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Launching a product with a SPIDER

Written by: Joe Dager

Article Overview: SPIDER is an acronym for See, Plan, Imagine, Design/Sell, Execute and Renew. Dager also added: “This is compilation of 30 years of product marketing launches in the process equipment field.

Launching a product with a SPIDER

This program is based on the Business901 SPIDER product launch template which will allow participants to organize their launch plans into a series of actionable items based on present marketing conditions and practices. The participants can use the template to determine areas to differentiate their product, better define their buyer persona and use present technology to accelerate the launch. Business901 product launch program is called SPIDER with an ongoing introductory webinar. You can sign-up at http://productlaunching.eventbrite.com or review the product at http://www.productmarketingprocess.com. There is a discount code of "Spider" that is available till the end of February.

The actual program was created to provide businesses with everything they could ask for in terms of ongoing marketing support, guidance, accountability and know-how to help them overcome the challenges facing them in launching a product in 2009. “It is not your typical, Internet launch program. If you are looking for a web based product launched, this is not for you,” says Dager. He adds, “It contains a mix of products, services, an authorized Duct Tape Marketing Coach to walk you through the process and the SPIDER Template to integrate your launch not only on the web but more importantly offline through your targeted industry.”

SPIDER is an acronym for See, Plan, Imagine, Design/Sell, Execute and Renew. Dager also added: “This is compilation of 30 years of product marketing launches in the process equipment field. I not only credit the Duct Tape Marketing System, which I use as an important part of process, but my recent training in the Effective Product Marketing program hosted by Pragmatic Marketing. This EPM seminar explored outbound marketing roles, priorities and processes that characterize market-driven technology companies.”

The Product Launch Strategy consist of the following outline:

See

• Define the opportunity
• Build Customer buy-in and input
• Customer relationships & commitment
• Build Customer persona

Plan

• Bring a cohesive team together
• Determine resources, capital & human
• Supplemental products to offer
• Determine team structure for Design/Selling Phase

Imagine

• Limited or no competition
• Product/Service that is easy to do with high payoffs
• Provides for additional products or services

Design/Sell

• Focus on customer productivity
• Convenience of installation, adaptability and use
• Minimize risk to customer
• Facilities/Suppliers to use
• Determine team structure for Execution Phase

Execute

• Map workflow to develop processes and quality programs
• Produce key performance indicators and targets
• Hold operations and selling to same accountability
• Institute an easy to understand acceptance criteria
• A job is not done till customer is satisfied

Renew

• Improve the process 1^st from the customer’s point of view
• Address root causes of any problem
• Strive for simplification in all areas
• Bring supplemental products into play
• Review: Would we be in this business today, and how?

The SPIDER template also utilizes the newly formatted Ultimate Marketing System from Duct Tape Marketing. “We believe in installing a system,” says Dager. “Our experience is that a system will always outperform any other approach. We define your objectives; develop strategies to achieve them, than institute tactics to carry out your strategies. We deliver the package in One on One Sessions or you can even participate in group coaching.”

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Article Tags: acronym, compilation, product marketing



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