Launch Plan Template Fin Fuqua School Of Business

Launch plan template fin fuqua school of business

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Summary

Launch Plan TEMPLATE – MAJOR PRODUCT
(product codename )
(author)
(document version)
(document overview)
THE LAUNCH PLAN
What is a Launch Plan?
A Launch Plan is the strategy and tactics of creating demand for a product. It’s detailed information
that Sales, Marketing, International, Creative Services, Tech Support, and Customer Service, and
the Web team need to market and sell the product. This is a communications document that
contains the copy, the messages, the deliverablesb, and the who is responsible for what of a
product launch. It has information that Sales needs to sell, Creative Services needs to create, and
Marketers need to market. Remember that this is a global document so that international must be
reflected in every aspect of your launch

What is a Good Launch Plan?
The Launch Plan is done early, contains clear effective messaging, and divides the labor for a
launch

Who is the Launch Plan for?
Sales, Marketing, Customer Service, Tech Support, and International, and the Web team

A Launch Plan must address:
Positioning
Naming
Key Messages
Copy Blocks
Top Ten reasons to buy and upgrade
Who buys what
Forecast
Sales plan
Why do a Launch Plan?
To make the business successful and to communicate the messages to the market. The goal is a
consistent and powerful message to the company and the market

When should the Launch Plan be done?
The plan should be complete and available 100 Days before announce

When is a Launch Plan finished?
When the necessary details are done, accurate, and in the plan. There can be a few versions, but
the plan should fix about 100 days before announce. Some elements (like the launch
fundamentals) must be started 120 days before and be fixed 90 days before announce

TABLE OF CONTENTS
EXECUTIVE SUMMARY/LAUNCH FUNDAMENTALS
Release Name
(Full product name as it will appear in all print communications, include all elements like bundles,
players)
Tag line
(As it appears on the box)
3 Core Messages
(Statements that define the essence of the release – it is easier for everyone to remember these if
you can use 3 strong, unique words that appear in each statement about the product.)
Pricing
• (Upgrades, bundles, new user, educational)
Product Availability and Announce Dates
• (E RTM)
• (Electronic-FCS – from online store team)
• (English boxed FCS – from Ops)
• (Int’l FCS – from Ops)
• Announce Date
• Include Players or associated projects like Dreamweaver Exchange
Target Customers
(Short reference, further definition later in the document)
Platforms and Packaging
(Availability on what platforms, are there any major bundles)
Revenue Goals
(Summary of recent actuals and forecasts for next version, units and revenue, by product line
totals)
PRODUCT OVERVIEW – Upgrade Customers
This is a one page summary for everyone who needs to understand the release in a quick glance

It will be reused in the reviewers guide, distributed at sales trainings, used to help define the
website content and guide presentations. There are 2 versions, one for new users and one for
upgrade customers

Postioning Statement
(Lead with 25 word positioning statement – the overview of the product.)
Product Tagline
Word 1 Word 2 Word 3
3 Core words Note: The words used are not
the messages, they simply serve
as reminders so that presenters
are sure to cover the core
concepts

Message to UPGRADE Information must be newsworthy,
customers why this word is focused and targeted at upgrade
relevant. customers – tell them something
they don’t know!
• List of features that back up • Each of these features will • These will be reused in the
the statement made about appear in part of the reasons feature tour on the web

to upgrade below
Top 10 reasons to upgrade
1. List each reason to upgrade and support it with benefits to the customer. Think of the
feature, the advantage, and the benefit

a. What: the feature, what addition to the product makes the end result possible
b. How: the advantage, why is the process faster or easier
c. Why: the benefit, the business reason that a customer would use this, the end
result

2. Reason #2, etc…
3. Put them in priority order!
PRODUCT OVERVIEW – New Customers
This is a one page summary for everyone who needs to understand the release in a quick glance

It will be reused in the reviewers guide, distributed at sales trainings, used to help define the
website content and guide presentations. There are 2 versions, one for new users and one for
upgrade customers

Postioning Statement
(Lead with 25 word positioning statement – the overview of the product.)
Product Tagline
Word 1 Word 2 Word 3
3 Core words Note: The words used are not
Same words as upgrade the messages, they simply serve
customers, just with high level as reminders so that we are sure
definitions. to cover the core concepts
Message this time is to NEW Assume they know NOTHING
customers. about the product

• List of features that back up • This major feature list will go •
the statements made back to the first version of
your product, and state its
core competencies

Top 10 reasons to buy
1. This list will use a mix of new and old features…you want to communicate the best about
your product

2. List each reason to upgrade and support it with benefits to the customer. Think of the
feature, the advantage, and the benefit

a. What: the feature, what addition to the product makes the end result possible
b. How: the advantage, why is the process faster or easier
c. Why: the benefit, the business reason that a customer would use this, the end
result

3. Reason #2, etc…
4. Put them in prioirity order
Target Customers
(Build on your information from the MRD. You include the target customers here to focus the tone
and targeted the messaging in your marketing communications. Include the person, their “pain” or
problem, and how that problem is solved with this new release. )
Primary Target
Secondary Target
Vertical Focus
(Your product is likely to excel in certain industries or with certain uses, document why it is
applicable, cite showcase examples where possible. Knowing this information will guide you
toward unique marketing opportunities or partnerships)
Usage
Example: Director usage – Corporate presentations, emerchandising web sites, games and
entertainment
Verticals
Example: Generator verticals – news and information, financial services, advertising, ecommerce
Product Positioning
Problem Statement
25 Word Description
Word descriptions are used by the channel in catalogs, seminar descriptions, marketing collateral,
etc

50 Word Description
100 Word Description
Company Product Positioning
( How does your product fit into the company’s offering, how likely are your customers to buy
another product with yours? Any bundles? are there cross product marketing opportunities? Does
the sales force need help to differentiate one product from another? Do you want mention in the
other products newsletters? Are there technology additions?
Product Fit with your product *
* Indicates high level of cross product interest
Detailed Features and Benefits
Include a complete list of the features in the product with associated benefits. Include the
“answered wishes”

Marketing Plan
Overview
(Give a summary of all demand generation activities, when they will occur and where the various
assets or events can be found. This table can be dropped into your quarterly Sales meeting
presentations)
Mar/Com deliverables schedule
What When Where Who
Print Advertising List where the deliverable can be found
Online Media banners
Direct email
Direct Mail
Launch Event
ALW Seminar focus
Hands on Training
One-to-One Macromedia Edge announcement
campaigns
Advertising Strategy – Print
Objectives
Media Plan
Timeline
Creative Brief
Banner/Online Strategy
In most cases, Banners are used to drive trial downloads of the product first, and generate product
availability awareness when the product ships. Banners can be timed with Announce or more often,
with ship

Objectives
Media Plan
Timeline
Creative Brief
One to One Marketing
(How will you leverage 1:1 marketing? What are the news items and information for newsletters,
email campaigns, company magazines, how will you cross sell to other customer base? What
customer segments are you targeting? What offers will you be making. Include objectives, plan,
and timline especially between announce and ship, and the timeline. Remember that 1:1 are
International and that you will most likely be driving business to the online store as well as a
distributor. International will want to leverage your efforts here so make sure you are in contact with
the international offices and coordinators.)
Web Team/Web Site
(What are the objectives for the web site? Are their promotion pages? Workflow Pages? Are there
changes to the home page? Who is delivering the copy and offers to the web team? What is the
timeline? Develop this in concert with the web team. Because the web site goes live at announce,
this becomes a focus of the launch.)
Direct Mail
(Direct mail is primarily used to sell upgrades and need to clearly indicate that it’s an upgrade (on
the outside of the envelope) and is a “flying Datasheet” that includes features and benefits for
upgraders. Remember that International will want to leverage your efforts here so make sure you
are in contact with the international offices and coordinators

Objective
Plan
Timeline (street dates)
Creative Brief
Mail Order Launch Plan
(Detail the elements needed for mailorder. Note that Mailorder has a 90 day lead time, so that box
shots, copy, etcetera have to be to the Mail Order group very far in advance. )
Launch Event
Objectives
Plan
Timeline
Seminar plan
Objectives
Plan
Timeline
Press Plan
Detail the Objectives for your press plan. Cover announce release, ship release, and partner plan

Detail Objectives and timeline for each Press deliverables. For example: Does the press release
promote the studio or the standalone? Is it one release or two? Do you have partner releases?
Who would you like quoted in each release? Remember that International will want to leverage
your efforts here so make sure you are in contact with the international offices and coordinators

Milestone Date Who
Reviewers Guide
Press Schedule due
West Coast Tour
East Coast Tour
European Tour
Asian Tour
Press Release/ Announce
date
(Note: The Reviewers Guide is the longest lead of the marketing deliverables and one of the most
important. It needs to be completed in a timely manner b/c so many other deliverables come from
the work that goes into the Reviewer’s Guide. Work with PM to complete this deliverable.)
International Marketing Plan
Europe
(Details relevant to Launch in this territory)
Japan
(Details relevant to Launch in this territory)
Asia Pacific
(Details relevant to Launch in this territory)
Sales Plan
Overview
(Give a general overview of the strategic objectives sales plan. Example: Move users to the
DW/FW Studio
Launch Quarter Forecast by Channel
(Detail the unit and dollar forecast for the shipping quarter by channel)
Free Upgrade Policy
(Detail the free upgrade window. Note company policy is to communicate Free Upgrades are
available from announce to 30 days after FCS. In many cases, customers who buy 15 days before
announce (outside of the official window) ask for a free upgrade. These customers should be
referred to customer service. Work with Finance to forecast the Free Upgrades reserve. Make sure
you have coordinated with international.)
Selling tips
(List out the tips that will help sales be successful. These include likely cross-sells, promotional
opportunities, hot tactics, etc.)
Customers
(Give some examples of high profile customers here. Draw from existing case studies provided by
tech marketing and add in Beta customers as well

Training/Communications Schedule
(Document the internal communications plan for the company, do you send out messages at beta
milestones? Who gets trained when? Remember that International will want to leverage your efforts
here so make sure you are in contact with the international offices and coordinators.)
Who When Who
Trains
Modus
Technical Support
North America
Sales
SE’s
Europe
Asia
Customer Service
Channel Partners
(?)
Sales Tools
(Give a summary of all sales tools, when and where they will be available. This table can be
dropped into your quarterly Sales meeting presentations. Use the in depth description areas below
to detail any unique information about the assets. Develop this in concert with sales – make sure
you are delivering what they need and that you have a clear idea of who is delivering what and
when)
What When Where Who
Copy Blocks
Reviewers Guide
Box Shots
4 Page Data Sheet
Quick Tour
“Explore” CD
Demo Files w/ Script
Presentation w/
Script
Gallery update
Case Study
Showcase content
4 Page Data Sheet
(Text for the data sheet can easily be pulled from the 1 page overview and reviewers guide. Work
with Localization to get this into the localization queue for territories)
Quick Tour
(Focused at new users, this is a “how to” step by step self running tour of the product, see)
“Explore” CD
(Focused at upgrade customers, shows off the new features of a product, see Director 8 for
example)
Demo Files w/ Script
(Detail the plan, the location of the resources, the availability of the demo files)
Presentation w/ Script
Presentations are done in a standard format, and include the 3 core messages, customer success
stories, etc

Case Study
(Describe the objectives for the gallery update to give Tech Marketing guidance. Include some
leads or examples here

Showcase content
(Work with your key customers during beta to be able to point customers to real world examples at
launch)
Whitepaper content
(What are the trends or technology uses that will be explored through a whitepaper. Describe the
objectives, the writers and the availability and desired uses.)
E-commerce plan
ESD Overview
(This is a quick, high level look at ESD. Include when, and what types: try before you buy, buy only,
hard goods fulfillment, price. A complete ESD plan with Skus, wrap technology, testing dates, file
sizes and bundling information should be completed for your Product Plan. In particular, pay
attention to the timing of the ESD availability relative to your boxed product. Remember that
International will want to leverage your efforts here so make sure you are in contact with the
international offices and coordinators

Online Store
(Detail the plans and promotions on the online store. Look for cross sells, promotional
opportunities, and the like. Remember that International will want to leverage your efforts here so
make sure you are in contact with the international offices and coordinators

Online Response Plan
(In the weeks surrounding a launch and a ship, customers become very active on the online
forums. Detail who is responsible for monitoring and posting to the online forums. Involve the dev
and QA teams in this. Will you need a contractor to post replies during the launch period?)
Tech Support Issues
(Detail out the plan for Tech Support. Are there any risk areas? Are there any messages Tech
Support should have on the day of announce. Work with Ed Krimen to leverage the tech support
group

Customer Service
(Detail any customer service issues here. Is there a version of the product in the studio that is not
getting upgraded? What is likely to generate customer calls?
Strategic Partners
(Do you have any marketing partners, are there any 3 party books being written? How can you
involve Biz Dev in your launch)
FAQ
(Ask and answer Frequently asked questions for end users here. This should be ready to be
included directly on the web site)
Competition
(List out your competition here and your key advantages over them. This should come from the
MRD and be slightly updated

Competitor One
(Detail here)
Competitor Two
(Detail here)
Kill Sheet
(table with features compared to competitive products)
Appendices
Quotes
List customer and beta quotes for PR
Marketing Budget
Attach a spreadsheet with your budget areas and amounts. Get your POs written early and signed
off

Note company policy is to communicate Free Upgrades are available from announce to 30 days after FCS. In many cases, customers who buy 15 days before announce (outside of the official window) ask for a free upgrade. These customers should be referred to customer service. Work with Finance to forecast the Free Upgrades reserve. Make sure

Some elements (like the launch fundamentals) must be started 120 days before and be fixed 90 days before announce. TABLE OF CONTENTS EXECUTIVE SUMMARY/LAUNCH FUNDAMENTALS Release Name (Full product name as it will appear in all print communications, include all elements like bundles, players) Tag line (As it appears on the box)

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