The 3 Launch Pads
A Launch starts from one of three Launch Pads. The Launch Pad you’re starting from will have a huge impact on your Launch Goals and Objectives, the strategy you use and the tactics.
To determine which Launch Pad you’re starting from you need to consider the Product, the Customer Base and the Segment.
Primary Launch - a Primary Launch is a new product being Launched into a new Segment without an established Customer Base. You are starting from scratch.
New Segment Launch - a New Segment Launch is an existing Product, with an established Customer Base, being launched into a new market Segment. You are taking a proven product with an established Customer base and introducing it into a new Segment.
Penetration Launch - a Penetration Launch is a new Product, with an established Customer Base, being launced into that Customer Base. You are introducing a new product into an established Customer Base.
Which Launch Pad will you start from on your next Launch?
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