New Product Launch

Launch into the market as it is, not as you hope it is.

Most launches fail on positioning, price, or timing, not on the product itself. This report checks your launch assumptions against the market before you spend on marketing: who to sell to first, how to position against the alternatives, what to charge, and when to go.

When you need it

• A product is nearing launch and the positioning isn't settled
• You aren't sure what to charge
• You need to choose launch timing and channels
• You want your assumptions tested before you commit the marketing budget

Questions this report answers

• Who is the right first customer?
• How should we position against the alternatives?
• What should we charge?
• Which channels should we use, when should we launch, and what could derail it?

What's inside

1. Executive summary The launch plan and the key calls on one page.
2. Demand & timing signals Evidence of demand, and what's happening in the market right now.
3. First customers Profiles of the buyers most likely to say yes first, and why.
4. Positioning How you compare with the alternatives, and the message that sets you apart.
5. Pricing Competitor prices, what customers will pay, and a recommended price.
6. Go-to-market plan Channels, messaging, and the order to roll them out in.
7. Risks What could go wrong, and the early-warning numbers to watch.
8. Cited references Every source, linked.