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Product Launch Checklist


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Product Launch Checklist This Product Launch Checklist is a document composed to help business managers in releasing new products or services, so it is packed with a bunch of helpful ideas on planning and organizing this effort. This Checklist is a practice-oriented product launch outline that explains you on what tasks & procedures should be implemented in your company prior to a new product start.

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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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