Product Launch Checklist
1. Data from the "Product Launch Checklist" tab automatically creates a Gantt Chart on the "Gantt Chart" tab.
2. Simply edit the Stage, Department, Task, Description, Owner, Start, Duration, End, and Status fields.
3. We have created drop-down lists to show you how to make this tool very user friendly. If you need help editing drop down lists or color coding, please visit:
4. Once you enter the Start date of a task and the Duration (# days), the End date will automatically be calculated.
5. You can use the filters at the top of each column on the "Product Launch Checklist" tab to drill down on specific items and create a custom report, such as what are all of our
6. If you have any difficulties, you can always contact product support at firstname.lastname@example.org
Product Launch Checklist
Stage Department Task Description Owner Start End Status
Validate the understanding of Market
1 Market Problems Product Team Market Needs Problems that this new product was Sally 6-Jan-11 35 10-Feb-11 Completed
developed to address
Review the customer requirements that
2 Customer Requirements Technical Requirements Jim 10-Feb-11 35 17-Mar-11 On Track
resulted in this product's feature set
Make sure that the Marketing and PR
functions have the product specifications
2 Customer Requirements Product Team Feature Specs and feature detail to help craft supporting Michael 17-Mar-11 35 21-Apr-11 Overdue
marketing materials, web pages, press
Make sure that the Support function
understands the new product's feature set
2 Customer Requirements Product Team Support Tom 21-Apr-11 28 19-May-11 At Risk
to prepare needed documentation,
training and support materials.
Review the competitive analysis to
understand the differentiation that exists
3 Competitive Analysis Marketing Competition in the new product. Make sure that the Jim 21-Apr-11 21 12-May-11 Not Started
product launch marketing messages
reflect this differentation.
Understand the market position that was
determined for the new product. Verify
4 Positioning Marketing Positioning Sally 10-May-11 21 31-May-11 Not Started
that the Positioning is still valid and the
Work with Marketing, Sales and PR to
4 Positioning Product Team Messaging make sure that all key product messages Paul 1-Jun-11 30 1-Jul-11 Not Started
flow from the Positioning.
Determine if the launch of this new
product is still aligned with corporate
4 Positioning Executive Alignment strategy. If not, understand what must Nancy 1-Jun-11 21 22-Jun-11 Not Started
change - the product or the strategy - to
not create market confusion or potential
embarrassment when the product is
Review the Business Case to understand
all assumptions that must go into the
5 Business Case Finance Business Case pricing for the new product. See if Nancy 1-Jun-11 21 22-Jun-11 Not Started
anything has changed since the Business
Case was approved that might require
you to adopt different pricing.
Work with Product Management and any
5 Business Case Product Team Pricing other stakeholders to finalize launch Jim 15-Jun-11 28 13-Jul-11 Not Started
pricing based on the Business Case.
Review the Product Roadmap to ensure
that all the planned features for the
6 Product Roadmap Technical Roadmap pending product release are in fact in the Sally 1-Jun-11 49 20-Jul-11 Not Started
new product. If some features were
omitted, make sure there are no
references to them in launch and
Set specific, measurable goals for this
7 Product Launch Product Team Set Goals Product Launch. Most often, the goal of a Tom 15-Jun-11 21 6-Jul-11 Not Started
Launch is to create sales momentum.
Select someone to lead the Product
7 Product Launch Product Team Pick Leader Launch, ideally someone from the Nancy 21-Jun-11 21 12-Jul-11 Not Started
Product Management function.
Ensure that the Launch team leader has
7 Product Launch Executive Sponsorship Sally 15-Jun-11 21 6-Jul-11 Not Started
Select members from each of the
following functional areas to serve on the
7 Product Launch Product Team Build Team Launch team: Product Management, Jim 6-Jul-11 21 27-Jul-11 Not Started
Marketing, Sales, R&D, Support/service,
Begin meeting well in advance of the
anticipated General Availability date for
7 Product Launch Product Team Meetings the new product. A new product launch Michael 15-Jul-11 21 5-Aug-11 Not Started
typically takes 6 -12 months to properly
plan and execute. Determine how
Decide on a set of needs to meet.
frequently the teamcommunication More
protocols and frequency of regular
7 Product Launch Product Team Protocol communication between members of the Paul 15-Jul-11 21 5-Aug-11 Not Started
Launch Team and those outside the
Launch Team with a need to know.
Using this template as your guide,
develop a detailed checklist of all
7 Product Launch Product Team To Do List Sally 21-Jul-11 28 18-Aug-11 Not Started
activities that must occur to successfully
launch this new product.
Develop the pre and post-launch
7 Product Launch Marketing Marketing Plan Jim 30-Jul-11 35 3-Sep-11 Not Started
Develop the pre and post-launch
Communications plan. Consider both
7 Product Launch Marketing Communications internal and external communications. Michael 5-Aug-11 28 2-Sep-11 Not Started
What press activities are planned? Will
you communicate the launch to your
current customers differently that the
Develop your pre and post-launch events
7 Product Launch Marketing Event Strategy strategy (this can be part of the Marketing Nancy 5-Aug-11 28 2-Sep-11 Not Started
Determine the product release milestones
- working prototype, Alpha test, Beta test,
7 Product Launch Technical General Availability. Document in the Michael 10-Apr-11 35 15-May-11 Not Started
Launch Plan and develop a launch
timeline around these dates.
Stay in close communication with R&D
and Manufacturing to determine if
7 Product Launch Technical Testing anything is occurring during testing that Paul 1-May-11 63 3-Jul-11 Not Started
might delay the General Availability or
After you've completed your detailed
7 Product Launch Product Team Budget Launch Plan, develop a budget for the Jim 10-Aug-11 21 31-Aug-11 Not Started
Launch and get it approved.
Estimate how many impressions
7 Product Launch Marketing Metrics (exposures), leads, sales and profit will Tom 15-Aug-11 14 29-Aug-11 Not Started
result from executing your Launch Plan
Using the approved Launch budget and
estimates from the previous step (or from
7 Product Launch Finance ROI Sally 15-Aug-11 14 29-Aug-11 Not Started
the Business Case), develop an ROI
projection for the Launch.
If you plan to launch in international
markets, ensure that localization
7 Product Launch Product Team International Jim 1-Aug-11 28 29-Aug-11 Not Started
requirements, pricing and distribution are
Discuss as a team the risks to the Launch
Plan, particularly those risks that might
7 Product Launch Executive Risk delay the launch or cause the launch to Tom 1-Aug-11 21 22-Aug-11 Not Started
fail. Where possible, develop
contingency plans against these risks.
To Do List
2-Jan-11 21-Feb-11 12-Apr-11 1-Jun-11 21-Jul-11 9-Sep-11