5 Crucial Elements For A Successful Product Launch

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Launching a new product can help you grow your brand, expand to new markets, increase sales, and most importantly - this new product will help your customers solve a problem.

However, many companies have learned from experience that few guarantees accompany efforts to expand a product line. A desire to launch a new product represents your hope for the future and your desire to grow. Use the following tips to guide your new release.

#1 Know Your (Or The New) Market

Your success with any product depends on having a group of interested businesses or consumers. So, before moving forward with your product launch, research the product’s intended market – be it the current market or the one you wish to expand to – to assess and evaluate demand. The two most important tasks here include:

For your business to thrive, you need to find ways to achieve a competitive advantage. This is something that you can offer or do better than any of your competitors. If you’re sure the new product will give you a competitive edge, you should move forward.

#2 Develop A Marketing Plan

Your marketing plan must identify the people who either want or need your product and how you will convince them to buy it.

Although you can leverage your existing customers to spread awareness, you should avoid depending on them to support your new product. If you do, you risk transferring your existing sales from one product to another without growing your business.

In other words, your marketing plan must focus on finding new customers who will buy your product. Consequently, after your product launch, your company should grow in terms of revenue and profitability.

You need to present your new product to prospective customers in ways that encourage engagement. Tease your audience and make them want to know more.

#3 Development Focus

Rather than designing products that meet the needs of your company, focus on the needs of your market. Such a policy will ensure that your new product meets an actual demand and gives it a real chance to succeed.

Essentially, your product will almost sell itself when people can easily recognize why they need it. On the other hand, if no one understands the reason for your product launch, you risk experiencing an embarrassing failure.

For instance, some companies try to reinvigorate existing products by adding additional features. While this might work for you too, try to remember that the addition of new features doesn’t require a new product launch unless you change the product so much that it can be considered something completely new.

If you have returning customers for your current product, you will basically rob yourself of sure revenue by trying to cater to another group of customers. If you fail to focus on value, you may find yourself wasting a lot of time and money.

#4 Testing & Feedback

When you’ve developed a prototype of your new product, test how it works before doing anything else. Your development team should be the first to review the prototype, but you should also expose your product to real-world situations.

For this reason, you should invite your industry peers, customers, and members of your target market and let them test the prototype. Let them find out if your product meets their requirements and invite them to share their opinions with you.

By soliciting external feedback, you gain valuable insight that can help you discover and correct flaws before they can do any real damage. If there’s an issue, it’s time to go back to the drawing table and continue iterating and testing until you have a satisfying end result.

To create a diverse audience for testing your product, consider offering prototypes to your social media audience. In exchange for the thrill of trying something new, they can give you feedback that substantially increases the value that your product delivers.

#5 Scheduling & Positioning

Never rush your product launch. Timing matters. So, create a project plan that supports your detailed launch schedule. To begin with, you and your team need ample time to determine the features that your product will include. Also, you need time to gain the support of stakeholders.

Timing also matters to your audience and can affect your product’s success. Just imagine if you were launching a product in the spring that customers would primarily use during wintertime.

Similarly, if your project depends on particular economic conditions, release your product when those circumstances either exist or are impending.

In addition to rolling out your product at the right time, properly position your product for the market segments you will engage. By doing this, you can prepare personalized messages that will reach each group of similar customers.

In summary, you can design and execute a productive, profitable product launch by including the above crucial elements. Careful planning, testing, iterating and targeting can ensure that you generate long-lasting ROI for your next release.



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