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Here is a How to Guide
Planning a product launch can be time consuming,
but attention to detail at this stage of the game
is critical to a successful software launch. Follow
these steps to launch a new application.
Select a Name
Choose a new product or application name. Conduct
due diligence to make sure that you will not run
into any trademark issues.
How
to Select a Company or Product Name
Purchase a Domain
Purchase a domain and related domains that reflect
your product or company name.
Competitive Analysis
Conduct a competitive analysis and get to know
the market place. Research your competition, compare
their price point, evaluate their keywords, determine
how your product compares and make a decision
about how you want to position your product in
the space.
Tips
for Spying on the Competition
Determine Pricing
Determine how much you will charge for the software
application. Consider reseller pricing, affiliate
pricing and how you want to define your business
using price.
How
to Price Software
The
Pricing Game
Create an Identity
Either contract a graphic designer or locate a
logo from a stock logo site. Your brand will evolve
around the image you put forth so make sure it
embodies the traits you wish to convey.
What
to Look for in a Logo Design
File a Trademark
If appropriate file a trademark for your product,
or logo.
Web Design
Develop a website, that can be used as a marketing
and support tool. The web design should use your
logo and reinforce your company or product identity.
Keep in mind, web design will influence brand
and company perception. Keep it professional and
be consistent in the design.
Web
Design Tips
Setup a Support Forum
Create a support forum and seed the forum with
commonly asked questions. The 'seed' questions
will often bring in web traffic and encourage
others to ask questions.
Press Release
Write and distribute a press release to announce
the beta and release version. Write a release
and distribute it for the release version.
How
to Write a Press Release
Press Graphics/ Screen Shots
Create a series of screen shots and high quality
images. The images should be available prior to
sending press releases. The press will often request
high quality images to run beside a review. Due
to deadlines the media will often need the graphics
very quickly. Do not miss the opportunity for
press exposure by not properly preparing.
Articles
Write articles that help educate potential customers
about your solution. In the articles explain the
solution in simple terms. Tell how the software
or solution can benefit consumers, employees or
businesses.
Provide Keys
Send registered versions or registration keys
to key industry people. Reviewers and bloggers
will often appreciate the freebie, and write up
a product review.
Offers to Beta Testers
Provide all beta testers a discount on a registered
version. Or, if their beta feedback has been invaluable,
provide them a complimentary copy.
Schmooze Bloggers
Talk with bloggers that write about related solutions
or are active in your space. Bloggers will often
be receptive to dialogue and may provide some
great exposure during a launch.
Lifetime Value
Email existing customers and offer them a discount
on an upgrade or a related product. Existing customers
are far more likely to purchase than new customers.
Communicate with your customer base when you launch
related applications.
Lifetime
Value
Target User Groups
Offer user groups coupons or presentations for
meeting and gatherings. User groups are viral
and software that catches their eye will benefit
from the word of mouth nature found in user groups.
Setup Order Page
Setup ecommerce order pages to facilitate the
processing of online orders. Customize the order
page so that it reinforces your brand.
Setup
Ecommerce
Design Packaging
Setup packaging and shipping options so that you
can distribute physical media as well as electronic
orders.
How
to Setup Software Packaging
Links / SEO
Solicit links from related websites. The increased
links will help your search engine ranking. Use
search engine optimization techniques to increase
your websites popularity.
Where
to Obtain Links
PAD File
Create a release PAD File and submit the PAD file
to all the download websites. How to
Create
a Software PAD File
Submit Software
Setup software submission procedures to increase
the exposure that your application receives.
How
to Submit Software
Tutorials
Create video tutorials or screen shot demos that
explain the products usage and feature sets. Strong
tutorials will help reduce support queries, and
can also increase sales.
Promotional Materials
Create promotional materials that sell your software.
Detail in simple terms who would (or should) use
your software and why. Create white papers detailing
real world examples of how the software can be
used. Feature beta testers who have found unique
implementations for your solution.
Content Portals
Create related content portals. Content portals
are often desginated at authority websites and
can help bring in quality web traffic. .
Distribution/Resellers/Affiliates
Implement a reseller channel and affiliate program
that will fairly compensate companies that are
willing to work to sell your software.
Software
Resellers
Software Documentation
Thoroughly document application features. If done
properly the documentation will save support time
later and can actually help sell your software
(potential custoemrs will not purchase if they
can not get an important feature to work properly).
Protect Software
Create a protection scheme, or use an existing
solution to protect your software from pirating.
File Hosting
Locate a reasonable file hosting solution, that
has the capacity and bandwidth so support your
application, and expandability if the need arises.
File
Host Considerations
Add Benefits
Create a section on the product web pages that
detail the applications benefits. In simple terms
explain how the software will benefit potential
customers.
Email Newsletter
Create a solution for managing opt-in email newsletters
and communications with customers and potential
customers.
Organization
Establish discounts for key organizations and
associations. Work with your ecommerce provider
to create custom pages, or coupon codes that are
good for a specific period of time.
Social Bookmarking
Use the social bookmarking networks to increase
the profile and exposure of the new application.
Setup Advertising
Setup and establish a keyword ad campaign and
tracking system.
Launching an application can at times seem overwhelming
but breaking it down into small steps will help
ensure that your launch is successful.
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Developer
101
Planning a Product Launch