Launching a new service or product can be a monumental task for a small business. To help your small business succeed and to keep yourself organized during a launch, break-up your planning into these three key phases to help ensure you launch goes according to plan.
Phase 1 – Pre-Launch
- Set a date and time: Choose a date that works for your customers. Ensure your service/product is ready and pick a date when you anticipate sales to be at their highest.
- Prepare marketing materials: Choose your promotional materials based on your audience and your budget. This could include advertisements, product information and instruction sheets, infographics, videos, testimonials, announcements, teasers, and entries for various social media platforms if applicable.
- Create a pre-launch buzz: Track down some key influencers, affiliates (businesses that promote your product in return for financial compensation) or customers who can test your product and start talking about it.
- Distribution: Confirm that adequate inventory is available and distribution methods are established.
- Update your website: Make sure your product will be displayed prominently with up-to-date information.
- Verify your payment systems: Check that your site can handle increased traffic.
- Test your product and marketing material: Reach out to staff, friends and family for feedback on your product and messaging.
- Train your staff: Ensure that staff are knowledgeable about the new product or service.
- Phase 2 – Launch Day
- Resources: Have extra employees and resources available. Make sure they are trained and capable of answering client questions on the new product.
- Create excitement: Offer demos, samples, special offers, or coupons.
- Invitations: Send out announcements via different channels.
- Have fun: Let your excitement be infectious.
- Phase 3 – Post-Launch
- Evaluate: Track sales and monitor inventory levels. Analyze why the product was successful or not through customer feedback or surveys.
- Engage: Respond to both positive and negative customer comments about your product in a timely fashion.
- Build: Keep the momentum going with added promotions, enhancements or more advertising. Get testimonials or develop case studies.
- Debrief: Hold a debrief session with staff to identify and rectify any outstanding issues.
- Learn: Identify areas for improvement and add them to next product launch plan.
These phases and tasks are key considerations for a successful launch. They are helpful and can be a great tool for maintaining focus and keeping to a budget and deadlines.
One of the goals of the Centre is to empower small and medium-sized enterprises and give you the tools to achieve success. For more information about resources, services, business events and seminars, contact us by dialing 311, 1-866-442-5866, online at halton.ca/smallbusiness, by email at firstname.lastname@example.org or visit us at 1151 Bronte Road, Oakville.