The Ultimate Product Launch Checklist

Hannah Tow
Hannah Tow  |  May 31, 2019

Failure to plan guarantees failure to launch.

Successful planning takes time, organization, and sharp attention to even the smallest details. It’s a tedious task, but taking the time to plan what is likely the most important day of the year for your business will be completely worth it when your launch goes off without a hitch and those much-anticipated sales start rolling in.

Allow this checklist to be your guide throughout the preparation and planning stage. It will walk you through everything you need to be aware of and accomplish so you can breathe easy when the big day arrives.

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Your comprehensive product launch checklist

You have properly hyped up your customers for your new product introduction, and it’s almost time to share it with the world. The countless months spent preparing for this day are about to pay off, and you and your team have everything in order.

Right?

Probably not. The harsh reality of this enormous day is that there are countless tasks to be accounted for that can be easily overlooked or forgotten about. This problem is exactly why a product launch checklist is so crucial.

Not one business or individual product has the same exact needs on launch day, but if the pressure is on, and your launch date is creeping up on you, then it’s best to take a look at the essentials. This checklist will confirm that everything is in order for launch and ready for take-off.

1. Thoroughly test your product

Make sure it has passed all quality checks and is able to hold up through whatever type of use it will get. You should perform internal tests and beta tests from outside experts to confirm the product’s quality.

2. Have a unique selling proposition

What makes your product different from every other product in its category? What is the value it brings to your customers and what solution is it providing? Every single member of the team must know how to quickly and effectively answer these selling proposition questions. This is the reason why you’re doing this in the first place.

3. Know exactly who your target market is

Who are they? What do they need from you? What are their pain points? You must understand this group through and through to effectively sell your product to them.

4. Give every team member a role and responsibilities 

Every person needs to be accounted for. Launch day is hectic, and everyone can be useful and contribute in their own unique way. Make sure every team member knows what is expected of them when the day comes.

5. Your sales team is expertly trained

Does the sales team know exactly how to use the product and what features to speak to? Have they worked through the product enough times to conduct seamless demonstrations? Your sales team is your front line. Make sure they are experts in what they are selling.

6. Your customer service team is prepped and ready to assist

Much like your sales team, your customer service team will likely have a lot of action on launch day. Make sure they know the product like the back of their hand so they are ready to help when a situation arises. Ensure the team knows how to answer any question that comes up and work through any issues a customer has in a helpful and informative manner.

7. Create simple supporting documents

Make sure you have materials that will answer the most obvious questions anyone is likely to have about your new, unknown product. Collateral such as help sections, descriptions, product manuals, and FAQs are necessary to support the customer experience and ensure as much transparency as possible.

8. Create a strong marketing mix

An obvious task like this is often overlooked. Ensure that your team has a strategic, in-depth marketing mix for your product that is backed by sound reasoning. Double checking this guarantees that the basics are covered, and you will be able to defend your decisions and choices if challenged.

9. Have valuable marketing campaigns and content ready to go

Create promotions and marketing campaigns surrounding the product launch and beyond. You’ll need lasting momentum and strong market penetration to see the success you’re looking for.

10. Establish KPIs and your plan for tracking them

Not only is it important to have KPIs for the actual product, but your launch needs them too. Make sure your team knows what success looks like and the best way to track it.

11. Test the entire customer experience

Have you gone through the actual steps your customers will have to go through? By putting yourself in their shoes and acting as the customer, you will experience a whole new side to the process. By doing this, you can ensure all the bumps are smoothed out and everything is working the way it should be.

12. Sync up with your public relations team

Make sure your public relations team has a press release ready to publish!

TIP: Don't have a public relations team? Learn how to write a press release here!

13. Have a media strategy in place

Contact the media to make sure the right people know your big day is happening. They will provide the extra boost your team needs to get out in front of the masses.

14. Alert your stakeholders

Make sure everyone who has been involved in the development of your product in any way is aware that your launch taking place. This tactic will get key players interested and involved in what you’re doing, which will hype up your launch even more.

15. Offer ways for customers to provide feedback

Customer feedback is a crucial element in every product lifecycle. Knowing what people are saying about you, positive or negative, will help your company immensely, so make sure they have an outlet to do so. This can be on review websites, your own website, and more. Monitor these reviews and respond to them accordingly.

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16. Make sure your legal team has checked everything twice

This means contracts, terms and conditions, and any other document that needs legal advice. This will save you from nasty issues in the long run.

17. Set the official launch date

Set a realistic date that you can hold your team to. Delaying and pushing back your launch date due to unrealistic goals is the last thing you and your team need. It will also make for bad press and loss of market momentum.

18. Know your product’s future

You’ve successfully launched your product, but now what? Make sure you establish a clear product roadmap to guide your next iterations.

TIP: Have all 18 steps checked off? Learn how to launch a product like a pro! 

Up, up, and away!

Use this product launch checklist to alleviate the stress you have going into the big day. By doing so, you can guarantee that no step is missed, and every little detail is accounted for.

Don’t let your product launch lose steam! Learn the 6 essential elements of a product marketing strategy here.

Hannah Tow
Author

Hannah Tow

Hannah is a Content Marketing Associate at G2. She graduated from the University of Missouri with a degree in Journalism and is very happy to be working in her favorite city, Chicago. In her free time, Hannah enjoys running with her dog, Teddy, traveling to new and exciting places, and capturing the beautiful places she travels to with her DSLR camera.