Your product launch is like sending your kid off to college: You’ve nurtured it, worked to consider every challenge it might face, and prepared it to meet the world.
But not every product launch goes according to plan. The reality is that 95 percent of new products fail, and even world-renowned brands like Microsoft MSFT -1.47%, Coors, and Colgate have had their share of flops.
However, while these established brands can weather an unsuccessful product debut, a failed launch could mean the downfall of your startup.
Make a List (And Check It Twice)
If you’re an entrepreneur counting down to launch, take it from me: You can never be too prepared for your startup’s big day, and that preparation begins with your product launch checklist.
Start with the finish line. If you’re like most entrepreneurs, you’re probably a chronic optimist. While your gung-ho attitude has helped you build a business, it’s also probably also causing you to underestimate the time needed to create and refine your product.
To determine the right ballpark for launch, flip forward three to six months on your calendar, then do it again. You’ll be grateful for those buffer months when you’re scrambling to create marketing materials, eliminate bugs, and educate salespeople before launch.