Product launches can be tricky. Moreover, every product launch is different. There’s no point in looking for one universal solution that works for every business and product.

Still, there are some things every product launch needs for success. Stick to the 19 points outlined in the new product introduction checklist below, and you’ll be on your way to boosting your sales and getting the word about your product out there before revealing it to the world.

Time needed: 4 days and 1 hour.

Here’s the product launch checklist you need to bring a successful product to market.

  1. Define your Unique Selling Proposition (USP). 

    You need to communicate how your product is different from the others available on the market and why customers should choose yours. Here’s an article where I explain how to identify a unique selling proposition before releasing your product.

  2. Develop a media plan. 

    Launching a product without a media plan in place is a considerable risk. You’re only going to launch your product once, so you need to make the most of that occasion. If you’re not sure where to start, check out this post about creating a media plan for digital products.

  3. Identify your primary target audience. 

    Your PR strategy should aim to attract and engage a specific group of people. This is one of the critical steps to launch a new product. It doesn’t make sense to invest in PR activities that introduce a brand-new offering into a vacuum of poorly-defined audiences.

  4. Assign roles to your team for the launch. 

    You can be sure that the product release is a busy time. That’s why it’s a good idea to make sure that each member of your team knows what they should be doing and for which areas they’re responsible.

  5. Write a press release. 

    Journalists receive hundreds of press releases each month so make sure that yours catches their attention and engages them to reach out to you. Have a look here to learn how to write a press release that does its job.

  6. Invest in media monitoring. 

    You can do that by having someone help you learn who writes about your product. By adding this point to your product launch plan, you’ll gain heaps of valuable insights that you can implement later on.

  7. Choose the right day and time

    Your product launch happens only once, so ensure that it makes a splash. Use the tips I shared in this post about picking the time for sending out your press release; they’re both important.

  8. Get in touch with key journalists.

    Use this opportunity to confirm your launch date. This will help people responsible for spreading news across your sector to develop their content about your product. Be responsive to their needs and provide them with extensive information about your product. For example, you can distribute a media kit.

  9. Inform all stakeholders.

    Let everyone involved in the project know about your launch date beforehand. Each member of the team will need to reserve their time to work on the launch and create a buzz.

  10. Offer bonuses to early adopters. 

    This is a great way to launch products that might require some learning or adaptation before customers start making the most of them. Nothing helps to attract people more than exciting freebies or promotions that come as part of the event.

  11. Create promotional and sales materials. 

    Develop your offer and content you will share online. Always make sure that someone else reviews your materials.

  12. Test to check that everything works. 

    Make sure that testing is part of your product launch timeline. Conduct testing at least a few days before your launch. If you test your product too late, you risk disappointing users who are waiting for it. Also, if you change any variable, remember to check it again.

  13. Check your support. 

    This is a key step in every launch product strategy. You need to know whether your support team can handle a sudden influx of requests from customers. Make sure that there are enough people on board who can answer users’ questions and help them take advantage of the product from day one.

  14. Establish the goal of your market launch. 

    You need to have an objective in mind when launching your product — for example, the number of users you want to engage or specific sales metrics you want to reach. By measuring your success, you will learn more about what works and what doesn’t for your target customers. Add this pint to your product planning strategy.

  15. Release your product internally first. 

    It’s smart to test everything internally on the day of the launch. If you spot a technical glitch, you’ll have just enough time to eliminate it before the official start.

  16. Spread the word. 

    Make sure to ask everyone you know — from partners and employees to family and friends — to send out and let everyone know about your new product. Use social media channels smartly, and you’ll engage your target audience even before the launch.

  17. Send your press release to the media.

    This product release checklist wouldn’t make sense without this essential point. The press release your write is just as important as how you distribute it. Once you write a fantastic article, it’s time to sent it to your network. If you’re using a database, don’t forget to place these addresses in Bcc.

  18. Offer support to the first clients personally. 

    By delivering that type of customer service, you’ll not only gain insight about the first reactions and opinions of customers about your product but also make a great impression on them as someone who cares about their users.

  19. Plan future communications.

    It’s smart to create a broader PR plan where you include communications to be delivered after the event. For example, if you plan to open a newsletter box, you need to know what type of content you’ll be sharing with your audience before someone subscribes.

Stick to this new product launch checklist, and you’re guaranteed to make your market release a great success.

Still not sure how to help your product make a big splash all over the media? Have a look at our series of posts that explore the most important aspects of PR for startup founders:

Paweł Łubiarz
Paweł Łubiarz
Project Manager

Paweł helps teams implement the most effective agile and Scrum practices to build and optimize development processes. He graduated in Psychology in Management, partially completed at the Tsinghua University in China, and is currently enrolled in a Behavioral Marketing Ph.D. program (Kozminski University). Paweł’s professional background is in PR. He helped major finance and corporate brands communicate and craft public relations strategies. He translated his passion for traveling into a startup MyLuggage, which reached over 1 million users.

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