You've picked your product launch date, your product is the best in your market, your list is red hot and burning with desire, your launch story has resonated and sent waves of anticipation through your niche, your blog comments are running into the hundreds for each post you make, you're expecting the biggest revenue day ever. So just a couple more tweaks to amp up the market to fever pitch and you're all set to press that big red launch button.
Right?
Wrong.
When it comes to exiling a product to oblivion, a shambolic launch day comes in a close second behind unfocused marketing, and imagining you can get there on a wing and a prayer is a big mistake.
And we're not just talking about choosing the wrong shopping cart or a creaking server. Get any part of the mechanics of your launch wrong and you risk losing all that credibility and trust you've been carefully nurturing.
The big boys-the Apples of this world-all know the secret of an awesome, trouble-free launch: to be sure of success, you must put in place a product launch support system.
Every business process that you have must run like a well-oiled machine. All the gears must mesh. The whole product launch support system will be under pressure when you open the shopping cart so at the very least they must be 'fit for purpose' and then allow for some built in spare capacity.
Plan on something going awry - it will! - So factor these challenges into your processes and work out how to manage them before they happen.
Risk management is all about asking "What if... " questions. This is your opportunity to shine a light into the dark corners.
Behind every robust product launch support system lies a solid team who are all singing from the same song sheet. How you approach building your team will depend on your business-and specifically the size of your business-but whatever you do, do not leave it to chance.
If you don't have the right people with the right skill sets at your fingertips as you prepare for your launch, go find them-and find them now!
There is quite a list of the areas of expertise to have covered during the product launch phase...
And the bigger and more complex your product launch-if you have a large number of joint venture partners, for example-the more there is to slip out of sync and the more important it is that you and your team communicate effectively and put a foolproof product launch support system in place.
The big take away is to make sure that there is spare capacity available because launch day will be as far from normal as you have ever been.
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