Detailed plan to introduce the product into the market place including promotions requirements, inventory levels, marketing collateral needs, sales training requirements, target customers, and sample requirements.  The launch plan takes the form:

 

9-18 months before launch

· Features and benefits defined

· Value proposition formulated

· Advanced data sheets prepared

· Segmentation complete

· Target customers defined

· Channel strategy developed

· Marcom plan defined

· Branding plan established

· Reliability and quality needs established

· Technology press release completed

 

6 months before launch

· Begin customer contact – 1-3 customers

· Define Alpha and Beta customers

· Market price established

· Competitive benchmark completed

· Update Marcom and Branding plan

 

3 to 6 months before launch

· Samples sent to Alpha and Beta customers

· Application notes written

· Field applications engineers trained

· Channel strategy implemented

· Sales presentations completed

· Press tour completed

 

3 months before launch

· Inventory plan established

· Sample plan established

· Direct mail campaign completed

· Sales personnel trained

 

LAUNCH

· Inventory in place

· Press release completed

· All sales tools completed

· Final featured/benefits completed

· Final value proposition completed

· Reliability reports complete

· Regulatory compliant completed (FCC, UL, etc)

· Seminars set up