Product launch strategies aim for user adoption and brand growth. How we accomplish these goals will determine the full measure of our success.

 

Summary

GreenCom seeks to launch its full suite of environmental sustainability sponsored campaigns within the North America market throughout calendar year 2021, gaining consumer and merchant adoption progressively. We believe that the launch of our products, and our shared success, is solely dependent upon our ability to deliver the unique value created and desired by our customers.

The GreenCom Product Launch Strategy has been structured to summarize market segments, launch approach,  product assessment, product readiness and recommended product enhancements. We recommend that the reader of this document review each section in a linear manner, beginning-to-end, as conclusions are fully informed by the context provided.

 

Our mission is to drive environmental sustainability via social engagement, commerce and community.

The GreenCom mission is effected by offering creative solutions that bridge the gap between daily commerce and supporting environmental sustainability; and the promotion of partner campaigns throughout the GreenCom platform community. The GreenCom mission reflects the three core principals of the brand, driving social commerce, social good and meaningful relationships. Our teams have invested considerable time and capital to build a robust platform that centers all consumer and merchant experiences within these focal points.

The result of our great effort is a brand that effectively bridges the relationship between consumers and merchants by hosting engaging e-commerce shops, publishing targeted content that appeals to audience-defined interests, promoting discounts/savings and diverse currency offerings.

The recommended product launch approach for GreenCom is to employ a Repeatable Launch Process (RLP), first defining then evolving target audiences and market segments, validating assumptions or hypothesis regarding product value through feedback, and iteratively enhancing GreenCom product value to ensure adoption and promotion of our products. The ultimate goal of the RLP is to efficiently and effectively gather and act upon information (feedback) provided by product users (Product Champions) that represent our best-defined market segment.

Our initial RLP step is to narrowly define a target audience segment, focusing on the most viable, engaged and influential GreenCom App Consumers. Contrary to traditional models that blanket large geographic markets with moderately nuanced messaging, the RLP seeks to first reach the ideal customer. The most apparent benefit of the recommended approach is a greater potential for qualitative and quantitive feedback from ideal customers.

 

An RLP may only be successful if all core aspects of GreenCom (organization) are committed to each step of the related cycles. GreenCom Product Management and Engineering teams must be poised to quickly respond to design and functional challenges or recommendations.

 

Benefits

The Repeatable Launch Process (RLP) is designed to yield the most valuable input from hyper-targeted GreenCom platform Users. Our ability to quickly and effectively evolve the GreenCom product throughout this progressive launch process is guided by a well-structured launch team comprised of Product Management, Engineering, Marketing, Sales, Operations & Compliance leaders. GreenCom must ensure that the RLP, the availability team leaders and their respective priorities are align. If properly employed GreenCom should strive to achive the following benefits:

• • Target market segment audiences that best represents the ideal GreenCom user
  • Target market geographic audience segments that best represent ideal GreenCom users
  • An engagement model that may be rapidly employed for product evolution, feedback and guidance
  • Target market segment audience profiles that can guide the creation and execution of effective marketing campaigns

 

Repeatable Launch Process Steps

The Repeatable Launch Process (RLP) outlines core steps that best position GreenCom to yield the aforementioned desired results. We must properly align our effort with each of the noted steps.

Define Scope – Start by defining our target audience. Instead of blasting our entire audience with GreenCom products or features, we should use product development to build products and features for specific audiences. This requires narrowing down our target audience within our user base as much as possible. Although GreenCom has not formally launched within the North America market, our market segment competitors have established and published profiles that should align with our brands. The defined scope of GreenCom platform users must consider the following attributes:

• • Age
  • Gender
  • Income
  • Education
  • Marital Status
  • Buying Habits/Behavior
  • Interests
  • Geography
  • Population Density
  • Community Type (Suburban, Metropolitan etc.)

 

Access – Get in front of these people. Use tactics like email, paid ads, press releases, or social media to announce product changes and referrals to promote GreenCom products or feature to our audience. As the GreenCom Sales team has a well-established network of geographically diverse markets, we may rely upon these relationships to engage target audiences. We may also consider establishing groups of Product Champions within their respective geographic areas. Champion groups must be formally engaged, clearly articulating our process and shared goals, the benefit of engagement, the time required for participation and feedback mechanisms.

Filter – Once we have our audience’s attention, find the users most likely to appreciate and understand the beta version of our product or feature. Who are our early adopters? Sharing our launch with target groups is a little like casting a net. We’re going to find some people who fit the scope we’ve defined, and others who aren’t an exact fit. Filtering helps us get to the right audience.

Success Signals – Narrowing our target audience makes it easier to earn success signals, as opposed to targeting everyone at once. The results are more accurate, less noisy qualitative and quantitative signals that give a stronger indication of whether we’ve achieved product/market fit. If we’re launching a feature inside a larger product, we should go one step further to find feature/product fit. Without feature/product fit, we end up with lots of new features but no lift to retained users. Our success signals should be an objective and measurable value, whereas we encourage the GreenCom Platform Champion to apply a weighted metric as feedback. Once completed, we may quickly calculate the aggregate value of feedback and leverage this information for future enhancements.

Leverage – The final step of the RLP loop, once the success signals have been identified, is to figure out how to leverage these signals and launch to the next group of defined target users. We should expose GreenCom platform features to more users progressively over time as more value is added to the product with each iteration.

 

Repeatable Launch Process Timeline