SUNDAY REWIND: Same but different: Launching products at an established company

BY Eira Hayward ON DECEMBER 4, 2022

In this week’s Sunday Rewind, ProdPad’s former Chief Commercial Officer Liz Love looks at how launching products at an established business differs from a startup launch.

She runs through some of the factors that need to be considered:

There’s a ready-made customer base, who may be interested in your new product and there are existing relationships you can leverage. Launch planning therefore might include one strategy for existing customers, and another one for new customer acquisition.

There’s a larger pool of resources. More departments are likely to get involved in a launch at an established business but there will also be more people to educate. You may have to launch a new product internally as well as externally.

Product positioning is more complex for an established business, and requires the involvement of marketing and business development. Operations support also needs to be involved, and you need to decide how to measure success.

Read the full post: Same but different: Launching products at an established company