If you’re getting ready to launch a product, you’ve probably realized that it isn’t as simple as you might imagine. Many times, people think of a product launch as an event, rather than an ongoing process with many different aspects that need to be taken into consideration. No matter how great your product is, there’s a good chance it’s not going to simply break into the market without some serious planning. So what are the necessary steps you need to take to put together a successful product launch? Take a look at our list and see for yourself if you’re on the right track.

The Product

This may seem like a no-brainer, but you have to have a product that meets the needs of the market. You’re going to want to get out and actually talk to potential buyers to see what the market truly needs. Just because you are experiencing a problem, and your product solves that problem, that doesn’t mean that everyone else has the same need. So start your product launch plan by matching the needs of the market.

Market research will help narrow your message and give you a better idea of who will be the early adopters of your product.

The Message

Everything about your message should be as clear as possible. You don’t want to wind up confusing your buyers or partners, so you need to effectively communicate the benefits and capabilities of your product before your product launch. There shouldn’t be any ambiguity in your message, and creating a document that spells out your launch positioning is a great way to keep things clear and focused.

Set Goals

Setting clear goals for what you hope to accomplish with this product launch is an ideal way to evaluate if the launch is going as planned, and what you can do to improve. Establishing these goals early will give you something to compare the actual results to, rather than just assuming the launch is going as you planned.


You’ve heard the phrase “practice makes perfect” a thousand times, and it rings true in this situation as well. Your product launch strategy should include at least one practice run to make sure everything goes smoothly. Training and practicing for the launch ensures that everyone is on the same page, and it’s a great way to communicate the launch message to the company.


Another important aspect of your product launch is how you are timing it, especially if you’re working on a global scale. It might be determined by a key trade show or other industry event, but just remember that you should be doing everything you can to maximize the impact of your product launch. Too early, and your product may not be fully ready; too late, and you may end up losing the excitement that you’ve built.

If you need more help launching your product, contact Pivot International today. We offer product design services, manufacturing services, prototyping, and even business development services, and we’d love to help you get your product to market.