Launch products that sell from day one, and keep selling.
We plan launches as commercial projects: the customers to win first, the price, the story and an organisation that is ready before the date, not after.
A great product does not guarantee a great launch.
R&D delivers on time. Then the launch becomes a date, a press release and a catalogue update. Sellers keep selling what they know. Partners hear late. The price is set in a hurry.
Many B2B launches end below expectations, not because the product is wrong, but because the market was never properly prepared for it.
A launch is not an event. It is the first year of a product's commercial life.
The launches that succeed start long before the date. Sales and customers shape the product while it can still change. The first customers are chosen deliberately. And success is measured on margin and repeat orders, not on the number of people at the launch event.
That turns the launch from a short burst of activity into a steady build-up of demand that keeps going after the first months.
From the last specification to the first repeat orders.
- 01
Bring the market in early
Customer and seller input while the product can still change, and a clear view of who it is really for.
- 02
Choose the first customers
Segments and named accounts with the most to gain and the shortest path to an order.
- 03
Set the price and the story
Value-based price points, the case against the alternatives and the message for each buyer role.
- 04
Ready the organisation, then run it
Training, partner briefings, quote setup and campaigns ready before launch, then weekly follow-up on pipeline and launch return.
What you hold at the end
- 01
A launch plan
First customers, price, channels and milestones, each with an owner.
- 02
Sales-ready material
Story, proof and tools sellers and partners use on day one.
- 03
A launch scorecard
Margin, pipeline and repeat orders tracked from week one.
Talk to a partner, not a sales team
Tell us about the launch you have coming up. René Tristan Lydiksen, Founding Partner, takes the call.
René Tristan Lydiksen, PhD
- 01Tell us where you are
A few lines are enough. No brief needed.
- 02René gets back to you
Personally, not through a sales team.
- 03A first conversation
About where you are and where to start.