Repeatable Product Launch Process – Evaluate Phase

In my post “Lunch is an event. Product launch is a process.”, I shared with you the Repeatable Product Launch Process and the first phase of the process, the Organize phase. The process is about getting the organization ready to market, sell, support, deliver and book revenue. If you need help in figuring out what to launch, start with the Pragmatic Institute Framework and then the Practical Product Management seminar. In this post I will continue with the Evaluate phase.

Repeatable Product Launch Process - Product Launch Essentials

Evaluate Phase

By completing the Organize phase, you will have established the goals for the product launch and then used the goals as a backdrop to establish the launch strategies for achieving them. In the Evaluate phase we now look inward to the organization to identify the constraints (speed bumps) that can get in the way of achieving the launch goals. While it’s often imperative to have stretch goals to get your organization to reach new heights, it’s equally imperative to identify and mitigate the people, time, and money constraints that could prevent it from happening.

At this phase of the Repeatable Product Launch Process it’s critical to know the launch readiness state that exists now (get a baseline). The brutal reality is that for most mid-to-large size companies the number of things you want to fix will exceed the time and resources you have available to fix them. The smart approach is to determine which things are the most critical to the success of the product launch and fix those.

A Launch Readiness Assessment is the tool we deliver in the Product Launch Essentials seminar that gives you this important insight. It provides a simple yet objective way to evaluate the launch readiness of a functional area. To make it an effective communication tool to your management team, the Launch Readiness Assessment rolls up individual functional area assessments into a scorecard.

On completion of the Evaluate phase you will have a realistic view of the launch goals, which may now need to be adjusted in light of your constraint findings. You will also have a clear path to which launch readiness areas need to be addressed. Later, in the Execute phase you’ll use the Launch Readiness Assessment as you’re building your product launch plan.

Next: Prepare Phase

In the next installment I’ll introduce you to the Prepare phase, where you’ll learn about organizing your Launch Team and talk about Filling the Gaps you’ve identified in the Evaluate Phase.

David Daniels

David Daniels


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