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Last updated on 2024年7月4日

Here's how you can successfully launch a new product or service: key steps for executives.

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Launching a new product or service is a thrilling venture for any executive, but the road to success is paved with strategic planning and execution. Your role as an executive is to steer this process, ensuring that every step from ideation to market entry is meticulously managed. This article will guide you through the key steps that are crucial for a successful launch, equipping you with the knowledge to innovate and thrive in today's competitive business landscape.

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Dr. Ahmed Mohamdy

Doctorate in Digital Maturity | M.Sc. in Cloud Computer Networks | Digital Transformation Catalyst | Business…
Marina Lima

Engenheira Civil | Consultora | Inova??o | ESG | Lean | AWP | Indústria 5.0

1 Market Research

Before you introduce your new offering to the world, it's essential to understand the market landscape . Conduct thorough market research to identify potential customers, understand their needs, and analyze your competition. This step is not just about gathering data; it's about gaining insights that will shape your product's features, benefits, and unique selling proposition. Tailoring your product to meet specific market demands can significantly increase its chances of success.

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Dr. Ahmed Mohamdy

Doctorate in Digital Maturity | M.Sc. in Cloud Computer Networks | Digital Transformation Catalyst | Business Excellence Evangelist
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Conduct thorough market research to understand the target audience, competitive landscape, and market needs. Gather data through surveys, interviews, focus groups, and analysis of market trends. This insight helps to identify opportunities and inform product development and positioning.

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Marina Lima

Engenheira Civil | Consultora | Inova??o | ESG | Lean | AWP | Indústria 5.0
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O primeiro passo crucial para lan?ar com sucesso um novo produto ou servi?o é realizar uma pesquisa de mercado abrangente. Este processo envolve a coleta de dados sobre o mercado-alvo, incluindo o comportamento do consumidor, as necessidades e desejos, e a análise da concorrência. Utilize métodos qualitativos e quantitativos, como pesquisas, entrevistas, grupos de foco e análise de dados, para obter uma vis?o completa do cenário. A pesquisa de mercado ajuda a identificar lacunas e oportunidades, garantindo que o novo produto ou servi?o seja relevante e tenha demanda.

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Marcela Miranda

Investor. Advisor. Board Member. Innovation. Startups. Venture Builder. Co-Founder da Trigg.
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A pesquisa de mercado e a valida??o do conceito s?o fundamentais porque estabelecem a base para todas as outras etapas do lan?amento. Sem uma compreens?o clara das necessidades e desejos do mercado, o risco de falhar é significativamente maior. Ao realizar uma pesquisa de mercado abrangente e validar o conceito com o público-alvo, você garante que há uma demanda real pelo produto e que ele atende às expectativas dos consumidores.

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2 Design Thinking

Embrace design thinking to foster innovation and address user needs in a human-centered way. This approach involves empathizing with your target audience, defining their problems, ideating solutions, creating prototypes, and testing . It's a cycle that helps refine your product or service through feedback and iteration. By prioritizing the user experience from the outset, you're more likely to develop a product that resonates with consumers and stands out in the marketplace.

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Marina Lima

Engenheira Civil | Consultora | Inova??o | ESG | Lean | AWP | Indústria 5.0
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Aplicar a metodologia de Design Thinking é fundamental para desenvolver solu??es inovadoras centradas no usuário. Este processo envolve cinco etapas: empatia, defini??o, idea??o, prototipagem e testes. Comece entendendo profundamente os problemas e necessidades dos usuários através da empatia. Defina claramente o problema que você deseja resolver e, em seguida, gere uma ampla gama de ideias durante a fase de idea??o. Crie protótipos para testar essas ideias e iterar com base no feedback obtido. O Design Thinking garante que o produto ou servi?o atenda efetivamente às necessidades dos usuários e tenha uma experiência de usuário excepcional.

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Khairul Anwar, MGSCC

Executive Director at DT Leadership | Innovation Professional | Design Thinking As Innovation Catalyst To Incite New Ideas | Help Create Learning Organization | Leverage Innovation As An Economic Decision |
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I work with clients in Design Thinking space for product & service launch. I found clients that use design thinking tend to feel closer with what they launch vs the one simply copy competitors or build on last year existing products. Main basic activities on DT are: 1. Have problem focus and statements 2. Talk to some people including the target user group 3. Build rapid prototype and get people to test it our for feedbacks Do that several rounds, you will be ahead in your launch. All the best!

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3 Business Model

Your business model is the blueprint for how your product or service will create value for customers and generate revenue. It's crucial to outline a clear value proposition , revenue streams, cost structure, and key partners. Whether you opt for a subscription model, freemium approach, or traditional sales, your business model should align with customer expectations and market trends while ensuring profitability and scalability.

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Marina Lima

Engenheira Civil | Consultora | Inova??o | ESG | Lean | AWP | Indústria 5.0
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Desenvolver um modelo de negócio robusto é essencial para garantir a viabilidade e a sustentabilidade do novo produto ou servi?o. Utilize o Business Model Canvas ou outras ferramentas para mapear os principais componentes do seu modelo de negócios, incluindo proposta de valor, segmentos de clientes, canais, relacionamentos com clientes, fontes de receita, recursos-chave, atividades-chave, parcerias e estrutura de custos. Um modelo de negócio bem definido proporciona uma vis?o clara de como o produto ou servi?o gerará valor para os clientes e será lucrativo para a empresa.

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4 Go-to-Market Strategy

Crafting a go-to-market strategy is about defining the path you'll take to reach your customers and achieve market penetration. This includes selecting the right distribution channels , pricing models, and promotional tactics. A successful go-to-market strategy will communicate the value of your product to your target audience effectively, persuading them to make a purchase. It's about creating a buzz and positioning your product so that it's received with enthusiasm by the market.

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Alper K. Yildirim

Management Consultant | Founder I Strategy & Innovation
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Die Entwicklung einer Go-to-Market-Strategie ist in der Tat entscheidend für den Erfolg eines Produkts. Allerdings wird oft übersehen, dass diese Strategie kontinuierlich angepasst werden muss. M?rkte und Kundenbedürfnisse ?ndern sich schnell, daher sollte eine Go-to-Market-Strategie flexibel und dynamisch sein. Es reicht nicht aus, einmal eine Strategie zu entwickeln und diese unver?ndert umzusetzen. St?ndige Marktanalysen und Feedback-Schleifen sind notwendig, um die Strategie an aktuelle Gegebenheiten anzupassen und so die Marktdurchdringung zu optimieren. Eine erfolgreiche Go-to-Market-Strategie erfordert also nicht nur eine solide Anfangsplanung, sondern auch kontinuierliche Anpassungen und Verbesserungen.

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Marina Lima

Engenheira Civil | Consultora | Inova??o | ESG | Lean | AWP | Indústria 5.0
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Elaborar uma estratégia de entrada no mercado eficaz é crucial para o sucesso do lan?amento. Defina seu público-alvo e posicione o produto ou servi?o de forma clara e distinta. Desenvolva um plano de marketing que inclua estratégias de branding, publicidade, rela??es públicas e marketing digital. Determine os canais de distribui??o mais adequados para alcan?ar seu público-alvo e considere parcerias estratégicas para aumentar o alcance e a credibilidade. Uma estratégia de entrada no mercado bem planejada maximiza a visibilidade e a aceita??o do novo produto ou servi?o.

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5 Launch Execution

When it's time to launch, execution is everything. Ensure that every department from marketing to sales, customer service to supply chain, is aligned and ready for action. The launch phase should be orchestrated like a well-rehearsed performance, with every team member knowing their role and how it contributes to the overall success. A coordinated launch can create a strong initial impact and set the tone for your product's market presence.

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Marina Lima

Engenheira Civil | Consultora | Inova??o | ESG | Lean | AWP | Indústria 5.0
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A fase de execu??o é onde a ideia se transforma em realidade. Monte uma equipe multifuncional com habilidades complementares e estabele?a um cronograma detalhado para o lan?amento. Garanta que todos os aspectos operacionais, desde a produ??o até a logística, estejam prontos e funcionem de maneira eficiente. Utilize metodologias ágeis para gerenciar o desenvolvimento e a implementa??o, permitindo ajustes rápidos com base em feedback e novas informa??es. A execu??o eficaz é fundamental para um lan?amento bem-sucedido e para alcan?ar os objetivos estabelecidos.

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6 Feedback Loop

Finally, establishing a feedback loop is vital for continuous improvement. Collect customer feedback, monitor product performance , and adjust your strategies accordingly . This step isn't just about post-launch analysis; it's an ongoing process that keeps your product or service evolving with the market. By staying attuned to customer needs and industry shifts, you can ensure that your offering remains relevant and competitive over time.

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Dr. Ahmed Mohamdy

Doctorate in Digital Maturity | M.Sc. in Cloud Computer Networks | Digital Transformation Catalyst | Business Excellence Evangelist
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Establish a feedback loop to continuously gather insights from customers post-launch. Use this feedback to make iterative improvements to the product or service. Regularly update stakeholders on progress and incorporate learnings into future development and marketing efforts.

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Marina Lima

Engenheira Civil | Consultora | Inova??o | ESG | Lean | AWP | Indústria 5.0
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O feedback contínuo é vital para refinar e melhorar o produto ou servi?o após o lan?amento. Colete feedback de clientes, parceiros e partes interessadas usando pesquisas, entrevistas e análises de dados. Utilize este feedback para identificar pontos fortes e áreas de melhoria, iterando continuamente para aprimorar a oferta. A capacidade de adaptar-se e responder rapidamente ao feedback garante que o produto ou servi?o continue relevante e alinhado às necessidades do mercado.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can successfully launch a new product or service: key steps for executives.

1

2

3

4

5

6

7

1 Market Research

2 Design Thinking

3 Business Model

4 Go-to-Market Strategy

5 Launch Execution

6 Feedback Loop

7 Here’s what else to consider

Business Innovation

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Here's how you can successfully launch a new product or service: key steps for executives.

1

2

3

4

5

6

7

1 Market Research

2 Design Thinking

3 Business Model

4 Go-to-Market Strategy

5 Launch Execution

6 Feedback Loop

7 Here’s what else to consider

Business Innovation

给文章评分

感谢您的反馈

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