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Launch checklist (Part-01)

Aug 21, 2012

This is a 40 steps product/service launch check list. I will be writing 3 posts on it. Each post will be dealing with specific issues on pre-launch activity, during launch activity and post launch activity.

Product launch is a highly customized issue. Every product launch is different based product type, media, buyers type etc. However this checklist will come to use as a basic understanding material.

Today we will be talking on pre-launch activities.

Pre-launch activities:

1. Define your target market ( Ex: region, age, income level etc.)
2. Define your value proposition. (Ex: UNICOM provides out of home advertising services and it helps its clients to view their billboards in premium sites of the country.)
3. Estimate market demand (Ex: how many products you hope to sell in one day, week, & month)
4. Decide on alternatives ( Ex: what will you do if there is an excess demand, low demand etc)
5. Send some complimentary copy to connectors and mavens (Ex: media people, PR firms, sector experts etc)
6. Decide on bonus, reward for early buyers (EX: discounts, bonus, gifts etc)
7. Prepare press materials and review it (if feasible appoint a PR firm)
8. Decide on outlet for your products means where buyers will get them and make as convenient as possible ( keep it selective but convenient)
9. Announce your launch date and keep updating till launching is done.
10. Never kill excitement among your prospects
Disclaimer: I am no expert or guru. Every day I hear (& read) from all kinds of people in our community who are doing much bigger things than me. Moreover, I have been trying to explore the idea of starting-up for last few months. Please let me if have any idea about how better one can launch a product. Or if you’ve any other ideas to add.

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Ruhul Kader is a technology and business analyst based in Dhaka, Bangladesh. He is also the co-founder and CEO of Future Startup and author of Rethinking Failure: A short guide to living an entrepreneurial life. He writes about internet business, strategy, technology, technology policy, and society. He can be reached at

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2 comments on “Launch checklist (Part-01)”

    1. Thanks for reading.

      #2: briefly: What do customers receive when exchanging money for your product/service? Give your reason why people should buy your product instead of your competitors (USP).

      #10: Take Apple, it keeps fans in a unending excitement until product release via using media and paid and unpaid gossips. In case of start-ups one have to be creative to keep excitement alive among prospects.

      Hope this will work:)

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