A Product Launch Framework for Better Go-to-Market Planning

Poster for Product Launch

A Common Language. A Common Approach.

The BrainKraft Product Launch Framework supports 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 Single Processes

A product launch is not a single 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 every other process. 

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

Why circles? 

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.