Product launches are complex. That was the main takeaway of the PDMA 2010 Lab E – Launch for Commercial Success which I had the privilege of attending last week. The session kicked off with an apt and literal example: a NASA launch. When NASA launched the Saturn V, its engineers were depending on the successful integration of two million distinct systems. Two million! And, as Richard Koppel pointed out, NASA operates in a space (get it?) where getting it right the first time is “mission critical” – if something goes wrong, not only are millions of dollars wasted, but people die. Fortunately, product launches are not as high stakes as shuttle launches, but you still want to ensure your innovation is brought to market as seamlessly as possible. So how do you launch successfully given all of the variables, risks and uncertainties inherent in the process? Here are the top seven themes of the day which will help you make sure all systems are go when you blastoff.
1. Lay Out Complexities Up Front
Before you can begin coordinating all of the different components, you need to take time to map out all of the different layers of uncertainty that exist. Take a step back and list the factors that you will need to consider – distribution channel, supply chain, marketing, competition, timing, the position of the sun at 12:52 pm on July 17th, 2013… whatever will influence your launch. Make sure the team is aware of all of the variables before you start planning contingencies.
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Author: Chris Dolan
