A product launch can either go well or poorly depending on your plan and its implementation. Many mistakes along the process is disastrous and costly. You might also lose customers that your competitors might take. That is why the product launch strategy you create is important. This strategy outlines your approach, the steps you need to take, and the mistakes you might encounter.


These are some of the mistakes you need to avoid when launching a product.


Lack of Definition and Testing of Ideas

Products fail because businesses do not define and test their ideas. They settle for approval from their inner circle of friends, relatives and colleagues. They speak into an echo chamber without realising and addressing the pain points of their intended customers. Before you launch a product define your idea in specific and concrete terms. This allows you to determine if it solves a problem and addresses a pain point. Test the idea by conducting a market study. Doing so reduces the possibility of failure.


Poor Differentiation

Your product launch strategy will likely fail or experience several problems, if it lacks differentiation among products already in your chosen niche. Before launching, the product you want to introduce should have strong selling points. These can be benefits and key features that solves the problems of your intended audience. Focus on the advantages your product provides. These can be affordability, addresses a specific need or a want they have yet to realise. Concentrate on the customer so that you can create a marketing and product development strategy that connects with your audience.


Overestimation of Goals

Some small business owners fall into the trap of overestimating the results they might get. They believe their idea is the best there ever was without a proper market study. This leads to losses and high costs that your small business may take a long time to recover from. To avoid this problem, evaluate your product’s features and unique selling point. If these do not address a pain point, you will not reach the sales targets you established.


Improper Market Research

Product launches often fail because of poor and improper market research. Owners and their teams lack the data they need to connect with their target audience. This results in poor sales numbers and a low conversion rate. Learn more about your current and potential customers by conducting a survey. You can do this online (through forums, social media platforms or email) or in-person.


Wrong Target Audience

You might be targeting the wrong audience, hence the poor results of your product launch. Re-assess your market study to determine which demographics are likely to convert when you engage them through your marketing campaigns. Know your target customers first before you launch a product. This approach reduces costs and improves your success rate.


Poorly Developed Channels

Part of your brand image is customer experience. Poor experience when you launch a product prevents you from reaching your goals. One of the causes of bad customer experience is poorly developed communication channels. Provide support for customers; have a team respond to queries, complaints and feedback. Develop your social media platforms, emails and/or phone networks to establish a strong communications system whenever you launch a new product.


These are some of the mistakes you should identify and avoid when making a product launch strategy. The fewer mistakes you make, the less costly your campaign is. If you need assistance with updating your books after your campaign, we at Robookkeeper can help. We provide affordable small business accounting services. We have a team of experienced freelance bookkeepers that provide first-rate and on-time output.