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Product Launch as a Key Business Process

with Catherine Kitcho

Launching a product is a critical business process. In today's dynamic economy companies must launch products effectively, every time. It takes an understanding of launch practices, the right skills and the commitment to process to be successful. In this webinar, you'll learn the 3 phases of the launch process, the sequence of tasks involved in each phase, the cross-functional resources needed, and how to use marketing and launch plans to keep the whole process on track.


Watch the "Product Launch as a Key Business Process" Webinar




About the Presenter

Catherine KitchoCatherine Kitcho, the Launch Doctor, is a product launch consultant and author. Since 1995, she has helped companies of all sizes launch their products, services and often, their companies. In her latest launch book, HIGH TECH PRODUCT LAUNCH - SECOND EDITION (2005), Catherine has captured the best practices of product launch that companies can use to launch any type of product or service. Visit www.launchdoctor.com to learn more.

Companies doing Agile Devlopment

Posted by Daryl Michalik at 2008-09-03 03:58 PM
What launch process or processes do you recommend for companies doing agile development with frequent small releases?

reply: Companies doing Agile Development

Posted by Catherine Kitcho at 2008-09-05 04:07 PM
In that situation, it's a good idea to develop a full "baseline" marketing plan for the product series or family first. If new releases are going to be targeted for the same customer/market and sold through the same channels, then for the launch of each release you should focus on updating three steps: Product Description, Messages, and of course and always, Competition. Once you have the baseline in place, then these three updates can be done rather quickly.
For the launch plan, you can develop a "template" launch schedule and budget, assuming similar deliverables would be involved each time. You can then just adjust the schedule dates, budget totals, and "owners" of each deliverable accordingly.

Printing Collateral

Posted by Robert at 2008-09-03 03:58 PM
On slide 12 - why would you print collateral after the launch date?

reply: Printing Collateral

Posted by Catherine Kitcho at 2008-09-05 04:07 PM
When you print really depends on when you need printed materials and how they are being used, but the trend I see these days is to print after launch date. If you are launching at an event and need to distribute printed materials, then you will obviously need to print in advance of the launch date. If not, many companies wait until after launch date and only release the electronic version on the actual launch day, giving them more time for the print cycle. Many sales people use only electronic versions of collateral, and email them as attachments, or use mainly PowerPoint presentations during sales calls. However, if their selling techniques require printed collateral, then they will need them sooner.

Service vs. product launch

Posted by Daniel Callahan at 2008-09-03 03:58 PM
Any comments on service vs. product launch differences?

reply: Service vs. Product Launch

Posted by Catherine Kitcho at 2008-09-05 04:07 PM
I've worked with many companies who sell services. The steps of the process are pretty much the same. The main differences are likely to be in the Product Description; it's more of a challenge to characterize what you are selling because it's difficult to capture it in a photo or illustration. Still, you need to develop a detailed description of what you are selling and distinguish it from other services your company offers: Is it a new service? How does it fit in with what the company already does?
The other difference will likely be in the types of marketing programs used to launch the product because it's not "tangible". With services, it may be more effective to use marketing programs that focus on the customer, such as testimonials or success stories, or white papers and similar pieces that can describe how your services benefit your customers.

Launch Challenges

Posted by Dan Moran at 2008-09-03 03:58 PM
Can you speak to the launch challenges and approach to addressing them for a software company that has implemented an Agile development methodology and releases new features and innovation as frequently as every month?

reply: Launch Challenges

Posted by Catherine Kitcho at 2008-09-05 04:07 PM
Please see my reply to the first comment above:
"Companies Doing Agile Development"