Launch and Scale
When to use it
The Launch and Scale framework is designed to set you up for sustained and accelerated success in the market. It should be executed during the first 6-12 months after your product launch, but it's crucial to develop it well in advance to align workstream plans and allocate resources effectively.
What’s the purpose
The purpose of this framework is to maximize your chances of success by managing, monitoring, and measuring progress across six major workstreams. It provides a holistic view and the necessary rigor to make critical decisions, identify areas for scaling, accelerate the sales cycle, and manage risks effectively. By setting goals in each area, the framework enables quick decision-making to discontinue efforts if necessary, preventing the wastage of excessive time and effort.
How to do it
Develop mechanisms and allocate resources for gathering, analyzing, and leveraging data, feedback, and information in the following six areas:
- Product: Continuously gather product and market feedback to improve your product, and to understand what aspects clients are finding most valuable.
- Financial: Monitor and manage your financial performance, including revenue, pipeline, cost of sale, sales activities, and profitability.
- Internal alignment/Engagement: Ensure that your relevant internal teams and stakeholders are aligned and engaged in executing the launch and scaling strategies and the revenue goals for the new product/solution. Celebrate and publicize successes for both engagement and for modelling future success.
- Distribution: Evaluate and optimize your group of sellers to ensure engagement and to better understand the behaviours, mindset and skills that are resulting in success. This will assist with “coaching” and modeling for excellence.
- Support/Retention/Growth/Feedback: Gather client feedback to explore opportunities for growth, to provide exceptional support, and to understand how to achieve high levels of retention. Develop case studies from wins and losses to share the learning.
- Marketing/Research: Collect data and metrics on the impact of various marketing activities to analyze where we are gaining traction.
Additionally, governance and reporting should span across all workstreams to ensure proper oversight, accountability, and transparency throughout the launch and scaling process.
By following this guide, you will be equipped with a systematic approach to launch and scale your product, enabling you to make informed decisions, identify areas for improvement, and maximize your chances of success in the market.
