Launch Planning
Monday, March 9, 2020
3:30 PM - 5:00 PM
Guest: Dave Gerhardt, CMO at Privy
After an interactive lecture by Dave Gerhardt on building audiences and testing marketing strategies, three teams selected by the instructor will present their launch plans and get feedback from the class and our guest. Presenting teams for this session will be notified no later than March 6.
Assignment
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As a team, use this template to prepare a DRAFT presentation describing your launch plan. Feel free to adapt the template in whatever ways suit your situation.
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By 10am March 9, add a link to the DRAFT plan in the Assignment Master “March 9 - Launch Planning” tab.
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You will have time to make revisions to your plan for a final due date of March 13. Please “x” in the complete column once your team has finalized your plan on the 8th.
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Also, remember to have commenting access turned on for Julia, Melissa & Christina.
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Required Reading
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Product Marketing and Product Management, by Dave Gerhardt
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The 5 Step Process to Perfecting Your Product Launch Strategy by Patrick Campbell
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Highly recommend watching the 25 minute Balfour video within!)
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The 50 Worst Product Flops of All Time USA Today
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Do Things That Don’t Scale, by Paul Graham (a classic, but still very useful read!)
Recommended Reading
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Product Launch Checklists, From the Oscars to a Software Product Release, Why They’re Necessary, by Maddy Kirsch
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5 Pillars to Successful Product Release Adoption, by Nick Bonfiglio
Session Prep
Based on the assigned readings, bring questions for Dave about how PMs get involved in marketing; the relationship between product management and product marketing, and how PM partners with marketing and other key stakeholders for product launches.