Go-To-Market Strategies Product Launch Checklist

Thanks for requesting the Go-To-Market Product Launch Checklist. At Brand Profility we know that launching
a product or service—whether it’s a new version or an entirely new concept—can be a complex, and often
overwhelming process. We hope this checklist and associated timeline will help make your launch a little less so.

How We Can Help

If you require more assistance, Brand Profility offers a complete line of marketing and sales consulting services to help with your launch.

Product/Service Marketing Strategy Public Relations

A Product Marketing Plan or Service Marketing Plan establishes the goals A well-designed Public Relations Strategy helps you target the right
and requirements of your offerings and successfully introduces those new publications, deliver the right message, and schedule releases that
offerings to the market, including: reinforce other elements in your marketing mix. This effort includes:

• Dening and documenting product or service scope, requirements,
release schedule, positioning, naming, pricing, packaging,
distribution, and evolution
• Designing and producing launch materials
• Planning launch and lead generation events, and
follow-up activities
Promotional Strategy
A comprehensive Promotional Plan increases familiarity with your
organization and its offerings. Each promotional element is evaluated and
included after careful consideration of your company’s evolution, target
markets, budget, and timeline, and includes:
• Creating high impact advertising campaigns through
appropriate media outlets
• Developing direct mail campaigns and telemarketing efforts
• Designing point-of-purchase elements for retail placement
• Writing newsletters and producing contests to generate credibility
and excitement
• Writing and producing press releases and press kits
• Designing a release schedule targeted toward appropriate media
• Investigation of alternate PR activities, such as speaking
engagements and award strategies
• Management and coordination of Media Relations
Events
Brand Profility guides you through the complex world of event
management, working with you to develop and implement a solid Event
Plan, including:
• Selecting events targeted towards your specic market
• Establishing stafng, materials, and booth preparation to
maximize your presence and lead generation at the events
Research
We help you understand the dynamics of your market by conducting
either wide-ranging or targeted market research, including compiling a
Market Analysis Report on competition, market trends, and customer
satisfaction and preferences.

About Us
Brand Profility is a sales and marketing consulting rm that works with companies and organizations to develop and implement successful strategies.
Based in Orange County, CA, we want to become your most trusted local resource for meeting your sales and marketing goals. Brand Profility
specializes in teaming with small to mid-size companeis that do not yet have full-scale sales and marketing departments, and established companies taking on
strategic efforts that require more than their current sales and marketing staff can handle.

Sales and Marketing Success. It’s Beyond Design.

www.brandpro.info
Product Launch Timeline
Typical timeline and deliverables associated with a successful product launch.

This timeline and checklist cover the key activities and deliverables related to launching a new product or service, including those for both direct and channel
sales. Your particular efforts may encompass more or fewer items than are represented here. Note that conceptualization and development of your product is a
longer process that happens prior to this planning. At the point of launch planning, your offering should have been prototyped, market tested, and be nearing
the end of its development cycle. Operations and other functional groups should be following their own plans and tracking with you toward a successful launch.
Brand Profility wishes you the best of luck with your launch!

Sales and Marketing Success. It’s Beyond Design.

www.brandpro.info
Product Launch—Marketing Checklist
Use this checklist to track your product launch. Enter dates and check off items as you make progress. Use the blank rows to add your own objectives and deliverables.
Categorized by the 5 “P’s” of marketing—Product, Packaging, Place, Price, and Promotion, this checklist will help keep your project launch on track.

PRODUCT DUE DATE RESPONSIBLE COMMENTS

Positioning
Product Name

Descriptions (25-, 50-, 100-words)

Prospect Prole

Five Main Messaging Points

Demos
Demo(s)

Demo Scripts

Development
System Requirements

Product Documentation

Assemble Beta Sites

Beta Release to Production

Beta Release to Test Sites

Product Release to Manufacturing

NFR Copies of Product Available

Product Finished Goods in Inventory

Sales and Marketing Success. It’s Beyond Design.

www.brandpro.info
Product Launch—Marketing Checklist (Page 2 of 4)
PACKAGING DUE DATE RESPONSIBLE COMMENTS
Part Numbers and BOM (Build of Materials)

Packaging Artwork

Packaging Production

PLACE DUE DATE RESPONSIBLE COMMENTS

Distribution Strategy

Channel Selection

Distributor SKU (Stock Keeping Unit) Request

Sample Packaging to Channel Buyers

Retail Channel Promotion and Rollout

PRICE DUE DATE RESPONSIBLE COMMENTS

Competitive Pricing Report

Pricing Determination and Sign-off

Price Sheets

Sales and Marketing Success. It’s Beyond Design.

www.brandpro.info
Product Launch—Marketing Checklist (Page 3 of 4)
PRODUCT DUE DATE RESPONSIBLE COMMENTS

Sales Guide
FAQ

Customer Stories

Presentation (PPT) with Script

Competitive Analysis—Final

New Features and Technologies Overview

ROI Calculator

RFP Guide

Analyst and Customer Reference Database

Sales and Marketing Training

Product or Service Overview Brochures

Technical Overview

Collateral
Product or Service Overview Brochures

Technical Overview

Audience-specic Datasheets

White Papers

Sales and Marketing Success. It’s Beyond Design.

www.brandpro.info
Product Launch—Marketing Checklist (Page 4 of 4)
PRODUCT DUE DATE RESPONSIBLE COMMENTS

Press and Analyst Relations

Product or Service Fact Sheet

Reviewer’s Guide

Analyst Tour

Pitch Press Tour

Press Tour

Company Backgrounder

Press Release Announcing Product

Screen Shots

Speaking Engagements

Lead Generation
Promotional Strategy—Final

Introductory Pricing/Giveaways

Advertising Placements

Direct Mail Campaign(s)

Trade Shows

Seminars

Web Site Update

Sales and Marketing Success. It’s Beyond Design.

www.brandpro.info