Typical process of product launch includes the following steps.

• Define the goals/objectives for the product launch. Eg: Target revenues, number of customer to be acquired, number of leads etc.
• Define and describe the target customer profiles specifically targeted in the launch process. (It can be subset of the overall target customer segments).
• Summarize the product benefits, value proposition and positioning for the selected customer segments.
• Define the strategy for the product launch. It may be different for each target customer segment.
• Identify the internal teams responsible for product launch.
• Perform internal assessment of readiness for product launch;
  • It can include all the teams/departments viz. sales teams, delivery teams, customer support, marketing, accounting/finance and any other teams associated with product.
  • IP solution /product specific resources. Same shall be performed through a checklist.
• Prepare the launch plan with list of activities, timelines and owners:
  • Pre-launch activities: Preparation of collaterals, readiness across departments, deciding the channels/partners/geographies and timings.
  • During launch: Communicating with Sales, Partners, Analyst/Media and Customers.
  • Post launch: Measure/monitor the key metrics against the original objectives.
• Estimate the resources/investments required and also identify any potential risks.

It is necessary to review/track the launch process on a continuous basis so as to evaluate its effectiveness.

Currently most of IP solutions are introduced to the market through soft launch.

Roles & Responsibilities:

Trigger/Entry Criteria:

Product Strategist/Head shall send request to initiate the Product Launch process.

Exit Criteria:

NA