Launch Planning Questions

Here are the questions you need to answer before launching a product. [KC] “There is
nothing great about heading in the wrong direction enthusiastically”[/KC]

Question #1/Rename Planning: Launch Goals: What do you want to get out of this
project? Be specific, lack of clarity = failure. Expect multiple answers to this.

Here are some potential answers:

-Money – how much? When?
-Build your reputation…with whom?
-Build your JV or partner relationships…with whom? Are these new relationships or
existing?
-Create additional products from the launch
-Create social proof?
-Get the word out or make an impact
-Attract new clients or customers
-Attract new prospects (Note: this affects pricing structure)
-Test a new market…what market? For what product?
-To backend into another product…what product? Who is your prospect?
-To backend into a continuity product…what product? What is the best lead-in that will
maximize your “stick” rate in your continuity product?
-Build an email list…for what publication? For what purpose?
-Build a snail mail list…for what purpose? For what mailing?

Question #2: When do you want to launch this project?

Most people want to launch the project sooner than they are capable of, and there are
often frustrating delays out of your control.

*Manageable chart from Keith*

Here are some possible factors:

-Preparation time…how long will it take before you are ready to launch? Be sure to
factor in time for a product creation, getting the product produced, building your
marketing and sales systems, coordinating with partners, getting fulfillment details in
place, etc…and remember, there are always unexpected delays

-Competitor’s products and launches…do you know of any? When they are scheduled?
Do you want to go head-to-head, or do you want to schedule around them?

-Your other launches…run too many promotions too close together and you risk stealing
your own thunder. Not enough promotions, and you clients/prospects will forget about
you and find someplace else to spend their money.

-Seasonality…when do your prospects have money? When do they need your product?
Watch the calendar…for example, in my many markets the time from late November
through the end of December is completely dead. For other markets that is when they
sell.

-Do you need time to build your relationship with your current clients? How about your
current prospects? Your lists?

-Your resources…is your staff (or personal time) tied up in other projects? When will this
project fit in?

-Your personal calendar…when do you want to work, or when will be a good time to be
busier than normal? When do you want to have extra time off? It’s your business…make
sure it fits your schedule.

-Your launch story…your story might dictate your timing. Jeff’s “tax sale” started on
April 14th. It would not have worked well in September.

-And finally…when do you need the money? Many projects are designed to create a cash
flow, and that intend cash flow is often needed to fund a specific need. Is this your case,
when do you need the money?

Question #3: If I were on the receiving end, why would I want this?

Question #4: Why would I want to take advantage of this particular offer at this time?

Question #5: What’s it in it for me?

Question #6: How will this product make me feel better about myself, my family, my
business, my future, my life?

Question #7: Why is this better than what I am doing already – or doing nothing at all?

Question #8: So what?

Question #9: What is my USP?

Question #10: How can I compete on value/experience not price?

Question #11: How can I weave my USP into the launch?

Assets

This section explores your assets and how this launch will impact your assets.

Asset #1: Your list(s) – answer these questions for EACH list
Your ability to rapidly introduce new projects and products with very lose risk is
dependent on your lists. Your goal in virtually any business is to grow a list of responsive
clients and prospects. That list, along with the PLF strategies will almost surely give you
a “license to print money”

Even if you are just starting out (or just starting out in a new niche) this is the list of
questions that will start you down the road to creating a responsive list.

NOTE: These questions are phrased for an email list. However, they may apply to
standard “snail mail” list as well. In fact, if you don’t have a snail mail list, now is the
time to start thinking about building one.

-What is your relationship with your email list? Do they know you? Do they care about
you? Do they respect you?
-Do they read your email?
-Do they ignore your email?
-Do they follow your directions or your endorsements?
-Do they send you testimonials? Do you currently have testimonials? Are they good
testimonials?
-Do they buy from you?
-Do they write back to you?
-What can you do to build your relationship with your list before you launch your
project? IE, how can you romance your list NOW?
-What will this project do to your relationship with your list?
-How can this project make your relationship with your list stronger?

Asset #2: Your Contacts

Note: Jeff is not a network master and an admitted introvert. Try to go for the relationship
first and business second. Don’t burn bridges. Stand by your friends.

-Who are your key contacts in this area?

-Can they help you define your product?
-Can they help you price your product?
-Can they help you promote your product?
-Can they help you create your product?
-IE, audio or written interviews, additional content, etc…
-Can they help you get exposure for your product?
-Can they give you testimonials?
-Can they introduce you to others that can help with any of the above?
-Note: An overlook aspect is a product launch is a unique time that gives you unique
powers to do all kinds of things…so turn the above questions around…
-How can you use this project to HELP your contacts?
-Can you create exposure for your contacts? Can you grow their business?
-Can you create leads and prospects for your contacts?
-Can you help your contacts distribute their message?
-Can you help you contacts create content?

Asset #3: Your existing products and content

You might have some great (and overlooked) assets on your hard drive or in your
warehouse that can help with your new project…

-What existing products or content do you have…both released and unreleased?

-Do you have resale rights to any products or content in this niche?
-Can those products and content be bundled or re-bundled into a new product?
-Can these products and content be used to create more “bulk” in your new project?
-Can those products and content be used as bonuses for your new project?
-Can those products and content be used to build your list?
-Can those products and content be used to warm your relationship with your list(s)?
-Can those products and content be used to generate more leads?
-Can those products and content be used to generate publicity?
-Can those products and content be used as a backend product for your launch?
-Can those products and content be used as a lower-cost front end to build your list of
paying clients?
-Can those products and content be used to gather feedback from your clients and
prospects?
-Can those products and content be used to gather TESTIMONIALS from your clients
and prospects?
-Can you license those products and content to your key contacts to help with any of the
above?
-When considering ANY of the above, how will they impact your reputation?
-When considering ANY of the above, how will they impact your relationship with your
list(s), your clients, and your prospects?

Asset #4: Knowledge

Do you have marketable knowledge? In the land of the blind, the one eyed man is king.
You only need to have a sub specialized area of knowledge compared to the market to
have an asset.

Asset #5: A product. Bonuses.

Asset #6: Additional raw material (could be upsell or bonus)

Asset #7: Testimonials or case studies (or the ability to get them from raving fans)

Asset #8: Lists (customer and prospect/live cold)

Asset #9: Do you know people who have lists (or people who know people who have
lists?)

Asset #10: JV/Affiliate relationships. 2 tier commissions.

Asset #11: Content relationships

Asset #12: Brainstorming/Masterminding relationships

Asset #13: Media/PR Relationships

Asset #14: Forum presence