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5 Steps to a Successful Product Launch

Articles,15 Nov 2019
5 Steps to a Successful Product Launch

The creation of a new product or service can be equally exciting and stressful. The hard work of putting resources together for your venture does not end with the creation of the actual product itself.

It is important that an equal amount of effort is put into your product launch. Understanding your market is the foundation for all your marketing and sales initiatives.

1. Understand your Market

Before launching your product, you need to understand your market. Understanding your target market forms the basis of all steps to be taken in your product launch, so learn how to understand your target market and gain valuable insights through market research.

Market research will give you a clear picture of the kind of products that already succeed and the kinds of products that clearly do not succeed. Research can help you understand if you are meeting the needs of your customers, as well as highlight market gaps that your potential product can fill. You will also find out if you need to tweak your packaging design or consider offering additional services to support your product.

Learn about your competitors. Find out if other businesses are selling similar products and services. How saturated is your market and how many options do consumers have? The information gathered should help you make a decision on whether there is enough demand to sustain, and hopefully, to grow your business.

For instance, if you are planning to open a cosmetic shop in an area that has 4 of them, your brand may not be competitive in that location without some clear differentiator. Look for ways to set your services apart or offer a service that is not available from competitors but is in high demand.

2. Define your Target Audience for the Product

A target audience is a group of consumers likely to purchase a brand’s products or services. You need to define and understand your target audience to formulate effective marketing strategies. Determining a target market can seem cumbersome, but it allows you to focus your energies towards the right audience. Think about the consumers who will be most likely to love what you are offering. Scan industry reviews, conduct a market survey, or run a focus group to determine what’s most important to your target audience. After identifying your market, craft catchy and appealing messages that articulate the value your product or services delivers.

Here are tricks to help you define your target audience.

  • Focus on your current customer base: Determine who your existing customers are and why they come back to you.
  • Identify your competition: Find out who your competitor is targeting. Instead of chasing the same market, find a niche market they could be overlooking.
  • Analyze your products: What features do your products and services have? For each feature, list its benefits. How will they fit into their lifestyle?

Be careful to limit your marketing efforts to the population with the highest profit potential at first. You can compete effectively by focusing on underserved markets. Instead of targeting your product to all possible consumers, focus on the markets that may not have been fully reached or saturated.

3. Identify your Goals

When you are about to launch a product, it is crucial that you begin by outlining your goals. What do you hope to achieve from the launch? Setting product launch goals ensures that teams work together towards the expected outcomes. Agree upon clear and measurable goals to measure the results of your product launch.

What do you expect as total revenue for the release timeframe? Along with your goals, review your projections. Also, make sure you understand your sales win ratio. Use your past sales and apply the number of prospects you will need to get to your future goals and projections to make sure they’re realistic. This ratio should give you an idea of the number of prospects your company will need to acquire to meet sales or growth goals and revenue projections.

4. Develop and Test your Product

Choosing the right project management methodology is an essential step toward success. With so many approaches to managing the complexities of developing a product, however, you must find out what the best methodology for your product development is.

With modern businesses offering bigger and better services, it is important that your company offers first-class, accessible services to keep up with the competition. One of the best ways to ensure that companies are delivering the value that they promise is by conducting rigorous quality checks. Understand that product testing is now more crucial than ever before because poor product experiences can be shared faster than ever over social media.

Product testing can help you measure the effects of aging on products, monitor potential threats from competitors, and ensure that your product is safe for use. If your product is new and innovative, it must perform in a flawless manner to stand out in the industry and gain credibility.

5. Create a Marketing Plan

Creating a marketing plan is vital for the success of any business. The number of buyers you attract, the amount charged for each product, and the revenue earned all depend on your marketing efforts. You must learn how to create a marketing plan that aligns with your business goals. What are your goals in terms of coverage, exit route, or profit?

Knowing this will help you to determine how to create a product launch marketing plan. You will also know the amount of marketing spending needed to generate the desired results. Creating a marketing plan for a new product also forces you to think about how you are differentiating your product and articulating the value it creates.

As you develop your marketing and launch plan, make sure everyone on your team understands what they should be focusing on, as well as the specific goals of the launch.

Z-Stream is the ultimate project management tool that can help you to control product execution at any stage, from idea to launch, and beyond. It is designed to allow teams to manage their projects end to end. That includes goal setting, tracking results, reporting, among others, all from one powerful and intuitive platform.

Sign up today and get a 30-day FREE trial to see how Z-Stream can increase transparency and velocity across your organization.