Assess - mobilize the launch team and assess launch risk
Objectives - define launch objectives
Customers - define ideal customer profiles
Segments - identify attractive market segments
Competitors - conduct competitor analysis
Positioning - develop a competitive position, unique value proposition, and primary message
Advantages - identify launch advantages to leverage
Obstacles - identify launch obstacles to remove
Launch Plan - develop a launch strategy
Prepare - ready your organization and market
Accelerate - adjust strategy and tactics to achieve launch objectives
Review - build tribal knowledge and improve the next product launch
So why circles?
Circles represent iteration and agility. The process of launching a product is never a straight line. Every activity introduces new variables, new insight, and quick changes.
A waterfall launch process is too rigid, too slow, and too cumbersome to yield the kind of results needed in a fast moving business environment.