PRODUCT LAUNCH

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 Product Positioning

Key Benefit Primary

Differentiation
The biggest benefit that our
target market derives from What sets our product
our offering is more reliable apart from competitors is
quality at lower price point. its customizable options at
Competitive Market Category no additional cost.
Alternatives
The market that we
If customers are not using currently compete in is
our product, then they’re lifestyle technology.
using similar products
from Company A.
Target Segment
Our market for targeting is
accomplished professionals who
want to invest a reasonable
amount in lifestyle improvements.
 Beta Program Overview

Sept. 15th Dec. 15th Mar. 15th

High Initial product quality & Early customer references Generate more
Beta Testing Goals
early customer engagement and testimonials Bookings and Revenue

% Current
85 45 90
Completion

% Projected 70 65 90
Completion
 Beta Program Timeline

2015 2019 2021

2017
2016 2018
2014 2020

Project Rollout
Kickoff Investor Private
Presentation Alpha Out Beta Out Plan for Future
First Prototype Public Beta
 Customer Feedback

60% 90% 80% 40%

830 Happy Clients

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1400 Customer Complaints

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1170 Completed Tickets

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150 Working Hours

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% Completed of Goal
 Product Launch Timeline

April June August

• Product descriptions & portfolio • Sample preparation • Launch event
• Product fact sheet • Presentation(PPT) • Speaking engagement
• Targeting and positioning • Social media set up • Email announcement
• Usage test • E-newsletter design • Radio commercial
• Competitor analysis • Direct mail design • Web update
• Print design • Social media update
• Promotion video • Search Engine Optimization
• Event Staffing

Development Product Launch

• Distribution strategy • Press release

• Pricing strategy • Sample deliver to channel
• Promotion strategy buyers and target media
• Web design • Sales training
• Mobile app design • Promotion and sales kit

May July
 Product Launch Marketing Process
1 Buzz
• Traditional media plan
• Social media plan
• Outreach plan for
press/bloggers
• Advance outreach
• Create brand assets for
launch (video, Images,
written content)
• Sales/partner training
2 Momentum 3 Launch
• Traditional media • Measure impact
• Social media • Sustain buzz and
• PR & bloggers outreach conversation
• Launch event • Testimonials & reviews
• In-store displays • Case studies or
success stories
 Product Launch Tracking
Area Remarks Status
Global news magazine launched week 7. Remaining deliverables to be
Communication
completed in June 2019 including final launch events in regional offices.

Initial user training completed. Implementation in HR system pending

Training resources availability. Handover process agreed with HR. New plan in place to
improve timeline.

Development New module launched successfully August 15th, as scheduled.

Deployment will be delayed to unit 2 deployment completed. Decision to be

Unit 1 Deployment
approved by steering committee 15.2

Unit 2 Deployment 85% completed. Progressing as planned.

New infrastructure successfully implemented May 29th. Infrastructure gap

Regional Infrastructure analysis completed preparation to analyze, identify issue & assess needs.
Action have been taken.

Alarm, critical deadlines overdue Alarm, deadlines overdue, clear & In control, running according
no clear actions taken relevant actions taken/on going to objectives & timeline
 Go-to-Market Strategy

Internal & external

What we’re marketing involvement
What Who
• Market positioning • Launch team
• Key product attributes • Target markets
• Price positioning • Channel/partners
• Business model • Initial market
penetration strategy

Reason for adoption How should it be done

• Value prop and key

Why
message for customers
• Value prop and key
message for channels
• Value prop and key
message for other
audiences
How
• Tools for customers
• Tools for internal
audiences
• External activities
 Revenue & Cost Forecast

Revenue Cost

$10MM
for all years

$4MM
for all years

FY 2019 FY 2020 FY 2021 FY 2022

Revenue (MM) 0.45 2.6 3.4 3.7

Cost (MM) 0.9 1.1 0.95 1.05

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