LAUNCH IS NOT THE END OF THE CYCLE—launch starts in the planning cycle.
In the Blur Economy
This is a continuing cycle. As soon as the previous product has cleared the planning stage, you should be starting the cycle over again, and again, and again.
PM/PMM deliverables by phase:
Function – determine market opportunities
Action—determin if customers’ needs and satisfaction provided by other solutions. Watch for trends.
Methods: Competitive analysis, market research, MOA, follow pundits, talk to customers, segment market
Function—address company’s desire and ability to address opportunities
Methods—Test positioning for strength and validity. Develop initial business plan if feasibility seems possible.
Function—Product Streategy detailing what is needed (focus on P1…products)
Action—developing detail product requirements and marketing mix
Methods—BARB, requirements, partnerships, message roadmap, launch plan and schedule
Function—determining rest of marketing mix
Action—determining pricing backage, bundles and promotion plan
Methods—positioning, promo mix and advertising, product brief
Function—managing beta and assess feedback
Action—chose appropriate beta customers, develop survey to assess
Methods—beta target list, agreement, test plan
Function—Build support materials to train channel and generate awareness and interest.
Action—refining messages, content, benefits and product detail in support of all marketing collateral, promotional programs and public relations
Methods—execute marketing plan, develop competitive positioning paper,s uccess stories, case studies, quotes.
Phase 7—Launch, train tour, roadshows, tradeshow…