Go To Market

Bringing products to market is the most expensive activity of the product development process. Successful launches of new products and services have clear financial benefits, but also support your organization overall in delivering value to customers.

The process of commercialization is often complex as there are internal pressures to make something happen. The temptation is to rush to market, rather than develop the right strategy. Companies who fail to plan, plan to fail.

By using our DRIVE process to new product development, you'll have a head start on the market's needs. Our approach to helping clients bring products and services to market builds on the same philosophy of understanding customer needs and market dynamics. We begin by helping our clients define their concept in customer-centric terms (e.g., focusing on benefits as well as features). These concepts are then evaluated by decision-makers and industry experts to help guide refinements for greater market acceptance, and to identify key market segments. This allows you to identify critical success factors for market entry.  

Using this guidance, our process concludes with the development on a business case, the potential market risks and benefits during the launch. We then support your efforts in developing a launch plan with both marketing and operational components. 

	Plan		Optimize		Launch		Adjust
	What is the offer?		What are the sales objectives?		How will this be sold and delivered?		How has the market responded?
	What customer needs does it satisfy?		What is the product/service bundle?		What role do employees play in delivering the offer?		How has the competition responded?
	What is the strategic intent with this offer?		What is the pricing strategy?		What types of marketing communications are necessary for a successful launch?		What adjustments need to be made?
	What are the best opportunities for launching this new offer?		What is the distribution strategy?				What is the next adaption?
	What resources are necessary to exploit this opportunity?		What is the product versioning strategy?