The Importance of Planning Your Product Launch
A product or service launch is always a big deal. As every superhero knows you can’t just throw on a cape… There’s many things you have to do before you put on your cape and start transforming lives. Launches are no different. A good deal of time and energy goes into the launch, and its success is dependent on the planning phase. This is why smart entrepreneurs spend months ahead of the launch mapping out all the details.
All Your Team on the Same Page
Product launch planning puts everyone on the same page. There are few people who can launch a product all by themselves, although you may attempt it for your very first product launch. You may have freelancers, outsourcers, partners, affiliates, and others helping you along the way. As the launch boss, you need to create a big-picture view, establish good communication, and track the progress of many moving parts.
Your Product Launch Schedule
Since timing is so crucial in a product launch, you need a schedule that includes every task, deadline, and milestone. This is especially critical as the day of the launch approaches. A good schedule ensures that everything is ready for the big launch and any snags along the way can be dealt with.
Knowing the Market
You need to understand your target market and its needs well. This is where the lack of research and work causes a launch to fall flat. A major part of the planning involves researching your market, choosing the right product and testing to make sure this product is what the people want. You need to gather feedback from your target market in order to refine your strategy.
Planning for Customer Service
On the day of the launch, you want everything to go smoothly. There will certainly be customer issues and questions. No one will be able to find their password, someone will find a link that doesn’t work, and someone will have lost their internet connection at a vital moment – and you’ll be expected to have the answers, and pronto isn’t soon enough. You need to be ready to deal with these issues and questions long before your customers start asking them. Have a good system in place.
Dealing with Unexpected Contingencies
Part of product launch planning is dealing with things that could go wrong. You need a number of backup plans for various situations. What if, for example, your product sells more than you’re able to handle? What if Paypal shuts you down? Long before the launch, have a Plan B in case something goes wrong.
Monitoring Your Results
Once the product is launched, measure your results in order to see whether or not it’s achieving the goals you set. Monitoring also gives you real data that you can use to plan your next product launch better.
Finally, proper planning removes the anxiety and panic of a product launch. If you’ve prepared well in advance, you can spend each day leading up to the launch implementing and monitoring. If there’s a small problem along the way, you can easily deal with it and it won’t derail the entire launch.
It’s no exaggeration to say that planning is what makes or breaks a product launch.