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Why Most Product Launches Fail

Why Most Product Launches Fail | Product Launch Success | Scoop.it

Numerous factors can cause new products to fail. (See the sidebar “40 Ways to Crash a Product Launch.”) The biggest problem we’ve encountered is lack of preparation: Companies are so focused on designing and manufacturing new products that they postpone the hard work of getting ready to market them until too late in the game. Here are five other frequent, and frequently fatal, flaws.

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Product Launch Success
Articles on how to launch a product or service and product launch examples.
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Stealth Marketing: How Brands Infiltrate Vine With Product Placement

Stealth Marketing: How Brands Infiltrate Vine With Product Placement | Product Launch Success | Scoop.it
With sights set on its 40 million users — many of whom are teenagers — advertisers are getting crafty in their efforts to break into ad-free Vine.
Jennifer Beever's insight:

For your product launch, just get a Vine user with lots of followers to showcase your product in a 6 second video. By the way, it may cost you thousands.

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Micro-Lending Is an Alternative to Payday Small Business Loans

Micro-Lending Is an Alternative to Payday Small Business Loans | Product Launch Success | Scoop.it
Every day, 10% of Claudia Diniz's sales disappear. Opportunity Fund, a nonprofit lender, siphons off the money and treats it as payment on a $35,000 loan Diniz used to stock the shelves of her Los Gatos, Calif., clothing store.
Jennifer Beever's insight:

Great innovation in loans allows business owners to make payments when business increases and not when it slows.

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Cisco Launches Connected Billboard in San Francisco

Cisco Launches Connected Billboard in San Francisco | Product Launch Success | Scoop.it
Cisco has placed an Internet-connected billboard on Rt. 101 near the San Francisco airport that will deliver specific messaging based on a driver's speed.
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Get Ready for Swarm: Foursquare to Split Its App in Two

Get Ready for Swarm: Foursquare to Split Its App in Two | Product Launch Success | Scoop.it
3 things you need to know now Foursquare will soon be splitting its app in two: a new app called Swarm is for keeping up with friends, with the original Foursquare app centered around discovery.
Jennifer Beever's insight:
Foursquare splits it's app and launches Swarm.
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Here Are The 25 Most Brilliant Product Packages In Existence. But #22... Now That's Morbid.

Here Are The 25 Most Brilliant Product Packages In Existence. But #22... Now That's Morbid. | Product Launch Success | Scoop.it
These are so good they sell themselves.
Jennifer Beever's insight:
Great packaging examples, breaking the mold, adding to consumer's brand experience.
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Crossing the Chasm Meets The Lean Start-Up

Crossing the Chasm Meets The Lean Start-Up | Product Launch Success | Scoop.it
To the degree that Crossing the Chasm could have been called the go-to book for entrepreneurs in the 1990s, one could argue the same role for Eric Ries’s The Lean Start-Up for the first decade of
Jennifer Beever's insight:
Two great books!
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Cross-Industry CMO Skills Are Underrated

Cross-Industry CMO Skills Are Underrated | Product Launch Success | Scoop.it
This article is by Sandra Zoratti, VP of marketing at Ricoh and author of "Precision Marketing." Companies want marketers who can deliver growth, revenue and new thinking.
Jennifer Beever's insight:

I absolutely agree that organizations should consider hiring CMOs from outside of their industry. Requiring industry experience often encourages industry incest - inbreeding if you will. The attitude of "it wasn't invented here" can prevail and prevent an organization from changing. The more important criteria are the CMOs skils and track record in effecting change and growth.

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A New Era For Entrepreneurs And Startups Has Begun

A New Era For Entrepreneurs And Startups Has Begun | Product Launch Success | Scoop.it
There is additional encouraging news for aspiring entrepreneurs on many fronts, just in case you are thinking about joining the existing ranks.
Jennifer Beever's insight:

It's a good time for entrepreneurs. Apparently the startup rate is higher now than during the Dot Com bubble. And, the National Venture Capital Association and Dow Jones predict that 2014 will bring more investment, IPOs, employment opps at startups, and improvements in the economy.

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The 7 fastest growing industries of 2013 (infographic)

The 7 fastest growing industries of 2013 (infographic) | Product Launch Success | Scoop.it
5 of the 7 fastest growing sectors of the U.S. economy are fueled by technology startups.
Jennifer Beever's insight:

Interesting list of fast growing industries.

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How to create a sustainable social media strategy for your startup

How to create a sustainable social media strategy for your startup | Product Launch Success | Scoop.it
This post is brought to you by Simply Measured. If you’re running a startup, working for one, or just considering turning an idea into a company, calling your work ...
Jennifer Beever's insight:
Practical advice for choosing your audience, social media platforms, and messaging strategy for your launch or startup.
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Gaming Empire Supercell: We Pop Champagne Every Time We Fail

Gaming Empire Supercell: We Pop Champagne Every Time We Fail | Product Launch Success | Scoop.it
HELSINKI, Finland — Supercell is known for two of the most popular iOS apps — combat strategy game Clash of the Clans and social farming game Hay Day — but the pair are the only survivors of several apps developed by the company in recent years.
Jennifer Beever's insight:

Celebrating what you learn from a failure is an interesting concept for businesses. I think most business leaders and managers would rather brush the failures under the rug than celebrate them. Dave Kerpen gives an example of a company that holds ice cream socials when a mistake is made in his book Likeable Business. In the software industry, one of the CEOs I worked for would call prospects that didn't buy from us to find out why. It takes courage to face the failures and learn!

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Gartner: Top 10 Strategic Technology Trends For 2014

Gartner: Top 10 Strategic Technology Trends For 2014 | Product Launch Success | Scoop.it
Gartner just concluded its Gartner Symposium/ITxpo 2013 in Orlando, gathering tens of thousands of IT executives. Among the most anticipated aspects of the gathering are the ruminations from the Gartner pontificators regarding IT trends.
Jennifer Beever's insight:

Wow, check out # 9, Smart Machines -

contextually aware, intelligent personal assistantssmart advisors (e.g., IBM IBM -0.55% Watson)advanced global industrial systemsautonomous vehicles.
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4 Steps To Building A Compelling Value Proposition

4 Steps To Building A Compelling Value Proposition | Product Launch Success | Scoop.it
(In my first article here on Forbes, I suggested how entrepreneurs might get started.
Jennifer Beever's insight:

I like Michael Skok's ideas on how to vet your startup idea before jumping in and assuming you know your value proposition.

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Salesforce Mobile Reports And Dashboards Provide In-depth Knowledge On The Fly | TechCrunch

Salesforce Mobile Reports And Dashboards Provide In-depth Knowledge On The Fly | TechCrunch | Product Launch Success | Scoop.it
Salesforce.com today announced a new mobile reports and dashboards tool that runs on their mobile Salesforce1 platform. The goal of the product is to give..
Jennifer Beever's insight:
It's good timing! Keep the innovation coming! Now if SalesForce can do something about its legacy back end!
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Entrepreneur Barbie Puts the 'B' in Boss Lady

Entrepreneur Barbie Puts the 'B' in Boss Lady | Product Launch Success | Scoop.it
Don't let the pink shift dress fool you. Barbie's latest venture is all business.
Jennifer Beever's insight:

Uh, well, maybe this new Barbie will inspire some girls to become entrepreneurs. At least Mattel is trying?

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Content Marketing Tips for Launching a New Product by Guy Kawasaki #contentcuration

Content Marketing Tips for Launching a New Product by Guy Kawasaki

Via Brian Yanish - MarketingHits.com
Jennifer Beever's insight:

This is exactly what I recommend to my clients. Start building your social media presence in the space in which you are launching a new product as soon as you decide it's a go. You'll be ahead of the game when it's time to launch.

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Brian Yanish - MarketingHits.com's curator insight, March 31, 12:02 AM

Interesting insight from Guy, building content for a new product using content curation. Guy is known for pushing his lean content to the masses. 

Change Impetus's curator insight, April 1, 9:28 AM

I would say it doesn't have to take a year to build a quality content platform for SM before launch. With good planning and a calendar it could be done it 6 months.

 

I agree with his point about "earning the right to pitch your product" in groups and forums.

Emmanuel 'Manny' Gigante's curator insight, May 3, 12:40 AM

#guy #kawasaki  alway great info

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Nokia's Pitch, in a Nutshell: Think Different, Use Windows

Nokia's Pitch, in a Nutshell: Think Different, Use Windows | Product Launch Success | Scoop.it

InterIn a demonstration of how much the tech world has changed over the past few years, consider the underlying pitch for Nokia's latest ad: "Think different, use Microsoft's Windows Phone OS." The ad, the first since Nokia officially became a unit of...

Jennifer Beever's insight:

Watch the brief ad in this post. Interesting. Good luck with moving your 3% market share. (Sorry to be so cynical.)

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Tea company leverages Whole Foods partnership for new product launch - Vegetables - NewsLocker

Tea company leverages Whole Foods partnership for new product launch - Vegetables - NewsLocker | Product Launch Success | Scoop.it
The makers of Third Street Chai have leveraged their partnership with Whole Foods Markets into a new line of ready-to-drink teas that will launch nationwide with the natural foods retailer this spring.
Jennifer Beever's insight:
This is interesting, since I'm reading the book about how the founders of Honest Tea launched their company. For any food Startups, it's good to know that Whole Foods has a fund to help finance Startups like Third Street Chai.
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3D Printshow: A Mind-Boggling Display of Art, Fashion and Design

3D Printshow: A Mind-Boggling Display of Art, Fashion and Design | Product Launch Success | Scoop.it
3D Printing is the real-world answer to the magical question: What if you could make anything?
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15 Marketing Softwares That Can Boost Your Business

15 Marketing Softwares That Can Boost Your Business | Product Launch Success | Scoop.it
In today’s knowledge economy, the marketing landscape for businesses has changed dramatically.
Jennifer Beever's insight:

Marketing software is a growing industry and it's hard to understand the variety of options. This article helps....

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13 Tech Products That Stood Out in 2013

13 Tech Products That Stood Out in 2013 | Product Launch Success | Scoop.it
What marks a successful product? The same indicator of a successful Facebook post, tweet or status update: something you want to share with others. At least that's our view.
Jennifer Beever's insight:
This is a great list of the top technology releases this year.
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In defense of the niche: content marketing and the rise of the smart web

In defense of the niche: content marketing and the rise of the smart web | Product Launch Success | Scoop.it
Author and entrepreneur Seth Godin once said that “Marketing is no longer about the stuff that you make, but about the stories you tell.” Even for those folks who’ve never so much as heard of lead-gen or nurture programs, the importance of relevant...
Jennifer Beever's insight:

With niche content you can attract qualified buyers in 3 months or less. Much better than the "old" days of website SEO when it took 6 months to get properly indexed and listed on search results.

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One Startup Tried Every Marketing Ploy From 'Ellen' To Twitter: Here's What Worked

One Startup Tried Every Marketing Ploy From 'Ellen' To Twitter: Here's What Worked | Product Launch Success | Scoop.it
If you're a startup ready to go to market, there are a lot of options to choose. You can go old-school, working for mentions in established media or television, even putting your face on a highway billboard.
Jennifer Beever's insight:
In the end what worked were affiliate links, organic SEO, and a blog.
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A New Way to Look at Your Competitors

A New Way to Look at Your Competitors | Product Launch Success | Scoop.it
Launching a truly unique product or service? You need a different way to analyze your competition.
Jennifer Beever's insight:

I like Steve Blank's concept of a petal design for viewing the competitive landscape for a startup. I guess the point is as a startup your new product or company does not have a position, so how will it attract customers that currently use other substitutes or other brands.

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Ready to Take Your Start-up Public? Hold That Thought - Knowledge@Wharton

Ready to Take Your Start-up Public? Hold That Thought - Knowledge@Wharton | Product Launch Success | Scoop.it
Start-ups would be wise to think twice before going public, Wharton's David Hsu says, because the greatest enemy of innovation may be public scrutiny.
Jennifer Beever's insight:

Study shows that IPOs and acquisitions actually dampen a start-up’s innovative spirit....

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