Feature Launch Strategy

👉Start by defining the goal. The goal should define the desired outcome and motion the problem that you are trying to solve.

🤑😬🥶

It's essential to recognize and address the potential roadblocks on your path to success. Define obstacles to overcome, limitations, constraints, external forces affecting your strategy, and the budget considerations. Understanding these factors is crucial for crafting a realistic plan.

Include:

Mention any obstacles to overcome and challenges that you could have. This is more an opportunity to predict potential problems that will stop you from validating this initiative and that you may want to evaluate potential ways to mitigate those. You can think about user behavior if your new solution means that they will have to learn about how to use your product differently. If this is, for example, the case, you may discuss with the marketing team or product team to create a video. You also discuss things like fears, new trends in the market, market age and preferences, etc.

Zoom in on your one-year objectives. What do you aim to achieve within the next 12 months? Be specific about your short-term targets to keep your team aligned and focused.

What do you want to accomplish in one year?

“Strategy describes how a company creates a unique and valuable position through a set of differentiating actions.” — Michael Porter’s

Strategy is more than just a plan; it encompasses your vision, partnerships, brand promise, and values. Your strategy should guide your actions and remain unwavering, even if your plan evolves.

🔥Strategy can be divided into strategic thinking and planning. But there is more to strategy than just having a good plan. In fact, the plan can change, but the vision, the partnerships, the brand promise, and the values can't change.

👉Define how you would achieve your goals in the next year by describing how your company creates a unique and valuable position through a set of differentiating actions.

Discuss and define each section. (7P's of Marketing)

🟢Product: What’s changing in the product? What’s the objective from the product perspective?

🟢Service: What’s changing from the service perspective? Are we adding, changing or removing some of our services? What’s the objective?

🟢Promotion: What are the promotional activities across all marketing channels, including advertising, direct marketing, in-store promotions, social media groups, etc that will be implemented, changed, or removed to support this initiative? What is the objective with those changes?

🟢Physical evidence: What aspects are you changing, improving, removing or adding to help prove that your brand or product exists and that helps you know when a client or user selects the solution? What are you doing to be more aware of what your user sees, hears, does and says? Is there anything that talks about your brand changing? Maybe your packaging, maybe how you are displaying the product, maybe the copy, etc.

🟢Place: Is anything changing about this? Where can users find this? Where can users get informed when they have questions? Where in the process do they get prompted with this new solution? Basically what is changing about where they can find you or learn more about you? Also think about the buying process, and the typical blockers that stop them from making a decision, or changing a behavior. Think about what you are incorporating or could change to guide them through the buying process or help them change a behavior.

🟢Process and People: Finally, discuss if there is anything changing in the process, or how people will connect or support your clients and users. What is the objective here?

Use that space as a place for discussion, and then now define the strategy.

In here is all the things mentioned above but actually thinking about what is possible to implement based on the resources and the timeline you have.

How would each strategy support each phase of the customer journey - from 'Exploration all the way to Advocacy.'

If you want you can define this strategy further or skip this section.

Add sticky notes with the actions of the strategy that will be affecting the buyer journey.

This is extremely helpful when you are trying to move forward and grow your product. For example, if this is a new product you will probably want to put more efforts into the exploration phase, where users learn about your product and the problem they have, because they need to do that before they make a decision to choose you. You will probably will not prioritize anything related to product advocacy.

So it’s a good framework to help you prioritize things and have that conversation.

Now that you've laid the foundation, define your plan for the next 90 days. What actionable steps can you take in the next 30 to 90 days to propel you toward your goals? Prioritize your actions and start implementing them.

By following these steps, you'll be well on your way to creating a marketing plan that not only helps you win but also sets you up for long-term success.

🤫What can you do in the next 30 to 90 days to achieve your goals. Which actions would you implement first?