Comment testez-vous et lancez-vous votre produit sur différents marchés et canaux ?

Launching your product in different markets is like introducing a new flavor of ice cream—start with market research to understand what people crave. Identify the preferences and behaviors of potential customers in each market, similar to researching favorite ice cream flavors in different neighborhoods. Tailor your product presentation to suit local tastes, just as you'd adjust the ice cream toppings to match regional preferences. Before the big launch, gather feedback from small test groups, refining your product like adjusting ingredients to ensure it's a hit. By understanding each market's unique flavor, you increase the chances of a sweet success when your product hits the shelves.

Alright, so you've got this killer idea, right? But before you unleash it onto the world, you need to know your battlefield. Market research is like your intel mission. Dive into demographics, trends, competition - basically, stalk your potential customers (in a non-creepy way). Let's say you're launching a fitness app. You better know if people in some part of the country are more into samba dancing than bench presses, right?

As a product manager, I strategically test and launch products in diverse markets and channels. Thorough market research is pivotal; I conduct in-depth analyses to understand local preferences, competition, and cultural nuances. For example, before introducing our tech product in a new region, we surveyed potential users, analyzed competitor strategies, and adapted our features based on cultural insights. This meticulous research ensures tailored launches, optimizing our product-market fit and enhancing success across various channels and markets.

If you are still conducting market research as a first step in planning a launch, I'd argue that you're probably late to the game already. The additional market research conducted here should be to serve new market entry instead - i.e. local regulations, business conditions, cultural fit/alignment for your product, etc.

Beyond just knowing your customers and competitors, it's important to understand how the economy, tech trends could change the strategy. Checking out economic trends can help you know how much users might spend on the product. Staying up-to-date with technology can generate new ideas for innovation or highlight competitive threats. Digging into the rules helps you follow them and spot any hurdles before launching. This approach not only helps you to adapt to future new changes but also helps to launch the product better.

Alright, so you've got this genius idea. But hold on, is it genius for real people? Test your pitch on your friends, your grandma, heck, even your cat. If they give you that "wow" look, you're onto something. If your value proposition is an app that translates baby cries into what they actually want, make sure parents aren't just raising an eyebrow and thinking, "My baby communicates just fine with screams."

Value can only be inferred from customers, users and partners, typically through digital VoC tools for quan/qual data and financial metrics. If you're discussing betters means of validating a 'proposition', we'll be here all day. Stick with the measurable. Not the intangible.

Dropbox used a simple video to explain their value proposition before the product was fully developed. This video targeted tech early adopters and quickly went viral, validating the market's need for easier file sharing without the complications of traditional methods.

Validating a value proposition involves testing whether it: Solves a real problem Meets a demand Stands out from the competition

Before a full-scale launch, validate your product's value proposition in each market. This can be achieved through small-scale beta testing or pilot programs. Feedback from these initial users is invaluable for refining your product. Utilizing platforms like SurveyMonkey or Typeform can help gather targeted feedback. When we tested a new app feature, we created specific user groups to validate its value across different user segments, adjusting based on the feedback received.

Think of your distribution channel like a delivery service for awesomeness. Are you going old school with physical stores, or is your product a digital nomad thriving online? Know where your audience hangs out. If you're selling handmade, personalized pet accessories, maybe set up shop on Etsy where pet lovers are scrolling through cute cat sweaters. But also reach them out through social media channels, like Instagram so that people can scroll through the images easily!

Warby Parker disrupted the traditional eyewear industry by choosing a direct-to-consumer online model, avoiding the high costs associated with physical retail. This choice allowed them to offer designer-quality glasses at a fraction of the price, effectively reaching their target market of cost-conscious consumers.

The choice of distribution channel depends on the type of product, the target market, the cost and availability of the channel, and the level of control and support that the producer wants to have over the product.

Analyze competitors' distribution strategies and consider local preferences. In one instance, we found that partnering with local distributors was key to entering certain Asian markets, as it helped navigate local business practices more effectively.

Time to plan the party! How are you going to unveil your creation? Is it a surprise flash mob, a quiet dinner with close friends, or an all-out rave? Your launch strategy sets the vibe. Launching a new video game? Maybe tease it with mysterious trailers and a midnight release for the hardcore gamers who thrive in the dark. Sometimes releasing snippets before the full teaser can also help to generate the hype!

Obviously, for a launch plan to be measured effectively, we need launch goals, right? Wrong. In so many discussions with tech providers, setting the right goals tends to be challenged by these: - Lack of internal alignment on success metrics - Overindexing on vanity metrics, e.g. "buzz" or share of voice - Delivery outputs tracked, e.g. time to release, meeting QA timelines. There are so many launch plan templates out there. Use any one of them. The important thing is to get cross-functional contributions to the plan, instead of it just being a 'solo project' for the launch leader.

Tesla's strategy of unveiling new models through high-profile events and leveraging Elon Musk's personal brand created significant media buzz and customer anticipation. This approach, combined with a direct-to-consumer sales model, effectively bypassed traditional automotive industry norms and attracted a broad customer base.

When launching and testing a product, the first step is to shed the mindset of ownership. Become a customer instead, immersing yourself in every aspect of the product. Experience it fully, addressing any bitter tastes by reevaluating and refining until it not only meets but exceeds expectations. Only then should you confidently release it to the market.

Develop a tailored launch strategy for each market, considering the unique characteristics and insights gained from the previous steps. This includes marketing messages, pricing strategies, and promotional activities. Ensure your strategy aligns with local cultures and trends. For launching a consumer product in a new region, we leveraged local influencers and social media platforms preferred in that market, which significantly boosted our launch effectiveness.

It's essential to have an unbiased launch evaluation among different markets. So to achieve that you need to have: 1- Clear Evaluation Criteria: Define measurable and comparable metrics aligned with product goals. 2- Diverse Perspectives: Gather input from internal, external, and market stakeholders. 3- Multiple Evaluation Methods: Utilize quantitative (analytics) and qualitative (surveys, interviews) data. 4- Normalized Data: Standardize data collection and analysis for fair comparisons. 5- Bias Recognition: Identify and address personal, cultural, and market-specific biases. 6- Actionable Insights: Integrate evaluation findings into product strategy refinements. 7- Continuous Monitoring: Regularly evaluate and adapt to market changes.

We asked tech startups if they performed retrospectives/evaluations post-launch. Most answered no. The post-mortem needs to be enshrined as a must-do activity by product leaders and execs. You skip the post-launch evaluation at your own detriment.

Slack’s approach to launch evaluation involved continuous interaction with its initial user base, gathering feedback, and quickly iterating on its product. This real-time evaluation and adaptation to user feedback were critical in refining Slack’s offerings and driving its success.

Instagram initially launched as a complex social platform called Burbn. However, after evaluating user behavior, they noticed that photo sharing was the most utilized feature. This led them to pivot and relaunch as a streamlined photo-sharing app, which was a key factor in their explosive growth.

Keep tabs on competitors – not in a creepy way, but enough to know if they've suddenly mastered invisibility or something. Stay agile. Markets change like fashion trends, so be ready to swap out that old sweater for a snazzier one. Customer feedback is your best friend. Listen to it like you would to your grandma’s stories – with attention and the occasional nod. If your competitor just released a version with voice commands and your users are demanding it, well, time to turn your app into a conversational genius.

Beyond these structured approaches, understanding the psychological and emotional triggers of your target market can dramatically impact your product’s success. For example, understanding and leveraging the Fear Of Missing Out (FOMO) has been crucial for the viral growth of event-based and social media apps.