Five Steps For Taking Your Product To Market

Got a Great Product? Launch it in 5 Easy Steps

Product Launch
••• Make it a Successful Launch. Getty Images

You've been through development and testing. You've done the focus groups and the market research. The packaging is perfected. All you have to do now is sell it. 

That is obviously much harder said than done. Even if the product is revolutionary, getting your message out involves overcoming consumer doubts, beating out the competition, and of course, setting a price point that makes money for you without turning off potential buyers.


Getting your product on the market requires exceptional product knowledge, creativity, imagination, persistence and energy. But by following these steps, you should see great success. 

Now, if you're thinking "I don't have a product...I AM the product," don't worry. Whether you're a professional speaker, success coach, entertainer, or even an advertising professional, the strategy is still the same. ​

STEP ONE: Create a Marketing Plan

An excellent marketing plan is essential and serves as the blueprint for your business success. Begin by confirming that there is in fact...a market for your product.

Many overlook this and end up making one of the most expensive mistakes of their lives. If there is a market for your product, get the most recent market synopsis for your business.

Do your research online, and at your local library or bookstore. There is a plethora of information and literature available to help you succeed.

Speak to individuals who operate businesses like yours.

Next, do your homework. Write down your specific goals, objectives, and desired outcome for your business. After you've done this, you're ready to create your marketing plan. Be sure to include your:

  • Product description
  • Target market
  • Customer demographics
  • Price
  • Competition
  • Promotion
  • Advertising
  • Profit percentage
  • Product Guarantee
  • Product/liability Insurance
  • Budget

STEP TWO: Set a Launch Date

What is the exact date your product goes on a shelf, in a rack, in front of an audience, or online?

Write it down.

Your launch date not only gives you something to aim at, it helps keep you accountable. Your Launch Date is considered your debut, or grand opening. It is the day your customers line up throughout cyberspace -- or around the block -- to be the first in line to buy your product.

The launch date is typically set far enough ahead for a full-steam ahead marketing effort. Setting a launch date six months in advance is the minimum I would suggest for a strong marketing campaign. Anything less would compromise your efforts and results.

Six or more months out increases the likelihood for great previews, reviews, blurbs and other publicity mediums. And be sure to arrange radio phone interviews and personal appearances with radio and television stations.

STEP THREE: Work With a Business Coach or Small Group

Everyone can benefit from the guidance and support while putting their product on ​the market. A business coach or a business support group can help you reach your destination.

You can't help but benefit from the shared experience and knowledge of others.

These resources can also help you hold yourself accountable for reaching your daily goals and objectives. The primary goals include helping you grow -- and stay -- in business. You can meet once a week, once a month, or even once a quarter. It's up to you.

STEP FOUR: Take Action Every Day 

This tactic requires discipline and is one you cannot afford to overlook. You must do something every day which moves you closer to putting your product on the market.

Be sure you are advertising and utilizing both online and offline resources to do so. Go out and network and establish business relationships in your community.

Join your chamber of commerce. Approach your niche market every day with the intent to advance.

Be creative, daring and tenacious.

Pick up the phone and tell the people about you and how your product can change their lives for the better.


STEP FIVE: Sell, Sell, Sell.

But not without a focused strategy.

Depending on your product and respective marketing plan, you may want to focus selling to individuals first, then small businesses. As you reach your goals, you are more than likely to open up to retail or wholesale. Business-to-business selling is fundamental in the success of many products.

Todd Mogren, a successful Internet Marketer says, "We began selling to individuals. Lots of our growth today is coming from businesses, including IBM, UCLA and Ford."

Illustrate the low cost and benefits of your product. Break down the price to its smallest increment and make the benefit clear. For example, "Enjoy delicious, high quality, coffee delivered to your home for less than 80 cents a day."

Get the picture?

If your product is a mail order item, factor in the appropriate expenses so when you package and ship it, you're not taking away from your profit. Your local post office can recommend the best mailing options. Visit the post office's Web site. They have excellent packaging tips.

Fran Briggs is an author, business woman, motivational speaker, and the President of The Fran Briggs Companies, an organization dedicated to the personal and professional development of individuals and groups around the globe. The company's personal development website offers a free and exciting twice-monthly newsletter designed to help individuals live a happier, healthier and wealthier life.