Launching a Product
Was reading another business magazine and saw an article about new products coming to market and it reminded me again of when to “go to market” with a product (which I also discussed in a previous post).
Do you go to market when the product is 100% viable? When the rate-of-return analysis says it is time to go to market? Or when your Product Manager says “we need to go to market now”?
It is all of this, and none of it (and I know, I am repeating myself from a few months ago – but, I have too).
You will NEVER know when the right time is to launch a product. If you wait for all the above to occur, then, you will be to late. If you don’t consider all of the above, then, you may be too early.
If you are ANY kind of successful marketer, then, you will KNOW when to go to market AND you will hear the appropriate people in your organization saying that you need to launch now. Both must occur to some degree – you will not go to market if the product manager says the product isn’t finished. (And, please note, there is a BIG difference between the product “not ready yet” compared to the product “is not finished”. One completes the MRD (marketing requirements document), the other doesn’t.)
So, again, if your instinct says go to market and others in your organization say it also, then, GO TO MARKET!!!
