presentation of new product launch

Make a Product Launch Presentation (+ Examples & Templates)

Master how to make a product launch presentation with our guide. Explore examples usable as templates to outshine competitors and captivate your audience.

9 minute read

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Short answer

What makes an effective product launch presentation?

An effective product launch presentation captivates with a clear value proposition, engages with compelling storytelling, and persuades with data-driven results.

It's visually appealing, audience-focused, and concludes with a strong call-to-action, setting the stage for market success.

Most new products fail - does yours have what it takes to succeed?

Think about this: every year, over 30,000 new products try to make their mark, yet 95% of them don't catch on.

Most new products fail to launch because they fail to grab attention with a compelling product launch presentation.

In a sea of competition, only the most compelling, clear, and persuasive presentations manage to break through the noise.

So, how do you make sure your product doesn't become just another statistic?

In this blog post, I’ll walk you through real, actionable strategies and examples to make your product launch presentation a hit.

Let’s get started!

What is the purpose of a product launch presentation?

Capture attention: Immediately engage your audience with a striking introduction that makes them want to learn more.

Highlight value: Directly address how your product solves a specific problem or fulfills a need, making it indispensable to your audience.

Drive action: Motivate your audience to take the next step, be it purchasing, subscribing, or sharing, by presenting a clear and compelling call to action.

How to structure a product launch presentation?

Introduction: Begin with an impactful opening that immediately captures interest. Use a compelling question, a relatable problem, or a striking statistic to draw your audience in and set the tone for what’s to come.

Problem statement: Articulate the specific problem or need your product addresses. This is where you connect with your audience by highlighting a universal challenge they face.

Solution presentation: Unveil your product as the solution to the problem identified. Detail its features and benefits, emphasizing how it offers a practical and innovative solution.

Market analysis: Provide an overview of the current market landscape. This includes trends, consumer behavior, and market needs, establishing the context in which your product enters the market.

Competitive analysis: Dive into how your product stands out from the competition. Discuss your product’s unique selling points (USPs) and how these differences position it as a superior choice.

Customer testimonials or case studies: Share success stories or endorsements from early users or beta testers. Real-world examples add credibility and illustrate the tangible impact of your product.

Pricing and packages: Provide clear, straightforward information about pricing and any packages or deals. Make it easy for your audience to understand what they're getting.

Marketing strategy: Before you call your audience to action, outline your marketing strategy. This shows how you plan to support the product post-launch, reassuring your audience of its longevity and value.

Call to Action (CTA): Conclude with a compelling CTA. Direct your audience towards a specific action, whether it’s making a purchase, signing up for a demo, or following your brand for more updates.

Interactive product launch presentation templates

Starting from scratch on a product launch presentation can feel like a huge task, especially when so much depends on this one moment.

Interactive product launch presentation templates offer a structured starting point. They come packed with features that are optimized to engage and guide your audience through the story of your product.

Grab one and create your best deck yet.

What does a product launch presentation look like?

A product launch presentation is a dynamic and interactive deck that captivates your audience, making them feel like active participants rather than passive listeners. It does more than just share information; it creates an experience.

Here’s what a modern product launch presentation looks like:

What makes a successful product launch presentation?

Engaging storytelling: It starts with a story that resonates. This narrative weaves through the entire presentation, making the problem, solution, and benefits of your product felt on a personal level.

Visual impact: High-quality images, embedded videos, and data visualization components bring your product and its benefits to life. These elements work together to create a visual story that complements your spoken words.

Interactivity : Interactive elements like narrated design, surveys, and clickable demos involve the audience, transforming your presentation into a two-way conversation.

Strong Call to Action: The presentation ends with a clear and compelling call to action. Whether it's signing up for a trial, making a purchase, or simply learning more, the CTA is direct and easy for the audience to follow.

How to make a product launch presentation?

In a world where the majority of new products struggle to make an impact, your presentation is the golden ticket to standing out. Let's explore how to craft a product launch presentation that not only showcases your product but also makes it irresistible.

1) Know your audience

Understanding your audience is the cornerstone of a successful presentation. Dive deep into their world—what challenges do your ideal customers face? What solutions have they tried and found wanting?

Personalizing your presentation to address these specific concerns makes your audience feel seen and valued, significantly boosting the relevance and impact of your message.

2) Define your presentation goals

Clarity in your presentation's purpose is crucial. Are you aiming to ignite interest, drive pre-orders, or secure investment?

This goal will dictate your presentation's structure, content, and call to action. It acts as a guiding light, ensuring every element of your presentation is aligned with achieving this objective.

3) Start with a bang

Your first words are your first impression. Start with something that sticks—a startling statistic, a compelling story, a question that piques curiosity, or a bold statement that challenges conventional wisdom.

For example:

"In a world where every second counts, we've found a way to give you hours back."

piques curiosity and positions your product as a revolutionary solution from the outset.

4) Highlight the problem

David Ogilvy's insight, “More often new products fail because they are not new enough,” underscores the importance of highlighting a genuine problem.

Make your audience feel the pinch of the issue your product resolves, making your solution not just wanted, but needed.

Illuminate the problem your product solves in a way that your audience can feel the pain. This creates a context for your product's introduction and underscores its necessity. Remember, the more relatable the problem, the more desirable the solution.

It's about striking a balance—your product shouldn't be so ahead of its time that it's alien, nor should it be so familiar that it fails to excite.

Here's a great example of a problem slide:

5) Unveil the solution

When introducing your product, clarity and simplicity are key. Explain how it addresses the problem you've outlined, focusing on features that translate directly into benefits.

This is where your product moves from being a concept to a tangible solution in the minds of your audience.

6) Highlight the benefits

Features tell, but benefits sell. Articulate how your product enriches or simplifies life for your customer. Whether it's saving time, reducing costs, or enhancing well-being, benefits that resonate on an emotional level are incredibly compelling.

Here's a great example of solution and benefits slides:

7) Conduct solid research

Akio Morita once famously said:

“We don’t believe in market research for a new product unknown to the public. So we never do any.”

While this may have worked for Sony, today's market demands solid research. Understanding your market, competition, and consumer behavior is non-negotiable for crafting a presentation that hits home.

Here's a great market research slide:

8) Incorporate interactive elements

Enhancing your presentation with interactive elements can transform a standard pitch into an engaging, memorable experience.

For instance, embedding interactive charts allows your audience to explore data points relevant to your product's success in real-time.

Interactive timelines can illustrate your product's development journey or future roadmap in a visually dynamic way, inviting the audience to engage with your content at their own pace.

Additionally, incorporating clickable sections within your presentation can lead viewers to more detailed information, videos, or testimonials, enriching their understanding and appreciation of your product without overwhelming them with information all at once.

These interactive elements keep your audience engaged and provide a deeper, more personalized exploration of what your product has to offer.

Here's a great example of an interactive slide:

9) Demonstrate your product in action

A live demo or a well-crafted video demonstration can be incredibly persuasive. It offers proof of concept and allows your audience to see your product in action. This tangible experience can be the push your audience needs to move from interest to action.

10) Personalize your presentation

Personalization can significantly increase the impact of your presentation.

Tailoring content to reflect your audience's specific industry, interests, or challenges shows that you understand and care about their unique needs, making your product more relevant and appealing.

Here's how you can easily personalize your presentation using Storydoc:

11) Provide social proof

Incorporating social proof lends credibility to your product. It's the difference between taking your word for it and seeing evidence of your product's impact. This builds trust and can significantly influence decision-making.

For new products, traditional forms of social proof like user testimonials may not be readily available. However, you can leverage beta tester feedback, expert endorsements, or pilot study results as powerful forms of social proof.

Engaging with industry influencers to review your product or securing a seal of approval from a reputable authority within your field can also serve as compelling evidence of your product's value and effectiveness.

Even highlighting the number of pre-orders or waitlist signups can act as social proof, showcasing demand and anticipation for your product.

Example of a social proof slide:

12) Present your marketing strategy

When it comes to your product launch presentation, unveiling your marketing strategy is like showing the roadmap of how you plan to introduce your product to the world.

It's not just about the product itself but how you're going to make sure it reaches the right people, in the right way, at the right time.

This part of your presentation should clearly outline the channels you'll use, whether it's social media, email marketing, influencer partnerships, or traditional advertising.

Explain how each channel fits into your overall strategy and the role it plays in engaging your target audience. This is your chance to show that you've not only created a great product but that you also have a solid plan to ensure it's a success.

Here's a great example of a marketing strategy slide:

13) Create a compelling call to action

Your conclusion should be a clear, compelling invitation to take the next step—whether that's to learn more, sign up, or make a purchase. Make this action as simple and straightforward as possible, removing any barriers to engagement.

Here's a great example of a CTA slide:

Winning product launch presentation examples

When it comes to product launches, standing out is everything. A successful presentation goes beyond facts and figures; it captivates, convinces, and converts.

Let's dive into some product launch presentation examples that do just that, leveraging interactivity to outshine the competition.

Product launch proposal

This deck showcases how interactivity can elevate a product launch presentation from good to great, engaging the audience in a way that traditional slides simply can't match.

What makes this product launch presentation great:

Engaging and interactive: The presentation uses an interactive format, inviting the audience to actively participate in the journey of discovering the product.

Clear value proposition: It effectively communicates the unique selling points of the headphones, such as advanced noise cancellation and intuitive controls, making it clear why they set a new standard in audio excellence.

Compelling narrative: The presentation tells a story of innovation and passion, from the problem statement to the solution, and wraps up with a vision for the future, making it memorable and impactful.

Light mode product newsletter

This feature launch within the light mode product newsletter is a game-changer for businesses looking to deepen engagement and track the effectiveness of their communications.

Personalization using dynamic variables: It introduces the ability to personalize using dynamic variables. This means businesses can now tailor their messages to each recipient, making communications more relevant and engaging.

Access to analytics panel: With the panel, businesses gain real-time insights into how readers are interacting with their newsletters. It tracks opens, clicks, and engagement time on each slide, providing valuable data to optimize future decks.

Clickable links: You can incorporate clickable links throughout the presentation. These links offer the audience the opportunity to explore additional information, access detailed resources, or even sign up for product demos.

SaaS product demonstration presentation

This product demonstration presentation effectively communicates the value of the company’s solution, making a strong case for why businesses should consider their platform to revolutionize their operations.

Clean design: The presentation leverages a clean design with ample white space, making it easy for viewers to focus on key information without feeling overwhelmed.

The option to embed videos: The option to embed a product demo video directly into the deck allows potential customers to see the product in action within the context of the presentation.

Clear pricing package overview: The presentation includes a clear overview of pricing packages, making it easy for potential customers to understand their options and make informed decisions.

Physical product demo presentation

This product launch presentation aims to bridge the gap between traditional business processes and modern efficiency, highlighting a physical product's role in streamlining workflows and enhancing productivity.

Option to extract branding from a website: One of the standout features is the ability to extract branding elements directly from a website, ensuring that the presentation is consistent with the company's branding.

Access to analytics panel: The presentation includes access to an analytics panel that provides insights into how viewers are interacting with the deck.

Option to edit details post-send: This presentation allows for the editing of details even after it has been sent. This ensures that the information remains up-to-date, reflecting any changes in the product, pricing, or other critical details.

Software demo presentation

Through a detailed walkthrough of the software's capabilities, this presentation aims to illustrate the seamless integration of tasks, the automation of workflows, and the facilitation of real-time collaboration, all designed to optimize performance and eliminate inefficiency.

Option to embed links to case studies: This feature allows viewers to explore in-depth examples of how your software has been successfully implemented in various businesses, providing tangible evidence of its effectiveness and versatility.

CRM integrations: The presentation leverages CRM integrations, enabling it to pull live data directly into the deck.

Responsive design: The presentation is designed with responsiveness in mind, ensuring that it looks and functions flawlessly across a variety of devices and screen sizes.

ERP software demo presentation

This product launch presentation is designed to showcase how the offered solution can revolutionize business operations by integrating various processes into a single, efficient system.

It aims to demonstrate the software's ability to streamline workflows, enhance collaboration, and significantly improve operational efficiency across the board.

Quirky design: The presentation employs a quirky and engaging design that mirrors the dynamic and multifaceted nature of the ERP industry.

Use of grayed-out content to direct attention: Strategic use of grayed-out content effectively directs viewers' attention to the most critical information, ensuring that key features and benefits of the ERP software are highlighted.

Logo placeholders: The presentation includes customizable logo placeholders, empowered by a logo finder feature, allowing for seamless integration of your or partner branding directly into the presentation.

Modern product launch

This product launch presentation introduces a groundbreaking solution designed to revolutionize how companies operate. It promises to streamline operations and boost efficiency through innovative features tailored for the digital era.

Interactive approach: Using an interactive platform, the presentation engages the audience directly, making the exploration of the product an immersive experience.

Clear solution to a common problem: It effectively communicates how the product addresses the pressing needs of businesses looking to enhance collaboration and automate processes in a rapidly evolving corporate landscape.

Visionary and inspirational message: The presentation focuses on the product's features but also shares a compelling vision for the future, emphasizing the transformative impact on businesses and the industry as a whole.

Light mode product launch

This approach to the product launch educates the audience about the product's capabilities and gets them excited about the potential for transformation in their own operations.

User-centric design: The presentation emphasizes the product's user-friendly interface, showcasing how it simplifies complex processes for everyday users, making technology accessible to all levels of technical expertise.

Direct address of business needs: The presentation zeroes in on the specific challenges faced by companies today, demonstrating how the product directly solves these issues with innovative technology.

Scalability and integration: It highlights the product's ability to scale with business growth and seamlessly integrate with existing systems, ensuring a smooth transition and long-term utility.

Dark mode product launch

This striking dark mode-themed presentation unveils a product designed to captivate and cater to modern businesses. This launch introduces a groundbreaking product with a keen eye on user experience and market demands.

Comprehensive market analysis: It dives deep into market trends, consumer behaviors, and competitive landscapes. It provides a detailed view of where the product fits within the current market and how it's poised to meet emerging needs.

Segmented marketing strategies: The content is organized into tabs, each detailing strategies tailored to different segments of their target audience. This ensures that potential customers receive personalized and relevant information.

Multiple smart CTAs: The presentation features various smart Call-to-Action (CTA) buttons, guiding viewers through a journey from initial interest to taking actionable steps.

Versatile product launch presentation

In a market flooded with standard pitches, this deck sets a new standard. By leveraging the latest in presentation technology, it crafts a narrative that's not only about a product but about inviting the audience into a new ecosystem of efficiency and innovation.

Use of grayed-out content: It uses grayed-out content to subtly direct viewers' attention to key areas. This visual technique ensures that the focus is on the most important information, enhancing the audience's retention.

Embeddable videos: It comes with the option to embed videos that can be played directly within the deck. This allows you to showcase your product in action, providing an immersive experience that text and static images cannot achieve.

Data visualization components: The deck incorporates advanced data visualization components, enabling the presentation of complex data in an intuitive and easily digestible format.

Modern product demo presentation

By incorporating interactive features, this modern product demo presentation effectively captures the audience's attention and guides them through a compelling narrative, from identifying with the problem to seeing the offered product as the ideal solution.

Clear value proposition: The presentation effectively communicates the company’s value proposition, outlining how their SaaS product can transform business operations.

Problem-solution framework: The presentation is structured around a clear problem-solution framework, making it easy for the audience to understand the context and need for the offered product.

Option to embed multiple smart CTAs: The presentation enhances interactivity by incorporating the option to embed multiple smart CTAs (Calls to Action). This makes readers more likely to take the desired next step after viewing the deck.

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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Product launch presentation: A comprehensive guide

Learn how to define your goals, target audience, marketing strategy, and timeline.

Raja Bothra

Building presentations

Welcome to the exciting world of product launches!

In today's digital age, a successful product launch presentation is your ticket to making a memorable entrance into the market. Whether you're unveiling a groundbreaking tech gadget or a mouthwatering food product, the way you present it can make or break your success.

So, let's dive into this comprehensive guide to ensure your product launch presentation is nothing short of stellar.

What is a product launch?

Before we jump into the nitty-gritty of creating an impactful product launch presentation, let's clarify what a product launch actually entails. A product launch is the grand unveiling of a new offering, whether it's a new product hitting the market or an updated version of an existing one. It's a carefully orchestrated event designed to generate buzz, capture the attention of your target audience , and ultimately drive sales.

Purpose of a product launch presentation

Now that we understand what a product launch is, let's delve into the importance of a product launch presentation. This is the moment where you get to showcase your innovation, highlight your unique selling points (USP) , and give your ideal customers a reason to get excited. A well-crafted presentation serves several crucial purposes:

• Building anticipation : Your presentation sets the stage for the big reveal, creating hype around your product.
• Educating stakeholders : It informs key stakeholders about the product's features, benefits, and how it addresses pain points.
• Creating engagement : A visually appealing presentation captures attention and keeps your audience engaged.
• Establishing authority : It positions your brand as an expert in the field, instilling trust in your product.
• Driving sales : Ultimately, a successful presentation should drive demand and result in sales.

Product launch presentation examples

Before we get into the nuts and bolts of crafting your presentation, it's always helpful to draw inspiration from real-world examples. Let's take a look at a few memorable product launch presentations that made waves:

• Apple's iPhone launch : Apple's iconic product launches are a masterclass in creating anticipation. Their sleek, minimalist presentation style is instantly recognizable.
• Tesla's cybertruck unveiling : Elon Musk's electrifying presentation of the cybertruck showcased not just the product but also the vision behind it.
• Coca-Cola's new flavors : When Coca-Cola launched new flavors, they used nostalgia and emotion to connect with their audience in a relatable way.

These examples demonstrate that there's no one-size-fits-all approach to product launch presentations. Each was tailored to the brand and product, but they all shared common elements that made them effective.

How to structure an effective product launch presentation

Now that we've explored the why and what, let's get into the how. Structuring your presentation is crucial to ensure it flows smoothly and effectively conveys your message. Here's a suggested structure:

1. Introduction

• Hook your audience : Start with a compelling story or statistic that grabs your audience's attention.
• Introduce your brand : Briefly introduce your company and its mission.

2. The problem

• Identify the pain points : Address the issues your product aims to solve.
• Market research : Share insights from your market research to validate the problem's existence.

3. The solution

• Introduce your product : Present your product as the ultimate solution.
• Key features : Highlight the standout features that set your product apart.

4. The journey

• Showcase development : Provide a sneak peek into the development process.
• Behind-the-scenes : Share the challenges your team overcame.

5. The benefits

• Highlight benefits : Explain how your product will make your audience's life better.
• Use cases : Give examples of how it can be used in real-life scenarios.

6. Target audience

• Persona creation : Describe your ideal customer in detail.
• Why it matters to them : Explain why your product resonates with this audience.

7. Marketing strategy

• Coordinated efforts : Discuss your marketing strategy, including email marketing and distribution channels.
• KPIs : Set clear key performance indicators to measure success.

8. The hype

• Build anticipation : Share how you plan to create excitement leading up to the launch.
• Remember to keep it authentic : Avoid overhyping; honesty is key.

9. The launch date

• Reveal the date : Announce the official launch date, creating a sense of urgency.
• Countdown begins : Start a countdown on your website and social media.

10. Conclusion

• Recap key points : Summarize the main takeaways from your presentation.
• Call to action : Encourage your audience to take action, whether it's signing up for updates or pre-ordering.

Do’s and don'ts on a product launch presentation

As we move forward, let's keep in mind some essential do's and don'ts to ensure your presentation hits all the right notes.

• Do your research : Understand your market, competition, and target audience.
• Do tell a story : Craft a compelling narrative that resonates with your audience.
• Do focus on benefits : Highlight how your product solves problems and improves lives.
• Do use visuals : Incorporate high-quality images, infographics, and videos.
• Do rehearse : Practice your presentation to ensure a smooth delivery.
• Do interact : Engage with your audience during and after the presentation.
• Do collect feedback : Gather feedback to improve future presentations.

Don'ts

• Don't overwhelm : Avoid information overload; keep it concise.
• Don't neglect design : Aesthetics matter; invest in professional design.
• Don't overpromise : Be honest about your product's capabilities.
• Don't rush : Speak clearly and at a moderate pace.
• Don't forget the call to action : Always guide your audience on what to do next.
• Don't ignore analytics : Monitor the performance of your presentation.
• Don't lose patience : Success may not come overnight; stay persistent.

Summarizing key takeaways

• Product launch presentation : It educates, engages, and excites your audience about a new product.
• Learn from the best : Take inspiration from successful launches like Apple and Tesla.
• Structured approach : Organize your presentation with a clear intro, problem-solution, benefits, and a strong call to action.
• Do's and don'ts : Do research, tell a compelling story, and rehearse. Highlight benefits, use visuals, and be authentic. Don't overwhelm, overpromise, or skip professional design. Always have a clear call to action.

1. How can I create a winning product launch presentation?

To create a winning product launch presentation, you'll need a template that's specifically designed for this purpose. Use this template as a starting point, ensuring it's customizable to suit your product and brand. Pay attention to the presentation slides you need and make sure the template includes placeholders for all of them. Don't forget to strategize your presentation by outlining your product launch strategy and launch plan. Highlight the key message you want to convey to your target market, and consider using icons to place relevant icons alongside your content for visual appeal. Lastly, be sure to cover every minute detail of your launch process, from pre-launch activities to the post-launch phase, to ensure the success of your launch.

2. What are the essential elements of a product launch presentation?

A product launch presentation should encompass various features to be effective. Start by introducing your new product to the market and give an overview of its unique selling points and benefits. Use the product overview to explain how your product development process has led to this point. Your presentation ppt should also include a product launch timeline, roadmap, illustrating the stages involved in the launch. Don't forget to discuss your product launch plan, including your product launch marketing plan and how you'll use coordinated marketing and relationship marketing to engage with your target market and new customers. Lastly, ensure your presentation is editable, allowing you to make changes as needed.

Here is a comprehensive guide on product development plan presentation .

3. How can I make my product launch presentation stand out?

To make your product launch presentation stand out, consider using a powerpoint template or Google Slides template that offers a visually appealing design. Incorporate presentation ideas that capture the essence of your product and engage your audience. Make your slides visually appealing by adding relevant icons to emphasize key points. Ensure your pitch deck is clear and concise, focusing on the key message you want to convey. Additionally, address any potential concerns your audience may have and demonstrate how your product addresses them. This will help you create an excellent product launch that captures attention.

4. What role does a product manager play in the product launch presentation?

A product manager plays a crucial role in the launch process and the success of your launch. They are responsible for planning to launch the product, which involves developing the launch plan and product launch strategy. The product manager works closely with the marketing team to create a product launch marketing plan and ensures that all marketing efforts are aligned with the product's goals. They also oversee the product's life cycle, from concept to post-launch evaluation. In the presentation, the product manager should highlight their involvement in the launch and their dedication to delivering the best product launch possible.

5. How can I create an effective product launch presentation on a tight schedule?

When you need to launch a new product quickly, having an editable and customizable presentation template at your disposal can be a lifesaver. Start by using the new product launch powerpoint templates or Google Slides templates that are readily available. These templates are designed to help you create an effective presentation without starting from scratch. Focus on the most critical elements of your launch plan and product launch strategy to streamline the process. Ensure that your presentation covers all the slides you need to convey your message succinctly. Additionally, make use of your email lists and various features of your template to reach your target market effectively, even when time is limited. Remember, having a well-structured presentation can help you win the product launch even on a tight schedule.

Create your product launch presentation with Prezent

Prezent revolutionizes the creation of product launch presentations by incorporating audience preferences, powerful storytelling, and brand-approved designs into its platform. With over 35,000 slides and numerous storylines, it provides a wealth of resources for crafting engaging content. Prezent streamlines collaboration with real-time sharing, ensuring that your team can work seamlessly together.

Furthermore, it guarantees 100% compliance, a crucial aspect for regulated industries, and efficient document management. You can also personalize presentations for various stakeholders and take advantage of their overnight presentation service for tight deadlines. Ultimately, Prezent empowers your team to deliver persuasive, on-brand presentations efficiently and cost-effectively.

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How to Create a Winning Product Launch Presentation

During Steve Job's flawless demonstration at MacWorld 2007, he made a fantastic presentation for the iPhone which will "change the world." 

The demo had a massive effect on the smartphone world. 

In actuality, it introduced people to the universe of multi-touch, in-built cameras, call merging, cross-device media syncing, and, most notably, something magnificent that fits perfectly in your hands.

Each year, a breakthrough technology emerges that influences the vision for the future. Innovation will continue to provide us with more portable and reliable solutions that we can acclimate into our everyday needs. 

And, by bringing such products to the global market through a presentation, business owners and tech titans have transformed the industry demographic and also customer psychology.

What genuinely distinguishes such product launch introductions is that these coerce us to think. They convince us about the existence of a certain kind of authority. 

They force us to think further than our human limitations. Whether we stream them for entertainment or to be amazed, we gain knowledge about something new and can apply what we've learned in our everyday lives.

Well, after building on these inspirational presentations, in this article, we will list down our eight best tips on how to design a winning product launch PPT.

8 genius tips on how to design a killer product launch presentation

Here is our run-down of the best strategies to come up with a result-oriented and powerful product launch presentation.

• Start with a product demand analysis

A product demand analysis attempts to provide a precise estimation of your item's future revenue. 

It's a method of determining how competitive pressure, seasonal changes, and other significant events influence the selling of a specific product.

Product demand data from this demand analysis example , for instance, can be analyzed at any time – even for goods which aren't yet on the market. 

Requirements can be estimated based on social changes, technical advances, and ecological factors, in addition to previous sales.

Sure, there are several factors involved, and no one can tell the future down to your last food product sold. However, forecasting product demand is critical to developing a future-proof product. 

Once you are sure of your offering and that you will introduce it to the market, you can start with your product launch efforts.

• Highlight your product’s key message

Your presentation design is important and special emphasis should be given on the introductory slides. But what to include here?

Well, now that you have decided on your product, you should pinpoint its primary value offering. After all, every product serves a function and addresses a business problem. 

It's critical for each item to provide ways in which individuals will be using or purchasing it, whether it be to render a certain method simpler or to help focus on saving time on anything.

Even so, it is absolutely vital to be effective in communicating that intent - its message - to your customers so as to notify them regarding the product's presence and encourage people to buy it.

This can be accomplished via coordinated marketing initiatives and a premium, effective product launch presentation .

You can include the following items in it:

• What exactly is your objective?
• How are you going to do it?
• Why are you going to do it?

Preferably, you ought to be able to easily respond to these questions and clarify the answers to others.

Overall, devoting either one or two of your initial slides in your demonstration to convey your product's central message is critical, which is the reason why a product launch presentation serves as such an essential element of the success of your launch.

• Share your product’s primary features and benefits

Once your audience is informed about your core message, it becomes equally crucial to talk about the aspects and benefits of your product.

Include questions such as:

• How will the product function?
• What sets it apart from the competition?

Answers to these questions would therefore guarantee that your launch is as effective as possible as well as generates a hype around it.

If an item is completely distinct from its direct rivals, it is referred to as having a USP aka unique selling point.

You shouldn't have to go into great detail about your product's advantages and functions - a presentation ought to be clear and concise - but enumerating the most important ones is critical.

To summarize, providing a product outline and explaining what it's really about is indeed an essential component of any flawless product launch presentation and must not be overlooked.

• Communicate with your clients

Hardly anything beats a close relationship between a firm and its customers.

A strong product launch presentation may not be the only method of achieving this, however it is a fine place to begin.

You develop a connection with prospective consumers by communicating with them and demonstrating why your commodity is essential or how it will make their job easier.

This is also referred to as the relationship marketing strategy; a form of marketing which concentrates specifically on fostering customers ’ loyalty.

This strategy should preferably be incorporated in your product launch business plan, as it will play a critical role in your company's market success, given that satisfied consumers generate 51% more profits than disconnected clients.

Overall, a great product launch presentation must illustrate your customers' requirements and describe how your item will address them, allowing you to establish an instant connection with the audience.

• Help combat potential issues

It's normal for prospective customers to raise issues or doubts when you introduce a fresh item into the marketplace that they aren't familiar with until now.

While promotional strategies like social media marketing can notify them about the perks and abilities of the commodity, a display can pretty much describe how it functions and whether they should buy it.

Furthermore, the launch blueprint, pricing, and overall product launch strategy could all be clarified in a presentation, creating clarity prior to the launch.

This will eliminate apprehensions and uncertainty during the takeoff and post-launch stages, as everyone will be knowledgeable about everything. So, you will be able to stay focused on implementing your plan.

• Define your target audience in your slides

Once you've explained what your product's key message is, what are its benefits and features, and how it will address potential concerns, it's time to tell people who it's intended for.

• To put it another way, who is your intended audience?
• Who will benefit the most from the product?

Such inquiries are critical for both your teammates and prospective customers.

This phase can actually be separated into two sections: your target demographic in figures and your perfect customer personalities.

During the first scenario, how large do you predict the market size to be? This will ascertain if there is sufficient support for whatever you have to offer.

As in your second instance, you can go into great detail about your intended audience and who the target customers are.

For instance, to which genders would your item appeal? What about age groups, geographic regions, and behaviors?

All of those above points should be considered. Devote a pair of Google or PowerPoint slides or design a pitch deck template to showcase the same.

• Describe your launch schedule

Your product launch timeframe is an important component of the launch procedure, and we highly recommend embedding this in the presentation as well.

This will assist all interested parties in understanding when the release will occur, and what measures will be implemented before, during, and afterwards.

To put it in perspective, when you decide on a launch window, you can generate a roadmap outlining the activities that will be completed to guarantee a seamless and successful launch.

Establishing a strategy, creating email lists, producing referral programmes, defining objectives, revealing the launch date, and assessing performance are all important steps to take.

• Promote your launch via social media, email, or press

How you plan to advertise your new product is indeed an essential part of its launch.

It can be important in deciding the success element of your release, as the more customers who know about that now, the better.

What we suggest is providing an overall view of your complete product launch business plan as well as the methods you'll use to bring in new customers.

Consider the following factors:

• Content from social media platforms such as Facebook, Linkedin, and Instagram, among others.
• Email marketing campaigns for blog content – (Here’s how to find the best email templates to launch your new product )
• Publications in the press
• Paid adverts, as well as other activities, can be used to advertise your product release.

As a final word, remember to keep your presentation interesting. Use different styles to present your creative ideas to your board of directors, prospective customers, and coworkers. 

The days of displaying various features solely with circles and line segments are long gone. Make use of imaginative contours and organize them in an order you desire. Place relevant icons alongside the text to make your slides more interesting.

Overall, there are numerous presentation ideas available, but the eight steps we just discussed are critical to any successful product launch presentation.

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Product Launch Presentation

Table of contents, what is a product launch presentation, what’s the purpose of a product launch presentation, how to create the best product launch presentation in 4 simple steps, download our free product launch presentation template (in google slides format), product launch presentation: steps to create & free template.

Launching a new product is a multi-dimensional process that consists of many aspects.

One of those is the product presentation , which you’ll have to create and present both in-house as well as to the public.

If you’re unsure how to get started with one, no need to worry!

In the following guide, we’re going to talk about:

• What a product launch presentation is
• What the purpose of a presentation is when it comes to launching a product
• What the most important steps are when creating a product launch presentation

Plus, we’ll share with you our free product launch presentation template towards the end, so stay tuned.

Without further ado, let’s get started.

A product launch presentation is the summary of all key elements that your new product launch consists of that gets presented to various stakeholders and the public. 

Think of it as an overview of your entire launch plan that'll help people understand what it’s all about in a few simple slides.

To be precise, a product launch presentation should include the following:

• Your new product
• The roadmap - pre-launch /launch/post-launch
• The marketing strategy
• Important objectives

And anything else you consider to be a vital part of your launch process.

You can obviously dive deeper into each part and also feature metrics, charts, pain points, and infographics.

It’s important to remember, however, that this is like a pitch deck so it has to be concise and to the point, since it has a certain purpose.

Let’s see exactly what that is.

In this part of our guide, we’re going to discuss the purpose of a product launch presentation by having a closer look at the reasons why it’s such an important part of any product launch strategy .

This presentation can offer a great variety of benefits and we’ll try to cover the most prominent ones to help you understand why you need one and the reasons why we strongly suggest creating one for your upcoming launch.

Let’s have a look at those reasons.

Reason #1: It delivers your product’s key message

all products have a purpose and solve a problem.

Whether it’s to make a certain process easier for users or help save time on something, it’s vital for every product to have a reason why people will use or buy it.

However, it’s equally important to be able to communicate that purpose - its message - to your target audience effectively, in order to inform them about the product’s existence and incentivize them to purchase it.

This can be done both through coordinated marketing efforts and with the help of a high-quality product launch presentation .

Things you can include in it are:

• What 's your mission?
• How will you achieve it?
• Why will you do it?

Ideally, you should be able to answer those questions with ease and make them clear to people.

Just to give you an example, the following slide is a reproduction of Airbnb’s original product presentation.

Image Source: Slideshare

As you can see, its message is clearly outlined and easy for someone to understand.

Overall, dedicating one or two slides in your presentation to deliver your product’s key message is essential and one of the reasons why a product launch presentation is so important for a successful launch.

Let’s head over to the next reason.

Reason #2: It discusses your product’s advantages and characteristics

Now that your audience is aware of your key message, it’s equally important to communicate your product’s elements and advantages .

Include questions like:

• How does the product work?
• How is it different from your competition?

Answering these should make your launch as successful as possible and create a buzz around it.

Author’s Note: If a product is one of a kind and different from its closest competitors, its main advantage is also known as its USP, or unique selling point.

You don’t have to dive deep into your product’s characteristics and benefits - a presentation should be concise and to the point - but listing the most prominent ones is of vital importance.

For instance, here’s a slide from Uber’s first presentation.

As you can see, the benefits a user gets compared to the competition - cabs and other car services - are simple and clear for users to understand.

To sum up, giving a product overview and covering what it’s all about is an integral part of any perfect product launch presentation and shouldn’t be avoided.

Let’s continue.

Reason #3: It allows you to connect with your customers

Nothing beats a strong connection between a business and its customers.

A successful product launch presentation is certainly not the only way to achieve this, but it sure is a great place to start.

By interacting with potential customers and showcasing why your product is important and how it’ll make their lives easier, you establish a relationship right from the very beginning.

This is also known as relationship marketing ; a type of marketing that focuses specifically on building customer loyalty .

This tactic should ideally be integrated into your product launch marketing plan , since it’ll play a key part in your product’s success in the market, considering that engaged customers bring in 51% higher revenue than disengaged ones.

All in all, a good product launch presentation should highlight your customer’s needs and explain how your product will resolve them , thus creating an immediate connection with your audience.

Moving on to the next reason.

Reason #4: It combats potential concerns

When introducing a new product to the market that your potential customers aren’t yet familiar with, it’s only natural for them to have questions and concerns.

While marketing efforts such as social media campaigns can inform them about the product’s benefits and capabilities, with a presentation you can explain exactly how it works and why they should purchase it.

What’s more, things like the launch roadmap, pricing, and the general product launch plan can all be explained in a presentation, thus making everything clear even before the launch takes place.

This will avoid potential concerns and confusion during the launch and post-launch phases, since people will be aware of everything and you can focus on executing your plan.

Makes sense, right?

Look at the following slide from Mint’s pre-launch presentation, when the personal financial management company was still a startup idea.

What is shown above is the value a user will get from using the product, compared to other alternatives; this immediately answers any potential concerns about the benefits of Mint.

This makes it clear that one of the purposes of a product launch presentation is answering questions and addressing concerns.

Now, if you’re wondering how you’ll make an awesome presentation yourself for an upcoming launch, we’ve got you covered.

In this part of our guide, we’re going to show you the steps for creating a high-quality product launch presentation.

No matter whether you prefer Google Slides or PowerPoint presentations, the following steps will help you through the process.

Let’s get started.

Step #1: Describe your product

Since we’re talking about a presentation for your upcoming product launch, it only makes sense that we begin with an overview of your product .

After all - as we said earlier - this is about something that's new to the market, so you need to describe things like:

• How it works
• Why it exists

So that your audience can understand what it’s all about and whether it’s a good fit for them.

Going back to the first example we used from Airbnb’s pre-launch presentation, we can see that one of the slides is dedicated to briefly explaining how the product works in three steps.

Try not to get into minute detail that'll make your slides tiring; instead, cover the most important elements that are worth pointing out.

You can think of it as your product's introduction to the market.

Author’s Tip: Try to keep consistency between all slides by using the same colors, fonts, and slide designs.

Let’s move on to the next step.

Step #2: Specify your target market

Now that you’ve covered what your product is all about, it’s time to explain who it’s for.

In other words, what is your target audience?

Who will get the most use out of the product?

Such questions are important both for your team members and your potential customers.

You can actually break this step into two main parts; one is your target market in numbers and the other is your ideal customer using personas .

In the first case, how big is your estimated market? 

This will determine whether there’s enough demand for what you offer.

We’ll once again use Airbnb’s presentation as an example.

You can see the market size has been presented in the number of trips booked, the serviceable available market, and the estimated market share.

Something similar can be done in your own presentation, but for your own market.

In the second case, you can describe your target audience in detail and who your ideal customers are.

For example, which genders will your product appeal to? How about the age range, geographical locations, and behaviors?

These are all things you should think about and dedicate a couple of Google or PPT slides to.

Let’s move forward.

Step #3: Explain your launch timeline

The product launch timeline is an integral part of your launch process and we strongly advise including it in your presentation, too.

This will help all stakeholders understand when the launch will take place, as well as what actions will be taken prior, during, and after it.

Just to give you an idea, when you set a launch date you can create a roadmap with the tasks that’ll be done in order to ensure a smooth and effective launch.

Setting up a strategy, building email lists, creating referral programs , setting objectives, announcing the launch, and measuring results are some of the essential actions that need to be taken care of.

To sum up, a timeline also helps you to organize everything in time and your audience will know when to expect your new product to be released.

Author’s Tip: As a product manager or anyone else involved in the launch, it’s natural to know everything about the process, but it’s vital that you make things clear to everyone else, too.

Let’s continue to the fourth step we have for you.

Step #4: How you’ll promote the launch

An important part of any product launch is how you’re going to promote it .

This can play a key role in determining the success of your launch, since the more people learn about it, the better.

What we recommend doing is giving an overview of your entire product launch marketing plan and the ways by which you’ll acquire new customers.

Take into account things like:

• Social media content, e.g. Facebook, Linkedin, Instagram, etc.
• Blog content
• Email campaigns
• Press releases
• Paid advertising

Along with other actions you can take to promote your product launch.

All in all, there are many presentation ideas you can come up with, but adding the four steps we just covered are vital to any good product launch presentation.

It’s now time to save you some time by showing you how to download our presentation and adjust it to your needs for your upcoming launch. 

As promised, in this last section of our guide we’re going to share with you our free product launch presentation template .

Although it’s in Google Slides format, you can always turn it into a Microsoft PowerPoint template or whatever suits you best.

Our template begins with a cover slide where you have to add your product’s name and a title.

It’s purpose is solely to inform your audience what the presentation is all about, so remember to keep it brief and simple.

Author’s Note: What we’re sharing is a template. You can always add images and backgrounds of your choice to make the slides more visually appealing.

Let’s continue to the next slide.

After that, you can use the table of contents to explain what’s about to follow.

This will keep your audience informed and engaged.

Moving on to the next part, we strongly suggest giving some context as to who you and your team are , plus what each of you do.

You can even add photos of every team member to make the presentation more personalized.

It’s now time to give an overview of your product , meaning that you briefly have to explain what it is and how it works.

You can always go back to the first step of our guide for more information on this part.

You should also talk about your product’s purpose along with a photo of it so people know exactly what it looks like.

Alternatively, you can add a graphic showing its characteristics.

It’s now time to describe your target market , by specifying who your target audience is.

Also include the overall state of your market :

This means you need to cover things like:

• The estimated market value
• How many competitors there are
• The estimated market size

You can add graphs and pie charts that'll make things clearer and easy to understand.

Moving on to the next part, it’s time for your product launch timeline .

You can start by announcing the official product launch date and what actions will be taken up to then, as well as during and after the launch in the next two slides.

Now, it’s important to outline the marketing strategy that'll promote your product launch.

This means briefly listing your marketing efforts that’ll make the launch reaches as many people as possible.

Before you end the presentation, it’s a good idea to also cover your objectives .

What are you planning to achieve in terms of total signups, purchases, or whatever else your target KPI is? 

If you’re planning on setting different objectives based on certain dates, you can add a chart to make things more visually appealing, as always.

You can then wrap things up with a few words and your new product presentation is done!

Keep in mind that what we’re sharing is solely a template, so it’s up to you to customize and personalize it based on your own needs and preferences.

Let’s wrap up and close with some final words.

Before You Go

There you have it.

That was our full guide on the importance of product launch presentations , as well as how to create your own.

We hope that you gained some new knowledge and that we helped you out with an important step of any product launch, by offering our free product launch presentation template.

Lastly, if you feel like you need some extra help in keeping track of everything that needs to be done, don’t hesitate to use our product launch checklist.

Thanks for reading!

Written by:

Nikitas Filosofof

Nik has launched products in many industries for himself and clients. He's responsible for growth at Viral Loops, and he has worked in marketing since he was 17. Passionate about applying psychology to marketing. Favorite number: 42. Let's connect on LinkedIn

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Create a referral waiting list before you launch to get early adopters and market validation.

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People sign up and refer friends to win a free ticket. If they don't win, they get early access to the pre-sale.

People join the waiting list, refer their friends to climb the queue and get early access to the tickets or the event.

A referral giveaway with a social element—people see a leaderboard of who's winning the giveaway.

Create an in-email referral program to reward your newsletter readers for inviting more subscribers.

Your existing audience refers their friends to increase their chances of winning a prize.

Find early community members with a referral waitlist where people refer friends to climb the queue and get exclusive access.

People get early access to your product when they reach the top of the waiting list by referring friends.

Your users referer their friends, and both sides get rewarded when the friend makes a purchase.

Set milestones with a tiered referral system, offering better prizes as they reach each milestone.

Create an ongoing referral program using our Shopify App to reward your customers for referring friends.

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Create a referral waiting list for your upcoming store to collect email addresses.

How to Build a Winning Product Launch Presentation

February 7, 2023 / Blog

Creating a compelling product launch presentation can contribute to the success of a new product. A well-crafted presentation can generate excitement and interest, leading to strong sales and positive word-of-mouth.

A product launch presentation’s goal is to educate and excite your target audience about the product, demonstrating its value and differentiators. Therefore, your presentation should communicate the product’s benefits, answer potential questions and objections, and persuade the audience to become customers.

Need a Presentation Designed? Click Here To View Our Amazing Portfolio

Essential preparation steps.

Before delivering a product launch presentation, it is necessary to plan and prepare.

Ensure the effectiveness of your product launch presentation through the following steps:

Know your audience

Knowing your audience will help you better understand their perspectives and expectations, allowing you to present your product in a way that resonates with them.

You need to understand the audience you will be presenting to. Consider critical factors such as their background, interests, and pain points.

Take the time to understand your audience to be able to tailor your presentation to meet their needs and address their concerns.

Research your competition

Understanding your competition is essential to positioning your product in the market and increasing your chances of a successful product launch.

Study what your competitors offer and their strengths and weaknesses. Then, find opportunities to differentiate and highlight your product from competitors .

Additionally, researching your competitors can help you identify any potential gaps in the market and find ways to fill them.

Define your Unique Selling Proposition (USP)

Your USP makes your product unique and sets it apart from the competition. It should be the central focus of your presentation.

Your USP should be clear, concise, and easy to understand, and it should accurately reflect what your product offers. Base it on product features, benefits, quality, value, or customer experience.

Highlight your USP to differentiate your product and show the audience why it is worth considering over similar products in the market.

Outline your key message and points

Determine the most important message you want to convey.

Your key message should be clear, concise, easy to understand, and accurately reflect your product’s value. In addition, to support your key message, create an outline that highlights your key points. 

The outline should be well-structured, logical, easy to follow, and cover all the essential information about your product. Moreover, as you outline your key points, consider using visual content to help communicate your message for a more engaging, memorable, and understandable presentation.

Rehearse your presentation

Practice makes perfect, and by rehearsing several times, you can refine your delivery, become more confident, and become more comfortable with the material.

When rehearsing, pay attention to timing, pacing, tone, body language, and audience engagement. Also, consider using a timer to ensure that your presentation fits within the allotted time and that you have enough time to cover all your key points.

By rehearsing your presentation , you can increase your confidence and reduce the risk of encountering unexpected problems during the actual product launch.

Creating a strong visual presentation

A strong visual presentation can enhance your product launch presentation and help you better engage your audience.

Here are some tips to help you create an effective visual presentation :

Use high-quality visual content

Incorporating high-quality visual content, such as images, graphics, and videos, into your product launch presentation is essential for making a lasting impression on your audience.

Make sure your visual content is relevant to your product and message. Moreover, they should also be of high quality, clear, visually appealing, and appropriately sized for your presentation.

Using high-quality visual content can help reinforce your brand identity and create a consistent look and feel throughout your presentation.

Keep your presentation simple

Keeping your product launch presentation simple is crucial for maintaining your audience’s attention and making your message clear. 

Overloading your slides with too many graphics or images can be distracting and confusing, detracting from your key message. Instead, focus on keeping your slides simple, clean, and uncluttered. Use minimal text and maximize the use of visual aids to help reinforce your key points. 

Additionally, consider using a consistent design theme throughout your presentation, which will help create a cohesive look and feel.

Make sure your slides are readable

If your audience struggles to read the text on your slides, they may lose interest or become confused.

Ensure that the text on your slides is clear, concise, and large enough to be easily readable. Consider using bullet points or short phrases instead of long paragraphs, which can be difficult to read and comprehend.

Additionally, make sure that the background and font colors are easy on the eyes and provide enough contrast for the text to be easily seen.

Hiring a presentation design agency

Creating a winning product launch presentation can be a complex and time-consuming task. Many businesses opt to hire a presentation design agency to help them achieve their goals.

Here are some of the benefits of hiring a presentation design agency:

Hiring a presentation design agency gives you access to a team of experts who specialize in creating visually appealing and impactful presentations.

With years of experience in the field, these professionals have a deep understanding of what works and what doesn’t. They can help you create a product launch presentation that effectively communicates your message and makes a lasting impression on your audience.

Professional quality

Design agencies have the latest design tools and techniques at their disposal. They can create visually appealing presentations that showcase the professional image of your brand.

Their expertise in creating impactful presentations that effectively communicate a message ensures that your product launch presentation leaves a lasting impression on your target audience.

Time-saving

By working with a presentation design agency, you can save time and focus on other important aspects of your product launch.

The agency will handle the creation of the presentation, freeing up your time and resources so you can focus on other areas of the launch. This can be especially beneficial if you have limited in-house design capabilities or are working on a tight timeline.

Customization

The agency’s team of experts will work with you to understand your brand, product, and target audience, and then create a presentation that is tailored specifically to your needs.

​​They will take into account your design preferences, marketing goals, and other key factors to create a presentation that is not only visually appealing but also effective in communicating your message and differentiating your product from the competition.

A winning product launch presentation requires careful planning and execution. By following the tips outlined in this guide, you increase your chances of making a lasting impression on your target audience and ensuring the success of your product.

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Product Presentation Examples | 2024 Ultimate Guide

Ellie Tran • 07 Apr 2024 • 15 min read

Are you looking for product launch presentation example? The headlines below are just a tiny part of what you can find in the media just a couple of days after these brands delivered their product presentation . They all made it a success.

• ‘ Tesla’s next-gen Roadster stole the show from the electric truck ’, Electrek .
• ‘ Moz unveils Moz Group, new product ideas at MozCon ’, PR Newswire .
• ‘ 5 mind-boggling tech sneaks from Adobe Max 2020 ’, Creative Bloq .

So, what did they do both on stage and behind the scenes? How did they do it? And how can you nail your own product presentation just like them?

If you’re looking for answers to these questions, you’re in the right place. Take a look at the full guide for how to make a successful product presentation.

Ready to dive in? Let’s get started!

Table of Contents

What is a product presentation.

• Why Is It Important?
• 9 Things in the Outline
• 6 Steps to Host

In A Few Words…

Frequently asked questions, tips from ahaslides.

• Marketing presentation
• Business presentation

Start in seconds.

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A product presentation is a presentation you use to introduce your company’s new or renovated product, or a newly developed feature, for people to get to know more about it. 

In this type of presentation , you’ll take your audience through what it is, how it works, and how it helps solve their problems.

For example, the Tinder pitch deck and Tesla’s Roadster launch are both fascinating product presentations used in different ways. The former presented their product idea and the latter unveiled their final product .

So, who will you present for? As you can do this kind of presentation at different stages while developing your product, there are some common groups of audience:

• Board of directors, shareholders/investors – To this group, typically you’ll pitch a new idea to ask for approval before the whole team starts working on it.
• Colleagues – You can show a trial or beta version of the new product to other members of your company and collect their feedback .
• The public, potential & current customers – This can be a product launch, which shows your target audience everything they need to know about the product.

The person in charge of presenting is actually quite flexible and not necessarily the same one or role in every situation. That could be a product manager, a business analyst, a sales/customer success manager or even the CEO. At times, more than one person can be hosting this product presentation.

Why Is Product Presentation Examples Important?

A product presentation gives your audience a closer look at and deeper understanding of the product, how it works and what values it can bring. Here are some more benefits that this presentation can offer you:

• Raise awareness and grab more attention – By hosting an event like this, more people will know about your company and product. For example, Adobe hosts MAX (a creativity conference to announce innovations) in the same format every year, which helps to build the hype around their products.
• Stand out in the cutthroat market – Having great products isn’t enough as your company is in a tight race against other competitors. A product presentation helps set you apart from them.
• Leave a deeper impression on your potential customers – Give them another reason to remember your product. Maybe when they’re on the go and see something similar to what you’ve presented, it would ring a bell for them.
• A source for external PR – Ever noticed how Moz dominates the media coverage after their annual professional ‘marketing camp’ MozCon? CEO at the  WhenIPost guest posting agency  says: “You can get the source of external PR (but to a lesser extent, of course) by building better relationships with the press, your potential and current customers as well as other stakeholders.”
• Boost sales and revenue – When more people have the chance to know about your products, it can bring you more customers, which also means more revenue.

9 Things in a Product Presentation Outline

To put it simply, a product presentation often involves a talk and slideshows (with visual aids like videos and images) to describe the features, benefits, market fit, and other relevant details of your product.

Let’s take a quick tour of a typical product presentation 👇

• Introduction
• Company Information
• Product Information
• Benefits of the Product
• Positioning Map
• Examples and Testimonials
• Call to Action

#1 – Introduction

An introduction is the first impression people have of your product presentation, that’s why you should start strong and show people what they can expect to hear.

It’s never easy to blow the audience’s mind with an introduction ( but you still can) . So at least, try to get the ball rolling with something clear and simple, like introducing yourself in a friendly, natural and personal way ( here’s how ). A great start can boost your confidence to nail the rest of your presentation.

If you want to make this product presentation super-duper clear, you can give your audience a preview of what they’re going to see. This way, they will know how to follow better and not miss any important points.

#3 – Company Information

Again, you don’t need this part in every one of your product presentations, but it’s best to give the newcomers an overview of your company. This is so they can know a bit about your team, the field your company is working in or your mission before digging deeper into the product.

#4 – Product Introduction

The star of the show is here 🌟 It’s the main and most important section of your product presentation. In this part, you need to present and highlight your product in a way that wows the whole crowd.

There are many approaches when it comes to introducing your product to the crowd, but one of the most common and effective is the problem-solution method .

As your team has invested massive amounts of time in developing your product to meet the market’s demands, it’s essential to prove to your audience that this product can solve their problems.

Do some research, discover your customers’ pain points, list out some potential consequences and here comes a hero to the rescue 🦸 Emphasise that your product can do wonders for the situation and make it shine bright like a diamond, just like how Tinder did in their pitch deck many years ago.

You might give other approaches a try when presenting your product. Talking about its strengths and opportunities, which can be taken out from the familiar SWOT analysis , probably works well too.

Or you can answer the 5W1H questions to tell your customers all the basics of it. Try using a starbursting diagram , an illustration of these questions, to help you delve more deeply into your product.

#5 – Benefits of the Product

What else can your product do, aside from solving that particular problem? 

What values can it bring to your customers and the community? 

Is it a game-changer? 

How is it different from other decent similar products on the market?

After grabbing the audience’s attention on your product, poke into all the good things that it can bring about. It’s also vital to spotlight your product’s unique selling point to distinguish it from others. Your potential customers can then have a deeper understanding of what it can do for them and why they should use this product.

🎊 Check out: 21+ Icebreaker Games for Better Team Meeting Engagement | Updated in 2024

#6 – Positioning Map

A positioning map, which tells people the position of your product or service in the market compared to competitors, can help your company stand out in a product pitch. It also acts as a takeaway after laying out all the descriptions and benefits of your product and saves people from getting lost in loads of information.

If a positioning map doesn’t fit your product, you can choose to present a perceptual map, which illustrates how the consumers perceive your product or service.

In both of these maps, your brand or product is rated based on 2 criteria (or variables). It can be quality, price, features, safety, reliability and so on, depending on the type of product and the field it’s in.

#7 – Real-Life Product launch Presentation Examples and Testimonials 

Everything you’ve said to your audience so far can sound like theories that go in one ear and out the other. That’s why there should always be a section of examples and testimonials to put the product in its real setting and etch it into the memories of your audience.

And if possible, let them see it in person or interact with the new product right away; it’ll leave a lasting impression on them. To make it more engaging, you should use more visuals on your slides during this phase, such as pictures or videos of people using, reviewing the product or mentioning it on social media.

✅ We have some real-life examples for you too!

#8 – Call to Action 

Your call to action is something you say to encourage people to do something . It actually depends on who your audience is and what you want to achieve. Not everyone writes it on their face or says something directly like ‘ you should use it ’ to persuade people to purchase their product, right?

Of course, it’s still crucial to tell people what you expect them to do in a few short sentences.

#9 – Conclusion

Don’t let all your effort from the beginning stop in the middle of nowhere. Reinforce your key points and end your product presentation with a quick recap or something memorable (in a positive way).

Quite a huge load of work. 😵 Sit tight; we’ll walk you through everything in the simplest way possible to get you prepared.

6 Steps to Host a Product Presentation

Now you get what should be included in your product presentation, it’s time to start making one. But from where? Should you jump right into the first part of the stuff we outlined above?

The outline is a roadmap for what you will say, not what you will do to prepare. When there are a lot of things that need to be done, it can easily get you into a mess. So, check out this step-by-step guide to keep yourself from feeling overwhelmed!

• Set your goals
• Define audience needs
• Make an outline & prepare your content
• Choose a presenting tool & design your presentation
• Anticipate questions & prepare the answers
• Practice, practice, practice

#1 – Set your goals

You can define your goals based on who your audience members are and the purposes of your product presentation. These two factors also are your background to establish the style you’re going for and the way you present everything.

To make your goals more clear and achievable, set them based on the SMART diagram.

For example , at AhaSlides, we have product presentations among our big team quite often. Let’s imagine we’re having another one real soon and we need to set a SMART goal.

Here’s Chloe, our Business Analyst 👩‍💻 She wants to announce a recently developed feature to her colleagues.

Her audience is made up of colleagues who don’t directly build the product, like the ones from the marketing and customer success teams. This means that they’re not experts in data, coding or software engineering, etc.

You might think of a general goal, such as ‘everyone understands thoroughly about the developed feature’. But this is pretty vague and ambiguous, right?

Here’s the SMART goal for this product presentation:

• S (Specific) – State what you want to achieve and how to do so in a clear and detailed way.

🎯 Ensure that marketing & CS team members understand the feature and its values by giving them a clear introduction, a step-by-step guide and data charts.

• M (Measurable) – You need to know how to measure your goals afterwards. Numbers, figures or data can be of great help here.

🎯 Ensure that 100% of marketing & CS team members understand the feature and its values by giving them a clear introduction, a step-by-step guide and the key results of 3 important data charts (i.e. conversion rate, activation rate & daily active user).

• A (Attainable) – Your goal can be challenging, but don’t make it impossible. It should encourage you and your team to try and achieve the goal, not put it totally out of reach.

🎯 Ensure that at least 80% of marketing & CS team members understand the feature and its values by giving them a clear introduction, a step-by-step guide and the key results of 3 important data charts.

• R (Relevant) – Have a look at the big picture and check whether what you’re planning on doing will hit your goals directly. Try to answer why you need these goals (or even the 5 whys ) to ensure everything is as relevant as possible.

🎯 Ensure that at least 80% of marketing & CS team members understand the feature and its values by giving them a clear introduction, a step-by-step guide and the key results of 3 important data charts. Because when these members know the feature well, they can make proper social media announcements and assist our customers better, which helps us build stronger relationships with customers.

• T (Time-bound) – There should be a deadline or a time frame to keep track of everything (and steer clear of any tiny bit of procrastination). When you finish this step, you’ll have the ultimate goal:

🎯 Ensure that at least 80% of marketing & CS team members understand the feature and its values before the end of this week by giving them a clear introduction, a step-by-step guide and the key results of 3 important data charts. This way, they can further work with our customers and maintain customer loyalty.

A goal can get quite big and sometimes make you feel too much. Remember, you don’t have to write down every part of your goal down; try and write it into one sentence and keep the remainder of it in mind.

You can also consider chunking down a long goal into smaller objectives to do one by one. 

Check out: Use idea boards to brainstorm better for your next presentation!

#2 – Define audience needs

If you want your audience to stay focused and engaged in your presentation, you need to give them what they want to hear. Think about their expectations, what they need to know and what can keep them following your talk.

First thing first, you should discover their pain points via data, social media, research or any other reliable sources to have a solid background on the things you definitely need to mention in your product presentation.

In this step, you should sit down with your team and work together (maybe try a session with right brainstorm tool ) to develop more ideas. Even though only a few people will be presenting the product, all the team members will still prepare everything together and will need to be on the same page.

There are some questions you can ask to understand their needs: 

• What are they like?
• Why are they here?
• What keeps them up at night?
• How can you solve their problems?
• What do you want them to do?
• See more questions here .

#3 – Make an outline & prepare your content

When you know what you should say, it’s time to draft the main points to have everything in hand. A careful and coherent outline helps you stay on track and avoid overlooking anything or going too deep into a particular part. With this, you can have better flow and a good sense of time management, which also means fewer chances to go off-topic or deliver a wordy, rambling speech.

After finishing your outline, go through each point and decide exactly what you want to show your audience in that section, including images, videos, props or even sounding and lighting arrangements, and prepare them. Make a checklist to ensure that you and your team won’t forget anything. 

#4 – Choose a presenting tool & design your presentation

Talking is not enough on its own, especially in a product presentation. That’s why you should give the audience something to look at, and maybe interact with, in order to liven up the room.

With slide decks, it’s not that easy to create something aesthetically pleasing or to create content that is interactive for your audience. Many online tools offer you some help with the heavy lifting of making, designing and customising an appealing presentation.

You can have a look at AhaSlides to create a more creative product presentation compared to using traditional PowerPoint. Besides slides with your content, you can try adding interactive activities that your audience can join easily with just their phones. They can submit their responses to random team generator , live word clouds , online quiz , polls , brainstorming sessions, Q&As tool , spinner wheel and more.

💡Looking for more Powerpoint product presentation templates or alternatives? Check them out in this article .

#5 – Anticipate questions & prepare the answers

Your participants, or maybe the press, can ask some questions during your Q&A session (if you have one) or sometime after that. It would be really awkward if you couldn’t answer all questions related to the product that you’ve created, so try your best to avoid that situation.

It’s a good practice to put yourself in the audience’s shoes and look at everything from their perspective. The whole team can imagine being the audience members in that pitch and predicting what the crowd will ask, and then finding the best way to answer those questions.

🎉 Check out: 180 Fun General Knowledge Quiz Questions and Answers [2024 Updated]

#6 – Practice, practice, practice 

The old saying still rings true: practice makes perfect. Practice speaking and rehearse a few times before the event takes place to make sure that your presentation is smooth.

You can ask a few colleagues to be your first audience and collect their feedback to revise your content and polish your presentation skills. Remember to have at least one rehearsal with all your slideshows, effects, lighting and sound system too.

5 Product Presentation Examples

Many giant companies have delivered great product presentations throughout the years. Here are some great real-life success stories and the tips we can learn from them.

#1 – Samsung & the way they started the presentation

Imagine sitting in a dark room, staring at the space in front of your eyes and boom! The light, the sounds, and the visuals hit all your senses directly. It’s loud, it’s eye-catching, and it’s satisfying. That is how Samsung made great use of video and visual effects to begin their Galaxy Note8 product presentation.

Alongside videos, there are many ways to start , like asking an intriguing question, telling a compelling story or using performance. If you can’t come up with any of these, don’t try too hard, just keep it short and sweet.

Takeaway: Start your presentation on a high note.

#2 – Tinder & how they laid out problems

As you’re presenting your product to ‘sell’ them to a cohort of people, it’s important to find out the thorns in their side.

Tinder, with their first pitch deck back in 2012 under the very first name Match Box, successfully pointed out a big pain point for their potential customers. Then they pledged that they could provide the perfect solution. It’s simple, impressive and can’t be any more entertaining.

Takeaway: Find the true problem, be the best solution and drive your points home!

#3 – Airbnb & how they let the numbers speak

Airbnb also used the problem-solution tactic in the pitch deck that granted this start-up a $600,000 investment a year after it first launched. A significant thing that you can notice is they used quite a lot of numbers in their presentation. They brought to the table a pitch that investors couldn’t say no to, in which they let their data gain trust from the audience.

Takeaway: Remember to include data and make it big & bold.

#4 – Tesla & their Roadster appearance

Elon Musk might not be one of the best presenters out there, but he definitely knew how to wow the whole world and his audience during Tesla’s product presentation.

At the Roadster launch event, after a few seconds of impressive visuals and sounds, this new classy electric car appeared in style and took the stage to cheers from the crowd. There was nothing else on stage (except for Musk) and all eyes were on the new Roadster.

Takeaway: Give your product a lot of spotlights ( literally ) and make good use of effects.

#5 – Apple & the tagline for Macbook Air presentation in 2008

There’s something in the Air.

This was the first thing Steve Jobs said at MacWorld 2008. That simple sentence hinted at the Macbook Air and immediately caught everyone’s attention. 

Having a tagline reminds people of your product’s characteristics. You can say that tagline right at the beginning like Steve Jobs did, or let it appear a few times throughout the event.

Takeaway: Find a tagline or slogan that represents your brand and product.

Other Product Presentation Tips

🎨 Stick to one slide theme – Make your slides uniform and follow your brand guidelines. It’s a good way to promote your company’s branding.

😵 Don’t cram too much information on your slides – Keep things neat and clean, and don’t put walls of text on your slide. You can try the 10/20/30 rule : have a maximum of 10 slides; maximum length of 20 minutes; have a minimum font size of 30. 

🌟 Know your style and delivery – Your style, body language and tone of voice matter greatly. Steve Jobs and Tim Cook had different styles on stage, but they all nailed their Apple product presentations. Be yourself, everyone else is already taken!

🌷 Add more visual aids – Some pictures, videos or gifs can help you grab people’s attention. Make sure that your slides also focus on the visuals, rather than overfilling them with text and data. 

📱 Make it interactive – 68% of people said they remember interactive presentations longer. Engage with your audience and turn your presentation into a two-way conversation. Using an online tool with exciting interactivities could be another great idea to get your crowd pumped up.

Feeling snowed under with all the information in this article?

There are a lot of things to do when presenting your product, whether it’s in the form of an idea, a beta version or a ready-to-release one. Remember to highlight the most important benefits that it can bring and how it helps people solve their problems.

If you forget anything, head to the step-by-step guide or reread some key takeaways from the product presentation examples of behemoths like Tinder, Airbnb, Tesla, etc. and give yourself more motivation to make yours a massive success.

A product presentation is a presentation you use to introduce your company’s new or renovated product, or a newly developed feature, for people to learn more about it.

Why product presentation is important?

Effectively product presentation helps to (1) raise awareness and grab more attention (2) Stand out in the cutthroat market (3) Leave a deeper impression on your potential customers (4) A source for external PR and (5) Boost sales and revenue

What a good product presentation should be?

A great product presentation blends between the presenter’s delivery of the information and the visuals that illustrate the product itself, to impress listeners, including investors, colleagues and public in general

A lifelong learner, a traveller and content creator eager to explore the best of both worlds: the real and virtual one full of interactive activities with AhaSlides.

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Product Launch Strategy Presentation Template

You have a new product idea, now what? A product launch presentation is used to help get your new product off the ground and into the hands of the consumers as seamlessly as possible. Teams can strategize how and when to launch their new product with the help of Beautiful.ai’s product launch presentation example.  

Our customizable template has everything you need for a product launch strategy presentation like timeline and budget details. A successful product launch presentation can help internal teams and partners— like investors— align on things like new product ideas, stages, and go to market strategies. 

Our product launch template can also help you:

• Share new product ideas with key stakeholders
• Create an actionable timeline for the launch
• Get investors or internal departments up to speed on the stages of the launch

Use our template to create an effective product launch presentation

A product launch presentation enables teams to work collaboratively on new product ideas and successfully bring it to the market in an effort to scale the business. That’s why our template includes everything you need to create effective product launch slides. Those slides include:

Pro tips to create your own product launch strategy presentation

As you use this template to craft your product launch presentation, keep these do’s and don’ts in mind:

A product launch doesn’t have to be a 20 slide deck sharing every step in the ideation process. When you’re pitching the new product, share only the most important details necessary for the launch.

Including a quote from the founder can help both internal and external partners understand the purpose of the new product better.

Charts, graphs, and images can condense a lot of data— like budget and market share— and present it in an appealing format.

What are the next steps for your product launch? When you’re creating your product launch strategy, make sure you include a launch plan timeline and any immediate deliverables.

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• Integrations
• Learning Center

The Beginner’s Guide to a Product Launch

• Table of Contents
• The Product Launch
• Kickoff the Product Launch
• Product Development and the Product Launch
• The Role of the Roadmap in the Product Launch
• Cross-Departmental Engagement
• Set the Stage for Product Launch Success

Product Launch Metrics

• Hone Your Product Launch Pitch
• Download Book

We’ll be discussing the term “product launch” plenty of times throughout this guide. It’s important that we’re aligned on the definition before diving in. A product launch refers to a company’s planned and coordinated effort to debut a new product to the market and make that product generally available for purchase. Product launches help organizations build anticipation for their product, gather valuable feedback from early users, and create momentum and industry recognition for the company.

Start with the end in mind

Before you get too deep in the trenches of building your product launch, it’s valuable to determine what you’d like to achieve. Just building the product and shipping it is not a success in itself. If you’re building a minimum valuable product (MVP) for example, think about the type of product and business you want to be five or ten years down the line. How are you going to get there? This is the product vision—every product manager needs to have one.

By defining a high-level product vision, you can get the executive team, marketing, support, engineering, and the rest of the organization onboard with the product launch strategy.

Product launch goals:

As you read through this guide, always keep in mind the goals of your product launch. What does your product team hope to achieve? Good goals are clear, measurable, and have an expected time frame.

Goals that businesses are typically hoping to accomplish with a product launch, range from:

• Find a product-market fit
• Capture new customers
• Increase in revenue
• Build product awareness
• Build the company’s reputation in the industry

Who needs to be in your product launch kickoff?

The upcoming product launch activities will include the involvement of representatives from most departments in your organization. Although they may not be assigned any tasks until the final stages of the launch, it’s essential to have every stakeholder identified and included upfront at the product launch kickoff. Not all teams need to be involved/represented in the product launch kickoff, but there should be clear communication regardless.

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1 http://mediafiles.pragmaticmarketing.com/Framework-Files/LeadersGuide_1307.pdf

Product launch kickoff meetings can run longer than other meetings. When you’re ready to schedule a meeting, 90 minutes will be enough to do everything while leaving time for any housekeeping items.

When everyone is all together, the first thing to do is inform each representative that they’re speaking on behalf of their department. Once you get confirmation that each individual represents their department, select someone to take notes throughout the meeting. A visual of how each department will contribute to the launch can be a great asset at this stage t.

When everyone is onboard from day one , no one can claim they were unaware of things further down the road. It also offers them an opportunity to chime in with ideas and opinions earlier in the process instead of second-guessing things further down the line. By inviting them into the feature launch kickoff process, they know they’re valued and have something to contribute.

Ensure all attendees know what the product kickoff meeting is for and what the ideal outcomes should be before leaving the room. Then address everyone’s roles, what they are actively responsible for, and how you anticipate everyone working together.

Kickoff communication

Before the meeting wraps up, let everyone know how you’ll be communicating any future next steps, whether in meetings, online video chat, in the roadmap, or notes. Some product launch kickoffs can occur months or even years out from the eventual product launch, so you’ll want to set up a good system for future communication.

Remember, you don’t want to alienate anyone in the meeting. The fastest way to estrange anyone is by speaking in the terminology they don’t understand. Try to be conscientious of not over-using your favorite acronyms. It adds a tiny bit of extra work for you to be inclusive but will help you leaps and bounds later on. Take the time to explain the concept and state that it will be a recurring topic. This cues the opportunity for questions and makes it clear that you aren’t just throwing acronyms out there for the sake of it.

Emphasize the value of the product

At this early stage, your product launch kickoff should focus entirely on the new product’s value (or the next version) will deliver to customers. The details are likely to change, so it’s better to avoid confusing functionalities with overarching value.

During the kickoff, harken back to the vision, themes, and goals of the product. These should become the emphasis for a successful launch. This conversation will drive messaging, channels, activities, and target audiences.

The kickoff conversations should answer the following questions for meeting members.

• What problems is the product solving?
• How does this align with the company vision?
• What pain points is it addressing?
• Whom is it helping?
• Why are we building this?

At the same time, it’s a good idea to come to terms right away because your product won’t be all things to all people.

Getting too aggressive with your goals from the get-go usually leads to product failure and disappointment. While your organization can have lofty goals of world domination, an individual product release can only do so much. Accepting that this product will not be all things to all people upfront helps temper organizational expectations.

Delay the product details

Launch kickoffs can be months or years before the actual product launch. As such, avoid getting deep into any specifics. With so much time between now and when the product ultimately is released, there are bound to be tweaks and changes along the way.

Couching the product strategy in themes gets people out of the habit of focusing on specific functionality and back to primary objectives. The goal is to communicate the why more than the what . Work with your team to understand the why and the jobs to be done before development begins to commit time and resources.

You should still deliver something solid in terms of commitment, though. That commitment can sound like, “When delivered, our customers will be able to x,y, and z.”

The early stages are more about roles and responsibilities and less about the details of implementation and execution. For instance, avoid conversations around pixels and buttons. Because you’ve got such a head start, there will be plenty of opportunities to flesh out those topics at a later date.

Then, conduct a product launch pre-mortem where your product launch kickoff team thinks through possible missteps that could hurt your product launch and prepare plans of action in advance. Knowing there are strategies in place (understood by others, not just you) relieves pressure for if/when something goes awry.

Demonstrating the value this product will bring to the business, and its customers can be undervalued in product development . But it’s as essential as ensuring sales and marketing comprehend these things.

Product development has an enormous responsibility in this phase of the product launch to implement the vision. That weight means they’ll rebuff following orders blindly and would rather understand what it is they’re trying to build and why.

Product development ownership

Instill a sense of development ownership. If they feel like they’re part of the process, they’ll help you identify compromises and opportunities. For example, they’ll let you know if there are better technologies that may solve the problem faster.

Why is this outcome so crucial? Uninformed equals unengaged. Developers have to make hundreds of decisions during a project, all of which can impact that project’s scope and impact. When they get what you’re trying to do and the broader context, they’re far more likely to code conscientiously and consider their decisions’ long-term ramifications.

Innovation springs forth when engineers and designers feel like they’re part of the team. They’re then able to accurately judge compromises and opportunities based on their impact on the end goal.

Roadmaps aren’t just helpful in product management. They’re useful for a myriad of different roles and departments, including the product launch.

Your product roadmap serves as your guiding strategic document, communicating transparency, and where you want to take your product eventually for your entire company. The roadmap will notify everyone of any shifts in your product launch strategy.

Various departments will be interested in the different phases and functions of the product launch. So keep the roadmap as updated as your one source-of-truth to increase curiosity, engagement, and efficiency.

You may need to create different versions with varying levels of detail for different cohorts of stakeholders. Because some of your stakeholders will need to be attuned to changes down to the sprint level, but other departments may just need to know by quarter.

Don’t over-communicate dates early on in the project, but provide enough context to keep stakeholders engaged and confident.

Jumpstart the Product Feedback Process

Product launches for software products typically happen only after several levels of testing have been completed.

“Regular” employees often don’t get their hands on products until after they’ve been through a formal QA process, have proven capable, and have moved into alpha testing.

Alpha testing is a product’s first round of end-to-end testing, usually done by its employees. When the product clears this level, it’s ready for beta testing, which involves real users but is still before the product’s official commercial release.

But that delay between QA and alpha is precious time. As much usage as possible by your employees will uncover more bugs, reveal enhancement opportunities, and test the product’s scalability. By not waiting until it’s passed acceptance testing, you’ll get the rest of the company more familiar with exactly how the product works.

Additionally, this serves as an opportunity to confirm the product does what it was intended to do. Employee testing verifies the product is heading in the right direction, solving the problems it was designed to address, and adding value for future customers.

Different parts of the organization need different things to prepare for launch. Carve out time with each department, pursuing a specific agenda each time. This agenda provides them with the information they need and ensures those departments will complete their deliverables on time and accurately.

You may need to set aside more time than anticipated, given that these departments are not ones that you engage with on a daily or even weekly basis. Alignment in engineering and development can often occur naturally and often because of the extreme overlap; however, this may not be the case for marketing, sales, and support.

Every new product launch needs people outside of your internal team to:

• Be aware of the product launch.
• Understand the value the launch provides.
• When to expect the official product launch.

All those things won’t happen unless the marketing team is involved. Marketing will craft compelling messages and talking points that speak to the product’s unique value proposition. To ensure accuracy, it needs to be done in collaboration with product management .

Don’t make a mistake and put off talking with marketing until you’re ready to speak to sales. The role of marketing, particularly product marketing, comes into the product launch process much earlier. Marketing sets the stage and initiates the processes that will make the sales team successful.

Give a clear priority to marketing when you’re developing the value proposition. The team must understand users and buyer personas and how the product fits into the competitive landscape to generate compelling, on-point materials and execute successful campaigns for the new product. If they don’t have that solid foundation to build on, things can go wrong very quickly.

Product management should have the opportunity to review everything for accuracy early enough that they can catch and correct any errors. If looping in marketing happens late, though, this crucial opportunity can be taken away in the interest of shipping messaging and positioning for the sake of the launch.

Training up the sales team is essential to bring in the revenue your strategy was built to generate.

Before getting into the product itself, the sales team requires some foundational education—train sales on the product’s value proposition, benefits, and ideal customer profile. Explain how the product you designed and built offers specific benefits to a particular target audience. Set some parameters around what makes for a good prospect and realistic use cases for the product.

Without conveying this information to sales, there’s no telling whom they’ll try to sell it to and what promises they’ll make. Left to their own devices, you risk getting inundated with square peg-round hole scenarios if there isn’t a match.

Sales Collateral

Consistency across the sales team is crucial. This consistency is where assets like slide decks, collateral, and sell sheets come in. There should be a robust catalog of resources, tailorable for different target segments, and follow-up materials for each sales funnel stage. Ensure sales has the quality and comprehensive sales tools that you’ve verified for accuracy and quality.

Sales Demos

Almost every customer will want to see the product in action before buying it, which means you’ll be swamped with requests to provide customer demos. It’s not a particularly scalable solution. Train sales on the product, so they’re comfortable and knowledgeable enough to give their own demos.

Please don’t underestimate the time it takes to become enough of a product expert to demonstrate its value and confidently sell it to prospects. It’s particularly challenging if the product is breaking new ground or requires pre-existing technical acumen.

Of course, those demos and presentations will inevitably lead to questions from prospects. You’ll want to prepare sales for when things go off-script as well—arms sales with FAQs, talking points, and responses to common objections.

While some things can be anticipated ahead of the launch, others need to be added based on real-world experiences in the field.

Support (or customer service or customer success) is instrumental in successfully adopting and utilizing your product. If the support team feels lost or stuck, you can bet your customers will feel even more confused. Don’t leave your dedicated support crew in the dust in your excitement to move the product along.

Your future self will thank you for thinking far enough ahead and making the support team product experts. When other departments or customers have questions, support can be the go-to, and you’ll only be called in when things require escalation.

You’ll also want to develop an escalation and feedback process for more difficult product issues (or more difficult customers). A process should be in place to document all contact your support team has with users.

Decide how to unleash your product

At this point, product development is wrapping up their work. It’s time to think about unleashing this fantastic offering upon the world. Work with your marketing team to create a PR and go-to-market campaign. That includes establishing a prepared way to explain the product’s pricing structure.

Don’t overlook this step just because it falls outside of strategic product planning and product development. It’s your job to not only create a great product but to make it a successful one.

Heavily mine beta data.

Consider the public beta your “soft” launch. A “soft” launch is an opportunity to gather massive amounts of feedback. You can tweak as many things as you want without an official product launch’s constraints and responsibilities.

But remember, you never get a second chance at a first impression, and the beta is making first impressions. They’re the early adopters and influencers that could pour cold water on your release before it’s even out the door if things seem shaky.

Your beta-launch’s goal isn’t to offer up perfection; it’s to generate feedback and spot potential problems. Better to push out a beta that needs some adjustments than to delay it for so long that you won’t have enough time left to do much with the feedback you receive.

Make the most of your dress rehearsal so the final product reaches its full potential.

Implement effortless onboarding

In most cases, you won’t be personally shepherding each prospect through the discovery, trial, and purchase phases. You’ll need to put a scalable onboarding solution into place. The goal here is to move prospects as quickly as possible to that moment when they realize the value proposition is real, and the product is helping them do their job or live their lives better.

You can minimize setup time with pre-set defaults. But asking people to check a bunch of boxes and flip a bunch of switches before they’ve even started using the product is both off-putting and misguided. How will they know what they want until they’ve got some experience?

Instead, give them a robust and common starting point and then let them tweak it themselves after they’re more familiar with the product and see how it applies to their particular needs.

When a product has a steep learning curve, many new users will bail out before realizing any value. Acknowledging that users need a little education to be successful is essential.

Train the Trainers

Sometimes onboarding a user requires an internal team member’s personal touch. In those cases, your peers across the organization will need to be trained on the product. An efficient approach is to train your trainers. The trainers are your peers across the organization, such as a sales engineer, that can train others rather than relying solely on the product team. Making sure those people are ready before the product launch is key.

Training users

Training doesn’t necessarily mean a week-long class or a giant user manual. It can be as simple as short how-to videos for specific tasks or interactive webinar walkthroughs. Just make them easy to access and discover, with a mix of self-service and full-service options.

If your product is digital, you can build some onboarding capabilities directly into your product. Identify which behaviors are crucial to converting trialers into adopters. You can proactively nudge them toward those actions with helpful prompts in the user experience. Also, make sure there are implemented means for users to offer direct feedback about the product experience.

Whatever your research has indicated as key moments that generate customer delight, do everything possible to usher users there. On-screen pop-ups and highlights, helpful hints, and in-app walkthroughs are things you can do to decrease the time-to-value.

No matter how intuitive your product may be, people will still have questions about using it. Make it easy for them to overcome obstacles and complete tasks. Make sure support documentation has been developed, reviewed, and made easily accessible.

This documentation could include FAQs on your website, a help section built into your product itself, or a printed product owner’s manual (if you’re selling a physical product).

If things go great, you may soon find yourself overwhelmed with new users, all clamoring for help and guidance to make the most of your product. All the new users mean it’s time to create a strategy for scalability.

When the masses descend, a lone product manager can’t be onboarding and training hundreds or thousands of customers each week. Support will play a crucial role in training customers. It’s Customer Support’s time to shine.

Otherwise, turn to self-service or broadcast methods to get users up to speed. Save personalized support for strategic customers.

Nature vs. nurture

Once a user gets hooked on your product, your job isn’t done. You’ll need to prevent complacency from kicking in after that initial rush of success.

Craft a strategy for maintaining momentum, such as new assets, for the long-run. Once you’ve established an initial user community, continue to offer them additional tidbits to encourage usage and adoption. These can highlight other features glossed over at launch, provide more in-depth training or tutorials, and include case studies demonstrating how real customers realize the value in various ways from the product.

The communication strategy should leverage notifications, emails, and prompts. Ideally, base these on programmatic triggers keyed off user behaviors in the product (or a lack thereof).

With your product about to hit the market, everyone will be dying to know how it performs. You need to get the whole organization on the same page about what matters. Revisit the strategic goals for the product that were proposed before and during the product launch kickoff, and create consensus on concrete success metrics.

Sales, revenue, new users, page views, and adoption make a sizable metric pool. However, many metrics are entirely irrelevant if they don’t align with the organization’s KPIs. There are many dangers in using such vanity metrics to taint the lens of viewing your product, so don’t fall prey to this. Metrics that answer questions about the overall product strategy should always be the focus.

Beyond purely figuring out if you’re achieving your goals, you’ll also want to establish additional measures to track early on. Develop your plan for what key metrics to track that is most important for your team.

Identify Product KPIs

Identify those product KPIs and automate data collection and reporting. These include the red flags to watch out for (such as high churn and abandonment) and positive trends (such as repeat users and conversions from trials to paying customers).

You’ll want to regularly check these figures, so make sure it’s not an overly manual process to get your hands on them. By tracking this data right away weekly or on a schedule you’ve predetermined, you’ll be able to spot hiccups early on. You can then intervene before problems fester and damage the momentum of your launch.

Over time you may need to augment the KPIs you looked at on day one as you learn more about what moves the needle and matters most.

After spending so much time obsessing over every detail of your product, you’re going to be excited to talk about it publicly, finally. You could ramble on for hours about every nuance and impressive feature. But most people aren’t going to give you very much time to grab their attention. If you’ve only got two minutes to pitch about your product launch, what would you say?

Work with your marketing team to place these limits on yourself. It forces you to figure out what the most important and compelling points are.

You’re going up against short attention spans and busy schedules. Convey the value, the solution, and give justice to the dedication involved in producing this product.

You never know under what circumstances you’ll need to discuss the product, its reason for being, its main benefits, who its main competitors are, and who it’s for, to name a few.

A prospective customer at a conference might have a full minute or even longer. But you may only have a few seconds with a CEO. Be ready to make your case in both instances.

Make Some Noise

Your launch date is set, and you’ve communicated to everyone throughout your organization who needs to know. Now it’s time to let customers and prospects know what’s coming officially. The big reveal is an exciting step, but it’s also a high risk-high reward moment in your product launch process.

While you’d love to expound for hours on everything the product can do, nobody has patience for that. Briefly articulate your value proposition. Share the elevator pitch that you developed in the last step. Remember, features and functionality are irrelevant. What matters are the beneficial outcomes it provides to customers.

Map out the most relevant and resonating use cases and focus your follow-up announcement on those. There will be plenty of time later to highlight all the other things your product can do.

Parse out the news

You can’t talk about everything all at once. Work with marketing to implement a staged messaging campaign highlighting other remarkable capabilities and benefits post-launch. You’ll maintain momentum and win over holdouts that didn’t connect with your initial messaging focus.

Check back in with your target market and choose when the target market is most apt to be receptive and responsive to your messaging.

Research your buyer personas and identify where and how they prefer to gather their news and updates.

Meet prospects where they are by leveraging channels they’re already using. Depending on the product and target audience, that could range from snagging a featured review in The New York Times to advertising on a Twitch stream.

Then, identify an ideal launch date. It might be timed to coincide with a related event, industry conference, or even a holiday. While you might feel impatient sitting on a finished product for a few weeks, you only get to launch once, so make the most of it.

The Real, Deal Product Launch

You’ve done your work and shepherded this from conception through birth. Now it’s time for the big debut and a round of congratulations. We don’t get many moments in life where we can pat ourselves on the back, but this is one of them. However, you didn’t get here alone. Take time to celebrate and acknowledge the contributions of others on your team.

Read more in the Anatomy of a Product Launch, below.

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New Product Launch Checklist: How to Plan a Successful Launch

13 min read

Every new product launch is equal parts intimidating and exciting. As the market becomes increasingly saturated with similar SaaS products, your product launch can easily get lost in the noise.

Therefore, you need a solid product launch plan to ensure your product isn’t among the 95% of new products that fail each year.

In this article, we take a deep dive into the technicalities of a product launch. We provide a product launch checklist to ensure you launch successfully and consider examples of successful SaaS product launches.

• A product launch refers to all of a company’s coordinated marketing efforts to bring a new product to the market.
• A new product launch should be planned well in advance of the launch day. A typical launch plan includes everything from the ideation phase to the conceptualization and testing of your ideas.

An effective product launch checklist includes the following:

• Define your target audience and build out your user personas.
• Conduct market research to identify competitors and determine avenues for product differentiation.
• Craft your product positioning statement.
• Create and release your MVP with only core product features.
• Create a targeted go-to-market strategy for your launch plan.
• Choose the appropriate marketing channels to reach your target markets.
• Launch coordinated product marketing campaigns to reach your audience.
• Ensure your teams are aware of your goals and their roles in them.
• Launch your product.
• Measure the success of your launch by tracking relevant product metrics.
• Collect user feedback and see how well your product was received.
• For your launch to be successful, you must carefully identify the best time to launch, build hype around the launch event, leverage social proof to drive marketing, and work with a detailed checklist.
• Userpilot empowers SaaS your product team to run in-app marketing campaigns, collect customer feedback, and analyze users’ interactions with your product. Book a demo to learn how it works.

What is a product launch?

A product launch is a company’s coordinated attempt to bring a new product to the market.

It includes every action and event designed to build awareness and excitement around a new product and ensure it achieves early success.

When should you start working on your product launch plan?

A successful product launch is planned ahead of time, in coordination with the product, marketing, and sales teams. In fact, we can divide every product launch into three stages: pre-launch, launch , and post-launch.

Pre-launch activities precede the actual launch date, often including product ideation , proof of concepts, and testing. It may also include a soft launch designed to seek early feedback from pilot users.

Apple’s product launches, for instance, often include publicized leaks of the product specs and a well-advertized launch event that attracts attendances in the millions.

How to plan a successful product launch strategy?

Every product launch comes with its own unique set of challenges. However, following the right product launch checklist can provide the structure and direction needed for success:

Define your target audience

To successfully market your product, you must know your target audience. You need to know your audience’s preferences, who they are, how they think, and why they need your product.

Thankfully, you can get all the data you need by speaking to your existing customers or those of your competition.

Then, use the data you acquire to create your ideal user persona . These personas should capture the customer’s demographics, pain points , and how your product aims to help them.

Conduct market research

Now that you know your customers, it’s time to research your competitors. First, you need to identify all the companies (or, at least, the major ones) whose products solve the same problem as your product.

Next, analyze their product, brand, and marketing strategy. A thorough market research should reveal:

• The overall competitor landscape.
• What each company offers and their different prices/pricing plans.
• The mistakes and successes of each company’s business strategy.
• How you can differentiate your product from the competition.
• Your unique value proposition.

Put simply, your goal at this step is to understand what your competitors sell, how they sell it, and how you can outmaneuver them in the market.

Decide on your product positioning statement

Armed with the information from your market research, you’re now ready to craft your positioning statement.

Your statement should identify who needs your product, what it does, and what differentiates it from other products in the market.

Good product positioning helps the customer understand your product and how it satisfies their needs. It creates the right setting for your product, delivering crucial information about the product to attract the ideal customer.

Create your MVP

Before launching your product, it’s important that you first get some responses to gauge how it will be received in the market. This is where your minimum viable product (MVP) comes in.

An MVP is essentially a prototype of your product, with a minimum subset of the features required to demonstrate your product’s primary use case.

Because it is a lightweight version of the final product, MVPs allow you to test and validate your product ideas before committing precious time and resources.

This testing will help you discover defects/strengths in your idea and build on them. It can also reveal whether you’ve chosen the right target audience for your product and how best to align your marketing efforts with their needs.

Create your go-to-market strategy

A go-to-market strategy is a comprehensive roadmap for bringing your product to prospective customers. It details all that you’ll do to lay the groundwork for a successful business well beyond launch day.

Your go-to-market (GTM) strategy will combine all of the information you’ve learned in the previous steps into a robust market entry roadmap. This roadmap should generate demand for your product and mitigate any product launch risks.

A good GTM plan spells out your chosen product launch strategy, value proposition, and when/how you intend to bring the product to the customer.

It should propose an overall timeline for your launch, up to the launch date, and highlight what “success” means for you and how you will measure it.

Choose your marketing channels

The success of any new product launch lies in how much buzz you can generate pre-launch. Thus, the final piece of your GTM strategy is the selection of the most effective channels for promoting your product.

Use everything you’ve learned about your customer in the steps above to determine where they are located and how you can reach them effectively. Also, ensure you diversify your marketing efforts to reach different customer segments.

Promote your product with marketing campaigns

It’s now time to set your product launch marketing plan in motion. This is the time for your marketing teams to step in and produce content that will support and align your pre-defined marketing strategy.

Of course, there are many different things you can do at this stage to generate the required buzz. This includes:

• Social media posts: Use your social media platforms to tease your new product and its features. You can also reach out to influencers, journalists, and others in the industry with large followers to spread the word.
• Press releases: Create and share an embargoed press release with as many media outlets as possible so that they’re all talking about your new release on launch day.
• Email campaigns : Use captivating emails with compelling CTAs to nudge your email list to check out the new product. Good email campaigns use a combination of a catchy subject, visually appealing body content, and compelling call-to-action to get users to sign up for the new product.

• Ad campaign: Ads are expensive, but they can also be very rewarding. If your budget allows it, create ads for the key channels you identified while crafting your GTM strategy.

Make sure your teams are aligned with your goals

Successful product launches are the result of coordinated teamwork. For that to happen, your goal must be clearly spelled out, with everyone’s role at each stage of the launch properly defined.

For example, your marketing team needs to know when to release the different promotional materials they’ve created. Likewise, your customer service team should work with your product team to understand the product’s features and how it works.

Use memos, presentations, and emails to keep different internal teams up-to-date on their role in the launch process.

Launch your product

Finally, it’s launch day! It’s time to generate as much excitement as possible and gather as much attention as possible for your product. This is the time for your press releases and promotional content to fly.

To be successful on launch day, you must equip your sales and marketing teams to spread the word about the product. They should understand the value the product brings and be prepared to share that message with their audience.

The customer service team must also be on high alert. They should understand how the product works and be equipped with the resources to answer any questions customers throw their way.

Measure the success of your product launch

Your work doesn’t end after launch day. With the day behind you, it’s time to take stock and track your performance. Your goal here is to understand whether your marketing efforts were successful or not.

So, look back at your goals and see how well you did. How many people…

• Saw your promotional posts and messaging?
• Signed up for a free trial ?
• Reached out to your sales team?

If the launch didn’t meet your expectations, try to track down what went wrong and adjust your go-to-market strategy accordingly. The data you gather will also be helpful in future product launches.

Collect customer feedback post-launch date to improve your product

The final part of your post-launch strategy should be to hear what users think of the product itself. Customer feedback is an invaluable ingredient for continued long-term growth.

Collect customer feedback from users with email and in-app surveys , using their responses to improve your product.

The feedback you receive from users will tell you what features they need, the challenges they face with the product, and how you can improve the product to match their expectations.

You may also find that there are other market segments where your product may enjoy even greater success, or learn of better ways to position your product.

Best practices when launching a new product

Now that you know what your launch process should look like, you can ensure it’s effective by keeping to the following best practices:

Listen to the market to identify the best time to launch your product

There is a science to determining your new product launch date. To have a successful launch, you must pay attention to every possible market factor.

For example, you don’t want to launch your product on the same day a well-known competitor is launching a product. Instead, you need to either launch before them or wait for the buzz around their launch to die down.

Despite its mega success over the years, Google learned the importance of paying attention to market factors the hard way when releasing Google Glass. With privacy as a major concern at the time, spectacles with cameras didn’t feel right. At $1,500, it was also too pricey for most.

The result? Google Glass was very poorly received. Despite its many futuristic features, the product failed spectacularly and was finally killed for good earlier this year.

Display social proof to frame your new product positively

Consumers love to see that others have succeeded after taking the risk to purchase your product. Thus, the use of social proof on your landing page is a necessity as it gives others the confidence to trust you.

Thankfully, getting social proof isn’t a complex process. As part of your pre-launch phase, beta-test your product with existing customers or others who have shown interest.

Have them use the product for a while and share their insights with you. As they do, collect their positive feedback and showcase them in your product launch marketing campaign.

Build hype pre-launch date

Build up anticipation within your target audience by creating an air of suspense and mystery around your product. You can do this by teasing about the product early without going into detail.

This is what makes every Apple new product launch so exciting. They keep key details about the product secret, sending users into an overdrive of speculation long before the product is even announced.

Apple is also great at using little “leaks” to keep anticipation for new products high before launch. In addition to teasing your product’s core features, you can also use influencers to test out the product and build up the hype around it.

However, always ensure that the hype doesn’t become bigger than the product, or your brand may never recover from the resultant negative market perception.

Have a checklist to monitor the product launch process

Finally, always work with a checklist to ensure you don’t miss anything. For instance, your pre-launch checklist may look like this:

• Are all team members meeting their milestones and deadlines?
• Have you tested the product with target customers in a controlled setting?
• Have you acted on the feedback from your tests?
• What product launch event type will you use?
• Is everyone aware of the launch date?
• Have you trained internal teams on the new product?
• Are all marketing materials ready and distributed to the teams that need them?
• What metrics will you use to measure success?
• When will you begin analyzing product metrics results and who will be in charge of it?
• How will information flow to the right people and departments through the launch?
• Have you gone over the final launch itinerary and timelines with the team?

Examples of successful product launches from various industries

Thankfully, there are several product launch examples you can look to for ideas. Consider a few:

OpenAI released a demo of ChatGPT on November 20, 2022. Although this was the third iteration of the GPT (GPT-1 was released in June 2018), it was only with this release that GPT went truly viral.

ChatGPT enabled users to interact with the AI and test out its capabilities for themselves. Users quickly began sharing what it could do – article writing, poems, coding, etc. on social media. In just five days, ChatGPT had attracted over a million users.

The secret? A masterful launch strategy that got influencers to try out the product, speak about it, and get others to try it out, too. It also helped that the chatbot was very impressive.

On February 22, 2023, digital workspace provider, Notion, announced the release of the highly anticipated Notion AI. At the time of its release, nearly two million people had already signed up for the alpha waitlist ten weeks prior.

How did Notion achieve such success? Like OpenAI, it created a buzz ahead of time. Notion leveraged social media channels to build anticipation around the integrated generative AI.

But it didn’t stop there. Notion leveraged in-app modals and email campaigns to introduce the feature to its already large user base. With anticipation at an all-time high, the product was released with great success.

Userpilot’s AI writing assistant

On May 2, 2023, Userpilot email subscribers received a mail announcing the launch of a new feature – Userpilot AI Writing Assistant. But users were already in anticipation of it.

The feature was first introduced in-app and released to beta testers to provide market feedback and insights. Once it was ready, the product was teased on social media before it was released on Product Hunt.

Social media posts directed users to the Product Hunt announcement where they caught a glimpse of the product and could leave upvotes. The writing assistant is also featured in Userpilot’s onboarding, ensuring new users know how to get the most out of it.

The commission-free stock trading platform, RobinHood, acquired almost a million users before it launched.

The secret? A masterclass in product launches and referral marketing. First, the app landing page clinically displayed its unique selling point – $0 commission trading!

Next, RobinHood ensured the signup process was seamless – gain early access by providing your email address. Finally, those who signed up were incentivized with a shorter wait time to refer others.

How Userpilot can help you with your new product launch strategy

With Userpilot, creating your new product launch doesn’t have to be tedious. Userpilot helps you to:

Build product marketing campaigns with different UI patterns

Userpilot enables you to build and launch complete in-app product marketing campaigns without writing code.

You can create a slideout, modal, banner , or tooltip to inform users about new features or key changes to existing features. In addition to text content, you can embed videos and images to demo the feature.

Collect customer feedback in-app

Learn what users think of your new features with automatically triggered in-app surveys .

From user experience surveys to product research and customer satisfaction surveys, Userpilot provides a variety of templates to help you feel your users’ pulse. Or, you can design one from scratch, code-free.

You can choose when and where each survey appears and customize everything, including its appearance and content.

Analyze customer interactions and identify friction points

Go beyond what users say and watch how they interact with the new feature. Are they using it often? Does it work as it should?

Analyzing users’ in-app interactions can reveal a lot about how the feature is received. It can also help you identify and fix any friction points early.

Every product or new feature launch is a big deal that only happens once. This is your one chance to ensure your product hits the ground running, and with the right launch strategy, you can do just that.

If you would like to learn more about how Userpilot can simplify this process for you, book a demo today !

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Product Launch Checklist: How to Launch a Product, According to HubSpot's Experts

Published: November 02, 2023

Like a tree falling in the woods, if you plan a product launch without spreading the word — will anyone use it? Will anyone even want it?

Probably not. Whether you‘re launching something huge, something small, or you’re updating a current offering, you'll want to start your preparation well in advance of the launch date with a product launch checklist.

Because there are so many moving parts in this process, bringing your product to market can be intimidating and tricky. To help you, we've come up with a step-by-step checklist for a successful product launch and gathered the best product launch tips from a HubSpot Product Marketer.

What is a product launch?

A product launch is the process of introducing a brand new product or service to the world. It involves various marketing and promotional activities aimed at creating buzz and demand around your new offering. The ultimate goal is to get customers excited and eager to buy the new product.

Product launches require a lot of planning. You can’t just drop a new product out of the blue and expect everyone to buy in — well, unless you’re Beyoncé . Luckily, our product launch checklist can help ensure that all your t’s are crossed and i’s are dotted before your official launch date.

Free Product Go-to-Market Kit

Free templates to ensure that your whole team is aligned for your next product launch.

• Product Launch Template
• Product Roadmap Template
• Sales Plan Template

You're all set!

Click this link to access this resource at any time.

Product Launch Checklist

• Learn about your customer.
• Write a positioning statement.
• Pitch your positioning to stakeholders.
• Develop product branding.
• Plan your go-to-market strategy.
• Set a goal for the launch.
• Create promotional content.
• Test and gather feedback.
• Set up distribution channels.
• Prepare your team.
• Launch the product.
• See how well you did in achieving your goals.

1. Learn about your customer.

Whether you call it “market research,” or “customer development” it's key to learn about what drives your customer. Identifying their goals, motivations, and pain points could lead you to developing and marketing a valuable solution.

You don't need to perform years of intense research to learn about your customer. In fact, we suggest just talking to 12 to 15 current or prospective customers.

When speaking to them, pay extra attention when they start sentences with “I wish a product did this function…” or “Why can‘t products do this?” When they give these statements, respond with questions that go deeper, like “Can you get more specific about that?" If they don’t bring up any pain points, ask them a few specific questions that will encourage them to give deeper answers.

These conversations will give you a solid idea of what their biggest pain points are and how you can market a solution to them. Once you learn these key details about your customers, you can develop a buyer persona that your team can focus on serving.

2. Write a positioning statement.

When launching a new product, you must be able to clearly explain how it fills a need in the market. That’s where a positioning statement comes in. It helps you communicate the unique value proposition and key benefits that differentiate your product from others.

Write out a statement that can clearly and concisely answer these three questions:

• Who is the product for?
• What does the product do?
• Why is it different from other products out there?

If you'd like to go even deeper, create a statement that answers the following questions:

• What is your target audience?
• What segment of the target audience is most likely to buy the product?
• What brand name will you give your product or service?
• What product or service category does your product lie in?
• How is it different from competitors in the same category?
• What evidence or proof do you have to prove that your product is different?

Still need more guidance on how to write a positioning statement? Check out this template.

3. Pitch your positioning to stakeholders.

Once you've established your positioning statement, present it to stakeholders in your company so they are all on the same page.

When doing this, you’ll want to emphasize how your new product aligns with your overall business strategy, customer needs, market trends, and revenue potential. Use concrete examples, stories, or data to make your pitch more persuasive.

You’ll also want to think proactively about potential questions or objections they might have. Prepare thoughtful responses to address concerns around market viability, competition, target audience, or feasibility.

If your employees have a hard time buying into the product, your customers might as well. If your team loves it, that might be a great sign that the product launch will go well.

4. Develop product branding.

Take the information you gathered while conducting your market research and writing your positioning statement and let it inspire you as you craft your product brand identity .

During this step, you’ll develop all the elements needed to create a consistent and memorable brand, including:

• Product name, logo, and tagline
• Color palette, typography, and imagery
• Key brand, communications, and marketing guidelines

Product branding is a little different than company branding because it focuses on creating a distinct identity for a specific product, rather than an entire organization. However, they are both still interconnected and should be aligned.

5. Plan your go-to-market strategy.

This is the strategy that you will use to launch and promote your product. While some businesses prefer to build a funnel strategy, others prefer the flywheel approach.

Regardless of which method you choose, this process contains many moving parts. To create an organized strategy for launching your product, it can be helpful to use a template, like this one.

As you create the strategy, also start considering which type of content you‘ll use to attract a prospective customer’s attention during the awareness, consideration, and purchase decision stage . You'll need to produce this content in the next step.

6. Set a goal for the launch.

Before you get started on implementing your strategy, make sure you write down your goals for the launch.

Alex Girard, a Product Marketing Manager at HubSpot, says, “Create specific goals for the launch's success. Keeping these goals in mind will help you focus your efforts on launch tactics that will help you achieve those goals.”

For example, the goals of your product launch could be to effectively establish a new product name, build awareness, or create sales opportunities.

One of the best ways to set goals for your launch team is to write them out like SMART goals . A SMART goal is Specific, Measurable, Attainable, Relevant, and Time-bound.

Once you have your goals in mind, you can start thinking about what KPIs you want to track, such as:

• Sales revenue
• Customer acquisition
• Conversion rate
• Website traffic and engagement
• Social media engagement

Identifying these metrics ahead of time will make it easier to assess whether or not you met your goals after the product is launched.

7. Create promotional content.

After planning out your go-to-market strategy and writing your SMART goals, start producing content that will support and align with those promotional efforts.

This can include:

• Blog posts related to your product or industry
• Demos and tutorials
• Email campaigns
• Social media posts
• Landing pages

Our go-to-market template will also help you determine which content you should create for each phase of your prospective customer‘s buyer’s journey.

8. Test and gather feedback.

Before you officially launch your new product, it’s important to test it out to ensure your final product is the best it can be.

By testing the product in different scenarios with real users, potential bugs, usability problems, or functional issues can be discovered and resolved early on. Fixing these problems before launching your product ensures a smoother user experience and helps maintain customer satisfaction.

Gathering feedback from users also allows for product improvement. By listening to the opinions, suggestions, and criticisms of users, you can gain insight into what features are working well and which ones need improvement. This feedback-driven approach can help you make informed decisions on enhancing the product's functionality, usability, and performance.

9. Set up distribution channels.

Before you officially launch, you’ll need to set up your distribution channels. This step is important because it determines how and where customers can purchase your product, be it online platforms, brick-and-mortar stores, or other distribution partners.

Well-planned distribution channels help accelerate the product's time to market. By proactively setting up channels ahead of the launch, you can quickly distribute the product once it becomes available, minimizing delays and maximizing opportunities to capture early adopters and gain market share.

If you can successfully position your product in prominent retail locations or online marketplaces, it increases visibility and boosts your chances of capturing customer attention and outperforming competitors.

It also provides a foundation for future growth and scalability. As your business expands and introduces new products, you can leverage existing channel relationships and infrastructure to efficiently launch and distribute new offerings.

10. Prepare your team.

Be sure that your company and key stakeholders are ready for you to launch and begin marketing the product.

Before the big launch day, consider doing the following:

• Offer your team early access to the product so they can familiarize themselves with it firsthand.
• Provide training sessions to help your team understand the product inside out.
• Develop sales enablement materials such as presentations, product sheets, FAQs, and objection handling guides.
• Conduct role-playing exercises to simulate real customer scenarios with the product.

During this process, it’s essential that all stakeholders are on the same page. Communicate with the company through internal presentations, Slack, or email to keep your company updated on your launch plan.

11. Launch the product.

Once you've completed all the above steps, you can launch the product. Here are some last-minute things to check over on launch day:

• Double-check all the necessary details, materials, and arrangements to ensure that everything is ready and working correctly.
• Conduct a brief team meeting to align everyone and address any last-minute questions or concerns.
• Keep an eye on social media channels to gauge customer reactions, respond to inquiries, and engage with potential customers.
• Ensure that your website and any systems related to the product launch, such as landing pages or checkout processes, are functioning smoothly.

Most importantly, you should take the time to celebrate the launch and the efforts of your team. This can be in the form of a team lunch, virtual celebration, or any other creative way to acknowledge everyone’s hard work.

12. See how well you did in achieving your goals.

After you launch your product, track how the go-to-market strategy is performing. Be prepared to pivot or adjust aspects of your plan if they aren't going smoothly.

Additionally, don't forget about the goals you set before the launch. Take the time to review the KPI targets you set ahead of the launch and assess how well you did in achieving those goals.

For instance, did you exceed your sales projections, or did you fall short? If the launch didn't meet expectations, you can rethink your go-to-market strategy and adjust from there.

How much money do you need to launch a new product?

Launching a product can cost anywhere from $10,000 to over $10 million — but for most cases, the range is somewhere between $20,000 to $500,000. However, the cost of launching a new product varies significantly depending on the type of product, industry, competition, and the goals you're hoping to achieve.

The cost of launching a new product varies significantly. For instance, an entrepreneur will see vastly different costs for launching a product on Amazon than an enterprise company might see for launching a product in a million-dollar market.

Let's consider two examples to explore this more closely.

Entrepreneur Product Launch Example

In the first example, let‘s say you’re an entrepreneur who has invented a design app you're hoping to sell online. You might conduct market research to determine which marketing strategies work best for your goals, which messaging resonates best with your audience, and which design elements appeal to your desired prospects. If you use a few focus groups to determine these answers, you might expect to spend roughly $5,000.

When you‘re bringing a new app to the market, you’ll need to choose the best go-to marketing strategy for your needs. Regardless of the strategy you choose, they all cost money. For instance, product branding could cost roughly $1,000 if you‘re paying a designer to help you out, and website design could cost anywhere from $500-$3,000 if you’re paying a web designer a one-off fee.

These fees don‘t include the cost you need to pay yourself and any employees if this is a full-time job. It also doesn’t include the costs of hiring an engineer to update the app's features and ensure the app is running smoothly.

With this simplified example, you're looking at roughly $8,000. Of course, you can cut some costs if you choose to do any of these tasks yourself, but you might risk creating a subpar customer experience.

Enterprise Product Launch Example

On the other end of the spectrum, let‘s consider a large enterprise company that is launching a new product. Here, you’ll likely pay upwards of $30,000 - $50,000 for market research.

Perhaps you'll spend $15,000 on brand positioning and the marketing materials necessary to differentiate yourself against competitors, and you might pay upwards of $30,000 for all the product design and brand packaging. Finally, your marketing team could need a budget of roughly $20,000 for SEO, paid advertising, social, content creation, etc.

All said and done, launching a product against other enterprise competitors‘ could cost roughly $125,000. Again, that doesn’t include the costs you'll pay your marketing, product development, and engineering teams.

How to Launch a Product Online

To launch your product online, you‘ll want to ensure you’ve followed the steps above. However, there are a few additional steps you'll want to follow to gain traction primarily online.

1. Figure out the story you want to tell regarding your product's bigger purpose.

What story do you want to tell across social platforms, landing pages, and email? This is similar to your positioning statement but needs to be geared entirely toward your target audience. Ask questions like, Why should they purchase your product? And How will your product or service make their lives better?

Communicating cross-functionally ensures the communication materials you use across various online channels align — which is key when it comes to establishing a new product in the marketplace.

Consider, for instance, how Living Proof announced its new product, Advanced Clean Dry Shampoo, on its Instagram page. The story revolves around a simple nuisance common with most other dry shampoos — How consumers still want that just-washed feeling, even when using a dry shampoo.

Originating in 2011 as a website called donothingfor2minutes.com, Calm is a mobile app that provides various resources and tools for meditation, sleep, relaxation, and mindfulness. Although Headspace was the leading meditation app at the time of its launch, it didn’t take long for Calm to dominate the market.

Calm found success largely because of its content marketing and SEO strategy. According to Foundation’s research , Calm has attracted over 8 million backlinks and uses blog content and YouTube content to organically attract and engage prospects.

The company also partners with celebrities to create unique content and engaging ad campaigns. Some of Calm’s most famous collaborators include Lebron James, Harry Styles, Matthew McConaughey, and Camila Cabello.

Calm’s celebrity partnerships have given them a leg up compared to their competitors. Not only their celebrity-read Sleep Stories garner millions of views, but they also boost the brand’s visibility and authority.

Poppi is a “prebiotic soda,” which is a beverage that combines the fizziness and taste of a traditional soda with fruit juice, prebiotics, and apple cider vinegar. It comes in flavors such as Classic Cola, Root Beer, Orange, and Cherry Limeade.

Originally called “Mother Beverage,” Poppi was originally created when co-founder Allison Ellsworth wanted to create a drink that was both healthy and tasted good. Not only does Poppi stand out from other beverages because of its health benefits, it also has a unique and colorful brand personality that attracts customers.

According to Allison, “We had this really fun and vibrant brand and a product that people could relate to. People love it and it was created with ingredients that people knew to be effective and beneficial to their body.”

Poppi was originally slated for a retail launch in March of 2020. However, those plans changed due to the Covid-19 pandemic.

Fortunately, they were able to pivot to launch as a DTC product, selling on Amazon and other e-commerce platforms. Additionally, they used this opportunity to invest in social media marketing on Instagram and TikTok , where they gained popularity amongst Gen Z consumers.

3. HubSpot Operations Hub

In 2021, HubSpot launched Operations Hub as part of its CRM platform. The product is designed to help businesses streamline their operational processes, improve data quality and accuracy, and enable cross-team collaboration. This allows businesses to run more smoothly and scale more effectively.

One of the reasons why this launch was successful was because it solved a problem that many customers faced.

According to HubSpot’s research , “over 60% of operations professionals have to do duplicative work because of a lack of alignment between teams.” This happens because operations professionals get hired into separate departments and get siloed and overwhelmed with tasks as their companies scale.

In response, HubSpot introduced Operations Hub so operations employees could work together out of a shared system and remove friction from their day-to-day workflows.

Goodles is a noodle brand that takes boxed mac-and-cheese to the next level. This product differentiates itself by providing more nutritional value than the standard dry noodles, with 10g of protein and 7g of fiber with prebiotics in every serving.

“The pasta aisle is overflowing with golden, al dente pasta options that provide very little nutrition. There's also an 'alt-pasta' section with green, brown, orange, mushy, foamy noodles that offer more nutrition but little 'yum',” co-founder and CEO Jen Zeszut said in a press release . “Why should you have to choose between taste and nutrition?”

Aside from its positioning as a delicious and nutritious alternative to boxed mac-and-cheese, Goodles also stands out with its vibrant and fun branding. While other noodle brands have neutral-colored packaging, Goodles uses a bold color palette, a nostalgic typeface, and cheeky product names, like Shella Good and Here Comes Truffle, to attract consumers in the grocery aisle.

Product Launch Tips

To learn the best practices for a successful product launch, I talked to Alex Girard again.

The HubSpot Product Marketing Manager said he had three main tips for a successful product launch:

• Your product positioning should reflect a shift you're seeing in the world, and how your product helps your customers take advantage of that shift.
• Create a recurring schedule for you and the core stakeholders for the launch to check in and ensure you're all on the same page.
• Make sure you keep the product team in the loop on your marketing plans. The product team could have insights that inform your overall marketing campaign.

However, sometimes, external factors might impact your ability to launch a product. When that happens, you might need to delay your launch.

How to Know When to Delay a Product Launch

To understand when, and why, you might hold off on a product launch, Girard told me there are three key reasons why you might want to delay a product launch, including:

• When your product itself isn't ready and you need to change your timeline to create the best customer experience possible.
• If a situation occurs where your current customers are having a less-than-optimal experience with one of your current products. Before launching and promoting a new product, you should make sure your current customers are satisfied with your existing product offering.
• If something occurs on an international, national, state, or local level that requires your audience to readjust their priorities and shift focus away from your company and its product launch. Make sure that when the time comes to launch, your target audience is ready to learn about your new product.

If you‘re looking for templates to coordinate your team efforts and align your company around your new product’s messaging, download our free product marketing kit below.

Editor's note: This post was originally published in November 2015 and has been updated for comprehensiveness.

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How To Introduce A New Product To Your Customers – Tips & Best Practices [2024]

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Marketing is tough, especially when it comes to introducing a new product.

Many people fear the potential for failure and often turn to platforms or agencies to handle the launch. But what if you could manage it yourself?

Launching a new product successfully is entirely possible with a well-crafted plan.

Today, I’ll guide you through how to introduce a new product to the market, providing practical tips and best practices that can help you navigate the process confidently and effectively.

Let’s get started.

Importance Of Introducing A New Product With A Proper Plan

You can expect significant success if you make a well-thought-out plan while introducing a new product to the market.

Let’s break down why it’s essential to approach this process with diligence and what could happen if you don’t.

Benefits of Proper Planning When Introducing a New Product

1. Reduced Risk of Failure : A detailed plan helps you anticipate potential challenges and prepare solutions in advance. This proactive approach minimizes the risk of costly mistakes that could derail your launch.

2. Better Resource Management : With a plan, you can allocate your resources more efficiently. This means using your time, budget, and manpower where they are most needed, without unnecessary expenditure or effort.

3. Clear Marketing Message : A structured plan ensures that your marketing message is coherent and compelling. You can clearly communicate what makes your product unique and why customers should care, which is crucial for capturing their interest.

4. Increased Customer Engagement : When you plan your launch, you can schedule engaging marketing activities that keep potential customers interested. This can include timed promotions, interactive content, or sneak peeks that build anticipation.

5. Measurable Goals and Objectives : A good plan sets clear, measurable targets for what you want to achieve. This allows you to track your progress and make informed adjustments along the way to improve performance.

Challenges of Launching New Products on the Market Without a Plan

On the flip side, launching a product without a proper plan can lead to several pitfalls:

1. Wasted Resources : Without a plan, you’re more likely to misuse resources, spending money and time on strategies that don’t align with your goals or target audience.

2. Poor Market Reception : If your marketing messages are unclear or inconsistent, potential customers may become confused about what your product offers, leading to poor sales performance.

3. Missed Opportunities : A lack of planning might mean missing out on strategic opportunities to connect with your audience, such as key industry events or critical selling seasons.

4. Stress and Overwhelm : Trying to manage a product launch without a plan can be overwhelming, leading to stress and potential burnout among your team.

By understanding these points, you can better appreciate the value of a structured approach to product launches and avoid the common traps that come with a lack of planning.

Now, let’s look into the key steps you can take to ensure your product makes a splash in the market right from the start.

How To Introduce A New Product To The Market – 10 Key Steps

Introducing a new product to the market is a crucial task that needs careful planning and strategic execution. Here’s how you can make your product launch impactful and successful.

1. Identify Product USPs & Messaging for The Introduction of a Product

First, pinpoint what sets your product apart from others in the market. This step is crucial for carving out your niche:

• Identifying key features : List specific features of your product that competitors do not offer. For instance, if your product is an app, it could include unique functionalities like personalized recommendations or faster processing.
• Highlighting benefits : Then, emphasize how these features can solve problems or improve user experience. For instance, if your product is designed to save time, explain that users can complete tasks in half the time it would take with other similar products. You might describe a scenario where a task that typically takes an hour could be finished in just 30 minutes using your product.

Next, develop messaging that effectively communicates these unique selling propositions (USPs). The marketing of new products relies heavily on clear and compelling messaging.

To accomplish this:

• Develop a clear message : Craft a statement that captures the essence of your product’s benefits, such as “Simplify your day with faster, personalized app experiences.”
• Tailor your language : Use terminology that speaks directly to your target audience’s desires and pain points, making the message both persuasive and relatable.

2. Conduct Market Research

Building on a strong messaging foundation, the next crucial step is to conduct comprehensive market research to inform your launch strategy:

• Gather data : Employ Google Surveys, Typeform, or SurveyMonkey to collect detailed information about potential customers, their preferences, and overall market conditions. For example, use online survey platforms to reach a broad audience and gain insights into consumer behaviors and expectations.
• Analyze trends : Utilize platforms such as Google Trends or industry-specific reports to understand current market dynamics and how they might affect your product’s launch and ongoing success.

In-depth competitor analysis is also vital for a successful launch:

• Identify key competitors : Use tools like SEMrush or Ahrefs to analyze competitors’ web traffic and keyword strategies to determine who is offering similar products and what those products are.
• Evaluate their strengths and weaknesses : Conduct a SWOT analysis to understand where there might be gaps in the market that your product can exploit.

Finally, accurately defining and understanding your target audience completes this research phase:

• Create buyer personas : Develop detailed profiles for different segments of your market using demographic data from tools like Google Analytics or social media insights.
• Adjust marketing strategies : Apply the insights gained from these personas to tailor your marketing strategies effectively. If your personas include busy professionals, consider using LinkedIn Ads or targeted email campaigns to reach them directly.

3. Choose Key Marketing Strategies

Once you are done with completing the market research, selecting the right marketing strategies for your product launch becomes crucial. Make sure you have chosen tactics that align well with your product’s unique features, your target audience, and your overall business goals.

Here’s a breakdown of effective strategies to consider:

• Early Bird Campaign : Create a sense of urgency by offering special pricing or exclusive benefits to customers who pre-order your product. This strategy taps into the fear of missing out (FOMO) and can significantly boost early sales.
• Email Marketing Automation : Use automated email campaigns to nurture leads. Set up sequences that educate your potential customers about your product’s benefits and features, and guide them towards making a purchase decision.
• Social Media Marketing : Leverage platforms where your target audience is most active. Use eye-catching visuals and engaging posts to create buzz around your product launch. Tailor your messages to different platforms to maximize engagement.
• Content Marketing : Develop informative and interesting content that solves common problems related to your product. Blogs, videos, and whitepapers can help establish your brand as a thought leader in your industry.
• Influencer Partnerships : Collaborate with influencers who align with your brand values and have access to your target audience. Their endorsement can amplify your product’s reach and credibility.
• Search Engine Optimization (SEO) : Optimize your website and content for search engines to increase visibility. Use keywords that potential customers might use to find your product or related information.

4. Plan A Launch Strategy for The Introduction of A Product

Now that you have selected your marketing strategies, it’s time to plan out the launch. You need to outline the entire process, from pre-launch activities to post-launch follow-ups, ensuring that every stage is meticulously planned:

• Set Clear Goals : Define what success looks like for your launch. Whether it’s the number of units sold, the number of leads generated, or overall brand awareness, having clear goals helps you measure the effectiveness of your launch.
• Define Pricing and Offers : Decide on your pricing structure. Consider introductory offers to attract early adopters. This could include discounted prices, bundled products, or value-added services.
• Determine Launch Dates : Pick a launch date and work backward to set key milestones. Ensure each phase of your launch strategy has enough time allocated for development, testing, and execution.
• Create a Marketing Calendar : Organize your chosen marketing strategies into a timeline. This includes scheduling when the pre-launch buzz will start, the timing of your main launch activities, and the duration of your post-launch strategies.
• Pre-Launch Plan : Build anticipation with teaser content, early bird specials, and sneak peeks of your product. Use social media, your website, and email marketing to start creating buzz.
• Launch Plan : Coordinate your main marketing push with synchronized emails, social media posts, and content releases. Ensure your landing pages are optimized to handle traffic and convert visitors.
• Post-Launch Strategy : After the launch, continue engaging with your audience. Gather feedback, address customer service issues promptly, and keep the momentum going with follow-up marketing efforts.

5. Assign Budget And Resources As Per Plan

After planning your marketing strategies, the next crucial step is assigning your budget wisely is crucial for effectively marketing new products. Ensure that resources are allocated efficiently for every stage of introducing a new product.

Here’s how you do that-

• Distribute Your Budget : Begin by outlining the total budget available for your product launch. Next, allocate specific portions to different marketing channels based on their expected impact and cost-effectiveness. For instance, if social media is a key channel for reaching your target audience, ensure it’s adequately funded.
• Resource Allocation : Assign team members to tasks that match their skills and schedule their time accordingly. If additional expertise is needed, consider outsourcing specific tasks such as graphic design or content writing to ensure high-quality outputs.
• Plan for Contingencies : Always set aside a portion of your budget for unexpected costs or opportunities. Having a flexible budget can help you adapt quickly to market reactions or invest more in strategies that are performing well.

6. Accumulate Necessary Tools For Introducing a Product

With your budget and resources set, the next step is to accumulate the necessary tools that will support your launch effectively. The right tools not only streamline the execution of your strategies but also enhance your ability to measure and adjust tactics in real time.

• Website Management : Managing your product’s online presence efficiently is crucial. WordPress is a robust platform that offers versatility and wide support for various marketing integrations.
• Advertising Campaigns : To reach your audience effectively, tools for managing paid ads are essential. Google Ads and Facebook Ads Manager are platforms that allow you to run and track advertising campaigns, crucial for driving traffic and raising awareness.
• Sales Funnel Creation : For guiding potential customers through the buying process, a sales funnel builder is key. WPFunnels is specifically designed for WordPress and helps in crafting effective conversion paths.
• Lead Management and Email Automation : Capturing leads and maintaining engagement is vital. Mail Mint offers capabilities for automating follow-up emails and managing lead information, keeping potential customers engaged throughout the launch phase.
• Social Media Scheduling : Consistent presence on social media is necessary but can be time-consuming. Automation tools like Hootsuite or Buffer help manage posts across multiple platforms without needing to engage manually every day.
• E-Commerce Functionality : Finally, for hosting and managing your product online, an e-commerce tool like WooCommerce integrates seamlessly with WordPress, handling everything from product listing to sales processing.

7. Prepare Marketing Materials & Processes

Once you have your tools and resources lined up, it’s time to prepare all the necessary marketing materials and processes that will drive your launch. Effective materials are not just about looks; they must also function seamlessly to guide potential customers through your sales funnel.

For instance, consider setting up an early bird campaign. Using WPFunnels , you could create a lead generation funnel specifically designed to capture interest from early adopters. Here’s how you might go about it:

• Landing Page Design : Design a compelling landing page that highlights the exclusive benefits of the early bird offer.
• Signup Forms : Include a simple, straightforward signup form to collect email addresses of interested customers.

Alongside the funnel, utilize Mail Mint to set up email automation that keeps these prospects engaged. You could:

• Welcome Email : Send an immediate thank you message that confirms their interest and provides more details about the product.
• Follow-up Sequence : Schedule a series of emails that keep the momentum going, sharing more about the product features, potential use cases, and testimonials as the launch date approaches.

These prepared materials ensure that once someone enters your funnel, they’re continually nurtured and informed, increasing the likelihood of conversion when the product goes live.

8. Initiate The Pre-Launch Strategy

As you move from preparation to the pre-launch phase, it’s crucial to start generating excitement and anticipation for your product. This phase is all about engaging with your potential customers in a meaningful way to build momentum.

• Content Teasers : Start sharing sneak peeks of your product on your social media channels and through blog posts. Highlight the unique features of your product and the problems it solves, giving your audience just enough to pique their interest.
• Engagement Activities : Organize webinars or live sessions where you can talk about your product and its development process. This not only informs but also creates a personal connection with your audience, making them feel involved in the journey.
• Partnership Announcements : If you’re working with influencers or other brands, announce these partnerships during your pre-launch. This helps to extend your reach and adds credibility to your product.

9. Launch Your New Product To The Market

Now that you’ve built up anticipation, it’s time to launch your new product on the market.

To ensure a smooth introduction of a product and immediate sales, it’s crucial to maintain a high level of organization and readiness:

• Monitor Everything : Keep a close watch on all your platforms as the product goes live. This means checking your website’s functionality, ensuring that all links are working and that the checkout process is seamless.
• Customer Support Readiness : Have your customer support team prepared to handle inquiries and potential issues. An informed and responsive support team can make a huge difference in how your brand is perceived. When you finally launch, maintaining control and responding promptly to customer feedback is crucial for the success of your new product on the market.
• Real-Time Engagement : Stay active on social media and other communication channels throughout the launch day. Respond to comments, thank customers for purchases, and keep the excitement alive.

These steps help you manage the influx of attention and transactions effectively, ensuring that your customers have a positive experience from the start.

10. Post-Launch Optimization

After your product hits the market, the work isn’t over. To sustain growth and continue driving sales, you need to keep refining your strategies:

• Gather Feedback : Collect and analyze customer feedback to understand their experiences with your product. This information is gold for improving your product and the customer journey.
• Analyze Performance Data : Review the data from your launch—everything from sales figures to website traffic. Look for patterns or areas where you didn’t perform as expected and figure out why.
• Adjust Marketing Tactics : Use the insights gained from your analysis to tweak your marketing strategies. Maybe certain messages didn’t resonate, or a particular platform didn’t perform well. Make the necessary adjustments to improve results.

By actively managing these aspects after the launch, you ensure that your product continues to attract and satisfy customers, driving long-term success in the market.

You now have a comprehensive guide that walks you through each step of introducing a new product to the market. Each phase of the process—from planning and preparing marketing materials to launching and optimizing post-launch activities—is designed to maximize your product’s impact in the market.

Remember, staying engaged with your audience and continuously refining your strategies will help sustain your product’s success long after the initial buzz has faded.

So, take these steps, apply them diligently, and watch as your new product not only enters the market but thrives in it.

• Get WPFunnels + Mail Mint today!

1. How long should a product launch plan be?

A typical product launch plan should span 3 to 6 months, covering pre-launch, launch, and post-launch activities.

2. Is a press release necessary for a product launch?

Yes, a press release can help generate media coverage and attract attention to your product launch.

3. What’s the minimum budget for a product launch?

The minimum budget varies widely depending on the product and market, but even small budgets can be effective if allocated wisely, focusing on digital marketing and direct customer engagement.

4. How do I choose the right market for my product?

Identify markets where customer needs align closely with the features and benefits of your product. Market research and competitor analysis are key steps in this process.

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Noshin Nisa is a Content Writer at WPFunnels with an interest for WordPress and Woocommerce. She loves to write, learn, and grow, with enthusiasm in Woocommerce, Sales Strategies, and Sales Funnel Builders.

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BENTONVILLE, Ark., April 30, 2024  — As part of Walmart’s mission to make quality, great tasting food accessible for customers, the retailer announced today its latest private brand innovation, bettergoods: a new elevated experience that delivers quality, unique, chef-inspired food at an incredible value.

Bettergoods marks Walmart’s largest private brand food launch in 20 years and the fastest food private brand Walmart has brought to market, highlighting the speed with which Walmart can bring trend and innovation to market at scale.

“Today’s customers expect more from the private brands they purchase – they want affordable, quality products to elevate their overall food experience. The launch of bettergoods delivers on that customer need in a meaningful way,” said Scott Morris, senior vice president, private brands, food and consumables, Walmart. “Bettergoods is more than just a new private brand. It’s a commitment to our customers that they can enjoy unique culinary flavors at the incredible value Walmart delivers.”

Bettergoods joins Walmart’s impressive roster of innovative private brands that bring customers quality products at an amazing value, offering a brand-new, fresh take on the culinary experience with elevated taste, flavor and variety that’s approachable and – most importantly – affordable. Thoughtfully curated by Walmart’s experienced product development team that collaborated with suppliers across the globe to source quality, trend-forward ingredients and flavors, bettergoods brings exciting culinary concepts directly to customers at Walmart’s Every Day Low Prices.

Unlike many private brands that provide direct alternatives to national brand offerings at a lower price, many bettergoods items are totally unique to Walmart, introducing customers to new and exciting flavors and concepts. And Walmart customers can expand their culinary horizons with confidence: Bettergoods products are satisfaction guaranteed – one more way Walmart is committed to providing an exceptional experience for its customers.

Bettergoods items range from under $2 to under $15, with most products available for under $5. Bettergoods is designed to delight, with 300 items spanning Walmart’s aisles, including frozen, dairy, snacks, beverages, pasta, soups, coffee, chocolate and more. Bettergoods items fall within three distinct category pillars:

• Culinary experiences:  Culinary experiences items spotlight innovative recipes, elevated ingredients and food-trend forward offerings, including specialty salts and seasonings, like Hot Honey Seasoning at an amazing value under $3, a line of jar soups, including our Creamy Corn Jalapeno Chowder for under $4 and premium Bronze Cut Pasta from Italy for only $1.97.
• Plant-based:  These products feature distinct green branding and big flavors made to be devoured. Bettergoods plant-based items provide an exceptional eating experience including decadent and smooth Oatmilk Non-Dairy Frozen Desserts customers won’t believe are plant-based for only $3.44 a pint, as well as a plant-based cheese alternative which has an incredible cheesy pull when melted for under $4.
• “Made Without”:  The Made Without pillar offers a broad variety of options that cater to different dietary lifestyles, like gluten free, or made without artificial flavors, colorings or added sugars. While these items are made without certain ingredients, they don’t lack flavor or texture, like Sweet Cream Dairy Creamer, made using only four ingredients, gluten free, antibiotic free, all white meat chicken nuggets and our Carnitas, Taco or Tinga Seasonings for under $2.

Tasting is believing, and customers can shop select bettergoods products now, in stores and on Walmart.com for curbside pickup and same day delivery, with the full line continuing to roll out over the coming months. With bettergoods, Walmart is continuing its mission to democratize access to quality, delicious and innovative foods that customers crave at the Every Day Low Price Walmart delivers.

About Walmart

Walmart Inc. (NYSE: WMT) is a people-led, tech-powered omnichannel retailer helping people save money and live better – anytime and anywhere – in stores, online, and through their mobile devices. Each week, approximately 255 million customers and members visit more than 10,500 stores and numerous eCommerce websites in 19 countries. With fiscal year 2024 revenue of $648 billion, Walmart employs approximately 2.1 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy and employment opportunity. Additional information about Walmart can be found by visiting corporate.walmart.com , on Facebook at facebook.com/walmart , on X (formerly known as Twitter) at twitter.com/walmart , and on LinkedIn at linkedin.com/company/walmart .

Apple event: What to expect at iPad launch as company reveals new products

Apple is preparing to hold its next event, titled ‘Let Loose’ and its first launch of the year .

The event is likely to focus on the iPad . Most rumours point to that being the headlining release – and even the invitation included an Apple Pencil, in a rare almost-direct confirmation of what would be starring.

Apple also hasn’t updated any of its iPads since the year before last, meaning that they are all now overdue.

As such, the event is unlikely to see any other big announcements, such as new Macs or iPhones – but it could still include some surprises. Here’s everything we expect at next week’s event, on 7 May.

The iPad Air has been waiting for an update. It has not received a refresh for more than two years, and it is starting to show.

Apple is expected to add the M2 chip, from the M1 that it currently runs. And it might come in a larger size for the first time – at the moment, you must pay the extra for the iPad Pro to get the larger 12.9-inch display.

The premium member of the iPad line-up is expected to get premium upgrades. They are said to include a new OLED display, a change of the camera placement so that it is in the right place when the laptop is used in landscape, and a whole new chip that might be focused on AI .

There may also be some more obvious design changes on the outside. The size is expected to be reduced – in part because that OLED display can be thinner – and the bezels might be smaller.

iPad and iPad Mini

There have been fewer rumours about the iPad Mini and the iPad. (Confusingly, the entry-level iPad does not have a separate name of its own, and is officially just known as the “iPad (10th generation)”.

The iPad Mini is the member of the current line-up that has gone the longest without an update. There has not been a new version of that tablet since September 2021 – meaning that it is now two years and seven months old.

The iPad is a little newer, and received its last update in October 2022. But that is still much longer without an update than usual – the version before that was released in September 2021, too, and it usually on a roughly annual cycle.

As such, if neither of those tablets receive an update, they might look very old against the iPad Air and Pro. They might simply receive smaller chip updates or similar upgrades – or Apple might leave them in their place as the cheaper end of the line-up, and encourage anyone looking for the newer technology to pay up for the more premium Air and Pro.

Apple Pencil

This was the star of the invitation – and is likely to be central to the event. Apple is widely rumoured to be introducing a whole new Apple Pencil.

It is not exactly clear what the update will bring. But rumours suggest that the update might include haptic feedback for the first time, akin to the small vibrations that allow the MacBook’s trackpad to feel like you are pressing it.

That might also help Apple clear up the confusing Pencil line-up. At the moment, Apple offers three different versions of the Pencil – and the features and compatibilities are a little confusing to work out.

Some rumours have also suggested that the new version of the Pencil could work with the Vision Pro, though it might not do so straight away.

New keyboard

Apple is also rumoured to be working on another big accessory: an updated keyboard for the iPad. Some rumours suggest that it could be metal, allowing the iPad to become something more like a laptop.

(You can expect to pay up for this. The current version – which is made out of plastic – costs $349.)

If the new iPad Pro is going to be focused on AI, then it will presumably need some new artificial intelligence software to run on it. While Apple does include AI tools in many of its existing products, those obviously work fine on the current hardware.

But Apple usually uses its Worldwide Developers Conference event, in June, to launch new features and major software updates. It has already teased that this year’s event will include some AI updates.

So will the new launch include new AI tools, or at least some hints at what those might be? Or will we get the hardware this time – and wait until June for the software that it is built to run?

Anything else?

The event seems focused on iPads, and Apple is unlikely to want to take their spotlight by introducing too many other new products. As such, it seems that there probably won’t be any surprise or other announcements.

One big standing question, however, is when Apple will introduce the Vision Pro headset in other countries. It said when it was released in the US that it would come to other countries later this year – but has not said anything since.

Might Apple choose to announce that it will be more widely available at the same event? No rumours have yet pointed to that – but it remains possible.

The Independent is the world’s most free-thinking news brand, providing global news, commentary and analysis for the independently-minded. We have grown a huge, global readership of independently minded individuals, who value our trusted voice and commitment to positive change. Our mission, making change happen, has never been as important as it is today.

This article may contain affiliate links that Microsoft and/or the publisher may receive a commission from if you buy a product or service through those links.

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Watch CBS News

Walmart is launching a new store brand called Bettergoods. Here what it's selling and the cost.

By Aimee Picchi

Edited By Anne Marie Lee

April 30, 2024 / 8:48 AM EDT / CBS News

Walmart is rolling out a new store label designed to appeal to younger customers who are not brand loyal and want gourmet foods that are more affordably priced.

The company  said on Tuesday that it's rolling out 300 new products, sold under the name Bettergoods, representing its largest private brand food launch in 20 years. 

The new line includes upscale products such as premium bronze-cut pasta from Italy, priced at $1.97 per package, and plant-based mozzarella, which costs less than $4. The rollout comes as more shoppers are shifting to store brands, which tend to cost less than premium brands, as a way to counter food inflation. 

"Today's customers expect more from the private brands they purchase – they want affordable, quality products to elevate their overall food experience," said Scott Morris, senior vice president, private brands, food and consumables, Walmart, in the statement. 

How much will Bettergoods items cost? 

Walmart said the items will range in price from $2 to $15, with most of them under the $5 mark. 

When will Bettergoods products be on the shelves? 

Walmart said some Bettergoods items are already on shelves, but that it plans to introduce more through the fall. 

What types of products are sold under the Bettergoods label?

Walmart said it is creating 300 products, spanning frozen, dairy, snacks, beverages, pasta, soups, coffee and chocolate among others.

Here are some of the items it announced on Tuesday:

• Hot Honey Seasoning: Less than $3
• Creamy Corn Jalapeno Chowder: Less than $4
• Premium Bronze Cut Pasta from Italy: $1.97
• Oatmilk Non-Dairy Frozen Desserts: $3.44 a pint
• Carnitas, Taco or Tinga Seasonings: under $2
• Plant-based mozzarella: Less than $4

—With reporting by the Associated Press.

Aimee Picchi is the associate managing editor for CBS MoneyWatch, where she covers business and personal finance. She previously worked at Bloomberg News and has written for national news outlets including USA Today and Consumer Reports.

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Press Release  Massachusetts Community Climate Bank Launches First Consumer Loan Product

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Media Contact   for Massachusetts Community Climate Bank Launches First Consumer Loan Product

Karissa hand, press secretary.

Boston — Governor Maura Healey announced today that the Massachusetts Community Climate Bank has launched a new $20 million program, the Energy Saver Home Loan Program, to help low- and moderate-income homeowners make clean energy improvements to their homes.  

The Massachusetts Community Climate Bank (MCCB) is the first green bank in the United States to focus on decarbonizing affordable housing, and the Energy Saver Home Loan Program is the MCCB’s first consumer product. The new loan program will lower barriers to clean energy adoption and assist property owners to cut their energy use and reduce or eliminate their reliance on fossil fuels by providing affordable financing and high-touch customer service features. 

“Last year, we were proud to launch the Massachusetts Community Climate Bank – the nation's first green bank dedicated to affordable housing. Today, we are thrilled to take its work to the next level with the launch of its first consumer loan product that will help people across the state afford energy efficient homes,” said Governor Maura Healey . “Low- and moderate-income families disproportionally carry the burden of both climate change and the high cost of housing. Programs like this will help provide affordable financing options for homeowners to support our clean energy transition. We congratulate the teams at the Office of Climate Innovation and Resilience and MassHousing for their leadership.” 

“The Massachusetts Community Climate Bank addresses two of our most pressing challenges — climate change and the high cost of housing,” said Lieutenant Governor Kim Driscoll. “This new consumer loan program will help us move forward on our climate goals and make housing more affordable.” 

“I am thrilled about the Community Climate Bank’s new Energy Saver Home Loan Program!  For the first time, low and moderate-income homeowners will have concierge support—a real person—to walk them through, every step of the way, what needs to be done to make their home more energy efficient, switch to clean energy, and take care of coordinating all the eligible rebates in addition to flexible low-cost financing,” said Climate Chief Melissa Hoffer . “The Community Climate Bank took the initiative to find out what customers want, and designed a program that delivers. This will be a hassle-free experience for busy homeowners. Getting fossil fuels out of your home and reaping the savings from clean energy should be easy, and thanks to the Community Climate Bank, now it will be!” 

The housing stock in Massachusetts is among the oldest in the United States and Massachusetts homes are some of the most reliant in the country on oil heating. Residential and commercial buildings are responsible for 30 percent of all greenhouse gas emissions in Massachusetts, and 60 percent of building emissions are generated by single family and small multi-family homes. Transitioning these homes to clean energy is a core component of Massachusetts’s ambitious goal of achieving net zero carbon emissions in the year 2050.  

The Energy Saver Home Loan Program is designed to accelerate the adoption of clean energy technologies by low- and moderate-income homeowners.  

The new loan program will provide flexible financing for a wide range of residential clean energy projects that support emissions reduction and healthier homes. Eligible homeowners may use Energy Saver loans to finance health and safety improvements such as roof replacement and oil tank removal, home weatherization, electrical system upgrades, heat pumps, new efficient appliances and fixtures, and installation of rooftop solar panels, battery storage and EV charging stations. To receive financing through the program, home improvements must reduce total energy usage by at least 20 percent.  

The Energy Saver Home Loan Program is unique in its ability to finance a larger amount (up to $100,000) in home improvements, including improvement costs eligible for clean energy rebates, utility incentives and tax credits. Financing will feature affordable loan terms with no upfront cash required. The new loan program will finance the cost of approved improvements, with rebate and incentive proceeds – including existing Mass Save and new federal rebates expected to be made available later this year – being used to pay down a portion of the loan amount. This provides bridge financing, helping customers with the upfront costs associated with weatherization, electrification and solar projects while they await rebates and tax credits. 

The MCCB financing will come in the form of a low-cost, long-term subordinate mortgage. Interest rates will range from 0.5 percent to 2 percent, depending on household income. Mortgages will have a 240-month term, allowing for lower monthly payments. Loans will include an 18-month interest-only period, providing consumers with low-cost bridge financing for clean energy incentive and rebate programs, and will be serviced at MassHousing’s Mortgage Servicing Center. 

“The Energy Saver Home Loan Program takes advantage of MassHousing’s statewide reach, high-touch customer service model, and expertise serving needs of lower and moderate-income homeowners,” said MassHousing CEO Chrystal Kornegay . “This new loan product will empower homeowners across Massachusetts to help advance our state’s ambitious clean energy goals, while slashing their home energy usage and making their homes healthier and more comfortable.”  

“The Energy Saver Home Loan Program is a game changer for our residents looking to get fossil fuels out of their home and reduce their energy costs,” said Energy and Environmental Affairs Secretary Rebecca Tepper . “Reducing emissions from buildings are essential to meeting our climate targets. With the innovative solutions offered by the Climate Bank, Mass Save, and historic federal funds, Massachusetts residents will see more efficient, cleaner, healthier homes.” 

"Congratulations to the Massachusetts Community Climate Bank on launching this new loan product for low- and moderate-income homeowners,” sai d Housing and Livable Communities Secretary Ed Augustus . “The flexibility it provides will allow people to improve their homes and reduce their carbon footprint at the same time."   

The Energy Saver Home Loan Program is designed specifically to meet the needs of low- and moderate-income homeowners.  

The loan program will employ flexible underwriting requirements and repayment structures that will lower the monthly costs associated with clean energy improvements. The program builds on MassHousing’s existing network of partner lenders and the Agency’s decades of experience supporting Massachusetts homeowners.  

The new loan program also offers new consumer supports not available through other publicly supported home energy programs across Massachusetts. The program will provide homeowners with wraparound customer service that will make clean energy improvements more accessible to consumers.  

The MCCB will administer the Energy Saver Home Loan Program in partnership with service providers across Massachusetts, who will help consumers to develop a customized home improvement plan, find quality contractors, and access available rebates and incentives to make the project more affordable. The high-touch program model will reduce barriers and connect consumers with resources more quickly and effectively. All In Energy, the Cape Light Compact and CET will provide consumer-facing concierge services. Abode Energy Management will serve as the program’s statewide energy services provider.  

The Energy Saver Home Loan Program is available to all income-qualified Massachusetts homeowners. The program may be used to finance energy improvements in either owner-occupied single-family homes, or in owner-occupied multifamily homes with up to 4 residential units. Homeowners earning less than 135 percent of the area median income are eligible for financing. Income limits vary by county and range from $190,775 in greater Boston to $124,875 in Berkshire County. 

The MCCB has allocated up to $20 million for the program, with a goal of committing up to 1,000 loans over the next two years. The program is designed to be scaled up with federal Inflation Reduction Act resources.  

MassHousing will work with a network of originating lenders to support the program. Participating lenders include Avidia Bank, Bank of Canton, Bristol County Savings Bank, Cape Cod Five Cents Savings Bank, Fall River Five Cents Savings Bank, Fidelity Cooperative Bank, Greylock Federal Credit Union, Holyoke Credit Union, Mill Cities Community Investments, Monson Savings Bank and The Cooperative Bank. The program is open immediately and homeowners may check their eligibility and begin the application process by visiting www.massclimatebank.com .  

The MCCB is an ambitious new climate finance initiative announced by Governor Maura Healey in June 2023. Located within MassHousing, the MCCB’s initial focus is to support decarbonization strategies in the residential sector, specifically in the low- and moderate-income multifamily rental and single-family homeownership markets.  

The MCCB is the first climate bank in the nation to launch with a specific focus on decarbonizing affordable housing. MassHousing is drawing on its decades of housing finance and investment expertise and lending capabilities serving these markets to advance the MCCB mission. The Climate Bank was established with $50 million in seed funding from the Massachusetts Department of Environmental Protection’s Climate Mitigation Trust. The Energy Saver Home Loan Program will utilize a portion that that seed funding. 

From day one, the Healey-Driscoll administration has been committed to making Massachusetts a global leader in climate resilience and the clean energy economy. On Governor Healey’s first day in office, she established the nation’s first cabinet-level Climate Chief to coordinate climate policy across all executive agencies. Focused on making Massachusetts the world’s climate innovation lab, she recently proposed a $1 billion, 10-year investment in climatetech which will create thousands of good-paying jobs. Additionally, the administration has aligned state capital investment with mandated emissions reduction targets, established a clean energy innovation pathway for high school students, and filed an historic housing bond bill that would provide $150 million to decarbonize state-owned public housing and incentives for development of energy efficient, fossil-fuel-free homes. 

About the Massachusetts Community Climate Bank 

Massachusetts Governor Maura Healey created the MCCB in June 2023, as the nation’s first green bank dedicated to affordable housing. MassHousing will incubate and steward the MCCB’s growth in collaboration with two partners that are experienced in delivering green energy solutions into sectors beyond affordable housing: the Massachusetts Clean Energy Center (MassCEC) and the Massachusetts Development Finance Agency (MassDevelopment). The MCCB is organized to promote clean energy solutions for low- and moderate-income households by leveraging federal, state, and private funds. Massachusetts has prioritized accelerated investment in affordable homes -- where residents bear a disproportionate burden of energy costs, and where families have been disproportionately impacted by pollution from fossil fuels. For more information about the MCCB, please visit our website at www.massclimatebank.com . 

About Cape Light Compact 

Cape Light Compact is a nationally recognized award-winning energy services organization operated by the 21 towns on Cape Cod and Martha’s Vineyard and Dukes County. The Compact’s mission is to serve its 200,000 customers through the delivery of proven energy efficiency programs, effective consumer advocacy and renewable competitive electricity supply. www.capelightcompact.org   

About CET 

CET, a regional nonprofit, operates on the front lines of climate action by helping people and businesses decarbonize through waste reduction, energy efficiency, and electrification. With nearly 50 years of experience, CET envisions a world that has embraced and advanced just and resilient climate solutions. www.cetonline.org   

About All In Energy 

All In Energy is a 501(c)3 nonprofit with a mission to advance an inclusive clean energy economy. We bring energy efficiency and renewable energy to underserved communities, while increasing job opportunities for diverse talent in the clean energy industry. www.allinenergy.org  

About Abode 

Abode Energy Management (Abode) is an energy management and consulting services firm based in Concord, Massachusetts. Abode is focused on creating innovative solutions to drive energy efficiency and carbon reduction in residential buildings. Their collective experience—in building performance, energy efficiency, decarbonization technologies, and contractor management—enables them to deliver engaging, impactful climate solutions for utilities, contractors, and homeowners. www.abodem.com   

About MassHousing  

MassHousing (The Massachusetts Housing Finance Agency) is an independent, quasi-public agency created in 1966 and charged with providing financing for affordable housing in Massachusetts. The Agency raises capital by selling bonds and lends the proceeds to low- and moderate-income homebuyers and homeowners, and to developers who build or preserve affordable and/or mixed-income rental housing. MassHousing does not use taxpayer dollars to sustain its operations, although it administers some publicly funded programs on behalf of the Commonwealth. Since its inception, MassHousing has provided approximately $29 billion for affordable housing. For more information, visit the MassHousing website at www.masshousing.com, follow us on Twitter @MassHousing , subscribe to our blog , watch us on YouTube and Like us on Facebook .  

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