Product Launch – PODLANCER in review
The term product launch is not a new word. It is a term practically used every day as new products enter either the physical or digital market on a daily basis. But what exactly does the term mean?
Product launch can actually be defined in two ways;
- A series of carefully planned and scheduled sequence of events that form a strategy, with the aim of making a big happening out of the release of a product.
- It could also be the event itself.
Note that these products could either be completely new or might be an upgraded version of an existing product. A lot of physical products are released as completely new and a lot of digital products (especially software like mobile apps) are usually upgraded from time to time after an initial Beta testing stage.
There are generally two types of product launches; Hard and Soft Launches.
Soft Launches are normally to check the performance of the product and to make the required changes in the features or price of the product before doing a big-time launch. As mentioned earlier, a lot of software products are launched this way. This process is called Beta Testing.
Gmail and the smash hit Pokemon GO started out as soft launches.
In a Hard Launch, there is a lot of excitement and fervor, but also a lot of work, time and energy put into it. The publicity is louder and it usually has the best chance for success. Windows 7 and our focus in this post, PODLANCER were both launched this way.
It can get tricky because there have been classic failures even with hard launches, especially when the products are not first tested out within a small populace. Remember Samsung Galaxy Note 7 and its epic battery fail? Yes, that’s a classic example.
So usually, both launch types are used together for best results, both in reputation and in generating revenue.
In successfully launching PODLANCER, a series of scheduled sequence of events were put together to create a strategy that helped in the launch success. We admit though that a few more things could have been done, but there’s no such thing as a perfect launch or a perfect time to launch. So, let’s quickly review our plans that brought about PODLANCER’s Launch success.
PODLANCER Product Launch Plan
We know that it is necessary to generally have a plan especially if you want your launch to be successful, but why exactly do we need one? Here are a few reasons we drew out our plan for PODLANCER;
- It helped us to describe the product and the exact services it rendered
- It helped us to list the resources we needed to put the plan in place
- It helped us to identify how we should approach the market
- It also helped to identify our customers and possible competitors
Our plan involved three stages; The Pre-Launch, The Launch and the Post-Launch (Yes, after the actual launch).
So then, let’s evaluate what we did at each stage, and what we plan to do going forward.
Firstly, just like you should, we identified the type of launch we wanted to do. If you did not already know, PODLANCER had been in the testing stage (soft launch) for little more than 5 years. So best believe we gotten a lot of reviews and feedback and improved on some of the features before the Hard Launch process went live. We generally targeted the Digitally-inclined audience, those who have jobs that can be done online.
The product development and marketing team created contents around what PODLANCER is and what it offers to its audience. They distributed this content across various social media and messaging platforms to build anticipation and wet appetites.
When the day of the actual launch came, it was announced with a big splash. In the era of the pandemic that we currently find ourselves, there was no bigger channel than ZOOM for this to be carried out. The in-house team were activated to contribute to the success of this stage.
However, something we could probably have done better at this stage was streaming this launch stage concurrently on PODLANCER’s social media platforms. This would definitely have attracted more audience to the launch.
If you did not already know, a Product Launch does not end in the actual launch stage. That is pretty much the beginning. After Launch, you have to keep the momentum going. It’s as simple as saying improve, improve, and improve. Feedbacks and reviews are vital for this and there is also the need to constantly evaluate progress.
For PODLANCER, plans are geared towards Global participation among a host of other plans in the works. If you want to find out what we plan to do next, stay on PODLANCER Blog.
Lastly, it wasn’t all work really, we created some time and poured ourselves a drink. After all the tediousness and workaholic-like months preparing for the launch, we found time to relax and ruminate on the whole event sequence.
So, in conclusion, a product launch is super exciting and there’s never a 100% perfect launch plan. So, take that first step, pen down your strategy and hit the ground running. Don’t forget, ensure your product is at the Minimum Viable Stage, build your audience, test and ensure that everything is working and remember to gather feedback always.
Nehemiah Chukwuma James