FutureChart's six-step methodology is the foundation of every launch we do—whether the goal is to launch or re-position a company, reposition an existing product, or introduce an entirely new category to the market..

Clearly defining your launch goals ensures that the launch is aligned with overall company objectives, and gives you a benchmark for measuring launch results. At this stage, we identify your primary market opportunity and challenges, determine the specific goals to guide the direction of the launch and establish a specific period of time (usually from 3 to 18 months) for launch planning and execution..

Sample objectives include:
Introduce our vision and solution to the market by x date.
Achieve x amount of revenue by x date.
Build a pipeline of x number of qualified prospects by x date.
Reduce the length of sales cycles by x weeks.
Build a unique and defensible market position.
Be perceived as a leading player in the x market sector by x date.
Ensure all employees communicate consistent messages.

At this stage, we define the scope or content of your launch by identifying the specific company attributes, product releases, programs or services that are to be introduced to the market. We determine answers to questions including:
What you are launching? What are the milestones and specific deliverables of the launch or repositioning?
What other products, programs, services, releases, etc. are to be introduced over the timeframe of the launch?
Are you re-positioning an existing company, refreshing a new division or firm or launching a solution or product that includes subsequent releases or versions?
Are you launching a "whole product" ecosystem solution including services, support and partner programs?
How are you re-launching the company and solution with a new positioning?

We’ve developed a detailed checklist to ensure that you have carefully considered all aspects of a go to market strategy before your launch announcement. Examples include:
Testing: what audiences is the launch targeted at? How will message testing be deployed, validated and fine-tuned?
Business Model strategy–is it scalable to meet the objectives of the company? How does it impact valuation?
Pricing strategy–is the pricing of the solution available at launch announcement time?
Branding–how will the launch be tied to the "brand personality" for your company?
Beta program–have you formalized procedures and policies for a "beta" or "early adopter" program?
Contracts and administration–are you ready to take orders for your solution?

Far too often, companies fail to make an impact in the market because they cannot articulate a compelling value proposition for their positioning, new solution or launched product that resonates with target buyers. At this stage, we develop a positioning strategy and content that serves as a foundation for communicating the unique value of your company and its solution, building a defensible market position, and creating a favorable sales environment. The positioning content is communicated through various components and includes:
Positioning story
Internal positioning foundation statement
Proof points and evidence
Benefits by buyer type
Competitive contrasts
Ideal prospect profile
Category definition
Brand identity and personality characteristics

With clear objectives and positioning in hand, its time to develop a detailed launch execution rollout strategy and plan. First we identify all internal and external launch audiences, such as market analysts, the press, prospects, employees and partners—and develop appropriate message "spins" for each target. Next, we determine an announcement strategy to prepare the market and company for an official introduction announcement, along with a six to eighteen month rollout plan to build and sustain momentum. The result is a focused Launch Execution Plan, which can be scaled up or down according to company needs, budgets and market conditions:
A detailed outline of all communication programs and deliverables including analysts and media programs, thought leadership efforts and events over the timeframe of your launch.
Detailed sales programs and deliverables tied to the communication programs including specific sales, initiatives, demand generation programs, sales kits, sales events, account development and installed base efforts with the owner and due date for each deliverable.
Budget for the launch execution plan and each specific component.
A system to set objectives and track monthly and quarterly results.

Tracking the results of your efforts is as important as the launch itself. Three to four months post launch, and at regular time intervals, we:
Compare results to launch objectives
Revise the launch rollout plan as necessary
Execute the revised plan

OakCal S.A./N.A.
 © 2000 - 2007
next back to top