Bringing a new product to market and ensuring its success in the first year is no easy feat. With so many moving parts to coordinate, it can be daunting for even the most seasoned founders and CEOs. That’s why guidance from experts with experience shepherding startup companies from idea creation to launch can provide invaluable perspective.
With extensive experience assisting startups develop go-to-market strategies, Denise understands what it takes to launch a successful new technology product. She recently shared her insights on three key points entrepreneurs should consider when bringing a product to market.
Knowing Your Customer is Paramount
Denise emphasizes that doing homework on customers is crucial. “Often this involves meeting different customers, understanding how they budget, and learning market pricing,” she explains. Without understanding the target demographic and how to effectively communicate with them, efforts may completely miss the mark.
“As you develop materials you want to make sure that you’re talking to the right customer in the right way,” Denise advises. This means understanding their preferred communication style and tailoring messaging specifically for them. Skipping this step can make connecting with and persuading customers exceedingly difficult.
Build a Strong Foundation Before Launch
Denise’s second key point focuses on laying the groundwork for a product launch. “Many companies expect that the day they introduce the product, sales will magically sprout and they’ll be a huge success. But things don’t work that way,” she cautions. Instead, startups need an advance awareness campaign to precede the product reveal.
“You need to create a foundation for the product before introduction,” Denise asserts. This foundation may involve publishing materials, giving talks, or other educational content to bring the product onto customers’ radar. Without some advance notice and context, the market will be aware of the offering at launch.
Leverage Relevant Industry Experience
Denise’s final tip focuses on hiring. “Too often people think they can just pick up an industry, but that takes time,” she notes. To accelerate market traction, she suggests bringing on team members already familiar with the space. “In order to move quickly, you need to hire someone who’s been in the industry, knows the ecosystem, and has customer connections,” she states.
Someone immersed in a particular market can tap into their network instantly. “Their first day at work could be calling people they know and pitching the product,” says Denise. This capacity to leverage existing relationships can kickstart sales rapidly compared to building connections from scratch.
Key Takeaways on Launching a New Technology Product
Distilling her wisdom, Denise offers entrepreneurs several key lessons:
- Truly understand your target customer before anything else. This informs branding, messaging, and positioning.
- Don’t expect instant success the day you launch. Build an advance awareness campaign to pave the way.
- Hiring industry insiders can accelerate growth thanks to their pre-existing network and expertise.
For founders preparing to unveil a new innovation to the world, Denise provides a blueprint for maximizing its impact from day one. By crafting a thoughtful go-to-market strategy and putting in groundwork before launch, success is attainable.
Denise herself is eager to share more insights with entrepreneurs looking to bring ideas to life. “If these three points have resonated with you and you’d like to discuss my ideas around introducing new products, please feel free to reach out,” she offers.
To learn more about Denise Ruffner, check out her LinkedIn profile or visit her website.
