What is a product launch

What is a Product Launch? Stages, Strategy & Tools

What is a product launch?

Launching something is more than posting an “I am open!” tweet to the Facebook feed. The goal is to achieve product functionality within the timeline and then appropriately sell the product across the channel. It is an extremely large project that requires collaboration across multiple departments within the company. 67% of consumers enjoy new products being introduced by a new manufacturer. Customer interest increases when new products are offered. Releasing the best product and not preparing to ship it properly is another way to miss getting your target audiences interested. Generally, launched products are categorized into three sections:

The first step in creating an application product requires completing a thorough study and understanding your audience’s needs and motivations. Your product or service should be tailored to your customer persona. Your product should have an attractive product to its customers. You can analyze competitors to find the release plan by using these tools:


Every goal is about establishing realistic times which is why setting a deadline is important. You have to determine product launch KPIs and figure out how much money and energy can be invested. Now you can simply define how to accomplish a task or delegate it to a person to meet your ambitions. Positioning is crucial when it comes to introducing software products to a new or existing customer.

Growth-Share matrix

The matrix will help define the product’s visual representations in order to sell what is needed. Imagine your product/investment as a lion, star, cash cow, or question mark. Your questions mark products that consume many resources, grow fast but lack income due to poor market

Onboarding experience

Onboarding should provide users with the information they need to start using the product. What are some competitors that use greeting cards? Is it a one-off arrangement? Do people learn the interaction of the product through interactive learning modes? Make sure you provide the best customer experience and stay in contact. You may also use this method for competitive analysis.

SWOT Analysis

The SWOT analysis helps you determine the most important elements of your competitors’ business operations. Internal factors like strength and weakness will give you a way to determine resources and processes in an opponent’s market. These internal factors will allow you to analyze competitors’ technological innovations, latest trends, and customer relationships.

Porter Five Forces Analysis

It provides the perfect way to assess competition in your market by understanding factors including the competitive power of the suppliers and competitors, the threat of alternative technologies, new product opportunities, and the power of users. It will also be easier to understand your competitor’s strengths and develop a robust product launch strategy.


Knowing your competition’s weaknesses can be an asset. Imagine you could use a platform to market your products to customers. If your competitor offers customers limited product images, give the audience a 360 view so customers can see all of the details. Moreover, you will see weaknesses such as low customer service or poor product performance.


To sell software online, you will need to use pricing strategies to your advantage. Pricing models from rival companies give the flexibility to choose the most suitable option for both you and your audience. Get in touch with their customer service department for information on a monthly subscription or recurring payment options. Are the price changes aimed at attracting new customers?

Brand identity

A solid brand identity differentiates your company from other software companies and helps your customers remember your business brand when you see its name or logo. All elements of branding are crucial when defining and communicating your identity.

Set SMART goals

When a software product launches, you need to define the value of success. Clear and arduous goal sets can help you and your team clarify how your business is working and improve its quality. Your goal may include:

How can I measure product launch success?

Your newest product is probably not your last. This means that analyzing both the benefits and the negatives can improve future launches for successful launches. This is possible through the following:

Define relevant KPIs

Before launching a product or service, you must define what success means. The definition of success will differ for each product within the respective market. An online eCommerce site should likely focus on new revenue. In some instances, a product launch may be successful if the customer completes another product.

Selecting several important KPIs that can be tracked will show clearly the progress made during the launch period. Measurable results should be directly linked. These should also become quantifiable. Some typical KPIs associated with product launches are:

Gathering feedback

Most statistics focus on the number—the number of users logged into the site and products sold. Soliciting customer responses directly will allow you to gauge what your product has gained. Customers usually get the product information via other teams that may have found friction areas during internal processes that your company didn’t know were there. Additionally, services like customer support and IT are likely to be acted on during customer interactions during product launches.

Tracking and analyzing data

Successful launches should produce significant volumes of information. Your site and its marketing data need to be sorted and analyzed. The process should start after launch so that you can target the launch-specific results.

Tools for a successful new product launch

With a poor tool, it can be tough to develop good things and product launches don’t differ. Thanks to the digital product sector, there are plenty of tools available that can be used to improve even the most complicated product launches.


Productboard helps companies bring products to market more efficiently by automating the process of development. Productboard helps develop compelling roadmaps and dynamically prioritize feature-driven roadmaps. They are also able to centrally gather market feedback and data that are linked to feature roadmaps. Amplitude has announced a partnership with Productboard to enable Amplitude customers to use Productboard to analyze customer feedback based upon the cohort creation within Amplitude.

Product Hunt

It was created by a company to assist in the promotion of products. Companies create new products to increase awareness before they’re launched. Users upvote products they found particularly useful, which increases their scores. The top-ranked product is displayed as a popular product on a website homepage. Product Hunt audiences consist of product managers, product promoters, and investors that help you promote the product in a different way.


Often people overlook that if they plan a business visit a tool like Amplitude can help them make a better business decision. The availability of product and marketing information is crucial to companies who want to set goals and analyze customers’ behavior. Various teams use data-management tools that vary within each business. Often siloed data is inaccessible to the team with whom you want to collaborate.


A product launch is an important event for any business. It’s the moment when you introduce your new product to the world and start generating revenue from it. By planning your launch carefully and using the right tools, you can make sure that it goes off without a hitch and sets your business up for success. Have you launched a product before? What tips would you add to this list?

Related Posts