This Product Launch Plan is used to guide a company to plan for the successful launch
of a new product or of an existing product in a new market. This document provides a
template for a company to devise its own launch plan. It sets forth numerous factors
that a company must consider when launching a product and will help the company
create a strategy to achieve its objectives. This document should be used by
companies planning on launching a new product or entering a new market.
[Insert company name, logo, and tagline (if any)]
[Insert Company URL]
PRODUCT LAUNCH PLAN
[MONTH, YEAR]
[Insert an image that best represents your business or core mission]
[Insert company contact including name, address, phone, and e-mail]
Ex: ABC, Inc. ● 100 1st St. Baton Rouge, LA 70000 ● 866 555 3372 ● enquiry@abcinc.com
© Copyright 2013 Docstoc Inc. 2
1. Executive Summary
(The Executive Summary section provides a summary of the entire Product Launch Plan and is typically
written only after the entire plan has been completed and finalized. Use this section to highlight key
points of the product launch strategy without over-elaborating on details. If you have a business plan, you
can use parts of your Executive Summary from that document to fill this out.)
1.1. Overview
(Provide an overview of the company, the product, and market opportunity targeted in this Product
Launch Plan.)
Example: Moms & Babies, Inc. is the leading provider of high quality children’s products that are
key innovations and creations of mothers themselves. The flagship store opened in Los Angeles,
California in early 2010, and Moms & Babies is now a national retailer, with over 12 stores serving
the United States. We are constantly adding new inventions to our catalogue of patented products,
and we recently completed the filing of a new patent that will make a significant impact in our
product line.
1.2. Target Audience
(State the primary and secondary target customers, giving key insight to specific demographics and
habits that make them your target audience.)
Example: Moms & Babies, Inc. has identified two key target market segments that will increase the
company’s market share and effectively increase bottom line deliverables.
Primary Target Market: Families with children between the ages 2 and 6
This key market is constantly seeking ways of simplifying the responsibility of parenting toddlers,
including easy clean up. Our patent pending no-spill snack cup is a hassle-proof, mess-free way to
feed toddlers.
Secondary Target Market: Daycare centers
This market is always looking for new ways to organize, educate, and care for 15-30 toddlers at a
time. Our patent pending no-spill snack cup will help daycare employees to manage their
responsibilities while keeping the eating area clean and sanitary.
1.3. Positioning
(Provide the key positioning message and strategy. Explain how your product is different and why
this targets the current market opportunity and benefits your customers.)
Example: The no-spill snack cup will pioneer the market as a leading mom invention that makes
parenting more fun and mess-free. Although no-spill cups have been a parenting mainstay for years,
there hasn’t yet been a way to keep little ones from making a mess with cereal, crackers, pretzels,
and other small snacks that can easily be thrown or spilled all over the floor.
© Copyright 2013 Docstoc Inc.