ProductCamp Boston May 12 2018

1. Good Product
Launch,
Bad Product
Launch

2. What’s more important to a product launch?
Awesome
Marketing
Strategy
Incredible
Product

3. A little about me …
@johnzilch
growthandgrit.com

4. Please jump in.

5. Good Product Launch, Bad Product Launch
1. Demand
2. Market
3. Timing
4. Value
5. Distribution
6. Scalability
7. Execution

6. Bad Product Launch: Minimum viable product
"We just weren't brave enough,
honestly, and we ended up
chasing Apple with a product that
actually wasn't a bad product, but
it was still a chasing product, and
there wasn't a reason for
somebody to say, oh, I have to go
out and get that thing.“ – Former
Microsoft exec Robbie Bach

7. Good Product Launch: Marketable viable product

8. Good Product Launch, Bad Product Launch
1. Demand
2. Market
3. Timing
4. Value
5. Distribution
6. Scalability
7. Execution

9. Good Product Launch: Market Focus

10. Bad Product Launch: Losing Sense of Customer

11. Good Product Launch, Bad Product Launch
1. Demand
2. Market
3. Timing
4. Value
5. Distribution
6. Scalability
7. Execution

12. Good Product Launch: Right on Time

13. Bad Product Launch: Launching too early

14. Good Product Launch, Bad Product Launch
1. Demand
2. Market
3. Timing
4. Value
5. Distribution
6. Scalability
7. Execution

15. Good Product Launch: Highlighting the ‘Why’
“To urban-dwelling, educated techno-savvy
consumers, when you use Zipcar car-
sharing service instead of owning a car,
you save money while reducing your
carbon footprint.” – zipcar ad

16. Bad Product Launch: Highlighting the ‘What’
“Some (engineers) argued that it should be worn all the
time, while others believed it should only be used in certain
situations.”
– Bob Doyle, Business2Community

17. Good Product Launch, Bad Product Launch
1. Demand
2. Market
3. Timing
4. Value
5. Distribution
6. Scalability
7. Execution

18. Good Product Launch:“Pull” marketing

19. Bad Product Launch: “Push” marketing

20. Good Product Launch, Bad Product Launch
1. Demand
2. Market
3. Timing
4. Value
5. Distribution
6. Scalability
7. Execution

21. Good Product Launch: Operational readiness
"In 30 seconds, we tripled in size,"
said John Swedish, operations
manager for Death Wish Coffee.

22. Bad Product Launch:Agile business planning

23. Good Product Launch, Bad Product Launch
1. Demand
2. Market
3. Timing
4. Value
5. Distribution
6. Scalability
7. Execution

24. Good Product Launch: Family Meetings

25. Bad Product Launch: Sit Downs

26. Good Product Launch: Program management

27. Take ourTemplate
Find it at: www.growthandgrit.com