---

Guest post by: Neil Mahoney Become an Author

Tweet

---

---

If you're with an established company, your launch plan should include the essential elements outlined below. For start ups, the plan is more complicated, but these steps are still necessary, and should be sufficient to prove the viability of the opportunity - as well as validate the go-to-market strategy and programs. a) Executive Summary: This is always the first section of the plan, but it's the last that's written. It's also the most important - it motivates your prospects to want to read on. Keep it short - no more than 2 pages.

b) The Opportunity: It's your idea so you think it's great. It's essential you conduct rigorous research be sure there's a real & recognized want or need out there.

c) Product/Service: Describe your offering, what it does, and its major benefits.

d) Markets: Identify the markets it can serve effectively. The one with the strongest sales story, fastest penetration, and fastest payout is first. Keep the list short: 3 or 4.

e) Competition: Scour the industry and find all potential competitors. Analyze their strengths & weaknesses fully and impartially.

f) Strengths/Weaknesses: Based on this competitive analysis, list your relative strengths & weaknesses. NB: a benefit where you have a slight edge, but is very important to your prospects will sell more than a less-attractive benefit where you dominate.

g) Positioning Statement: A powerful statement that describes your offering in the most succinct, persuasive manner possible. 20 words or less; start with "The only. . ."

h) Sales/Market Strategy: You've identified your top markets. How will you get to them? Publicity, Ads, Website, etc. will get you noticed. Once you've created interest, how will you reach them? Telemarketing? Direct Sales? Dealers? Mfr. Reps?

i) Pricing: If your offering is not exclusive, competitive pricing is a good guide. If there are no competitors use an ROI analysis. If you have disruptive technology, you can command a premium, but will probably have to reduce pricing in the future.

j) Revenue Projections: These are estimates of how many units you expect to sell times the price you expect to charge. You should project for two years out, at least.

k) Launch Costs: R&D costs + Production costs + Sales & Marketing costs +Overhead.

l) Profit Projections: Total projected sales minus all anticipated costs. 2 years out.

m) Appendix: In order to keep all of the above sections of the plan as brief and cogent as possible, include details that reinforce statements and conclusions here.

Related Articles

  7 Keys to Market Launch Success
  3 Steps to Crafting Your 2012 Marketing Plan
  5 Reasons Why You Should Do a Product Launch That Have Nothing To Do With Selling That Product
  Successful Product Launching
  3 Marketing Habits You MUST Cultivate for Biz Success
  Keep Your Eye on the Revenue
  3 Mistakes Conscious Entrepreneurs Make When Launching a Product or Program
  27 Marketing Ideas
  Review of Anik Singal's Lifetime Massive Profits
  The 3 Top Things Every Successful Entrepreneur Needs to Focus On
  Successfully Launching a Consumer Product or Business
  Why Home Online Business Pre-Launches are Dangerous
  The Startling Secret of Eight-Figure Product Launches That Jeff Walker Never Taught You (Yes, It's Not Found in PLF2)!
  Marketing Rx
  Powering Momentous Market Launches
  Lesson #4: Look Hard to See the Mighty Oak in the Acorn
  Developing Your 2012 Productivity Map
  Is Your Timing Keeping You From Being Successful In Your Business? Part 3
  Inspiration Stagnation
  How to Market a New Product Effectively – Launch Plan and Formula

Related Forum Posts

Business Innovation
Re: Twitter Brag - 40,000 followers
Distribution?
Re: NEW VIDEO - How to improve your business plan - Ask Evan
Advertising is the essential

Share this article. Fund someone's dream.

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Selling The Sizzle Not The Steak

TRADE SHOW FOLLOW-UP: HOW MUCH IS TOO MUCH?

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.