Once a product is developed, effectively product launch becomes the critical step to its success. The Product Launch Process must address all the steps necessary to start volume production, plan and execute marketing activities, develop needed documentation, train sales and support personnel (internal and external), fill channels, and prepare to install and support the product.

Planning

• A product launch plan has been prepared covering all activities to be performed by Engineering, Manufacturing, Marketing, Sales, Product Support, and Field Service.

• Functional departments understand their responsibilities for launch activities.

• Functional departments have commited the necessary resources to support launch activities.

• The launch activities are on track to be completed as currently planned.

• A Production Readiness Review, Product Launch Review or related gate review confirms that all preparations have been completed and the product is ready to launch.

Technical

• Product performance has been evaluated through testing and qualification and the product meets its defined requirements.

• The product and the production process have been qualified or validated and all regulatory approvals and/or certifications have been obtained.

• All product design documentation has been completed and approved.

• The product documentation is under configuration control.

• Technical data sheets have been prepared.

• User documentation, operating manuals and maintenance instructions have been completed.

• Engineering personnel stand ready to address any issues that arise.

Operations/Procurement

• Required manufacturing process documentation or outputs (e.g., work instructions, programs, manning plans, etc. are complete.

• Production processes have been proven using either pilot production lines or actual production lines.

• Production workers have been trained or training is planned to support initiation of production.

• The product and demand forecast data has been established in the enterprise resource planning (ERP) system and ERP is used to plan and manage the supply chain and production.

• All suppliers have been selected and qualified.

• Needed materials and parts are on-order or in stock.

• Adequate capacity and personnel exist to support planned production.

• The distribution pipeline is filled with the appropriate level of product.

Marketing and Sales

• Market receptivity has been evaluated by key customer feedback, focus groups, test markets, or beta tests prior to launch.

• If the product is being used by beta customers, testimonials or case studies have been prepared.

• A promotion and advertising plan has been developed.

• Advertising copy has been developed and media contracts and arrangements have been made.

• Promotional materials and sales literature have been developed, ordered, and are ready to distribute.

• Sales and distribution channels have been identified and established.

• Sales personnel have been trained.

• Sales personnel have the needed sales literature, sales support material and product samples.

• Product pricing has been established and approved.

• Final packaging has been designed, approved and ordered.

• The sales forecast has been updated based on the latest forecast of market demand.

• The website has been updated.

• Press releases have been prepared and are ready to distrbute.

• Industry analysts or other influential personnel have been briefed as planned.

• A product release and/or general availability has been announced.

 Product Support

• Necessary support resources are hired and in place.

• Service and support personnel have been trained or a phased training program is underway.

• Frequently asked questions (FAQ's) have been identified and responses prepared.

• Troubleshooting guides, installation guides, and service manuals have been prepared.

• Spare part requirements have been planned.

Benefits

An improved product launch process results in faster time-to-market and time-to-profit. Activities are better planned and coordinated and more tightly integrated. System data requirements are better understood, and systems may be better integrated. he result is better production ramp-up, more effective marketing, a sales force better prepared to begin selling the new product, and a service and support group better able to service and support the new product, leading to greater customer acceptance.

Our Approach

We can assist in fine-tuning and improving the product launch process by performing the following activities.

• Review current product launch process.

• Develop improved process.

• Integrate organization.

• Determine system integration requirements.

• Develop plan templates.

• Deploy improved process and tools.