Each launch is unique and reflects the research you’ve done, your pricing and costing model and long term growth plans.
Launch may include:
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Education – why it’s good for you
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Promotion – try for free or at a discount to hook people into the “ecosystem”
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User experience forums and communities
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Referral incentives
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Exhibitions
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Press/media coverage
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Build a social media community as a platform
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Inspiration from other launches – watch Steve Jobs launch the first i-phone which changed a whole industry – https://www.youtube.com/watch?v=MnrJzXM7a6o
Build a plan for each stage. This can be a complex project with many interactions between the elements to keep reinforcing the launch.
Remember the ideas in the Innovation section. You are starting from zero – or using the MVP as a platform.
Don’t forget the most powerful message is based on your Why and how you solve a “pain” problem for your customers.
What happens if the launch falls flat?
Find out why – embrace criticism. This is where building a community helps engage with the criticism.
Discuss with a mentor.
Review and reflect on everything that has been used to create the business. You may still be in the right space but just sending the wrong message. You need to think about the impact of your messages on potential customers – there may be unintended consequences which have a negative impact.
A failed launch from a big company:
Who wants a car called “prostitute”?
It’s no secret that the Spanish word “puta” means prostitute.
In 1991 Mazda launched the Laputa minivan.
The adverts claimed that “Laputa is designed to deliver maximum utility in a minimum space while providing a smooth comfortable ride” and “a lightweight, impact absorbing body”.
It was renamed after Latin American dealerships complained.