Leave early if you plan to take the wrong train

January 16, 2014By Behind the Shelf Blog, Brand Marketing

Posted by Dave Wendland

"I knew I was going to take the wrong train, so I left early."

This statement is from the beloved Yogi Berra. But it is also true about launching new products or programs. If the prep work isn’t complete and the idea is simply not ready to go to market, then delay the launch. Even if you leave earlier and take the wrong train, chances are you’ll end up someplace you didn’t want to go.

So what are the steps that go into market-readiness?

Here are six surefire litmus tests to ensure your launch is ready for prime time.

  1. Market receptivity has been validated.train is on the right track
    Is there a true market need? Will there be strong enough demand for your product/program?
  2. Message has been finalized.
    Do you have consistent descriptions, benefit statements, and answers to frequently asked questions prepared?
  3. Necessary support resources are in place.
    Are staff trained and plans established to address operational issues, field inquiries, and handle complaints?
  4. Influencers have been briefed.
    Have you introduced the concept to early adopters, analysts, and others who could influence its success?
  5. Promotional plans are prepared.
    Do you have a plan along with the appropriate accountabilities to ensure it is implemented in a failsafe manner?
  6. Contingency strategy is ready.
    Have you not only prepared for a successful launch but also considered an exit strategy if your program/product flops?

Launching a new product or service is an exciting time and it is possible to overlook something in the rush to get that product or service to market. But it is also important to realize that launching a new product is also one of the most stressful times for a business. Always make sure that your train is on the right track and headed in the right direction before pulling out of the station.

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