New Product Launch Plans

Want to know why product launches fail? It's rarely because the product is bad. The real killer? Treating go-to-market as an afterthought. The "build it and they will come" mindset is a recipe for disaster. Your product (amazing as it is) won't reach its potential without a solid go-to-market strategy. So I teamed up with Aakash Gupta from Product Growth to create a launch playbook for PMs that don't have product marketing support. Some of the OG founding PMMs 💪 Here's a quick summary of what it takes to get to launch day: 1️⃣ Competitive Research: Analyze competitor messaging, market needs, buying habits, and potential positioning gaps. Start with internal research, but also get out there and talk to people. 2️⃣ Segmentation: Define your Customer Profile (ICP). Don't fall into the trap of being too broad — you want your audience to feel like the product was made just for them. 3️⃣ Pricing & Packaging: Set a clear pricing and packaging strategy early. I learned the hard way that last-minute pricing surprises can derail a launch, so planning a review can save a lot of stress later. 4️⃣ Positioning & Messaging: Craft a compelling launch narrative that drives your positioning home. A solid messaging framework can help distill complex ideas into simple stories that truly connect with your audience. 5️⃣ Assemble Your Launch Team: Establishing clear responsibilities early on prevents last-minute confusion and keeps the launch process running smoothly. 6️⃣ Clear Objectives: Establish measurable OKRs. Setting concrete, meaningful goals from the start helps keep everyone aligned and accountable before and after the launch. 7️⃣ Distribution Channels: Choose realistic, high-impact channels. Trust me, it’s more effective to focus on one or two channels that deliver results. Don't spread yourself too thin. 8️⃣ Launch Milestones: Set key dates and work backwards. Mapping out major milestones first makes it a lot easier to plan the little details more accurately. 9️⃣ Bill of Materials: Project management is still a big part of a successful go-to-market. List all content and deliverables needed. Breaking down tasks in a simple project board or spreadsheet keeps everything and everyone organized. 🔟 Enable Sales & CS: Equip teams with assets and training. Looping in your sales and customer success teams early ensures they’re confident and ready, turning them into powerful advocates on launch day. 1️⃣1️⃣ Launch Day: Execute, monitor, and celebrate every win. Remember, your enthusiasm is contagious and sets the bar for everyone else. By celebrating even the small wins, you build momentum that propels the entire team forward. There you have it - a framework for launching products that actually get traction. Want the complete playbook with templates and examples? Check it out here → https://lnkd.in/gGZmDyhT

Every PRD or feature brief needs a launch plan portion. But how do you write one? Most product teams focus on the "why" and "what" behind the feature. But features don't always fail because they don't function well. Many times, the culprit is poor discoverability and awareness among existing users. The "I didn't know that you had that" syndrome. But why do product & engineering need to know about the launch plan? Isn't that a "marketing" thing? No, it's a shipping need: → Certain launch activities mandate development tasks, e.g., updates to onboarding. → It charts out the path to "adoption" beyond mere delivery. → They allow PMs and PMMs to align on the right KPIs. A few pointers that have helped me: [1] 𝗪𝗵𝗲𝗻 𝘁𝗼 𝗮𝗱𝗱 𝗮 𝗹𝗮𝘂𝗻𝗰𝗵 𝗽𝗹𝗮𝗻 → Compose the launch plan when the feature's scope is locked & ready for development. → The PRD can have a high-level overview linked to a separate GTM document. → Adding it at the product one-pager stage is too early. [2] 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗜𝗻𝗰𝗹𝘂𝗱𝗲 𝗶𝗻 𝗮 𝗹𝗮𝘂𝗻𝗰𝗵 𝗽𝗹𝗮𝗻: → 𝗛𝗶𝗴𝗵-𝗹𝗲𝘃𝗲𝗹 𝗦𝘂𝗺𝗺𝗮𝗿𝘆: A concise overview of the launch goals and strategies. → 𝗧𝗮𝗿𝗴𝗲𝘁 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲: Clearly defined customer segments for the launch. → 𝗞𝗲𝘆 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴: The core message and value proposition will be used. → 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗼𝗿: Unique selling points to highlight during the launch. → 𝗜𝗺𝗽𝗮𝗰𝘁 𝗼𝗻 𝗣𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴/𝗧𝗶𝗲𝗿𝗶𝗻𝗴: Highlight which tier/price the feature falls in. → 𝗥𝗼𝗹𝗹𝗼𝘂𝘁 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Phased launch approach (e.g., geo-fenced, beta). → 𝗖𝗵𝗮𝗻𝗻𝗲𝗹 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: How the product will reach new and existing customers. → 𝗧𝗶𝗺𝗲𝗹𝗶𝗻𝗲 𝗼𝗳 𝗔𝗰𝘁𝗶𝘃𝗶𝘁𝗶𝗲𝘀: Key milestones and deadlines for the launch. → 𝗟𝗮𝘂𝗻𝗰𝗵 𝗕𝘂𝗱𝗴𝗲𝘁: Estimated budget allocation for the launch. → 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 𝗙𝗮𝗰𝘁𝗼𝗿𝘀: Metrics to measure the launch's effectiveness. Yes, you can build an AI prompt to issue this for you, but you'll have to insert context and original thinking. [3] 𝗔𝗱𝗱𝗶𝗻𝗴 𝗮 𝘁𝗶𝗺𝗲𝗹𝗶𝗻𝗲 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗹𝗮𝘂𝗻𝗰𝗵 There are two methods to do this: (a) Milestone Dates: A schedule of milestones with dates and success criteria. This is ideal for low-risk launches or releases for table stakes features. (b) Gated Phases: In this plan, progress to the next phase is only made when the success criteria are met. Ideal for high-risk launches where scaling too fast can be costly. [4] 𝗖𝗼𝗺𝗺𝗼𝗻 𝗺𝗶𝘀𝘁𝗮𝗸𝗲𝘀 𝘄𝗶𝘁𝗵 𝗹𝗮𝘂𝗻𝗰𝗵 𝗽𝗹𝗮𝗻𝘀 → Not highlighting risks, their probability, and potential Plan Bs. → Using the same checklist of channels to promote every feature. → Overlooking operational readiness, e.g., assuming support teams will be trained. → Skipping legal and compliance requirements for certain promotional activities. [5] 𝗪𝗵𝗼 𝘀𝗵𝗼𝘂𝗹𝗱 𝘄𝗿𝗶𝘁𝗲 𝘁𝗵𝗲 𝗹𝗮𝘂𝗻𝗰𝗵 𝗽𝗹𝗮𝗻? The product marketer should lead this with close collaboration with the PM.

Want to know why 76% of product launches fail in their first year? A weak Go-To-Market strategy. After analyzing 500+ successful product launches across Fortune 500 companies, I've identified the core principles that separate winners from losers in the marketplace. Here's your blueprint for a robust GTM plan: 1. Market Intelligence - Deep dive into customer pain points - Analyze competitive landscape - Identify market gaps and opportunities 2. Value Proposition - Clear problem-solution fit - Unique selling points - Compelling customer benefits 3. Target Audience - Detailed buyer personas - Decision-maker mapping - Customer journey analysis 4. Channel Strategy - Multi-channel distribution approach - Partner ecosystem development - Sales enablement framework 5. Pricing Strategy - Value-based pricing model - Competitive positioning - Market penetration tactics 6. Launch Timeline - Phased rollout plan - Key milestones - Resource allocation Pro tip: Your GTM plan should be a living document. Review and adjust quarterly based on market feedback and performance metrics. Remember: A great product without a solid GTM strategy is like a Ferrari without fuel - impressive, but going nowhere. What's your biggest challenge in creating a GTM plan? #ProductLaunch #GTMStrategy #BusinessStrategy #ProductManagement

Launch planning is a critical skill that many PMs ignore or underinvest in. Sure, there's a time to launch softly, and see what happens. But there's also a time to make a big splash with a launch, or you won't get the full impact from a feature you want. A 𝗹𝗮𝘂𝗻𝗰𝗵 𝗽𝗹𝗮𝗻 maximises product work with effective marketing: • Identifying you target audience • Positioning your product • Choosing the right channels • Executing effectively Good launch planning allows you to: • Develop coherent messaging of benefits • Invest the appropriate time and effort in marketing • Coordinate action from multiple teams • Maximise adoption and impact of new features Of course, not all features require the same effort in marketing. You can prioritise the features you push hardest by plotting them on Intercom's 2x2 matrix attached (attract / retain customers vs. new / "me too" innovation) A 𝗹𝗮𝘂𝗻𝗰𝗵 𝗽𝗹𝗮𝗻 is a document with 7 sections: 1. 𝗧𝗮𝗿𝗴𝗲𝘁 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 Know who you're targeting and what their needs are: • Revisit existing research • Speak to users • Look at the funnel • Dig into behavioural data 2. 𝗩𝗮𝗹𝘂𝗲 𝗽𝗿𝗼𝗽 Describe the key benefits you're creating for users: • Understand your target users' needs • Map product benefits to customer needs • Articulate how you're different from competitors 3. 𝗟𝗶𝗻𝗸𝘀 & 𝗔𝘀𝘀𝗲𝘁𝘀 Keep all the key information together such as: • PRDs • Designs • FAQs • Market research • Demos • Process flows 4. 𝗧𝗶𝗺𝗲𝗹𝗶𝗻𝗲 Be clear on what is going to happen when, and why: • Break launch into phases with their own objectives • Set quantified goals for each phase with metrics • Let everyone know promptly if the timeline changes 5. 𝗧𝗮𝘀𝗸𝗹𝗶𝘀𝘁 Coordinate action across disciplines with a centralised task list: • Keep everyone organized, on track and accountable • Identify potential risks and challenges early on • Ensure your launch strategy aligns with overall business goals 6. 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 Map out user comms by channel and time to make sure: • You have a coherent marketing plan and users will get the message • You're communicating the right benefits to the right people • You're using the right channels for the priority (P1/P2/P3) of launch 7. 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀 Make sure you keep learning and evolving your approach for the best results: • Creating a habit of assessing progress and success • Reflecting on what went well and what was challenging • Making sure lessons are carried into your future plans (both later phases and future launches) Full guide (𝗶𝗻𝗰𝗹. 𝘁𝗲𝗺𝗽𝗹𝗮𝘁𝗲𝘀) here: https://lnkd.in/em7yNdrT ❤️ Like this post? ❤️ Hustle Badger offers practical, comprehensive support to upskill your product team. DM me for more details about our programs, workshops and on-demand resources.

Just dropped a new video breaking down the exact product launch strategy we’ve used to help DTC brands absolutely crush 5- and 6-figure launch days. Not theory. Not hype. Real strategy we’ve executed across a bunch of Shopify/Klaviyo brands—and it works. Here’s the high-level playbook: 1.) Build the funnel before you even mention the product. A clean landing page. Clear offer. One job: capture warm leads and pre-segment your buyers. 2.) Drop a teaser 2 weeks out. No vague “something new is coming.” You create urgency: “5,000 units. 25,000 people on this list. If you want it, sign up now.” 3.) Segment ruthlessly. Clicks = intent. Use Klaviyo to build a launch-only list that gets priority access. These people are your money-makers. 4.) 7 days out: build social proof. Testimonials, influencer UGC, past reviews—stack trust. Get people excited and expecting a sellout. 5.) 3 days out: calendar invites. Most brands miss this. Let people add your launch to their calendar. It’s free mental real estate. 6.) 24 hours out: max out the hype. Countdown timer. Limited units. Time zone reminders. You want people refreshing the page. 7.) Launch day = all gas, no brakes. Hit your warmest list first. Then roll it out to the rest. Use email + SMS. If you’re not sold out in 6 hours, hit the rest of your list with “We’re almost out.” 8.) Post-launch: ride the hype. Don’t go quiet. If you sold out, follow up with a secondary offer (free shipping, evergreen discount, early access to the next drop). Keep the momentum going. A good launch doesn’t just sell products—it creates an event. It builds brand energy, pulls in revenue, and gives your audience something to rally around. We don’t run this playbook every month—because the power is in the scarcity. Once a quarter is the sweet spot. When done right, the strategy that can add tens (or hundreds) of thousands in revenue. Let me know what you think of the video, and have you ran a product launch strategy similar to this, how did it go?