What belongs on a product launch checklist? -Terkel (2023)

What item should be on a new product launch checklist?

To help you have a successful product launch, we asked CEOs and eCommerce professionals this question to get their best insights. From leveraging your internal ambassadors to designing a professional presentation, there are several items that should be on your new product launch checklist.

Here are 12 items to include on a new product checklist:

  • information for employees
  • Run quality control tests
  • Set an actual release date
  • Create your customer journey
  • position the product
  • Use analytics and tracking
  • Inform stakeholders about launch timelines
  • Create a social media strategy
  • Invest in marketing campaigns to generate enthusiasm
  • Use smart goals to define your goals
  • Excess stock quantity
  • Design a professional presentation

information for employees

Make sure you provide enough information about the product launch to your own employees. They will be the first to test, give feedback and act as ambassadors. They are often ignored or forgotten. In addition, it also creates more engagement and commitment from your employees to the company, as they are the first to try.

Björn Verbrugge,Uniregalo

Run quality control tests

Every time you release a new product, it's important to perform a thorough quality control of the product from start to finish. This ensures that new users who try the product don't immediately encounter frustrating issues. It's easy to get excited about new features being released, but if you haven't tested them properly, they breed distrust in your ability to provide a reliable and functional service.

Blake Burch,Shipyard

Set an actual release date

Pick the perfect release date. Don't forget to choose the actual launch date from a new product launch checklist, because timing is everything. You can have a great product, but if you don't pay attention and launch it during a holiday weekend when everyone is already busy with plans or out of town, you're not off to a good start.

(Video) Product Launch Tracking Checklist: What you should be checking before you launch!

Consider exactly who your target audience is, why they need your product, and when it would be most useful to them, and choose a date accordingly. Timing is everything, so be sure to include a product launch date in your checklist and set yourself up for success.

Karim Hashem,sol79

Create your customer journey

It's exciting to launch a new product you've been working on, but before you add it to your website, make sure you have a well-thought-out customer journey to drive people to this amazing new offering. 🇧🇷 Starting at the end is usually the easiest!

Think about how someone will actually buy this product. How easy is your checkout process and following delivery system? What information would it be helpful for your new customer to know BEFORE they get to the checkout? It will be very valuable to add to your sales page!

Now, going back a step, make sure you have a compelling sales page that positions your product as the perfect fit for your ideal customer. Please also answer frequently asked questions and possible objections here!
And finally, how do you plan on getting this person to your sales page? And are they likely ready to buy if you send them straight to the page? If not, adding some content to nurture people towards the sale will go a long way for you.

michelle ponvert, Strategic Designer of Squarespace Sites

position the product

For a new product launch, I can't tell you how important positioning is. This will help you define who your product is for, what problems it will solve, and most importantly, what makes it different from your competitors. Unless it's a completely new idea, chances are you already have some big competitors in your domain. You need to fight them smartly to get your product to market, and that's exactly where positioning can help.

Think of Nike, what do you feel? Now think about Converse, what do you feel? It's fun that both brands sell shoes, but we have completely different feelings attached to them. That's how smart positioning is done. You can nail the rankings by researching your top competitors and finding gaps.

(Video) The Ultimate Shopify Launch Checklist

The best way to do this is by researching what their audience is saying about them and from there you can create a unique narrative for your product.

Josh Tyler,tell me better

Use analytics and tracking

It's all too easy to not prioritize your analytics and monitoring when you first start out. However, it's crucial to implement something early on so you can start making data-driven decisions early on.

To start with, you can implement something simple like snippets from Google Analytics or Mixpanel. This will at least report page view data as well as device and system metrics. This will take a developer a few hours or less. You can also consider a screen recording tool like FullStory so that you can qualitatively analyze the user experience. It is often extremely illuminating.

Once you have a more established product, you can improve your integrations with tools like Mixpanel to gather more specific information about your product experience. However, make sure you write a plan of what you want to track and (more importantly) why you want to track it before implementing anything custom!

James Sear,Plane

Inform stakeholders about launch timelines

Communicating launch details to key stakeholders, including promotion and launch technique and intended time of day, is crucial as it opens more doors for collaboration and analysis. You need to engage with them if you want them to do specific activities now, like posting material on social media or reaching out to consumers to get a positive result on a product launch.

(Video) HOW TO LAUNCH A COLLECTION | My Pre-Launch checklist for my Ecommerce Fashion Store | BEFORE launch

Additionally, this allows product launchers and stakeholders to brainstorm, review and correct product launch content. Work as a team and stay informed about all the actions taken to avoid misinformation, promoting a culture of belonging.

daniel mother,I'm a fitness phenomenon

Create a social media strategy

In today's market, having social media platforms is almost essential, and they can be a huge help when you are launching a new product. You can use your account to advertise it or just to promote it. Depending on the industry you work in, you could also run an influencer campaign around it. Whether you make social media a big or small part of your product launch, having a strategy in place should always be at the top of your checklist.

Raquel Reid,subtle beauty

Invest in marketing campaigns to generate enthusiasm

A solid marketing plan will not only help you sell products, but also help you attract customers who are interested in your brand. This is especially true when it comes to a new product launch, as you don't have the same amount of information available to you as you would on a regular basis.

When a company has a successful product launch, it can build a dedicated following of customers excited about its brand. This helps create the kind of engagement brands need to keep growing. A marketing campaign can help fuel that growth and ensure a successful product launch.

Saunav Kaushik,VinPit

Use smart goals to define your goals

Always make sure you define your goals before launching your product. Launching a new product is a lot like putting a rocket into orbit. There is a very specific sequence of steps that must be followed in the correct order. If your goals aren't defined before you start, you allow confusion and mismanaged expectations to dictate the product's lifecycle. SMART goals are actionable goals and actionable goals are achieved.

(Video) The Ultimate Product Launch Checklist | Simon Severino | Strategy Sprints | Episode 205

patrick robinson,Resurrection Easter

Excess stock quantity

Always make sure you have enough stock to meet demand. With a successful launch, you'll have customers clamoring. But you can't fulfill orders if you don't have a product. Plan more stock than you think you'll need. Plan for more customers than you think you will have. Be prepared for a rush and fulfill new orders quickly and efficiently.

Raina Kumra,Spicewell

Design a professional presentation

When launching a new product it is important that you have a good photographer/videographer who can produce great content. When you're marketing online, you have 3 seconds to grab your audience's attention, so you want to make sure the person creating your content can make it clean, professional, and high quality.

ashley garabed,argon agency

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