Product Launch Checklist

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Planning Product Launch:

• Assemble the product launch team (committee):
  • Assign Sponsor (project owner) and Team Leader (committee coordinator);
  • Assign representatives from all key departments and disciplines;
  • Agree your early in-market plan with them to obtain commitment and consensus;
  • Delegate responsibilities to committee members and make sure they accept;
• Finalize your new product start campaign’s major message with the following goals in mind:
  • Capture attention of your target audience;
  • Introduce and explain new product or service;
  • Distinguish your product from its competition;
  • Has potential to perpetuate the theme during the product’s lifecycle;
• Finalize new product positioning and promotion strategy;
• Finalize analysis of the competitive landscape to ensure that market is ready to accept your new product or service as it was planned beforehand;
• Finalize the optimal budget to accomplish the effort (assign some reserves along with setting up conditions to release these additional funds);
• Develop the major steps (critical path) and put reporting procedures in place;
• Finalize schedule & milestones according to relevant internal & external timing factors considered in your strategy in order to meet the ideal time to launch;
• Product launch roadmap has been created to engage all the company’s functional departments:
  • Departments have their tasks on track (see the requirements below);
  • They have been equipped with all necessary resources to carry out their tasks;
  • They are committed to contribute their efforts into campaign according to plan;
  • Everyone agreed upon the timing and milestones;
  • Everyone has learnt guidelines and instructions referring to activities;
  • Product launch KPI have been identified and are put in place to be controlled (indicators that can identify unforeseen launch issues to respond before the problems grow);

Product Launch Requirements:

• Engineering and Manufacturing department(s):
  • Product performance has been evaluated through testing and qualification;
  • Product meets its announced technical requirements and features;
  • Production process has been proved as debugged and typically errorless;
  • Product design documentation has been completed and approved;
  • Product’s quality and usability was approved and validated by proper certification;
  • All technical personnel is ready to address incoming issues;
  • Product’s operating manuals and user-oriented documentation has been prepared;
• Marketing and Sales department(s):
  • Product pricing has been designed and approved by upper management;
  • Product packaging has been designed, approved and put into production;
  • Advertising content has been developed and tested with pilot customer groups;
  • Contracts with media partners and vendors have been signed;
  • Promotional materials have been developed, printed, and are ready to be distributed;
  • Sales and distribution network has been established (agents are contracted and instructed);
  • Press release has been prepared and scheduled;
  • Sales personnel have been appropriately trained;
  • Sales forecast was composed reasoning from the latest market situation;
• Product Support and Customer Service:
  • Necessary support procedures and resources are ready;
  • Necessary service equipment is installed and operating;
  • Service tools and spare parts have been stocked ...

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