Bringing it to market.
WHAT TO ESTABLISH BEFORE LAUNCH
That it works That you can deliver it at volume That support is in place That the people selling it understand it That pricing and terms are decided
WHY SUPPORT SPECIFICALLY
New products generate questions and problems disproportionately.
WHAT TO PREPARE
Documentation Training for staff Answers to expected questions A route for problems
WHAT TO DECIDE
Whether to launch to everyone or to a limited group first.
WHAT LIMITED LAUNCH PROVIDES
Problems discovered at small scale Learning before commitment Reference customers
WHAT IT COSTS
Slower revenue.
WHAT TO ESTABLISH
Criteria for wider release.
WHAT TO TELL EARLY CUSTOMERS
That it is new, and what that means.
WHY
Managed expectations survive early problems.
WHAT TO ESTABLISH
Close contact with early customers.
WHY
They will tell you what is wrong, if asked.
WHAT TO ASK THEM
What they expected What surprised them What is missing Whether they would recommend it
WHAT TO MONITOR AFTER LAUNCH
Whether people actually use it Where they stop What support they need Whether they buy again
WHY USAGE MATTERS MORE THAN SALES
Products bought and not used are not repurchased and they generate no referral.
WHAT TO BE PREPARED TO DO
Fix problems quickly.
WHY
Early reputation determines everything after.
