Like a tree falling within the woods, should you plan a product launch with out spreading the phrase — will anybody use it? Will anybody even need it?

product launch checklist: product marketer using a checklist to launch new offerings

Most likely not. Whether or not you‘re launching one thing big, one thing small, otherwise you’re updating a present providing, you will wish to begin your preparation nicely upfront of the launch date with a product launch guidelines.


As a result of there are such a lot of transferring components on this course of, bringing your product to market might be intimidating and difficult. That can assist you, we have give you a step-by-step guidelines for a profitable product launch and gathered the most effective product launch ideas from a HubSpot Product Marketer.

What’s a product launch?

A product launch is the method of introducing a model new services or products to the world. It includes numerous advertising and marketing and promotional actions geared toward creating buzz and demand round your new providing. The final word objective is to get prospects excited and keen to purchase the brand new product.

Product launches require plenty of planning. You possibly can’t simply drop a brand new product out of the blue and count on everybody to purchase in — nicely, except you’re Beyoncé. Fortunately, our product launch guidelines may also help make sure that all of your t’s are crossed and that i’s are dotted earlier than your official launch date.


1. Study your buyer.

Whether or not you name it “market analysis,” or “buyer growth” it is key to study what drives your buyer. Figuring out their targets, motivations, and ache factors may lead you to growing and advertising and marketing a priceless resolution.

You needn’t carry out years of intense analysis to study your buyer. In actual fact, we recommend simply speaking to 12 to fifteen present or potential prospects.

When talking to them, pay further consideration once they begin sentences with “I want a product did this operate…” or “Why can‘t merchandise do that?” After they give these statements, reply with questions that go deeper, like “Are you able to get extra particular about that?” In the event that they don’t deliver up any ache factors, ask them a few specific questions that can encourage them to present deeper solutions.

These conversations offers you a strong thought of what their greatest ache factors are and how one can market an answer to them. When you study these key particulars about your prospects, you’ll be able to develop a buyer persona that your staff can deal with serving.

2. Write a positioning assertion.

When launching a brand new product, you need to have the ability to clearly clarify the way it fills a necessity available in the market. That’s the place a positioning assertion is available in. It helps you talk the distinctive worth proposition and key advantages that differentiate your product from others.

Write out a press release that may clearly and concisely reply these three questions:

  • Who’s the product for?
  • What does the product do?
  • Why is it completely different from different merchandise on the market?

If you would like to go even deeper, create a press release that solutions the next questions:

  • What’s your target market?
  • What section of the target market is most probably to purchase the product?
  • What model title will you give your services or products?
  • What services or products class does your product lie in?
  • How is it completely different from rivals in the identical class?
  • What proof or proof do you must show that your product is completely different?

Nonetheless want extra steerage on tips on how to write a positioning assertion? Check out this template.

3. Pitch your positioning to stakeholders.

As soon as you’ve got established your positioning assertion, current it to stakeholders in your organization so they’re all on the identical web page.

When doing this, you’ll wish to emphasize how your new product aligns together with your general enterprise technique, buyer wants, market developments, and income potential. Use concrete examples, tales, or information to make your pitch extra persuasive.

You’ll additionally wish to suppose proactively about potential questions or objections they could have. Put together considerate responses to deal with issues round market viability, competitors, target market, or feasibility.

In case your workers have a tough time shopping for into the product, your prospects would possibly as nicely. In case your staff loves it, that could be an ideal signal that the product launch will go nicely.

4. Develop product branding.

Take the data you gathered whereas conducting your market analysis and writing your positioning assertion and let it encourage you as you craft your product brand identity.

Throughout this step, you’ll develop all the weather wanted to create a constant and memorable model, together with:

  • Product title, emblem, and tagline
  • Shade palette, typography, and imagery
  • Key model, communications, and advertising and marketing pointers
  • Packaging

Product branding is a bit completely different than firm branding as a result of it focuses on creating a definite identification for a selected product, slightly than a complete group. Nevertheless, they’re each nonetheless interconnected and needs to be aligned.

5. Plan your go-to-market technique.

That is the technique that you’ll use to launch and promote your product. Whereas some companies choose to construct a funnel technique, others choose the flywheel method.

No matter which technique you select, this course of comprises many transferring components. To create an organized technique for launching your product, it may be useful to make use of a template, like this one.

As you create the technique, additionally start thinking about which sort of content material you‘ll use to draw a potential buyer’s consideration throughout the awareness, consideration, and purchase decision stage. You will want to supply this content material within the subsequent step.

6. Set a objective for the launch.

Earlier than you get began on implementing your technique, ensure you write down your targets for the launch.

Alex Girard, a Product Advertising and marketing Supervisor at HubSpot, says, “Create particular targets for the launch’s success. Maintaining these targets in thoughts will enable you to focus your efforts on launch techniques that can enable you to obtain these targets.”

For instance, the targets of your product launch could possibly be to successfully set up a brand new product title, construct consciousness, or create gross sales alternatives.

Top-of-the-line methods to set targets to your launch staff is to put in writing them out like SMART goals. A SMART objective is Particular, Measurable, Attainable, Related, and Time-bound.

After getting your targets in thoughts, you can begin fascinated by what KPIs you wish to observe, similar to:

  • Gross sales income
  • Items bought
  • Buyer acquisition
  • Conversion charge
  • Web site visitors and engagement
  • Social media engagement

Figuring out these metrics forward of time will make it simpler to evaluate whether or not or not you met your targets after the product is launched.

7. Create promotional content material.

After planning out your go-to-market technique and writing your SMART targets, start producing content that can help and align with these promotional efforts.

This could embrace:

Our go-to-market template may even enable you to decide which content material you need to create for every section of your potential buyer‘s purchaser’s journey.

8. Take a look at and collect suggestions.

Earlier than you formally launch your new product, it’s necessary to try it out to make sure your remaining product is the most effective it may be.

By testing the product in several situations with actual customers, potential bugs, usability issues, or useful points might be found and resolved early on. Fixing these issues earlier than launching your product ensures a smoother person expertise and helps preserve buyer satisfaction.

Gathering suggestions from customers additionally permits for product enchancment. By listening to the opinions, solutions, and criticisms of customers, you’ll be able to acquire perception into what options are working nicely and which of them want enchancment. This feedback-driven method may also help you make knowledgeable choices on enhancing the product’s performance, usability, and efficiency.

9. Arrange distribution channels.

Earlier than you formally launch, you’ll have to arrange your distribution channels. This step is necessary as a result of it determines how and the place prospects should purchase your product, be it on-line platforms, brick-and-mortar shops, or different distribution companions.

Properly-planned distribution channels assist speed up the product’s time to market. By proactively establishing channels forward of the launch, you’ll be able to shortly distribute the product as soon as it turns into out there, minimizing delays and maximizing alternatives to seize early adopters and acquire market share.

Should you can efficiently place your product in distinguished retail places or on-line marketplaces, it will increase visibility and boosts your possibilities of capturing buyer consideration and outperforming rivals.

It additionally supplies a basis for future development and scalability. As what you are promoting expands and introduces new merchandise, you’ll be able to leverage present channel relationships and infrastructure to effectively launch and distribute new choices.

10. Put together your staff.

Make sure that your organization and key stakeholders are prepared so that you can launch and start advertising and marketing the product.

Earlier than the massive launch day, take into account doing the next:

  • Provide your staff early entry to the product to allow them to familiarize themselves with it firsthand.
  • Present coaching classes to assist your staff perceive the product inside out.
  • Develop gross sales enablement supplies similar to shows, product sheets, FAQs, and objection dealing with guides.
  • Conduct role-playing workout routines to simulate actual buyer situations with the product.

Throughout this course of, it’s important that every one stakeholders are on the identical web page. Talk with the corporate by means of inner shows, Slack, or e mail to maintain your organization up to date in your launch plan.

11. Launch the product.

As soon as you’ve got accomplished all of the above steps, you’ll be able to launch the product. Listed below are some last-minute issues to examine over on launch day:

  • Double-check all the mandatory particulars, supplies, and preparations to make sure that the whole lot is prepared and dealing accurately.
  • Conduct a quick staff assembly to align everybody and tackle any last-minute questions or issues.
  • Regulate social media channels to gauge buyer reactions, reply to inquiries, and interact with potential prospects.
  • Be sure that your web site and any techniques associated to the product launch, similar to touchdown pages or checkout processes, are functioning easily.

Most significantly, you need to take the time to rejoice the launch and the efforts of your staff. This may be within the type of a staff lunch, digital celebration, or another artistic method to acknowledge everybody’s exhausting work.

12. See how nicely you probably did in attaining your targets.

After you launch your product, observe how the go-to-market technique is performing. Be prepared to pivot or alter points of your plan if they are not going easily.

Moreover, remember in regards to the targets you set earlier than the launch. Take the time to evaluation the KPI targets you set forward of the launch and assess how nicely you probably did in attaining these targets.

For example, did you exceed your gross sales projections, or did you fall brief? If the launch did not meet expectations, you’ll be able to rethink your go-to-market technique and alter from there.

The price of launching a brand new product varies considerably. For example, an entrepreneur will see vastly completely different prices for launching a product on Amazon than an enterprise firm would possibly see for launching a product in a million-dollar market.

Let’s take into account two examples to discover this extra intently.

Entrepreneur Product Launch Instance

Within the first instance, let‘s say you’re an entrepreneur who has invented a design app you are hoping to promote on-line. You would possibly conduct market analysis to find out which advertising and marketing methods work greatest to your targets, which messaging resonates greatest together with your viewers, and which design parts attraction to your required prospects. Should you use a couple of focus teams to find out these solutions, you would possibly count on to spend roughly $5,000.

If you‘re bringing a brand new app to the market, you’ll want to decide on the most effective go-to marketing strategy to your wants. Whatever the technique you select, all of them price cash. For example, product branding might price roughly $1,000 should you‘re paying a designer that can assist you out, and web site design might price wherever from $500-$3,000 should you’re paying an online designer a one-off charge.

These charges don‘t embrace the price you should pay your self and any workers if it is a full-time job. It additionally doesn’t embrace the prices of hiring an engineer to replace the app’s options and make sure the app is operating easily.

With this simplified instance, you are roughly $8,000. After all, you’ll be able to lower some prices should you select to do any of those duties your self, however you would possibly threat making a subpar buyer expertise.

Enterprise Product Launch Instance

On the opposite finish of the spectrum, let‘s take into account a big enterprise firm that’s launching a brand new product. Right here, you’ll doubtless pay upwards of $30,000 – $50,000 for market analysis.

Maybe you will spend $15,000 on brand positioning and the advertising and marketing supplies essential to differentiate your self towards rivals, and also you would possibly pay upwards of $30,000 for all of the product design and model packaging. Lastly, your advertising and marketing staff may wish a price range of roughly $20,000 for Search engine optimization, paid promoting, social, content material creation, and so forth.

All mentioned and carried out, launching a product towards different enterprise rivals‘ might price roughly $125,000. Once more, that doesn’t embrace the prices you will pay your advertising and marketing, product growth, and engineering groups.

How one can Launch a Product On-line

To launch your product on-line, you‘ll wish to make sure you’ve adopted the steps above. Nevertheless, there are a couple of extra steps you will wish to comply with to realize traction primarily on-line.

1. Determine the story you wish to inform relating to your product’s greater function.

What story do you wish to inform throughout social platforms, touchdown pages, and e mail? That is just like your positioning assertion however must be geared fully towards your target market. Ask questions like, Why ought to they buy your product? And How will your services or products make their lives higher?

Speaking cross-functionally ensures the communication supplies you employ throughout numerous on-line channels align — which is vital on the subject of establishing a brand new product within the market.

Think about, as an illustration, how Residing Proof introduced its new product, Superior Clear Dry Shampoo, on its Instagram web page. The story revolves round a easy nuisance frequent with most different dry shampoos — How shoppers nonetheless need that just-washed feeling, even when utilizing a dry shampoo.

Living Proof's new Instagram post, highlighting its new product launch

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By specializing in how the product will profit shoppers by means of storytelling, and utilizing a brand new hashtag #NoWastedWashes, Residing Proof builds pleasure and demand for its new product.

2. Show buyer testimonials, case research, and different social proof to positively body your new product.

Shoppers wish to see that different shoppers have already taken the danger and bought your new product earlier than doing it themselves. That is the place social proof comes into play.

Within the weeks main as much as a product launch, or shortly after it‘s launch, start posting buyer testimonials, opinions, and case research to showcase how your new product has already helped different folks. Take this a step additional and make use of influencers to share the phrase about your product as nicely, if it’s an excellent match to your model.

Shoppers are sensible sufficient to know they should not belief each commercial they see — however they’ll belief fellow shoppers. So leverage that belief by means of social proof strategies.

3. Create a social and e mail marketing campaign.

Create a full, complete social media campaign to extend curiosity and consciousness of your new product.

Use paid promoting to achieve new audiences, create full product explainer movies to make use of throughout your social channels, and use e mail to achieve present prospects and supply an unique, first have a look at your new product’s options.

Moreover, you would possibly take into account internet hosting a dwell stream to attach straight with prospects and present prospects and invite specialists out of your product growth staff to clarify the brand new options of your product.

It‘s necessary to notice — on this stage, you’ll wish to take note of how shoppers are interacting with the communication supplies relating to your new product. Share issues and suggestions with the product growth staff — it is necessary to belief your shoppers and use their suggestions to strengthen your product.

4. Have a pre-order choice.

If a client is happy to buy your new product, don‘t make them wait — present an choice to pre-order the services or products earlier than it’s even out there. This helps unfold out demand whereas enabling shoppers to buy the product every time they’re feeling most inclined to take action.

Product Launch Finest Practices by Business

How one can Launch a Digital Product

When launching a digital product, you will wish to start constructing anticipation with a robust content material advertising and marketing technique. Use weblog posts, e mail advertising and marketing, social media, and different channels of distribution to extend curiosity and demand to your digital product.

You‘ll additionally wish to make sure you’re leveraging lead generation strategies to achieve present prospects and prospects.

For example, let‘s say you’re launching a web-based course on Search engine optimization. Within the weeks main as much as the launch, you would possibly create Search engine optimization-related weblog content material to ship to your e mail subscribers with an choice to affix the Search engine optimization course’s waitlist. This helps you gauge the effectiveness of your advertising and marketing supplies whereas reaching an viewers that has already demonstrated curiosity in your model.

How one can Launch a Product on Amazon

Anybody who‘s ever shopped on Amazon is aware of the significance of an excellent product itemizing. Within the weeks main as much as launch, take the time to create a robust, high-converting product itemizing — together with taking high-resolution images of your product, writing an outline that outlines your product’s differentiating options, and utilizing key phrases to assist your product rank on Amazon.

Moreover, product opinions are extremely necessary on Amazon, so that you‘ll wish to guarantee you might have opinions able to go earlier than you even launch your product on Amazon. To do that, make sure you’ve both launched your product by yourself web site first (which provides you time to earn opinions earlier than launching on Amazon), or ship your product to a choose group of consumers forward of the total launch, and acquire opinions from them.

Lastly, make sure you’re prepared for an Amazon product launch by checking stock. You by no means understand how shortly your product would possibly acquire traction on the eCommerce superstore, so ensure you have sufficient merchandise to meet Amazon orders shortly.

Check out HubSpot’s The Ultimate Guide to Selling on Amazon for extra info associated to Amazon.

How one can Launch a SaaS Product

To launch a SaaS product, you‘ll wish to begin by researching rivals and understanding {the marketplace} at massive. There’s loads of demand for SaaS merchandise, because the business is anticipated to grow by more than 16% by 2026. Nevertheless, the SaaS business can also be well-saturated, so earlier than launching a SaaS product, you will wish to decide how your product differs from all of the others within the business.

To create a profitable product launch, you will wish to conduct market analysis and focus teams to find out the true advantages and differentiators of your product.

Subsequent, you‘ll wish to make use of a robust content material advertising and marketing technique to extend your web site’s visibility on engines like google and to make sure what you are promoting is showing in search outcomes for subjects associated to your product.

Since you are not launching a bodily product, your advertising and marketing efforts have to persuade companies that your product can remedy their wants. Moreover, you would possibly wish to provide free trials or a freemium choice for smaller companies on decrease budgets to check out your choices earlier than committing.

For a full SaaS rundown, check out HubSpot’s Ultimate Guide to Software as a Service (SaaS).

How one can Launch a Meals Product

To launch a meals product, you‘ll first want to make sure you’re ready for the prices required to take action — together with how a lot it prices to bundle and retailer the product (together with packaging, warehousing, and distribution), and the way a lot it prices to promote the product (together with branding and digital advertising and marketing).

Subsequent, you will wish to comply with federal and state food regulations. For example, you should make sure you’re following well being division guidelines for meals preparation surfaces, refrigeration, and sanitation.

You‘ll additionally want to ensure the labeling you employ in your product’s packaging is correct, which requires you to ship your meals product to a lab for evaluation and examine together with your state commerce to see what it requires on the subject of vitamin labels.

When launching a meals product, you will doubtless wish to rent a meals dealer. A meals dealer can foster relationships with nationwide or native grocery shops and can create a promotional plan to assist improve gross sales as quickly as your meals hits the cabinets.

Sometimes, a grocery store will take a look at out your product for a couple of months earlier than figuring out if there’s sufficient client curiosity to maintain it stocked — which is why a meals dealer might be extremely helpful for utilizing enterprise intelligence and business information to make sure a profitable meals product launch.

1. Calm

product launch example: calm

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Originating in 2011 as a web site known as, Calm is a cellular app that gives numerous assets and instruments for meditation, sleep, rest, and mindfulness. Though Headspace was the main meditation app on the time of its launch, it didn’t take lengthy for Calm to dominate the market.

Calm discovered success largely due to its content material advertising and marketing and Search engine optimization technique. In keeping with Foundation’s research, Calm has attracted over 8 million backlinks and makes use of weblog content material and YouTube content material to organically entice and interact prospects.

The corporate additionally companions with celebrities to create distinctive content material and fascinating advert campaigns. A few of Calm’s most well-known collaborators embrace Lebron James, Harry Kinds, Matthew McConaughey, and Camila Cabello.

Calm’s celeb partnerships have given them a leg up in comparison with their rivals. Not solely their celebrity-read Sleep Tales garner tens of millions of views, however in addition they increase the model’s visibility and authority.

2. Poppi

product launch example: poppi soda

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Poppi is a “prebiotic soda,” which is a beverage that mixes the fizziness and style of a conventional soda with fruit juice, prebiotics, and apple cider vinegar. It is available in flavors similar to Traditional Cola, Root Beer, Orange, and Cherry Limeade.

Initially known as “Mom Beverage,” Poppi was originally created when co-founder Allison Ellsworth needed to create a drink that was each wholesome and tasted good. Not solely does Poppi stand out from different drinks due to its well being advantages, it additionally has a singular and colourful model persona that draws prospects.

In keeping with Allison, “We had this actually enjoyable and vibrant model and a product that individuals might relate to. Individuals like it and it was created with elements that individuals knew to be efficient and helpful to their physique.”

Poppi was initially slated for a retail launch in March of 2020. Nevertheless, these plans modified because of the Covid-19 pandemic.

Happily, they have been capable of pivot to launch as a DTC product, promoting on Amazon and different e-commerce platforms. Moreover, they used this chance to put money into social media advertising and marketing on Instagram and TikTok, the place they gained recognition amongst Gen Z shoppers.

3. HubSpot Operations Hub

product launch example: hubspot operations hubg

In 2021, HubSpot launched Operations Hub as a part of its CRM platform. The product is designed to assist companies streamline their operational processes, enhance information high quality and accuracy, and allow cross-team collaboration. This permits companies to run extra easily and scale extra successfully.

One of many the reason why this launch was profitable was as a result of it solved an issue that many shoppers confronted.

In keeping with HubSpot’s research, “over 60% of operations professionals must do duplicative work due to an absence of alignment between groups.” This occurs as a result of operations professionals get employed into separate departments and get siloed and overwhelmed with duties as their firms scale.

In response, HubSpot launched Operations Hub so operations workers might work collectively out of a shared system and take away friction from their day-to-day workflows.

4. Goodles

product launch example: goodles

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Goodles is a noodle model that takes boxed mac-and-cheese to the subsequent degree. This product differentiates itself by offering extra dietary worth than the usual dry noodles, with 10g of protein and 7g of fiber with prebiotics in each serving.

“The pasta aisle is overflowing with golden, al dente pasta choices that present little or no vitamin. There’s additionally an ‘alt-pasta’ part with inexperienced, brown, orange, mushy, foamy noodles that supply extra vitamin however little ‘yum’,” co-founder and CEO Jen Zeszut mentioned in a press release. “Why ought to you must select between style and vitamin?”

Other than its positioning as a scrumptious and nutritious various to boxed mac-and-cheese, Goodles additionally stands out with its vibrant and enjoyable branding. Whereas different noodle manufacturers have neutral-colored packaging, Goodles makes use of a daring shade palette, a nostalgic typeface, and cheeky product names, like Shella Good and Right here Comes Truffle, to draw shoppers within the grocery aisle.

Product Launch Suggestions

To study the most effective practices for a profitable product launch, I talked to Alex Girard once more.

The HubSpot Product Advertising and marketing Supervisor mentioned he had three essential ideas for a profitable product launch:

  • Your product positioning ought to replicate a shift you are seeing on this planet, and the way your product helps your prospects reap the benefits of that shift.
  • Create a recurring schedule for you and the core stakeholders for the launch to examine in and make sure you’re all on the identical web page.
  • Ensure you maintain the product staff within the loop in your advertising and marketing plans. The product staff might have insights that inform your general advertising and marketing marketing campaign.

Nevertheless, typically, exterior elements would possibly influence your potential to launch a product. When that occurs, you would possibly have to delay your launch.

How one can Know When to Delay a Product Launch

To grasp when, and why, you would possibly maintain off on a product launch, Girard advised me there are three key the reason why you would possibly wish to delay a product launch, together with:

  • When your product itself is not prepared and you should change your timeline to create the most effective buyer expertise potential.
  • If a state of affairs happens the place your present prospects are having a less-than-optimal expertise with one in all your present merchandise. Earlier than launching and selling a brand new product, you need to be certain your present prospects are glad together with your present product providing.
  • If one thing happens on a world, nationwide, state, or native degree that requires your viewers to readjust their priorities and shift focus away out of your firm and its product launch. Guarantee that when the time involves launch, your target market is able to study your new product.

Should you‘re on the lookout for templates to coordinate your staff efforts and align your organization round your new product’s messaging, obtain our free product advertising and marketing equipment beneath.

Editor’s observe: This put up was initially printed in November 2015 and has been up to date for comprehensiveness.



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