Table of contents
Launch. Grow. Learn. Improve Product building is about evolution
What to expect when launching a new product
What to expect when improving an existing product
Get comfortable with this unusual objective for product launches
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Our process 5. Product Release

Launch. Grow. Learn. Improve Product building is about evolution

There are two ways you can roll out your Product Strategy: by launching a completely new product or service or by improving an existing product.

Releasing these into the market involves different expectations and different outcomes too.

What to expect when launching a new product

To make the product mindset work for your organization, here are some of the key things you can expect to happen in the process:
Have a dedicated owner
Expect things to break
To roll out a lot of experiments
To have bug fixing sprints
To start creating a new list of future features
To work based on data-driven insights
Get your Minimum Viable Product (MVP) stable
Build your product

What to expect when improving an existing product

One of the core principles of product management is constant evolution. This means that you can apply your strategy to products and services you’ve already launched on the market.
Use incremental product development to:
This product strategy has a narrower scope which means it’s easier to implement and low-risk while also being lower-reward than launching a new product.
Incremental development may also help ease productization tactics into the organization.. The quick wins it help you get buy-in from management for larger projects.
Here’s what to expect from this incremental approach:
  • Have a dedicated role for customer support to collect feedback from users and pass it onto the team.
  • Roll out the new benefits or features to the existing user base gradually to collect feedback and enhance the product before it gets released to your entire customer base.
  • Talk to users A LOT to gather feedback and understand why and how they use the new features and how it fits into their context.
  • Have bug fixing sprints and start designing new features with the customers, constantly validating improvements with them.
  • Continue rolling out the functionalities to new user cohorts until it becomes mainstream.
  • Track your KPIs constantly to measure the impact and have a large enough track record that you can use in future business cases.
Develop your product with us

Get comfortable with this unusual objective for product launches

There’s a major pitfall companies fall into when engaging in productization projects.
Once they have their prototype of Minimum Viable Product, they expect that customers to come flooding in. They also anticipate that scaling will follow soon after.
To reach that stage, they immediately - and heavily - invest in marketing and sales or, on the contrary, hope that “built it and they will come” works for them. (Real life disproves this saying time and again.)
Once they have their prototype of Minimum Viable Product, they expect that customers will come flooding in. They also anticipate that scaling will follow soon after.
The problem is that the product mindset is based on a different set of principles. At its core, it's driven by continuous learning and improvement.
As a result, the purpose of your prototype or MVP is to learn. These are your tools to test the market and understand what actually works instead of pushing products onto the market wishing they worked.
Once you’ve gained this deep understanding, you can launch into strong marketing and sales campaigns to drive growth and mass adoption.
A product always changes. Evolution never stops and you can see that all great companies keep updating and optimizing their products years after launching them.
This is how they maintain their competitive edge and how you can do it too.
At the end of the Product Release phase, we will have:
  • A constantly evolving product that real customers use and provide feedback about
  • A clear process for collecting and integrating feedback to improve the product
  • The habit of looking at product development from a fresh, unbiased perspective.
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Explore other steps of the WiseUp product development process: