines and making your product Profitable on Day One™.

The Internet and Web have changed the rules for how we launch anything new, including products, websites, and companies – even political campaigns – using social media like Twitter and Facebook to create purpose-built launch communities and make more sales.

The Web and the ubiquitous global communications it enables now interconnect over 1 billion people for the first time in human history. Practitioners who learned based on the old rules have been slow to change and adopt new methods, such as social media and building appropriate communities around their launch process.

This information in this e-book enables everyone who wants to leverage social media and Web 2.0 interactive media for launching a company, product, service, website, political campaign, or just about anything else –  to grasp how to leverage the immense power of the Internet and social media networking to do so.

Download and Read the New Rules of Launch

But be prepared to update the way you think about launches…

Download the New Rules of Launch here.

P.S. Please feel free to post copies of this free e-book document on your blog, website or email it to anyone you believe would benefit from it. This e-book is licensed under the Creative Commons License, as indicated below, which means the content may be used freely for non-commercial purposes, so long as such use is attributed properly according to the license terms.

Inside the New Rules of Launch

How to launch a product, company or
anything else via the Internet

TABLE OF CONTENTS

Related posts

• The New Rules of Launch (11)
• The Truth About How To Use Twitter in a Product Launch (11)
• The 3C’s of Product Launch (1)
• Psychology of Social Product Launches – Part 3, Storytelling (10)
• Product Launch 3.0 Sales Process (2)
• New Product Strategy (12)
• New Product Launch Template (2)
• New Product Launch Email Campaigns Now Available (1)
• Launching a Product (0)
• How to Launch a Product using Social Networks (3)

In this post, let’s examine another key element: Stories and storytelling.

Stories are how human beings spread ideas that are important or interesting to us.  Storytelling is as old as mankind.  We tell stories in many ways – using words, images, sounds, gestures and expressions.  Storytelling is at the heart of how we communicate with one another every day.

And the human mind is optimized for storytelling.  Traditionally, oral stories were committed to memory and then passed on from generation to generation.

Jump forward to the Internet age, and the avenues available for sharing our stories are all around us:  blogs, Twitter, Facebook, forums, YouTube, email, websites, article sites, books, TV, radio, and of course, the all important and powerful – word of mouth.  The evolution of technology has made storytelling easier than ever.

As Steve Chazin, former Apple marketing executive says in “Marketing Apple”, to have your story repeated you must:

• Make your message memorable – Think Big, Write Small
• Boil the story down to its syrupy goodness
• Make your message different and worth repeating

When we launch anything to an audience (a product, a company, website or a political candidate), we need to use stories to get our message across.  These stories answer important questions for the audience, including:

• Who are these people and where did they come from?
• Why should I care?
• What’s in it for me?
• Why should I listen to you?
• Why should I take action and actually do something different?
• Why should I act now instead of delaying or just doing nothing instead?

Stories provide an interesting way to answer these (and other) questions people have about what’s being launched and how it could affect them.  Stories can be conveyed in a variety of ways, including blogging, videos, newsletters, and emails.

Crafted properly, stories don’t sell – they simply tell and teach by example.

Stories provide the information that people need to make up their own mind – about you, what you’re launching and offering and where it fits in their life.  Stories also enable readers to learn by example.

By allowing people to make up their own minds (instead of coercing them through slick offers and time-limited deals that everyone knows are lies concocted by marketers to get them to buy), people are much more willing to listen to what you have to say when conveyed as an interesting story.

And they’ll be more inclined to pass a simple, interesting story along to others, who will in turn be more interested than if you come across as selling your product.  Incidentally, this storytelling approach to marketing works well not only in launches, but also in everyday marketing and advertising campaigns.

And stories are an extremely powerful way to structure marketing campaigns and advertisements today. Stories are more effective than traditional ads because they attract the reader’s interest and convey the benefits and features of a product in the proper context – the context of a customer who’s using the product.

In fact, storytelling is so important to use in not only launches but to incorporate into your everyday marketing mix, we created a “system” for story-based marketing campaigns.  These campaigns have produced millions of dollars in sales when traditional broadcast-style, feature/benefit oriented campaigns fail.  The reason is simple. People will take the time to read and comprehend an interesting story (and continue to ignore what is obviously an advertisement).

Learn to properly incorporate storytelling in your marketing mix and you will be amazed at how well it works, not only in launches, but in your everyday marketing.

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• Story: Struggling organic farmer saves the family farm (1)
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• ALL BUYERS ARE LIARS: Stories we tell ourselves to get what we want (3)
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The objective of any launch is to successfully introduce the product, company, website or whatever you’re selling – then make the sale!

The Launch 3.0 sales process includes development of a “purpose-built” launch community and list of interested launch participants. This launch process significantly increases early sales success, revenue and effectiveness of the launch.

The following diagram depicts a typical Launch 3.0 sales process.  It all begins with the launch canvassing programs, which bring traffic to the launch landing page, as shown below.

Canvassing Programs attract traffic to the launch Landing Page, where visitors can register to receive more information about the launch.  Money magnet offers, such as free giveaway items provide users with strong incentives to register.

These offers  include e-books, videos, reports and other items of great interest to the target audience. These are used to attract more launch prospects to join the Launch List.  The Launch List keeps track of the prospects, providing a convenient way to communicate with these folks; e.g., an email auto-responder or CRM system.

During the pre-launch stage, a series of emails and related content are provided to everyone on the Launch List.  This series of content is called the Pre-launch Sequence.  This sequence is designed to develop a relationship with those on the Launch List and begin to form the Launch Community.

One of the keys to creating this community is to initiate discussions on the Launch Blog (not shown).  The Launch Blog provides a convenient way for launch participants to share comments, insights, opinions and perspectives with each other.

This creates social proof that the launch is a happening thing that is worthwhile, provides increased transparency and builds trust.

A range of content is posted to the Launch Blog during the pre-launch, including:

• Spy videos that provide an inside look at the upcoming product (or whatever is being launched)
• Useful “money magnet” giveaways that provide value, build trust and move prospects closer to buying
• Video and audio interviews with key employees, experts and 3^rd parties discussing the big idea and product
• Free webinars including experts discussing relevant, useful topics (and not selling the product)
• Stories that enable the audience to learn by example
• Conditioning emails and videos designed to answer questions and overcome potential sales objections
• Proof points and evidence, such as that gathered from preview customers who have tested the product
• Testimonials from preview customers who have early access to the product.

The pre-launch sequence also involves driving partners, resellers and affiliates to make their own major canvassing push, both early on and immediately prior to commencement of the the launch stage.  Pre-launch prepares, educates and energizes the launch community, building buzz, anticipation and excitement.

This creates pent-up demand for the product, increasing the market’s curiosity, interest and appetite for it.

Once launch day arrives, the doors open and a major push to convert sales begins.  As initial sales pour in, information about how well the product is selling is shared, creating social proof.  Other techniques (including scarcity) create even more pressure to buy in early to take advantage of limited-time bonuses and other offers tied to the launch.

Discussions in the blogosphere, news and social networks appear, where people’s experiences with the product surfaces more frequently.  Assuming these discussions are favorable, this provides further buzz and interest in the product that just launched, fueling further sales growth.

Most of the effort at this point is aimed at getting prospects on the Launch List to visit the Online Sales page, where selling takes place.  The launch sequence is designed to drive traffic into the selling processes.  It also builds interest in the product using social proof, proof and scarcity.  It’s also time to make a big push to energize partners to invest in marketing and selling the product.

If a traditional sales force is used, then the Launch List is a big pile of unqualified leads.  The online nurturing and conditioning processes act as a pre-sales automation tool, preparing those in the Launch Community to become qualified leads and ultimately to buy the product.

These leads are further qualified, in terms of timing and budget (for more complex sales), before being passed on to Sales to sell and close. This is commonly accomplished by a tele-sales team.

One way to do this is simply email the Launch List, providing a link to an appropriate web page enabling qualified prospects to provide more information about their needs and then request someone to contact them directly, or refer the prospect to a reseller or outlet near them.  Companies with established sales processes qualify leads flowing into their sales funnel and channel as usual.

Everyone’s e-commerce and back-end sales processes will vary somewhat, based upon what’s being launched, the level of awareness and understanding the market already has about the big idea and product and the desired selling motion the launch needs to generate.  For example, there may also be several up-sell steps in the customer checkout process.

The great news is, a properly executed Launch 3.0 campaign typically generates hundreds to many thousands of sales within the first few hours and days, perhaps doubling or tripling that over the first week.  For small businesses, it’s common to see hundreds to a few thousand sales generated in the first week.  For larger companies, the quantities can be much larger due to the huge list assets, partner leverage and market reach these companies enjoy.

In the past, launches were focused on getting the word out, preparing the sales force for the product and making the marketplace generally aware that a new product is available.  The reality is, today most everyone is too busy to care.

Instead of concentrating on a broad, diffuse “get the word out” marketing program, the Launch 3.0 process limits those outreach activities to Canvassing and focuses the majority of effort instead on building and nurturing a community of those who are genuinely interested.

The launch community provides a powerful springboard for driving early success, significant sales and revenue, and building a solid foundation for ongoing growth.  So the goal of Launch 3.0 is not only to get the word out, but to start the sales engines and drive a profit from day one.

Design Your Launch to Drive a Profit from Day One

Get all the details on Launch 3.0 in The New Rules of Launch (a free e-book).

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• The 3C’s of Product Launch (1)
• Product launch automation software on the horizon (1)
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• 10 Steps to Take Before Your Product Launch (9)
• New product launch process and methodology (3)
• New Product Launch Email Campaigns Now Available (1)
• The all-important Launch Blog – Some tips for your success (7)
• Step-by-step Launch Plan for Web Sites (1)
• Startup Launch Marketing Process (4)

The New Rules of Launch

How to launch a product, company or
anything else via the Internet in 2010

FREE E-BOOK DOWNLOAD

The Internet and Web have changed the rules for how we launch anything new, including products, websites, and companies – even political campaigns – using social media like Twitter and Facebook to create purpose-built launch communities and make more sales.

The Web and the ubiquitous global communications it enables now interconnect over 1 billion people for the first time in human history. Practitioners who learned based on the old rules have been slow to change and adopt new methods, such as social media.

I hope this e-book will enable everyone who wants to leverage social media and the Web for launch of – a company, product, service, website, political campaign, or anything else –  to grasp how to leverage the immense power of the Internet and social media networking to do so.

While I certainly don’t claim to have all the answers, the path and way major launches will reach the masses is clear – through social media and online networks. I think this e-book provides some food for thought that will be helpful and worthwhile.

Download and Read the New Rules of Launch

But be prepared to alter the way you think about launches…

Download the New Rules of Launch here.

Merry Christmas 2009!!  And here’s to a Happy New Year and lots of great launches in 2010!

Rick

P.S. Please feel free to post copies of this free e-book document on your blog, website or email it to anyone you believe would benefit from it. This e-book is licensed under the Creative Commons License, as indicated below.

P.P.S. Please come back here and share your comments on the e-book whenever you can so I can improve it…

Inside the New Rules of Launch

How to launch a product, company or
anything else via the Internet

TABLE OF CONTENTS

The New Rules of Launch.  4

How to launch a product, company or anything else via the Internet  4

The old rules of launch.  5

The New Rules of Launch.  6

Why You Need to Learn the New Rules.  7

Today, savvy marketers use online networking to reach and influence buyers directly.  7

Psychology of Social Product Launches.  7

Reaching Mainstream Buyers and Markets Faster.  11

Targeted Buyer Language vs. Generic Product Language.  14

The 3C’s of Launch.  16

It’s the Network, Stupid!  17

Obama Presidency Launch Campaign.   18

The Power of Grassroots Movements in Launch Campaigns.   19

Network Influence is the Launch.   21

Nobody Cares About Your Product   24

Tuning In to What Customers Want   26

Big Idea = Big Launch.   28

New Rules of Attention.   35

The Magnetic Force of Free.   38

Buzz = Word of Mouth Storytelling Gone Wild.   41

The Launch Community.   43

Launch Partnering in Powers of 10.   44

Introducing Launch 3.0.   46

Launch 3.0 Process.   49

Canvassing – Building the Launch List and Community.  53

The Launch 3.0 Sales Process.   58

New Rules of Launch by Rick Braddy / ConXentric is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.
Based on a work at www.winningware.com.
Permissions beyond the scope of this license may be available at http://www.winningware.com/contact.php

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• How to Launch a Product using Social Networks (3)
• Top 5 Product Launch Success Factors (and Pitfalls to avoid) (10)
• The all-important Launch Blog – Some tips for your success (7)
• Step-by-step Launch Plan for Web Sites (1)
• Psychology of Social Product Launches – Part 3, Storytelling (10)

Launching a product or website?

Use the free product launch process, tips, strategies and other resources on the site:

Product Launch Process – proven launch process you can use to outline your launch

Launching a Product – detailed article on the product launch process we use with our clients

Top 5 Product Launch Success Factors – a brief overview of critical success factors (and pitfalls)

Product Launch Plan – product launch plan and report

Product Launch 3.0 – The New Rules of Social Networking and Social Media in Product Launches

Product Launch Templates – DIY product launch sequences for building a community via email, blogs, etc.

Product Launch Software – new product launch automation software coming in 2010

Product Launch Solutions – packaged and do-it-yourself product launch solutions by WinningWare.com

I hope this page helps you quickly locate all the new product introduction resources available on our websites.

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• Product Launch Automation Software with Free Trial Available (3)
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Product Launch

Well, it’s been a long time in the making, but they’re finally here!

New Product Launch Email Campaigns

We decided to make these product launch solutions available for targeting Business-to-Business (B2B) separately from Business-to-Consumer (B2C).  There’s a widely understood difference between the tone and approach that must be taken when marketing to B2B audiences, which is way different than B2C, so we felt it important to optimize for each audience.

There are several kinds of solutions for running your product launch campaign available at this point:

• Do-It-Yourself Campaigns – we provide step-by-step instructions for the launch sequence and an email content outline
• Custom Launch Campaigns – these are affordable, fixed-fee “packaged solutions”, where we customize the launch content for a customer’s product and particular launch

These launch campaigns are ideal for new product introductions, as well as relaunching existing products or new version releases.

We’re working on a couple of additional mini-launch campaigns, which will be available later this week.  More on those later…

So check them out here: Product Launch Email Campaigns

Enjoy!

Rick

P.S.  Check out this new product launch process article to learn more about the online launch strategy and process to use in new product introduction events.

Related posts

• The New Rules of Launch (11)
• Product Launch 3.0 Sales Process (2)
• The all-important Launch Blog – Some tips for your success (7)
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• Psychology of Social Product Launches – Part 3, Storytelling (10)
• New Product Launch Template (2)
• New product launch process and methodology (3)
• How to Launch a Product using Social Networks (3)
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