• Follow us

Social Media

Will Your Product Launch Be a Success? 4 Signs It Won't Be.

The truth is, most product launches fail for two very simple reasons, both of which you've heard about time and time again.

May 21, 2019 7 min read

Opinions expressed by Entrepreneur contributors are their own.

That big red button is just waiting to be pushed: Maybe it’s the Facebook Ad “Start” button, intended to drive leads to the sales funnel for your brand new product. Maybe it’s the AdWords “Start” button, intended to collect search engine leads for your sales funnel. Maybe it's something else.

Related: 8 Steps for the Perfect Product Launch

But whatever the case, you’ve been working toward this moment for months, maybe even years. And it all comes down to this moment: Will your product-launch succeed? Or will it fail terribly?

The truth is, most product launches fail for two very simple reasons: Either the messaging for your product doesn’t clearly explain what problem you’re solving or how you’re solving it (think of the social media platform, Google+); or, worse, there’s no market need for the product you created at all (*cough* Google Glass *cough*).

And these negative outcomes befall optimistic startup entrepreneurs all the time. In fact, 42 percent of businesses fail because there is no market need, according to CB Insights research.

But being able to gauge whether your product is aboard an already-burning boat is easier said than done. So, to help you determine your product's fate, here are four signs that your launch won’t be a success. Are you in the clear?

1.You haven’t nailed your product messaging.

Why should people buy your product? What single problem is your product going to solve? Who are the buyers in your target market and what are they currently experiencing?

If you can’t answer questions like these in just a couple of sentences, things do not bode well for your product launch. You might have a great product that people want and need, but if you can’t explain why they need it, what your product does and why people should buy from you, you’re in trouble.

Take the Google+ social media platform, for instance. Everyone was excited about the prospect of a new, perhaps improved social media platform competing with Facebook -- until it actually launched, that is.

Related: Why You Should Take a 'Wait-and-See' Approach to New-Product Launches

With an uninteresting and almost apathetic slogan -- “Real-life sharing rethought for the web” -- and an experience that left us all thinking, “So… how is this better than Facebook?” Google+ had an uninspiring product launch. Even today, it’s hardly anyone’s favorite social media platform (90 percent of people with a Google profile have never publicly posted on Google+, according to Stone Temple).

Here’s the deal: If you don’t even know why your product is awesome, there’s no way that your target market is going to happily hop onboard to find out themselves.

2. Your marketing funnel is a mess.

There’s certainly something to be said for launching fast, with your minimal viable product in tow. But launching with a minimum viable product is different than launching with a clunky or unclear marketing funnel.

If you’re going to convert your target market and have a good runway ahead, it’s not enough to know what you’re selling, you also need to know how you’re going to sell. And that’s something you should have lined up well before your official product launch.

A clear, well-thought-out sales funnel, for example, increased sales by 412 percent for Mary Hong Art, an online business that sells ShardWorx art kits. As a case study on PageWiz noted, the business's funnel for consumers was arranged in a kind of chronological order: epic content, lead magnet, tripwire (low-cost offer), core offer, profit maximizer (or upsell).

For Mary Hong Art, a strategic funnel like that made a big difference (412 percent, to be exact). Clearly, every successful product launch needs clear, logical marketing and a sales funnel that guides each consumer to purchase.

3. You haven’t gotten feedback from beta users (or you’ve got negative feedback)

What’s the best way to determine whether your product will be a success before you launch?

Answer: by creating a beta and/or alpha version to test with your target market. So, create your minimum viable product, do a soft-launch pre-release to a limited amount of people and collect feedback.

Based on the feedback you receive, you can iterate your product and ensure that launch day is a major success. If you get a lot of negative feedback or confused responses, though, you might be better off shifting to a different product altogether.

An example? Had Nintendo spent more time allowing beta testers to play with the Wii U before it launched, the company probably would have known that the Wii U would be less than impressive to consumers. In fact, it sold only 400,000 units on launch day up against its previous system’s (the original Wii) 600,000 units sold at launch.

But ultimately, Nintendo seemed to learn its lesson. After it launched its wildly successful next gaming system (the Nintendo Switch), Bill Trinen, Nintendo of America's senior product marketing manager, spoke about the experience with Business Insider. Said Trinen:"With Switch being something that you can take with you, it made it really important that you could play it instantly… That to me is an example of a direct lesson from the Wii U era, where Nintendo said, 'That's something we're gonna zero in on and make a dramatic improvement on.'"

In short, Nintendo learned what its market wanted. And its engineers altered their next product launch to be a success. Learn from their experience and do a soft-launch of your own product or service to test and iterate before you fully bring your product to market.

4.You know in your gut that it isn’t going to work.

Being honest with yourself about how you think launch day is going to turn out is absolutely critical to your product’s success. Most of the time, you know intuitively what your market buyers are going to think of your product, how they’re going to receive it, and what they’re going to say.

How is this intuitive? It's because your market will have the same concerns you have about your product in the back of your mind -- that itching lack of clarity, that muddy user experience or thatcheap look and feel.

The lesson here: Do not ignore your gut instinct. I love the way that Irene Barrera, founder of Stay Fit With Irene, put it in an email to me: “If you know in your gut that your product or service won’t resonate with your audience, if you hate or even dislike the experience it will give your target market, then why would you launch it? It’s far better to take additional time to launch a product that you’re proud and excited about to announce to your audience.”

So, a launch might seem complicated, but it really isn’t. Launches go sour for two simple reasons (usually): Either the market doesn’t have a need for the product at all, or you need to get the messaging for that product dialed in.

Related: How to Launch a Product That Sells

Of course, knowing whether your product will succeed before you launch is easier said than done. But treat the above four signs as indicators that you should rethink your product before bringing it to market, and, in the end, you’ll have a successful launch day. Even if it does take you a bit longer to get there, the effort will still be worth it.

Read More



Leave A Comment

More News

TechCrunch » Social

Amazon Spark, the retailer’s two-year-old Instagram competitor, has 2019-06-14 20:18:20Amazon’s two-year-old Instagram competitor, Amazon Spark, is no more. Hoping to capitalize on the social shopping trend and tap into the power o

Calendar influencers? Event social network IRL raises $8M 2019-06-13 11:20:55Why is there no app where you can follow party animals, concert snobs or conference butterflies for their curated suggestions of events? That’s

Facebook backs social commerce startup Meesho in first 2019-06-13 07:31:49As Facebook explores ways to generate revenue from WhatsApp, the company is now turning to a startup that already has a lead. The social juggernaut sa

Facebook collected device data on 187,000 users using 2019-06-12 17:09:43Facebook obtained personal and sensitive device data on about 187,000 users of its now-defunct Research app, which Apple banned earlier this year afte

Facebook’s Blood Donations feature arrives in US, will 2019-06-12 10:15:08Facebook today is expanding its set of features focused on blood donations. The company since 2017 has been working with blood donation centers worldw

Fortnite maker Epic acquires social video app Houseparty 2019-06-12 10:08:34What does a gaming company do after raising $1.25 billion? Acquisitions seem like a pretty good place to start. Epic Games — of Unreal Engine an

WhatsApp is finally going after outside firms that 2019-06-11 15:56:30WhatsApp has so far relied on past dealings with bad players within its platform to ramp up its efforts to curtail spam and other automated behavior.

Dropbox relaunches as an enterprise collaboration workspace 2019-06-11 13:19:37Dropbox is evolving from a file-storage system to an enterprise software portal, where you can coordinate work with your team. Today the company launc

Facebook’s new Study app pays adults for data 2019-06-11 11:59:28Facebook shut down its Research and Onavo programs after TechCrunch exposed how the company paid teenagers for root access to their phones to gain mar

Yubo is a social network about socializing 2019-06-11 08:33:56Meet Yubo, a French startup that wants to make social networks a bit more… social. Yubo is an app designed for teenagers, and it’s all ab

Shazam for Android now recognizes music played through 2019-06-11 02:51:26Shazam, the Apple-owned app that helps users identify songs playing around them, can now recognize songs you’re listening to through your headph

Changes to Facebook Graph Search leaves online investigators 2019-06-11 00:56:54When Facebook Graph Search launched six years ago, it was meant to help users discover content across public posts on the platform. Since then, the fe

Mashable

All the data self-driving cars take in from New! 2019-06-18 13:00:00Self-driving cars are almost too observant, taking in information from light-emitting LiDAR sensors, radar equipment, microphones, and cameras. But al

Why do some people Capitalize Letters when they're New! 2019-06-18 12:18:07In the era of text messaging, tweeting, and digital communication, capitalization can be a Real Bitch. From a young age, we're trained to capitalize

The Anova Bluetooth sous vide cooker is $20 New! 2019-06-18 12:05:02TL;DR: This precise sous vide cooker from Anova Culinary is your best bet at achieving a perfect steak — pick one up on Amazon for just $78.78 (

Apple TV is getting picture-in-picture video playback New! 2019-06-18 11:56:30Apple is never keen to talk about forthcoming new features until they are ready to launch, but sometimes beta releases reveal stuff early. That's exa

So many health and wellness apps haven't done New! 2019-06-18 11:32:01With the explosion in health and wellness apps peddling self-improvement, your smartphone could one day hold the keys to helping you manage your lungs

Here's why the future of mobility is sucking New! 2019-06-18 11:30:02Based on how much we rely on shared transport services (Lime, Mobike, Uber Jump) today, it's safe to assume the next steps will involve driverless ve

Man straps GoPro to a turtle and gets New! 2019-06-18 11:26:01 Looks like Crush the turtle's totally gnarly cousin is shooting some sick pond footage.  But the credit truly goes to The Fish Whisperer, a Y

The 2-in-1 Acer Spin 5 has Alexa built New! 2019-06-18 11:16:57TL;DR: The 2-in-1 Acer Spin 5 is a serious Dell XPS competitor and it's only $799.99 at Amazon right now, saving you $200. You would think that wanti

Beats EP headphones are on sale for under New! 2019-06-18 11:07:13TL;DR: These durable Beats on-ear headphones usually cost $129.99, but you can grab a pair on sale at Walmart for just $73.99 — a $56 savings. B

Scientists just filmed a deep sea creature spew New! 2019-06-18 11:01:22At some 4,700 feet beneath the sea, marine scientists filmed a shrimp spew glowing matter, or bioluminescence, from its mouth.  This natural even

Inventor hacks up a perfectly good Tesla Model New! 2019-06-18 11:00:00Simone Giertz, the queen of shitty robots, modified her Tesla into a not-at-all-shitty pickup truck that she has dubbed "Truckla." The YouTuber and

The iPad Pro is on sale at Amazon New! 2019-06-18 10:50:22TL;DR: The all-powerful iPad Pro is the latest and greatest tablet from Apple — save $100 on Amazon and score one for just $699. When you think

The Next Web

This is how rich you’d be if you New! 2019-06-18 11:48:05People don’t usually regret their first bit of exciting hardware. On the contrary, the majority of folks have strong nostalgic feelings about th

Crypto Twitter responds to the reality of Facebook’s New! 2019-06-18 11:25:41Following months of speculation, Facebook finally confirmed the release of Libra next year. The tech giant also unveiled details about Calibra, its co

How to avoid spilling coffee on your expensive New! 2019-06-18 10:43:23DON’T DRINK COFFEE NEAR YOUR EXPENSIVE LAPTOP. For more gear, gadget, and hardware news and reviews, follow Plugged on Twitter and Flipboard.

EU lawmakers need to look beyond the ‘top New! 2019-06-18 10:00:19Brussels policy makers could be forgiven for wanting to move quickly to regulate ‘the internet.’ Assailed by an avalanche of public opinio

This $29 bundle lays the groundwork for any New! 2019-06-18 09:00:00Over eight courses featuring more than 20 hours of instruction, you’ll start gathering insight on the focal points of a winning business plan.

CHEAP: $270 off Harman Kardon’s Onyx 4 speaker New! 2019-06-18 08:52:42We’ve written quite a few times about cute and compact Bluetooth speakers. But today, we’re bringing a mega deal for a top-shelf speaker.&

How YouTube became the app parents love to New! 2019-06-18 08:48:33Over the last several months, YouTube has reeled from a wave of criticism. It has been accused of radicalizing young voters, ignoring harassment of LG

How 3D spintronics will take hard drive performance New! 2019-06-18 08:37:08Spintronics might not be the sort of word that comes up in everyday discussions, but it has been revolutionising computer technology for years. It&rsq

How to get started with mind mapping apps New! 2019-06-18 08:34:26Welcome to TNW Basics, a collection of tips, guides, and advice on how to easily get the most out of your gadgets, apps, and other stuff. List ma

An open letter to my Macbook Pro, on New! 2019-06-18 08:32:52My dearest MacBook Pro, I’m sorry. I’m so, so sorry. It wasn’t meant to be like this. We’ve spent five beautiful years togethe

India is still hounding WhatsApp to make its New! 2019-06-18 02:52:00The privacy vs. security battle is heating up in India. The Indian government has once again asked WhatsApp to “digitally fingerprint” eve

How to recover your hacked Instagram account New! 2019-06-18 01:41:34Welcome to TNW Basics, a collection of tips, guides, and advice on how to easily get the most out of your gadgets, apps, and other stuff. Previou

Entrepreneur

Avoid Negativity by Embracing This Hidden Part of New! 2019-06-18 13:30:00Jack Canfield says that meeting your goals can be as easy as appealing to the person inside you.

Why Apple Evangelist Oleksandr Kosovan Is Competing With New! 2019-06-18 13:00:00He spent over a month's salary on his first Apple keyboard and lived in a dorm room while starting his business. This is his story.

The Ugly Truth About 'Vanity Metrics': 3 Keys New! 2019-06-18 12:30:00Data is hardly in short supply, which is why it's so important to understand what to measure and how it relates to your business.

Don't Get Duped by This Sneaky Google Calendar New! 2019-06-18 12:04:17Despite what that Google Calendar invite says, you probably didn't win a bunch of money.

Chick-fil-A Is Now the 3rd-Largest Restaurant Chain in New! 2019-06-18 11:59:50Chick-fil-A moved up from the No. 7 spot on last year's Top 200 ranking, passing Wendy's, Burger King, Taco Bell and Subway.

4 Tech Trends Shaping the Future of Media New! 2019-06-18 11:30:00We've all heard about AR, VR and blockchain, but what exactly are entertainment and media businesses doing with these technologies?

Want to Become a Billionaire? Invest in Your New! 2019-06-18 10:30:00Many investors haven't kept up with inflation over the last 20 years. Have you?

This Entrepreneur Stars in a Hit Network Series, New! 2019-06-18 10:00:00You've seen June Diane Raphael in "Grace and Frankie," but did you know she founded the first workspace to offer child care?

3 Things That Make Angel Investors Want to New! 2019-06-18 09:10:00Here are the key ingredients for a pitch that wins over angel investors.

Facebook's Cryptocurrency: Everything We Know So Far New! 2019-06-18 09:03:16Facebook's big blockchain play will reportedly create a crypto-based payments ecosystem across Facebook, Messenger, Instagram, WhatsApp and beyond.

How One Man Went From Maintaining Sports Fields New! 2019-06-18 08:30:00The athletic director for the University of Texas breaks down his journey to the top.

4 Things Leaders Misunderstand About Performance Reviews New! 2019-06-18 08:00:00Workers crave feedback, but feedback loops often go wrong.


Disclaimer and Notice:WorldProNews.com is not responsible of these news or any information published on this website.