Joint CPMN / CIM meeting slides from Sep'2012

1. Product Launch Disasters
– and how to avoid them!
Colin Mills
Product Marketing Director

2. Global company with history of growth
•Turnover £314 Million in 2011
•2200 employees worldwide
•Sales into over 120 countries
•24 International Subsidiary
Offices
•>200 Distributors

3. Product development history
• Multiple market sectors and
applications
• Broad technology portfolio

4. Lesson No. 1
• Complex products – complex set of
deliverables for launch
– Engineering / product elements
– Marketing collateral / sales tools
– Training materials / equipment
– Policies – Spares, Service, Repair,
Warranty
– Supply chain – stock!
• Strong Project Management
– Committed launch team
– Regular project meetings along side Stage
Gate product development process

5. Lesson No. 2
• Poor Sales Channel commitment
– Multiple products / technologies through the
same channel
– “We don’t have the bandwidth”
– Not commited to sales goals
– Need to “Train the Trainer” for both commercial
and technical training to cope with local
language
• Local champion / Launch owner
– Part of the project team to input local needs
– Ensure all the channel deliverables in place
• Schedule launches to match channel
capacity, regional priorities
• Create “useful” sales tools – focus on
value propositions not features

6. Lesson No. 3
• The product is never 100% “ready”
– Project extends, or unrealistic timescales, but launch date
“can’t” move back
– Launch with known issues / bugs effecting few applications
– Loss of sales channel and general business confidence
• Keep development resource in place post launch
– Resolve issues quickly
• Communicate status
– Communicate known issues / status e.g. Early Life Tracker
Report
– Update sales channels / teams regularly

7. Lesson No. 4
• Often replacing existing products……to existing customers
– Not all the functionality of existing product is in place from day
one
– Not possible to kill the existing product
– Adds complexity and cost to the business
– Adds confusion within the sales teams and customers
• Have a plan!
– Range completion takes time
– Set clear expectations

8. Any questions?

10. Product Launch Disasters
- how to avoid them
Arthur Meadows

11. How to build a Product Release
Checklist
1. Determine impact on all stakeholders
2. What documents will inform
stakeholders of the impact?
3. Build a Library of Reference Materials
4. Build an Issues List
5. Iterate!
6. Communicate regularly
7. Don’t forget to celebrate!
List available at http://blog.stream121.com

13. Product Launches
The good, the bad, the ugly
Dr. Richard Brierton
Senior Lead, EMEA Marketing
Autonomy HP
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

14. Business Context
High value B2B sell
Complex software product
Hybrid sales model
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

15. Product Success Factors
Innovation
Enablement
Proof/validation
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

16. Keep the Message Simple
The 5 sentence elevator pitch
1. What does it do?
2. Who is it for?
3. What are its benefits?
4. How does it solve the problem?
5. How is it different from
the competition?
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

17. Enable Everyone
Internal and external
In the right order
A tiered approach?
“You know, we’re just not reaching that guy.”
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

18. Learn From Your Mistakes
Host a post mortem
Be brutally honest
All feedback counts
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

19. Thank you
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

21. Product Launch Disasters
(and how to avoid them!)
David Newble
CEO
Confidential 14 September 2012 21

22. TAP Biosystems
 Delivering systems since 1988
 HQ: Royston, (Cambridge) UK
 US: Wilmington, DE
 150+ employees
 £20 million revenue
 Direct sales and support
 North America
 UK & Ireland
 DACH Region
 Distribution Network
 Europe
 Asia Pacific
Confidential 14 September 2012 22

23. A broad portfolio for a range of markets
Integrated systems Mid sized systems Benchtop systems
High throughput Bioprocess Regenerative ADME / Tox
drug discovery development medicine
Confidential 14 September 2012 23

24. The good, the bad, ok perhaps the really ugly!
ambr Cell IQ
 TAP developed product  Distributed product
 TAP’s first suspension cell  Applications in stem cell
culture product and assay development
 TAP’s first consumable led  TAP’s first imaging based
product product
 Targeted but highly  Broad market & interested
conservative market in new technologies
Confidential 14 September 2012 24

25. So how did the launches go?
ambr Cell IQ
 200-300 leads generated  200-300 leads generated
 Trade shows and e-mail blasts  Telesales & e-mail blasts
 Evaluation led closure  Evaluations not converted
 Pharma / biotech customers
 Interest from academic
 30 companies adopted after
sector
18 months
 grant dependent
 Product growth to £10m per
annum 2 years after launch  Product dropped after 24
months
Confidential 14 September 2012 25

26. So what did we learn?
1. Really know your market
ambr Cell-IQ
• Developed with 2 partners • Relied on partner’s market research
• Extensive market research • Value proposition based on flexibility
• Clear plan to reach customers • ‘shotgun’ approach to lead generation
2. Commit to the product!
 We were reluctant to invest in Cell IQ evaluations
3. Do not assume a sales team will follow up on
untargeted leads
4. Just because a partner has sold systems does not
mean it will be a successful product
Confidential 14 September 2012 26

27. Questions?
Confidential 14 September 2012 27