a step for step plan for a successful launch

Selma — Tue, 27 Sep 2022 20:14:39 +0000

a step for step plan for a successful launch Selma Tue, 09/27/2022 - 22:14

A step for step plan for a successful launch

Here we are we have a new product that we want to launch and offer to customers, but we are not sure if we have the right audience in mind for example. Do not worry that is what a Go-To-Market strategy is for. A Go-to-market strategy is a step-by-step plan to successfully launch and deliver a product or a service to your customer, relaunch a brand or a company or bring a current product to a new market. Where you can test and launch demos of your product in a calculated and organised manner to save you time and money.

WHAT

WHAT: identify your product or service, is your product a new concept, is your product an updated version in the market, etc… It is essential to know your weaknesses and strengths and who your competitors are.

WHERE

WHERE: The first stage of developing a Go-to-market is establishing a clear definition of the target market. Start with the question are we targeting a B2c customer or a B2B customer? The purpose of your target market should be broad to be able to give more room for potential income objectives, yet specific enough to customize your marketing material and sales approach.

WHO

WHO: Identity your customer. You need to look at your service or product from the consumer's viewpoint. At this stage, we take several elements into consideration such as location, demographic, buying potential, interest, buying habits, etc… This stage will result in a customer profile “ buyer persona”

HOW

HOW: so we have established our market as well as customer how are we going to reach them? This how needs to cover aspects of how you are going to approach them and how are we delivering the product.

Let us start with the delivery as that is more straightforward. Are we applying a direct or indirect distribution model? Direct distribution enables the in-home team to sell and deliver directly to the customer as there is a distribution network set within the company, As for indirect distribution we rely on third-party distributors. As for the methods of approaching the customer is it better to apply a marketing strategy or a sales strategy? We need to understand the potential response of the customer.

WHY

WHY: this is the brand messaging. This message needs to speak to the consumer and the stakeholders simultaneously. When it comes to the consumer you need to address why this product or service is useful and valuable to them. The stakeholders on the other hand will want to see the value proposition of your product or service.

WHEN

WHEN: We have created a clear process now it is time to carry out the plan in an organized manner and use good communication skills within your team. This is also relevant to the timing of releasing your product and service if you calculate it right you might be ahead of the competition or have a first-mover advantage. If you are too late your product or service might not launch as smooth as expected.

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Download: Segmentation spreadsheet

For example, the ebike company is starting in Belgium

East Flanders
West Flanders
Antwerpen
Limburg
Flemish Brabant

In each segment, there is another segment is the audience type in this case

Hotel with 4 and 5 stars
Hotel with 3 stars
Hotel with 2 and 1 stars

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Run an optimal campaign

Blue Marloc — Mon, 26 Sep 2022 15:57:09 +0000

Run an optimal campaign Blue Marloc Mon, 09/26/2022 - 17:57

What is an optimal campaign?

"An optimal campaign converts the target amount of target prospects into customers."

What do we mean with target prospects?

Let's take the example of where our prospects are hotels where we want to close a contract with for them to rent out our ebikes. For this campaign we would have an addressable market of all the hotels. However with some preselecting we take out the hotels who are financially to far in debt to be able to get a lease agreement. So our prospect list now contains thousands of hotels. Our optimal business case is when Hotels contract 6 eBikes at a time. So we sort the list (using added criteria) on potential size of the contract. We next add a close-rate indication to the list. We know from our pilot that a certain close rate should be met.

Our target prospects are those which check all the boxes, the location, the size of the potential contract and will close within the set close rate.

But do we have what it takes to close at the optimal close rate?

It means that when we do sales and drop below the optimal close rate we will potentially loose money instead of earning it. It means something is wrong in the assumptions, which is potentially a problem. Using an outbound call-center it could easily mean burning a large part of the budget before some detects the sales close rate is not okay.

What does it take to get to that optimal close rate?

Let's consider the steps.

Having the right leads
Having the right -script, trained optimally for natural contact
Having the right follow-up email
Having the right follow-up brochure or flyer
Having your website link in place
Is the site confirming the message and converting?
Is your business in Social Media, Chamber of Commerce, etc listed correctly?
Having setup appointments - optimally spaced in time?
Having setup appointments - optimally spaced geographically?
Having setup appointments - taking revisits in account?
The account manager makes the call to the prospect
Having the right tone, information and personalisation
Having a meeting - illustrating the proposal with the right material, company presenation, product presentation, location research?
The quotation having the personalised offer
The contract having the right information
The service desk follow up in a professional manner?
The delivery process in place
The invoicing process in place
..

Prevent half-hearted approaches

Many organisations try with a 10 out of 20 approach. Which results in 50% of prospects not converting due to one or other obstacle.

Make it a successful campaign

We analysed hundreds of 'loss-reasons' to identify every issue along the way.

In our clients organisations we first "fix" all those fixable issues; setup a great site, make professional sales material.
All this to also make the account manager feel optimally comfortable, provide self-confidence building leads, professional quotations, contracts and ensure that the follow-up is in place. By organising an optimal campaign, you organise an optimal business.

"Account managers are perhaps twice as convincing, when they feel all their bases are covered and can speak with confidence with their prospects."

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