The Importance of the Product Launch Checklist
While new products are the lifeblood of any business, launching them is a risk as well as an opportunity. Predicting consumer response can be uncertain, yet overproduction or underproduction can kill a product. Misses on marketing –whether it be in positioning, messaging, marketing mix, or the level of marketing spend –can also send a product to failure.
Yet many, if not all, of these problems can be identified in advance if the right questions are asked, and a fresh, objective, unbiased view is taken to address them.
Right before NASA launches a rocket, they go through an exhaustive pre-launch checklist to make sure the pre-work is up to snuff, all systems are ‘go’, and nothing is being left to chance. That’s the same approach we follow in working with companies prior to their launches of new products –a structured walk-through of all key issues relevant to the product to stress-test the launch plan and identify weak spots before it’s too late to change them.While the checklist can be applied at any point in the development cycle, one of the most common uses is to get answers to a number of the most critical questions right before launch.
With so many moving parts, a constantly evolving consumer target, and so much at risk, it often is valuable to get that final check to bring it all together and identify how to increase the chances of success.
Definately see the importance of having a checklist. I like your suggestion about stress testing your launch to spot any weaknesses.
Where do you find people have the most trouble or weaknesses?
Hi Dj,
Yes, having a checklist for PL or any Marketing Project is Crucial, otherwise your kind of floating in the wind.
You want to make sure everything is running smooth before the actual launch, testing it prior
Every launch is different but many, believe it or not is in the offer.
Create a bullet proof offer that you just can not pass on.
Thanks for the comment!
Craig