4. Product Launch Strategies in Product Management

In this final section, we’ll discuss product launches. After all the post-release ceremonies and activities, it’s time to launch the feature or product and make some noise about it. The key question now is: How do we best communicate the release to customers?

Ideal Scenario: Collaboration with Product Marketing

In an ideal world, your company has a dedicated Product Marketing Manager (PMM) who works closely with your product team. This person should have been involved in the writing of the press release, the creation of wireframes, and even the prototypes. Ideally, they work with the squad to align messaging, creative text, and product names while helping with the overall communication strategy.

Sometimes, the Product Marketing Manager is even part of the squad or a larger tribe structure within the company. They will have helped define the naming, the creative approach for the feature, and worked with UX Writing to craft effective user-facing language. They may have also contributed to pricing strategies, and placed the feature within a subscription package. This collaboration makes launching much easier since the PMM is the expert in crafting impactful releases.

However, in some companies, you might not have a PMM, and you might need to figure out the launch strategy on your own.

Communication Methods

Even if you don’t have a PMM, there are various ways to communicate your release to customers:

• Naming: Ensure the feature name is simple and understandable. Internally, it might have a complex name, but externally, it should be something users can easily grasp. Sometimes, using plain language or the local language (like Portuguese) helps.
• Channels: Use different communication channels like emails, push notifications, social media, or in-app notifications to announce the release. Ensure that you’re not relying solely on users to discover the new feature buried in a complex menu structure.

Monitoring Post-Launch Metrics

After launching, continue to monitor key metrics and gather feedback:

• Engagement with channels: Look at the effectiveness of your channels. Did more people respond to an email or a push notification? Were there comments on social media posts? Did users engage with the new feature after receiving the notification?
• User feedback: Check review platforms, app stores, or complaint websites like Reclame Aqui (for Brazil) to see how the feature is being received. This gives you direct insight into user sentiments.

Launch Campaigns: Examples

1. Direct Emails:

   • A common method is to send an email marketing campaign to your user base, announcing the new feature. This can be targeted by segmenting your audience so that only those likely to benefit from the feature receive the email.

2. Newsletters:

   • Some companies, like Amplitude, bundle multiple feature announcements into newsletters. This is an effective way to update users about several features at once. When it comes to particularly impactful features, a standalone email can be more effective.

Recap and Key Takeaways

As we wrap up, here are some key points:

• Working Backward: Start with the end in mind to ensure alignment and inspire your team. Use tools like press releases and customer letters early on.
• Specification Techniques: Learn and practice different specification methods like PRD, user stories, job stories, and wireframes. Each method has its own strengths, and different deliveries may require different approaches.
• Post-Launch Monitoring: Never abandon a feature after launch. Continuously monitor metrics, gather feedback, and interview users to gain insights on how the feature is performing and how it could be improved.
• Launch Campaign: Even without a PMM, invest time and resources into a strong launch campaign to ensure that users are aware of the new feature. A well-executed launch maximizes the impact of all your hard work, ensuring the new feature gets the attention it deserves.

Finally, don't forget to celebrate your accomplishments and continuously iterate based on the feedback you receive from users post-launch.

By following these practices, you’ll be well-prepared for a successful product launch that engages users, gathers valuable feedback, and ensures continuous product improvement.