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Launching your Product

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Launching your Product

July 22, 2012

Categories: Product

Tags: launch, marketing, product

Launching a new product is a complex task, especially if it’s a new product area for your company.

The cost of delays in product launch are legendary. In the electronics business, system revenues range up to $50M per day of delay! How much are you willing to pay to reduce your launch time by one week? Or simply to increase the probability that you will launch on schedule?

In one launch we managed for a Fortune 500 company, we were able to cut a full year off the typical ramp-up time for a new product in this category. The key was to concurrently analyze and progress all the key areas of pre-launch decision-making. These include:

Market research – do you know enough about the customer you’re aiming for?
Internal product cannibalization – will the new product cut into existing revenues?
Competitive positioning and marketing issues – what’s your primary differentiation?
Product completion issues – will all the elements be in place on launch day?
Marketing collateral and channel preparation – will the sales engine be ready to go?
Management alignment and project management – does everyone know their role?

Product launch planning is one of the most valuable tactical opportunities in your business. Contact us to find out how to make it run more smoothly.

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Andrea Casotto, CEO, Runtime Design Automation

Tim has the ability to understand complex issues extremely quickly, and to make them understandable to others. His clear thinking and wide experience have been very helpful to us in developing a stronger marketing strategy and message. He is also a fluent and effective writer, helping us to tell our story in a simpler and more compelling way.

Jill Borcherding – Interior / Exterior Design

Tim is a true Renaissance Man. He is gifted in Art and Architecture, Music, Science, History, and Business Acumen. All of his talents coalesce to make him a deeply profound individual with great skills and insight. It is my pleasure to know him.

Ketan Joshi, VP Marketing, Atheer

I had the pleasure to work with Tim on marketing and strategy projects on multiple occasions. Recently, Tim helped our team focus the positioning of a multifaceted product. His facilitation skills were a hit with our team: he was able to rapidly integrate and synthesize the ideas of many people, effectively. I look forward to working with Tim in future projects.

Michael Sanie, Marketing Director, Synopsys, Inc.

“Tim is one of the best people I have seen who can think of long term strategies while not forgetting about the realities of what can be achieved - a rare combination in purely strategic thinkers. He is also a superb communicator and team lead. He can communicate effectively and comfortable at many levels (engineers, middle managers, and executives) and via several media (written, presentation, face-to-face dialog, etc.). Most importantly, Tim is a pleasure to work with. With Tim, even the hardest situations become "fun" challenges to work through.”

Kay Lawton, Marketing Communications Manager, Cadence Design Systems, Inc.

“Tim was the lead on an international event with which my team lent our expertise and assistance. While working onsite during the high-stress weeks preceeding this event, I found Tim to be very supportive of the work his team was responsible for. His strategic and creative sides are most evident, as well as his understanding of the tactical side of marketing programs. The program was a collaborative success. It was a pleasure doing business with him.”

Sandeep Khanna, Co-Founder, Co-Administrator at Champion School

I have had the pleasure of collaborating with Tim on a few corporate initiatives in the past year. Tim is a very positive person. I can't remember being in a meeting with him and not be thoroughly engaged or enjoying myself. Even when we were mostly disagreeing. Additionally, Tim has an innate ability to make even the most complex concepts easy to understand and make people his well wishers. That served us well when a cross-functional team comprising of Cadence's thought leaders, with strong opinions and big egos, was brought together to propose key compenents of a key strategic thrust. That proposal was well received and is in early stages of execution with one huge sales success already, during this past quarter. I look forward to collaborating with Tim again, in the near future.