Product Launch Plan

(Go To Market Plan)

for <Project Name>

<Date>

Executive Summary

1.1Situation Overview

1.2Target Audience

1.3Positioning

1.4Key Benefits

1.5Unit & Revenue Forecasts by region and/or channel, through next release

1.6Objectives

1.7Schedule

1.8Budget

1.9International

1.10Risks & Mitigations

1.11Launch Status Communication

2Marketing Launch Strategies

2.1Objective 1

2.1.1Strategy

2.1.2Tactics

2.2Objective 2

2.2.1Strategy

2.2.2Tactics

2.3… Objective n

2.3.1Strategy

2.3.2Tactics

3Product Release Milestones

3.1Target Product Announcement Date

4Plans & Deliverables by Department/Function

Advertising

4.1Public Relations

4.2Advertising

4.3Trade Shows

4.4Direct Marketing

4.5Events

4.6Web marketing

4.7Web sales

4.8Sales support tools

4.9Channel/partner marketing

5Launch Budget

6Pricing

7International

8Manufacturing and Operations

8.1Key dates and deliverables

8.2List of SKUs that require bills of material

8.3List of components to be manufactured and/or delivered to operations for inclusion on servers

9Technical Support, Customer Service

9.1Key dates and deliverables

9.1.1Training

9.1.2Beta customer list

9.1.3Press and analyst list

10Risk Analysis

10.1Risk 1 Description

10.1.1Alternatives

10.1.2Mitigation Plan

10.2Risk 2 Description

10.2.1Alternatives

10.2.2Mitigation Plan

11Launch Status Communication Plan

11.1Summary of Pre- and Post-Launch Key Metrics

11.2Method and Location of Status Reporting

12Appendix: Supporting Marketing Information

12.1Target Market

12.2Problem(s) to be solved

12.3Key benefits that solve the problem

12.4Positioning

12.5Target Audience Profiles

12.6Sample User Profiles

12.7Feature/function/benefit Table

12.8Competitive Background

12.9Glossary

Executive Summary

1.1Situation Overview

1.2Target Audience

1.3Positioning

1.4Key Benefits

1.5Unit & Revenue Forecasts by region and/or channel, through next release

1.6Objectives

1.7Schedule

1.8Budget

1.9International

1.10Risks & Mitigations

1.11Launch Status Communication

2Marketing Launch Strategies

<Also known as “Go To Market Strategies”.>

2.1Objective 1

<Objectives are specific, measurable, time-bound statements of goals. They are in support of a higher-level strategy (corporate, division, product-level). The measurement aspect forms the basis for monitoring the success of the product launch.>

2.1.1Strategy

<Statement of the approach you will use to get from where you are now to the achievement of the objective. Can have multiple strategies in support of an objective.>

2.1.2Tactics

<Bullet-list of specific tactics, in priority order (most important first).>

2.2Objective 2

2.2.1Strategy

2.2.2Tactics

2.3… Objective n

2.3.1Strategy

2.3.2Tactics

<NOTE: Marketing activities can be organized by Objectives and/or by Functional Areas (such as Advertising, PR, Direct Marketing, Web Marketing). Organizing by Objectives helps sell the Launch Plan to upper management. Organizing by Functional Area helps each area understand the scope of their deliverables.>

3Product Release Milestones

<from Development>

3.1Target Product Announcement Date

4Plans & Deliverables by Department/Function

<Each of the following sections should contain:

•2-3 sentences on the role this function plays in the marketing plan, it’s priority, and the general approach. Or explain why you are not including any activities in the plan at this time, so that the reader knows that you have not overlooked a specific function.

•Bulleted list that details the key tactics for this launch. Include specific deliverables and their due dates.

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ADDITIONAL TEMPLATE PREVIEWS

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Launch Plan Template.doc