Product Launch Framework
The foundation of the BrainKraft Product Launch System is the BrainKraft Product Launch Framework. It contains the structure to plan and execute a successful product launch. Every. Single. Time.
A product launch is more than a product and a marketing campaign. It's the most cross-functional activity a company undertakes. Doing it right takes discipline, creativity, and structure.
Our framework embraces the full life cycle of a product launch. From organizing the launch team. Defining launch objectives. Understanding the market environment. Communicating a unique value proposition. Developing a launch strategy. Preparing the company, partners, and market. To accelerating to achieve launch objectives.
Product Launch is More Than a Processes
A common misconception is that a product launch is a process. It's really an organized collection of processes.
Each circle - or donuts as we call them - is a unique process. And each of these processes is interwoven with other processes.
Learn more about each donut below and download the poster.
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
Circles represent iteration and agility. The process of planning and executing a successful product launch is never a straight line. Every activity introduces new variables, new insight, and quick changes.
A waterfall launch process is rigid, slow, and cumbersome to yield the kind of results needed for a fast-moving product launch.