20 Essential Tasks for a Successful New Product Launch: A Checklist for Project Sponsor

As a project sponsor, you have a crucial role to play in the success of a new product launch. From ensuring that all key milestones are met to providing financial support and resources, your input and guidance are essential for a smooth and successful launch.

To help you prepare for the launch, we have created a checklist of critical tasks and responsibilities you should consider as you work with the product development team.

  1. Confirm the product launch timeline and critical milestones. Before the launch, it is essential to confirm the timeline and key milestones that need to be met. This will help you identify potential challenges or risks and ensure the launch is executed on time and within budget.
  2. Review the press release and provide feedback and approval. A press release is crucial for generating buzz and interest in the new product. As the project sponsor, you should review the press release and provide feedback and approval to ensure that it accurately reflects the product and the company’s messaging.
  3. Provide relevant company and product information for the media kit. The media kit is a valuable resource for journalists and other media members covering the product launch. As the project sponsor, you should provide relevant information about the company and the product to ensure that the media kit is comprehensive and up to date.
  4. Identify any potential spokesperson or company representatives for media interviews. Media interviews are an important part of the launch process, and it is essential to identify a spokesperson or company representative who can effectively communicate the value and features of the new product. As the project sponsor, you should collaborate with the product development team to identify the best candidates for media interviews.
  5. Provide support and resources for media training and preparation. To ensure that the spokesperson or company representatives are well-prepared for media interviews, you should provide support and resources for media training and preparation. This may include hiring a media training specialist, providing talking points and other relevant materials, and conducting mock interviews.
  6. Monitor and approve media coverage and responses to any issues. As the launch unfolds, you should monitor media coverage and respond to any issues that arise. This may include providing additional information or clarification to journalists, addressing any negative press, and collaborating with the product development team on ongoing media relations strategy.
  7. Collaborate with the product development team on ongoing media relations strategy. The media relations strategy should be a collaborative effort between the product development team and the project sponsor. As the sponsor, you should work closely with the team to ensure that the strategy is aligned with the company’s overall goals and messaging and provide feedback and guidance as needed.
  8. Review and approve follow-up materials, such as case studies and customer testimonials. After the launch, it is essential to continue to promote the product and build buzz. As the project sponsor, you should review and approve any follow-up materials, such as case studies and customer testimonials, to ensure that they are accurate and compelling.
  9. Provide feedback on the post-launch evaluation report and insights. After the launch, the product development team should thoroughly evaluate the launch process and the product’s performance. As the project sponsor, you should provide feedback and insights on the evaluation report to ensure that any lessons learned are incorporated into future product launches.
  10. Attend press conferences and media interviews as necessary. Depending on the size and scope of the launch, you may be asked to attend press conferences and media interviews. As the project sponsor, it is vital to be prepared and available to participate in these events and to provide guidance and support to the spokesperson or company representatives.
  11. Review and approve the distribution channels and tactics for the press release. The distribution channels and tactics for the press release will determine who will receive the release and how it will be delivered. As the project sponsor, you should review and approve the distribution channels and tactics to ensure they are appropriate for the target audience and the product. This may include choosing a targeted list of media outlets, using social media or other online platforms, or sending the release via email or mail.
  12. Ensure the launch aligns with overall company goals and messaging. As the project sponsor, your responsibility is to ensure that the product launch aligns with the company’s overall goals and messaging. This means carefully reviewing all materials and communications related to the launch and providing feedback and guidance as needed to ensure consistency and coherence.
  13. Provide financial support and resources for the launch efforts. A successful product launch requires significant resources, including funding and personnel. As the project sponsor, you should provide the necessary financial support and resources to ensure the launch is successful. This may include funding for media relations, marketing, and other launch-related activities.
  14. Collaborate with other departments, such as marketing and sales, on launch integration. You should integrate the product launch with the company’s overall marketing and sales efforts. As the project sponsor, you should collaborate with the marketing and sales teams to ensure that the launch is coordinated and integrated with these efforts.
  15. Monitor and provide feedback on the success of the launch using relevant metrics. After the launch, it is essential to track and monitor the product’s success using relevant metrics. As the project sponsor, you should review these metrics and provide feedback and insights to the product development team to help improve future launches.
  16. Identify and address any potential risks or challenges for the launch. Before the launch, it is important to identify and address any potential risks or challenges that may arise. As the project sponsor, you should work closely with the product development team to identify and mitigate these risks and to develop contingency plans in case of any issues.
  17. Provide support and resources for addressing any negative press or issues. Despite your best efforts, negative press or issues may arise during or after the launch. As the project sponsor, you should provide support and resources for addressing these issues, including working with the media relations team to provide clarification and counter any negative press.
  18. Review and approve any changes to the launch strategy as needed. As the launch unfolds, you may need to change the strategy to address challenges or take advantage of new opportunities. As the project sponsor, you should review and approve any changes to the launch strategy and provide guidance and support as needed.
  19. Ensure compliance with any industry regulations and standards. In some industries, there may be strict regulations and standards that you must meet during the launch process. As the project sponsor, you should ensure that the product development team is aware of these regulations and standards and that the launch complies with them.
  20. Provide ongoing support and resources for the product development team’s efforts. The product development team will need ongoing support and resources to develop and improve the product after the launch. As the project sponsor, you should provide this support and resources to ensure that the product remains competitive and thriving in the market.
See also  20 Steps to a Successful Product Launch: Why Most Teams Get It Wrong and How to Get It Right

In summary, as a project sponsor, you have a critical role to play in the success of a new product launch. 

By following the tasks and responsibilities outlined in this checklist, you can help to ensure that the launch is well-planned, executed, and evaluated and that the product is positioned for long-term success in the market.

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