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How to Create a Product Launch Strategy

Launching a new product is a big decision for any business. It takes time and energy to plan, strategize and do everything else that goes into bringing something new to the market. If you want to make sure your product launch is as successful as possible, then it’s important to create a solid product launch strategy so you can ensure your customers are getting the best experience possible from day one.

What is a product launch strategy?

A product launch strategy is a plan for the introduction of a new product. It includes a marketing strategy, sales strategy, and financial plan that helps you to set goals and achieve them.

When developing your product launch strategy you'll have to consider factors like:

  • Your target market (generally speaking)

  • The features/benefits of your product(s)

  • Competition in the marketplace and how it influences pricing decisions

  • Distribution channels (physical or digital) to reach customers

Why is a product launch strategy important?

Your product launch strategy is important because it sets the tone for how your product will be perceived by your target audience. These are the people you want to get excited about what you’re doing and help spread the word, so you don’t want them to walk away from their first interaction with your company or product feeling confused or disappointed.

When done right, a great launch can also help fuel momentum and create a buzz in advance of actual sales. As such, launching well requires that you plan ahead of time so that when it comes time for your big day, everything goes according to plan—and ideally better than expected!

Steps to create a product launch strategy

Define your goals

Before you begin your product launch, it's important to define what you want to achieve. This will help guide the rest of your strategy and make sure that everything is aligned with your overall goals. Here are some questions to ask yourself:

  • What do I want my customers' experience of this product to be?

  • What do I want them to learn from using it?

  • How much money should I make from this product (or how many sales)?

Create a launch timeline

The next step in creating a product launch strategy is to establish your milestone dates, which are events that need to take place during the course of the launch. These are usually goals that must be achieved before you can move on to the next phase of your marketing plan.

Develop your strategy and messaging

As a next step, you should define the problem you want to solve.

This is arguably the most important step of all. In fact, it's one of the key differences between a good product strategy and a bad one. What do you really want to achieve? What problem do you want to solve?

Too often people jump straight into creating solutions without figuring out what they're trying to accomplish in the first place (or why). That's like buying new tires for your car and not knowing which direction you're going! Before diving into developing an actual solution, focus on defining your goal or outcome: what specifically are you trying to achieve with this product? Once you have an answer, you can start thinking about how best to reach that end goal with your product launch strategy.

Identify and cultivate your influencers

Influencers are people who have a large number of followers and can help you get the word out about your product. You can identify influencers by looking at their social media profiles or using tools like BuzzSumo to find them. You can then cultivate them by engaging them and building a relationship to be sure that they are the best fit for a launch campaign.

Build anticipation and buzz

Advertise your product on social media or run a pre-launch campaign to create buzz about its launch. You can also create a landing page to collect emails and build excitement around the launch date. This way you'll have prospects already waiting in line before they even hit "Buy". Use a countdown timer on the landing page to keep people thinking about the big day!


The launch is a public announcement of your new product. This can be done through news sites, social media platforms, blogs and other online resources. The goal of this step is to generate awareness and interest in the product.

First impressions are very important so it's vital that you launch your product properly. You want to create an atmosphere where people feel like they need this particular item in their lives! Your first customers will make or break your business so don't skip any steps in getting them on board with supporting your brand early on - make sure they really know what they're getting into!

Measure, evaluate, and optimize.

Measure your marketing efforts as well as the success of your product launch. This will help you understand where you need to improve, and how much money you're spending on each channel.

Evaluate what worked and what didn't. Make sure to do some customer interviews after launching new products; people love talking about their experiences! Use this information to optimize your strategy for future launches, by focusing on channels that work well for you and cutting back where they don't.


We hope this guide has given you a good idea of what to expect from a product launch strategy, and how it can help your business. Remember that even if you have the best product on the market, it will still need a strong marketing plan to be successful. A well-thought-out strategy will allow your business to thrive in today's competitive environment—and ultimately give consumers what they want: quality products at reasonable prices!

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