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Launching dynamic or new software in the crowded market is like aiming for the bull’s eye in a game of darts. You miss some times; you get it right at others. To ensure that the launch goes as per plans and is well received & publicized, we have put together an informal guide on how to launch software in the market.
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The first step is to understand the market and consumer requirements. If a business comes up with a product based on future demand and forecasting, it’s even better. So, the mantra is to listen to the consumers / market / client base and get ideas on new products or upgrades, etc.
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The next step is to define the exact meaning of “a successful launch” in the market means to the company. It could mean a number of clicks for one company while for another it could mean the number of sign-ups and so on.
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Formulate a launch plan. This involves all the teams coming together to build a strategy that includes a marketing plan, communications, and so on. This also includes the launch of the product at the right time so it resonates and is welcomed by the target audience. It’s important to remember the timing of launches makes all the difference.
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It’s important to test the product before its launch. More testing means the better product is presented to the target market. So beta testing is a must to see that all features are working as well as the functionality in a wholesome manner. Beta tests ensure that all lacunas and potential glitches are addressed before the launch.
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Get the brand messaging right the first time. A clear understanding of where you are in the market as well as your approach is required to get it right. With this, the company image and product message is bang – on.
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Be clear about the product messaging. The language used to market the product should be simple, clear, and crisp. You should be able to convey the advantages of the product and how it stands out from the others. The messaging should be positive, don’t indulge in slander or running down a rival product.
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The next step is communication on a mass-scale through various mediums to send across the message far and wide. It includes employing a PR agency, social media, advertising, brand endorsements from celebrities etc etc. A great looking website is the start, which is easy to navigate and use.
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Market research into product pricing is important as an expensive product won’t find many takers especially with new ones. So you could look at launch pricing called in the trade as “launch offers” which is subsidised pricing to create a stir in the market. Look at various pricing models and come up with your suitable multiple options.
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The launch day should be on a relevant day (such as the company anniversary etc) with maximum hoopla and buzz, with press briefings, a party, etc. The company must make it memorable and give it a splash in the media (print, social, and TV).
About the Author
RS Maan
Maan joined Salesforce Ecosystem in 2008 with entry of Salesforce in APAC region. He worked on many of the underlying Salesforce Products & it’s functionality, including Heroku, Chatbots, and Einstein before leading Codleo Consulting - Leading Partner of Salesforce.com & Salesforce.org. In his spare time, he immerses himself in travel, books and spirituality.
