The PDMA Handbook of New Product Development

30.3. Creating an Effective Launch Process

Designing an effective process is one of the most challenging, creative, and rewarding aspects of launch-related projects. In part, this is because the best process must be tailored to the company: its culture, customers, its industry, and the types of solutions that it provides. The need to consider proven best practices across industries heightens the challenge. Finally, the process must be defined and implemented at a level of detail and structure that is useful for both launch teams and executives.

Launch spans the time from development of the launch plan to the review of success in the market, as shown in Figure 30.1. When the launch begins, most strategic decisions have been made: target customers, product definition and differentiation, and much of the channel, operations and customer service approach have been defined. The business case has been documented and agreed upon. However, the business case has yet to be achieved, and typically a significant proportion of total spending takes place during the launch. Given these facts, a successful launch depends on revisiting assumptions and making the right choices in the few key remaining decisions, finding and resolving outstanding issues, and flawless execution. An effective launch process systematizes each of these.

Figure 30-1. LAUNCH OVERVIEW.

30.3.1. Launch Plan Phase

In the ...