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Product Launch Template

This document provides a template for planning and executing a product launch. It outlines 5 steps to develop a product launch plan: 1) describe what is being launched and the launch goal, 2) define the market window, 3) identify the launch team and leader, 4) develop a project plan, and 5) establish launch metrics. It then describes the phases of executing the plan, from early coordination to middle preparation to later rollout activities.

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184 views4 pages

Product Launch Template

This document provides a template for planning and executing a product launch. It outlines 5 steps to develop a product launch plan: 1) describe what is being launched and the launch goal, 2) define the market window, 3) identify the launch team and leader, 4) develop a project plan, and 5) establish launch metrics. It then describes the phases of executing the plan, from early coordination to middle preparation to later rollout activities.

Uploaded by

lyaviol
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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PRODUCT LAUNCH TEMPLATE

This template provides you with a context for planning and carrying out
a product launch. Unlike other templates in this category, this template
focuses on two dimensions: planning for the product launch and carrying
out the product launch (executing).

The Product Launch Plan

The Product Launch Plan is essentially a project plan that helps the product
team identify the critical resources, activities, and timing required to
carry out a product launch. It evolves from the early phases of New Product
Planning and should be just about final when the product investment
(or the product project investment) is authorized. With this context, it
may be useful to synchronize the Launch Plan with the Business Case.
The Launch Plan will probably need to be updated as product design
and development activities commence. The Launch Plan can be prepared
as an independent document or it can be embedded in the Marketing Plan
and/or Business Case for the product. The reason for establishing these
linkages is to avoid rework and having to craft another lengthy document.
You will use content from other documents to set the strategic context for
the launch and describe the market environment (industry, competitors,
and market segments).
The most important factor is to make sure that launch planning starts
early enough so that the plan can be carried out on time, within budget,
and with enough forethought to achieve the goals set out in the plan.
The Launch Plan is dependent on the following steps:
Step 1: Determine exactly what is being launched, and describe the goal
or desired outcome for the launch. [In this section, it should be clear as to
whether this is a new product or an enhancement to an existing product. The
product description can be used here as well, or it should be referred to in the
appropriate planning documents. Further, the launch goal should be articulated
such that its linkage to the overarching strategy can be clearly understood by all
launch team members, and to management as well.]

Step 2: Define the market window. [The plan should identify the time period
when the product must be available for purchase by the intended customers. For
some industries, a buying season sets the stage. For others, a key industry event
or trade-show may be the right time.]

Step 3: Identify the launch team and the launch team leader. [The
Launch Plan is a cross-functional initiative that requires a team leader (a product
manager, product marketing manager, or other project manager). An executive
sponsor or champion is important, especially if this is an extremely
critical product launch, or, if the launch is being bundled in a launch of several
products. The launch team membership list can use a table such as the one that
follows.]

[Additionally, since the Launch Plan requires resources at specific times, the
perfect document to clarify roles and responsibilities is the Functional Support
Plan. Use a form like the one that follows for each business function (Marketing,
Development, etc.).]
Step 4: Develop a clearly mapped out project plan. [Every launch team
should use project management techniques to clarify the work tasks for everyone
contributing to the launch. It is recommended that Functional Support Plans be
used (see Step 3) and that they be integrated into one document with all interfunction
dependencies called out. A critical path chart should be prepared to
show the absolute longest duration of all tasks, collectively. This way, the launch
team will know how delays or problems with one deliverable might impact the
entire end-date (or announcement date).]

Step 5: Establish launch metric. [Launch metrics are important to ensure


that the product can and will be sold. Sales related metrics are typically most
important, although operational metrics will be important as well. Sales metrics
might include the number of new sales leads generated, the time it takes from
order to shipment, the number of new customers purchasing, the time it takes
from getting an order to getting paid, the amount of each sale (to make sure the
pricing is right), advertising effectiveness, etc.]

Carrying out the Product Launch (Executing)

When the Business Case for a new product or an enhancement is


approved, the design and development of the product commences and
the launch team begins its work. These work activities are aligned with
what was agreed to in the Launch Plan. The following activities, as a
minimum, should be carried out during launch execution. You should
also work closely with any existing launch organizations, processes, or
procedures used by your company to ensure that your plan integrates
well with the normal way of doing business in your company. Think of
launch execution as a multiphase process:

Early phase launch execution:

 _ Meet with executive sponsor to make sure that you’re aligned on the launch plan
 _ Confirm the market window with the cross-functional launch team

 _ Synchronize all activities with Development (e.g., on testing or trials, timing, etc.)

 _ Review/update other important documents (Business Case, Marketing Plan, PRD, Value

Proposition, Positioning, etc.)


 _ Align with any creative groups that need to be engaged
Middle phase launch execution:

 _ Prepare sales training


 _ Assemble sales kits or equivalent documents
 _ Arrange sales training dates

 _ Get marketing materials written

 _ Make arrangements for specific events

 _ Carry out market tests

 _ Get product codes

 _ Make sure the supply chain organization is carrying out its work

 _ Check factory production schedule (if needed)

 _ Assure that all regulatory or standards testing is completed

 _ Finalize pricing (if needed)

 _ Put together any demonstration kits or demo packages

 _ Load ordering and billing systems

 _ Make sure that distributors or re-sellers are trained and ready

 _ Make arrangements for industry analyst meetings or PR

 _ Recheck documents

 _ Review status with executive champion

 _ Set the final announcement date

Later phase launch execution:

 _ Carry out sales training


 _ Train customer service agents

 _ Train distributors and resellers

 _ Carry out internal announcements

 _ Distribute marketing materials

 _ Finalize market tests

 _ Verify that all regulatory approvals have been secured

 _ Assign product availability ratings

 _ Load up internal websites

 _ Turn up all operational support systems

 _ Carry out executive final go/no-go for the launch

 _ Make the announcement

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