Product Launch Checklist

Instructions

1. Data from the "Product Launch Checklist" tab automatically creates a Gantt Chart on the "Gantt Chart" tab.

2. Simply edit the Stage, Department, Task, Description, Owner, Start, Duration, End, and Status fields.

3. We have created drop-down lists to show you how to make this tool very user friendly. If you need help editing drop down lists or color coding, please
visit: http://blog.demandmetric.com/category/excel-help/

4. Once you enter the Start date of a task and the Duration (# days), the End date will automatically be calculated.

5. You can use the filters at the top of each column on the "Product Launch Checklist" tab to drill down on specific items and create a custom report, such as
what are all of our "Overdue" tasks.

6. If you have any difficulties, you can always contact product support at info@demandmetric.com
 Product Launch Checklist

Stage Department Task Description Owner Start Duration End Status

(Days)

Validate the understanding of Market

1 Market Problems Product Team Market Needs Problems that this new product was Sally 6-Jan-11 35 10-Feb-11 Completed
developed to address

Review the customer requirements

2 Customer Requiremen Technical Requirements that resulted in this product's feature Jim 10-Feb-11 35 17-Mar-11 On Track
set

Make sure that the Marketing and PR

functions have the product
specifications and feature detail to
2 Customer Requiremen Product Team Feature Specs
help craft supporting marketing
Michael 17-Mar-11 35 21-Apr-11 Overdue
materials, web pages, press releases,
etc.
Make sure that the Support function
understands the new product's
2 Customer Requiremen Product Team Support feature set to prepare needed Tom 21-Apr-11 28 19-May-11 At Risk
documentation, training and support
materials.

Review the competitive analysis to

understand the differentiation that
3 Competitive Analysis Marketing Competition exists in the new product. Make sure Jim 21-Apr-11 21 12-May-11 Not Started
that the product launch marketing
messages reflect this differentation.

Understand the market position that

was determined for the new product. Not Started
4 Positioning Marketing Positioning Sally 10-May-11 21 31-May-11
Verify that the Positioning is still valid
and the product's differentation.

Work with Marketing, Sales and PR to

4 Positioning Product Team Messaging make sure that all key product Paul 1-Jun-11 30 1-Jul-11 Not Started
messages flow from the Positioning.

Determine if the launch of this new

product is still aligned with corporate
strategy. If not, understand what
4 Positioning Executive Alignment must change - the product or the Nancy 1-Jun-11 21 22-Jun-11 Not Started
strategy - to not create market
confusion or potential embarrassment
Review
when the the Business
product Case to
is launched.
understand all assumptions that must
go into the pricing for the new
5 Business Case Finance Business Case product. See if anything has changed Nancy 1-Jun-11 21 22-Jun-11 Not Started
since the Business Case was
approved that might require you to
adopt different pricing.
Work with Product Management and
any other stakeholders to finalize Not Started
5 Business Case Product Team Pricing Jim 15-Jun-11 28 13-Jul-11
launch pricing
Review basedRoadmap
the Product on the Business
to
Case. that all the planned features
ensure
for the pending product release are in
fact in the new product. If some
features were omitted, make sure
6 Product Roadmap Technical Roadmap there are no references to them in Sally 1-Jun-11 49 20-Jul-11 Not Started
launch and marketing materials.
Determine if these new features have
been deferred or canceled so you can
update
Set the Product
specific, Roadmap
measurable goals for this
accordingly.
Product Launch. Most often, the goal
7 Product Launch Product Team Set Goals Tom 15-Jun-11 21 6-Jul-11 Not Started
of a Launch is to create sales
momentum.

Select someone to lead the Product

7 Product Launch Product Team Pick Leader Launch, ideally someone from the Nancy 21-Jun-11 21 12-Jul-11 Not Started
Product Management function.
 Ensure that the Launch team leader Not Started
7 Product Launch Executive Sponsorship Sally 15-Jun-11 21 6-Jul-11
has executive sponsorship.

Select members from each of the

following functional areas to serve on
the Launch team: Product Not Started
7 Product Launch Product Team Build Team Jim 6-Jul-11 21 27-Jul-11
Management, Marketing, Sales, R&D,
Support/service,
Begin Channel
meeting well in advance of the
Management.
anticipated General Availability date
for the new product. A new product
launch typically takes 6 -12 months to
7 Product Launch Product Team Meetings properly plan and execute. Michael 15-Jul-11 21 5-Aug-11 Not Started
Determine how frequently the team
needs to meet. More frequent
meetings
Decide onare likely
a set as the Launch
of communication
date draws
protocols near.
and frequency of regular
communication between members of Not Started
7 Product Launch Product Team Protocol Paul 15-Jul-11 21 5-Aug-11
the Launch Team and those outside
the Launch Team with a need to
know.

Using this template as your guide,

develop a detailed checklist of all Not Started
7 Product Launch Product Team To Do List Sally 21-Jul-11 28 18-Aug-11
activities that must occur to
successfully launch this new product.

Develop the pre and post-launch Not Started

7 Product Launch Marketing Marketing Plan Jim 30-Jul-11 35 3-Sep-11
Marketing plan

Develop the pre and post-launch

Communications plan. Consider both
internal and external
Communication communications. What press Not Started
7 Product Launch Marketing Michael 5-Aug-11 28 2-Sep-11
s activities are planned? Will you
communicate the launch to your
current customers differently that the
general public?
Develop your pre and post-launch
7 Product Launch Marketing Event Strategy events strategy (this can be part of Nancy 5-Aug-11 28 2-Sep-11 Not Started
the Marketing plan).

Determine the product release

milestones - working prototype, Alpha
Release test, Beta test, General Availability. Not Started
7 Product Launch Technical Michael 10-Apr-11 35 15-May-11
Milestones Document in the Launch Plan and
develop a launch timeline around
these dates.
Stay in close communication with
R&D and Manufacturing to determine
7 Product Launch Technical Testing if anything is occurring during testing Paul 1-May-11 63 3-Jul-11 Not Started
that might delay the General
Availability or Launch date.

After you've completed your detailed

7 Product Launch Product Team Budget Launch Plan, develop a budget for the Jim 10-Aug-11 21 31-Aug-11 Not Started
Launch and get it approved.

Estimate how many impressions

(exposures), leads, sales and profit Not Started
7 Product Launch Marketing Metrics Tom 15-Aug-11 14 29-Aug-11
will result from executing your Launch
Plan

Using the approved Launch budget

and estimates from the previous step Not Started
7 Product Launch Finance ROI Sally 15-Aug-11 14 29-Aug-11
(or from the Business Case), develop
an ROI projection for the Launch.

If you plan to launch in international

markets, ensure that localization Not Started
7 Product Launch Product Team International Jim 1-Aug-11 28 29-Aug-11
requirements, pricing and distribution
are in place.

Discuss as a team the risks to the

Launch Plan, particularly those risks
that might delay the launch or cause Not Started
7 Product Launch Executive Risk Tom 1-Aug-11 21 22-Aug-11
the launch to fail. Where possible,
develop contingency plans against
these risks.
 Risk
International
ROI
Metrics
Budget
Testing
Release Milestones
Event Strategy
Communications
Marketing Plan
To Do List
Protocol
Meetings
Build Team
Sponsorship
Pick Leader
Set Goals
Roadmap
Pricing
Business Case
Alignment
Messaging
Positioning
Competition
Support
Feature Specs
Requirements
Market Needs

40545 40595 40645 40695 40745 40795