Developing a new product and coming up with feature ideas is a daunting task, but even more challenging is introducing the product to consumers in a way that increases the chances of success and improves your company’s overall performance over time. There is a lot involved in ensuring that you push all the right buttons at the right time so that the product reaches every channel and all people possible from the word go. In small business management, every minute spent on planning saves you hours in execution!
Target a Specific Audience
Any product that was ever launched successfully was introduced to a specified audience. It is not enough that you know your target audience. When mobile phones were first introduced into the market, for instance, companies targeted business people who traveled frequently and needed a convenient way to communicate with the office while on the move. Eventually, the technology gained popularity because as the companies met the needs of the niche, they created a demand among people not initially targeted.
Besides providing the opportunity to evaluate the product so that it meets the exact needs of the audience, understanding the audience enables you to choose the right communication channels so that any messages meant for the consumers are delivered appropriately for maximum effect. In this way, you know where to find your consumers, how to design ads, where to place them, and how to connect with the audience more naturally. The most crucial information regarding the audience includes age, gender, hobbies, lifestyle, and occupations, not forgetting where they get information from.
Validate the Product
The primary concern when validating a product is to ensure that the targeted audience is interested, that the product actually solves the problem for which it is meant, and that they are willing to pay to acquire the services. If people are unwilling to purchase your products when presented with a pitch, chances that they will buy when the product is on the shelves diminish.
This gives small business managers an opportunity to re-strategize and align the product’s features with the needs of the customers more specifically. Proven ways of validating a product involve providing a free trial or creating an ad on the website and checking to see if anyone hits the “Buy Now” button, the more, the better.
Position the Product to Win
Chances are that your new product will experience fierce competition in the market. There will always be alternative products to entice the consumer. Aim to be different. Doing the same thing as your competitor says that you lack ambition. Ensure that your brand stands out from the competition by having a unique product and using different marketing tactics such as offering the product at a different price and value addition.
When you understand the problem you’re solving; positioning becomes easier and more precise. Using a product roadmap software that outlines the vision you have for the product helps in identifying the unique features that set you apart from the competition so that you can build on them to catch people’s attention, if the need arises, recalibrate to fill any gaps.
Incorporate Consumer Feedback
Throughout the planning and validation processes, a lot of feedback will come in from consumers. While not every piece of consumer feedback is useful, paying attention to the patterns and trends will save your company a lot of time and money. As customers start conversations regarding your product’s functionality and the quality services, shift through the feedback to identify ways of fixing problems. Also, note if the consumers are requesting additional features and benefits to make the necessary changes.
Also, encourage communication with your team to collect any feedback they may have. This strategy helps you achieve complete buy-in and support from the inside so that you can all present a united front when facing consumers.
Implementing the outlined strategies makes introducing new products into the market less stressful for your team. Today, news travel at the same pace as lightning so you only need to target the right audience, through the proper channels, using relevant messages, to achieve significant milestones. Involving partners and market influencers to create a buzz also go a long way in helping you cut through the noise.