New product or service launch: the guide
Whether and how to launch, balancing demand, economics, and route to market, including sales taken from your own products (cannibalization).
Facts checked against sources onWhat strong candidates can do
- Structure a launch decision
- Calculate break-even with contribution and adjust it for cannibalization
- Plan a route to market and a test before a full launch
Common questions
What is a product launch case?
Whether and how to launch, balancing demand, economics, and route to market, including sales taken from your own products (cannibalization).
How do you approach a product launch case?
Test demand first, then the economics (breakeven and payback), then the route to market: channels, price and launch plan.
What is the most common mistake in a product launch case?
Planning the launch in detail before checking that enough customers want the product.
The full lessons, worked examples, drills and a case simulator with automated feedback are in the platform. Open the full lessons: New product or service launch or try the case simulator. No sign-up is needed to start.
Build your plan
A few quick questions turn this guide into a week by week plan, with cases like these at the right level.