Product Launch - 6 weeks to go - what would you do?

by iseo
20 replies
If you had 6 weeks until you had to launch a new product (an education app - B2C) and you had done zero marketing.

What would you step-by-step strategy be?

I'm interested as we have been so focused on our product (small team) and we're about to hire a marketer to assist with the launch.
We haven't set up social media accounts yet, so you can assume we haven't done anything else either.

Our target market and our product is geared towards Junior-Intermediate Designers (website).

Interested in hearing/discussing what other Warriors would do, particularly those that have a process when on a tight deadline?
#launch #product #weeks
  • Profile picture of the author nickyz1
    you can use growth hacking to approach a number of people at the shortest time possible
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    • Profile picture of the author iseo
      Hi Nicky,

      Could you elaborate? What specific tactics would you use to build:

      1. Your pre-launch subscriber list, and;
      2. Convert them to customers?
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  • Profile picture of the author .
    Originally Posted by iseo View Post

    If you had 6 weeks until you had to launch a new product (an education app - B2C) and you had done zero marketing.

    What would you step-by-step strategy be?

    I'm interested as we have been so focused on our product (small team) and we're about to hire a marketer to assist with the launch.
    We haven't set up social media accounts yet, so you can assume we haven't done anything else either.

    Our target market and our product is geared towards Junior-Intermediate Designers (website).

    Interested in hearing/discussing what other Warriors would do, particularly those that have a process when on a tight deadline?

    Build a FB group ...
    Launch a FREE course ASAP for Designers...
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    • Profile picture of the author iseo
      Spot on. Thanks Gabriel! Also looking to connect/partner with other FB groups - do you have any recommended reading on the topic of JVs/Partnerships/Business Development?
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    • Profile picture of the author pikatchu
      Nice reply gabriel ,innovative things
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  • Profile picture of the author nickyz1
    1
    -Fast i would identify the audience suitable for my product
    -Find out how the products is going to help them and why should one join
    -How is it going to affect their daily life.

    After collecting this information, i would prepare for a Launch event and set the date for the Launch

    -I would approach these people by giving then a free trial or establishing an offer that will lead them to enter in to the funnel.

    Prepare the necessary tools to use like website were they will land or get a landing page if its just digital down product

    -2 Converting
    - its usually best to give a person trial to use the system, at the entry they enter their payment details and they start their trial. when they decide that its not what they expected before the trial then they can cancel

    there are more ways go by to convert them.
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    • Profile picture of the author iseo
      Nicky, thanks for the detail!

      I get a lot of conflicting advice on the freemium model. Some say converting users from this free to a paid plan can be very challenging, on the other hand it makes sense to those looking for users and still seeking a monetization model. You have to have deep pockets for that - we don't.

      We need a paid model out the gate so would prefer to do all the conversion work through our marketing comms/channels prior to them landing on the paid offer.

      Our product has both a digital and physical component (we ship it).

      Hope that makes sense? How would this change your approach?
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  • Profile picture of the author Kay King
    I would go to Amazon immediately and buy Jeff Walker's "Product Launch Formula" and read like crazy!

    I've seen so many marketers frantic before launches and talking about 'tight deadlines' and I must admit it's something I've never understood. The timeline is yours - right? Is the 'tight deadline' a deliberate move to make YOU stay on track or is there another reason?
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    • Profile picture of the author iseo
      There are 9 people involved so it's a coordinated effort. We're running under an agile/scrum framework, so everything is time-boxed. If I was working solo, I would have more flexibility.

      The PLF recommendation is much appreciated. Solo or with a team - a formula is what's needed here - thank you!

      If you had 6 weeks to build your audience and list, how would you go about it?
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    • Profile picture of the author .
      Originally Posted by Kay King View Post

      I would go to Amazon immediately and buy Jeff Walker's "Product Launch Formula" and read like crazy!

      I've seen so many marketers frantic before launches and talking about 'tight deadlines' and I must admit it's something I've never understood. The timeline is yours - right? Is the 'tight deadline' a deliberate move to make YOU stay on track or is there another reason?
      that book is epic.
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  • Profile picture of the author Peter89
    I assume the product is almost ready so I would launch now. Get a few users and talk to them. Then iterate and only spend money on marketing when you have a few paying customers.
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    • Profile picture of the author iseo
      The plan is to have two rounds of private beta - to get feedback and initial paying customers, but it's limited to a few testers as the product is buggy.

      The question is around roll-out to a broader audience on week 6 and building up the necessary email list/engaged audiance from today, what would you suggest?
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  • Profile picture of the author Peter89
    Well the first thing you should do is create a "PR article" which points to your landing page and try to publish it to related news sites or blogs. This is pretty hard because everyone is trying to do this.
    But if you have some meaningful data try to build an infographic. If it's interesting you will have a higher chance that it will get some publicity.

    And here are a few other ideas:
    https://jasonevanish.com/2013/08/11/...ur-first-sale/

    You should try as many channels as you can and pick a few ones which works and focus on those.
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    • Profile picture of the author iseo
      Great list! Thank you.
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  • Profile picture of the author Alangile
    Perhaps you can target and target web developers.
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  • Profile picture of the author megamind22
    Start creating a buzz and awareness for it assuming you've created the product already. You can get inspiration from Amazon like my fellow warrior rightfully said and even create some awareness on facebook and other social media sites too.
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  • Profile picture of the author hadyn
    Great replies here, thank you for sharing your experience, it was helpful. Which scrum software do you recommend?
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  • Profile picture of the author trevordd
    Hi there! It is cool that you use agile for your projects, I have to say that it really helps a lot
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  • Profile picture of the author Frank Donovan
    The OP hasn't been back since October 2017. Hope the launch went well.
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