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PLANNING A PRODUCT LAUNCH
The message, the audience, and the product
Presenter: Tarun Gaur
CEO, tringapps, Inc.
the recap …
develop personasunderstanding your customers is the key to developing a
product that will work
a prioritized feature listconduct a feature scrub and prioritize the feature list
(refer to - Idea to MVP deck)
create wireframesthink thru the experience for your product, get to a
visual concept; from features to screens and interfaces
get to a visual designfrom greyscale to colors; refer to color psychology to create
a brand identity and appeal
interactive prototypeadding interactive elements to a visual design is always
helpful, it makes things real
develop the productthis is where engineering and software development comes in; SDLC or Agile or Scrum - suit yourself but get to an MVP
test the productuse internal testing teams (if you have one); or work with
beta customers to test features
release a public betareach out to the early adopters and ask for help; product
testing continues …
THE SOFT LAUNCHA large number of startups go for the soft launch as they
are not funded adequately to think through a multi-
channel launch
plan micro-releasesonce the “early adopter” feedback starts to trickle in, release
updates early and often
engage early adopterscontinuously reach out to early adopters and don’t hesitate
to ask for help; get feedback on features
LET’S HOPE TO GO VIRALThe product appeals to the early adopters, and they
push it along, they need a motivation to keep doing this.
What is the hook?
time to regroupyou need a product marketing plan, that starts with a
product launch plan and continues thru the sales cycle
startup or shutdown?continue to pray to your respective gods, and hope to go viral,
reach out to a few everyday with a hope that tooth fairy will help
THE RE-LAUNCHIf you are a startup, that hoped to grow organically, then
you need to regroup and rethink your marketing
strategy, starting with product launch
analyse and pivotYou can launch as many times as you want, till your
product hits the mark
importance of pivotingthe features, the audience, the plan
THE LAUNCH GOALmaximize the reach, with brand recall for early adopters
your customersTarget the early adopters, understand their user journeys
user journeysunderstand how the customer will engage with your
product; once they discover it
PHASE 1Initial Planning
identify the objectives• Get more revenue from the existing customers • Target a new market • Leverage a new technology
identify the personas• Lock in on the early adopters • Identify the features most likely to intrigue them • What will they do with those features
a positioning statementTO parents, QuikShare.com is a content platform that they can use to find community verified child-safe content, reliably aggregated by parents themselves
- with love from mom!
PHASE 2Pre-Launch Activities
the marketing calendarLaunch is not an isolated activity, it is one of the events on your marketing calendar, get an events calendar in place, if you don’t have one
the distribution planIt is important to carefully list out the distribution channels that you plan to target, each channel should be qualified to establish it’s reach (at a given cost)
the pitch materialdevelop the sales material for your entire team, in a startup, everyone is a sales person. They should understand the message, pitch deck and how to sell
the buzz planthe buzz plan is different from the sales activities, for a startup, its a combination of social outreach + organized PR + wacky activities (disruptive actions)
tech launch checklistsDeploying a software to a distribution channel is a small subset of product launch activities. The technology team needs to work in tandem with product team to line up the release per marketing team’s requirements
PHASE 3The Launch day
the eventThe event is generally for the partners, sales channels and
your team. If you have a partner ecosystem, you need to convince them that they can make money selling your product
the PR machinePublic Relations, reaching out to the press, planting stories
about your product, should coincide with your product launch with an objective to drive traffic to the product landing pages
monitor the buzzThe person responsible for PR needs to monitor the buzz from PR, subscriber acquisition numbers and other related metrics
important for your product
product demosPlan for live product demos for the partners, press and the
event attendees with special attention paid to press
PHASE 4Post-Launch Activities
collect feedbackTAP Partners, Resellers and people present at your launch event are mostly part of early adopters, their feedback is
critical for the pivot
engage!You will lose your early gains, if your team is not in a habit of
creating “product chatter”.
lead generation plancontinue to execute on your lead generation plan, address
each customer segment with a focused positioning message
REVISITING DISTRIBUTION CHANNELS
Go where the customers go!
viral videosYouTube, Vimeo, AOL Videos, Telecoms, Facebook, Twitter
organic socialfacebook, twitter, watsapp
paid searchGoogle, Bing, Affiliate Marketing
aim for brand recallproduct sell or a context sell, either case carve out a message
that helps brand recall
careful with your adsAds are products themselves, treat them so!
UNDERSTANDING SALES AND MARKETING
Go where the customers go!
customer acquisitionA strategy to acquire customers
customer engagementA strategy to engage customers, with an intent to keep them coming back to your product, incentivize the early adopters
to create brand affinity
the sales cyclefrom the time a customer discovers you or you discover the
customer to the time the customer buys the product
customer relationshipCRM starts where “the sales cycle” ends. Once you get the
customer, try to keep it by building a relationship.
marketingAnyone who wants to market without selling is STUPID.
Marketing is a tool that helps in sales and it’s effectiveness can easily be quantified with increased or decreased sales
QUESTIONSkeep them simple please, won’t answer
difficult ones just because .. I get bored
don’t forget to smile, if you din’t get the joke, just do .. ha ha ha.