A Python engineer Pawel Lubiarz from Warsaw wrote this helpful checklist for a product launch in the Sunscrapers publication on Medium. Check out their writing on Medium (below) or their latest work here.
Who's this for?
This checklist is for entrepreneurs, marketers, or freelance developers who have a new product or service that they want to reveal and promote to their audience.
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- Define the Unique Selling Proposition (USP) for your product. You need to communicate how your product is different from the others available on the market and why customers should choose yours.
- Develop a media plan. A product launch without a media plan is risky. You’re only going to launch your product once, so you need to make the most of that occasion.
- Identify your target audience. Your PR strategy should aim to attract and engage this group of people.
- Assign roles to your team for the launch. Ensure that each member of your team knows what they should be doing and for which areas they’re responsible.
- Write a press release to signify your product launch. Journalists receive hundreds of press releases each month so make sure that yours catches their attention and engages them to reach out to you.
- Choose the right day and time for your product launch.
- Get in touch with key journalists and confirm your launch date to help them develop their content.
- Inform all stakeholders about your launch date beforehand. Each member of the team should work to create a buzz.
- Offer bonuses to early adopters. Nothing helps to attract people more than exciting freebies or promotions that come as part of the launch.
- Create promotional and sales materials. Develop your offer and content you will share online. Make sure someone else reviews your materials.
- Test to check that everything works. Conduct testing at least a few days before your launch.
- Establish the goal of your market launch. You need to have an objective in mind when launching your product — for example, the number of users you want to engage or specific sales metrics you want to reach. By measuring your success, you will learn more about what works and what doesn’t for your audience.
- Check your support. You need to know whether your support team can handle a sudden influx of requests from users. Make sure that there are enough people on board who can answer users’ questions and help them take advantage of the product from day one.
- Launch your product internally first. It’s smart to test everything internally on the day of the launch. If you spot a technical glitch, you’ll have just enough time to eliminate it before the official start.
- Spread the word. Make sure to ask everyone you know — from partners and employees to family and friends — to send out and let everyone know about your new product.
- Send your press release to the media.
- Offer support to the first clients personally.
- Plan future communications. It’s smart to create a broader PR plan where you include communications to be delivered after the product launch.