Product launch framework | Slide deck PDF

Our product launch framework is a comprehensive guide that breaks down each stage of the launch process, from defining your audience to post-launch analysis. It's been designed to help product marketers create structured, high-impact launch plans that ensure your products hit the market with momentum.

Produced and reviewed by leading PMMs, the document covers everything you need, including audience targeting, beta testing, positioning, go-to-market (GTM) strategies, and more.

What's inside the product launch framework?

The framework includes four key sections that cover the entire product launch journey:

Product overview: Learn how to target your ideal audience, craft your product positioning, and define your project scope, OKRs, and success factors.
Product testing: Develop a timeline for beta testing, gather and analyze customer feedback, and evaluate past projects to refine your approach.
Launch plan: Map out your product launch timeline with clear steps, tools, and resources needed for a smooth rollout. This includes budgeting, marketing activities, and sales enablement.
Marketing and go-to-market (GTM) strategy: Identify the best marketing tactics for launch, set up a lead generation plan, and develop a cohesive GTM strategy that aligns with your target market and competitive positioning.

How to use the framework

Define your product’s positioning: Begin by outlining your product’s unique value, target audience, and core benefits. Use the framework to assess competitors and highlight what sets your product apart in the marketplace.
Plan and execute product testing: Set up a structured beta testing phase to gather customer feedback. Use this insight to refine your product before the official launch and ensure that early customers are delighted with the experience.
Develop a comprehensive launch plan: From pre-launch marketing to post-launch tracking, the framework provides timelines, budget considerations, and campaign planning tools. Identify key promotional tactics, engage internal teams, and prepare distribution channels for a seamless rollout.
Create a go-to-market strategy: Formulate your GTM strategy, which includes a well-defined value proposition, messaging for target audiences, and a roadmap for market penetration.