It seems like bringing a new product up on the stage is an easy action. Design, production and announcement. In reality, this process is a lot more complicated and requires dozens of creative heads as well as lots of patience. Let’s start with simply answering the question, what the product launch is about. Business world defines it as a debut of your product into the market. It is a birth of your invention and you want everyone to get to know it – the size, the weight, the color, the inspiration behind it and the features that will make everyone buy it. However, to ensure that the world is ready for this overwhelming announcement you have to plan your strategy properly!
Product Phylosophy or Why You Want This Baby To Be Born
We are used to saying “the new product has to satisfy the needs of your potential customers”. In the 21st century, most products we could imaging wanting, we already have. So the challenge is to awake new needs or to make your customers think they have a strong need for your good – it will bring the quality of their life to a new level! In order to achieve such a reaction, you need to work on the philosophy behind it. The main questions you have to answer are:
- What are the needs of the customers?
- What emotions need to be evoked?
- What is your customer portrait?
- What is your value proposition?
- What trends rule in your market?
It is crucial to do proper research and analyze all competitors from China to Argentina. You have to understand how each nation designs the features of otherwise similar products, what is the driving power of it and to understand the main difference in the customer psychology.
A customer portrait has to be as specific as possible. If your product is not a new MacBook, then you are not designing it for 80% of humankind. Define your client – sex, age, education, hobbies, salary, city or village, Europe or Australia, kids, marital status, weekend spent at home cooking pasta or climbing Mount Everest. The more you know about the customer, the better you can tailor your product and marketing strategy and get them to purchase.
Feedbacks and Beta Test
Society says gossip is bad, in our case it is a life-saving tool! At this stage, you want to talk to as many people as possible, ask hundreds of questions, ask random people to react, to try, to open, to touch your product. You have to investigate what they say behind you back, what they think about it. Additionally, a good solution might be to run a Beta Test and evaluate the results. Afterwards, you root out any confusions or negative opinions. Fix it and move on!