This document outlines a phase-gate approach to product launches with 5 phases: (1) Business Case, (2) Solution Definition, (3) Solution Creation, (4) Market Feedback, and (5) Sales & Operations. Each phase has entrance and exit criteria as well as deliverables that must be approved by management in phase-gate reviews in order to progress to the next phase. The goal is to provide oversight and accountability for product launch efforts.

1. A PLAN FOR SUCCESSFUL PRODUCT LAUNCHES
Product Launch
Management

2. What This Document Describes
How product launch efforts are accountable to
the organization
A mechanism whereby Organization
Management exercise Leadership over Product
Launch activities
Critical Milestones in the Launch Methodology
that are inspectable and reportable

3. Phase-Gate Approach
The entire process is broken into a series of
Phases (Px)
Each Phase has specific Entrance and Exit
criteria
The management team holds the key to the
gates – launches can only pass the gates with
the express consent of the management team

4. P1 Business
Case
Define the market
problem to be
addressed
Define the market size
and penetration goals
for the Launch
Create preliminary
financial impact
analysis with list of
assumptions
Define preliminary
solution definition with
summary of features
and capabilities
Complete risk analysis
to identify success
barriers
P2 Solution
Definition
Investigate and decide
upon features to be
delivered
Identify preliminary
sales strategy and
implementation
methodology
Define Marketing
approach with
intended collateral
Set preliminary goals
for Training &
Documentation depth
& coverage
Identify Buying &
Using personas
P3 Solution
Creation
Engineering builds the
product to satisfy the
Solution Definition.
IT develops an
infrastructure plan to
host and manage the
product.
Professional Services
develops training, and
documentation
Marketing begins
developing collateral
TPL & PM define basic
steps to deploy
P4 Market
Feedback
Select and engage
Field Trial client to
validate solution.
TPLs & PMs formalize
project implementation
methodology
Identify & deliver to
Early Adopters for
feedback
Support begins to
capture knowledge
base for client issues
Develop/Test Sales
Campaign
P5 Sales &
Operations
Execute sales
campaigns.
Pipeline re-messaging
Manage existing
clients: Upgrades &
enhancements
Support ready to
handle all client issues
Methodology Overview
Review &
Approve
Review &
Approve
Review &
Approve
Review &
Approve

5. P1 Business Case
Entrance Criteria
For existing products: All previous
releases in Sales & Operations phase
For new products: No entrance criteria
Exit Criteria
Product Management presents Business
Case to Management Team during a
weekly meeting
Management team discusses and arrives
at consensus around need and key
scope/features
Management team grants permission to
exit phase
Key Deliverables/Outputs
Quantitative and Qualitative
Customer Research
Business Case Document
 External Market Need/Demand
 Internal Business Need/Demand
 Research Methodology & Results
 High Level Value Proposition
 Estimate of Total Launch Investment
 Critical Features & Functions
(prioritized)
 Timing considerations
 Product/Solution Launch Goals
Create Team for next Phase

6. P2 Solution Definition
Entrance Criteria
P1 Business Case successfully exited
Create team to drive process:
 Product Management
 Engineering
 Client Services
 Product Delivery
 Professional Services
 Marketing
Exit Criteria
 Cross-Functional Signoff
 Team presents findings to Management Team
in a specially scheduled meeting
 Management team arrives at consensus
around scope, investment and benefits
 Management team grants permission to exit
phase
 Finance identifies funding timeline
Key Deliverables/Outputs
Revised Value Proposition
Revised Investment Estimate
Defect List
Business Story Cards
(Features/Requirements)
Key Testing Requirements
Launch Goals
Training Goals
Documentation Goals
Marketing Goals
Support Goals
Target Customers for Deployment
Product Technical Feasibility
Assessment

7. P3 Solution Creation
Entrance Criteria
P2 Solution Definition phase
successfully exited
Finance approval to fund development
of a new solution
Exit Criteria
 Launch Team presents to Management Team
in a specially scheduled meeting
 Management team agrees that Product is
complete and has high likelihood to meet
Launch goals.
 Management team grants permission to exit
phase
Key Deliverables/Outputs
Software, Reports & Websites, etc
Technical & Functional Testing
Deployment Dry-Run Results
Trial Customers selected
Trial Project Manager Selected &
Project Plan Drafted
Preliminary Launch Message crafted
Marketing Strategy defined
Pricing Plan for New & Existing
Customers
Rough Draft of Training
Rough Draft of Release Notes

8. P4 Market Feedback
Entrance Criteria
Product Development is complete
Trial Clients Selected
Trial Deployment Methodology ready
and accepted by all stakeholders
Exit Criteria
 Launch Manager presents findings to
Management Team at a specially scheduled
meeting.
 All P1/Critical P2/High issues Resolved by
Engineering and Certified by QA and the
Team that reported it.
 Management comes to consensus that Field
Trial is complete and successful. Declares
release ready for GA.
 Internal GA communication memo to entire
organization
Key Deliverables/Outputs
NDA & Field Trial Agreement(s)
Product Launch Indicators identified
Trial Project Plan Accepted/Executed
Software, Reports, Websites, etc
Update
All Trials Completed; All P1/Critical &
P2/High Cases Resolved
Technical Documentation Completed
User Documentation Completed
End User Training Materials
Completed
Support Ready to take Level 1 Calls
Account Plans Updated
Marketing Content Completed
Sales Kit Completed
Sales Training Completed
Pricing Finalized

9. P5 Sales & Operations
Entrance Criteria
Solution Declared GA
Exit Criteria
 N/A – this is the ongoing state for the Solution
Key Deliverables/Outputs
Internal Teams Trained
Marketing content published
Execute Marketing/Sales Campaign
Demo Solution Deployed
Sales Contracts Booked
Implementation Projects
Customer Support Delivered

10. Product Launch Review Cycle
Management
Phase Gate
Monthly
Product
Launch Review
Finance
Capitalization
Review
Deliverable
Peer Review
At End of
Phase
Management
Team
Assess designated
launch deliverables and
product readiness
3rd
Tuesday of
every Month
Product
Management &
PMs
Review progress, risks,
issues and Barriers
Action Item Review
P1, P2 and P5
+ Annually
Finance
Review Capitalization
and Time Capture info
As Scheduled
Minimum
Quarterly
Product
Management
Review Deliverable
quality and consistency
Action Item Review
Review When Who What