Notes

Launch planning

1. Talk to customers and do your research
a. What is the pain point – look at the research papers and customer surveys that were undertaken
For example (see slide 8 of this): file:///C:/Users/User/DJC-SYNC/T%20Drive/TALI%20Health%20Pty%20Ltd/Marketing/Market%20Analysis/Colmar%20Brunton/AVX-1531-0042-MNU%20Market%20Report%202013.pdf
2. Create your positioning and messaging.
Positioning statement elements:
i. Target – the actionable universe of customers (buyers) and users
ii. Segment – the key, predisposing attribute. Within the target audience there is a segment of people with a specific attribute that makes our product/service appealing
iii. Brand – the name we call ourselves
iv. Category – A competitive frame for the buyer. Think about who we are competing against and then separate us from them
v. Distinction – What makes us unique, setting us apart from the competition
vi. Proof – A perceived evidence of truth to back up our distinction
This equates to: “For target who are segment, brand provides the category with distinction because of proof.” Examples of this are:
“For drivers who value auto performance, BMW provides luxury vehicle that deliver joy through German engineering.”
“For people around the world, Coca-Cola is the soft drink that has been the real thing since 1886.”
Note: Don’t think about what the product/service does. Anyone can write about features. Think about the super powers that our product/service gives to your customers
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Good vs. bad segmentation
DON’T DO THIS “We target provider practices.”
DO THIS “Our initial target market are provider practices with 20 or more psychologists, in Australia, located in post codes with >$75k household income and median population over 35.”
The above is an example only. You need to refine and keep refining as we learn and grow.
But won’t this limit our market reach? Remember: Target Addressable Market (TAM) =/ Initial Target Segment. So:
•Drill down to be effective
•Get your revenue (or other proxy metric).
•Get your ROI/benefits
•Once you’re successful in that segment, then start moving on.
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Buyer’s Journey: marketing and sales

1. Awareness: • Do I have a problem? • How painful? • Impact? • What are others doing?
2. Consideration • Can I ignore it? • Do I need help? • What should I look for?
3. Engagement • How long? • How much? • How disruptive? • Impact on business / performance?
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Develop target personas – know who you are selling to – we should be taking the “trusted advisor/source” approach. A company that adds value at every step of the customer journey.
Examples of personas:
Business/Executive Chaitali – leads a corporate or state-wide/national provider or organisation in Autism, ADHD etc
Solo Thomas – Psychologist who services a small group of local patients
Dedicated Dragos – Multi-centre provider practice manager or psychologist/speech pathologist
But you need to do the work on the above

3. Share that positioning and messaging with key teams/stakeholders.
We lack this. We have a SAB but need expansion and better coordination here with KOL’s.

4. Create a list of all possible launch activities.
See drafts of: launch plan, digital marketing plan, content plan and overall marketing plan. Tactics include:
LinkedIn, word of mouth, facebook, repeat business, website, infographics, content pieces, twitter, demo’s, SEO, PPC, Social, Associations, Conferences, Business Development Heads, kidpsot, Mamamia, journalists etc. etc. But also never forget searching for a Channel Partner(s) – leverage their core capability to sell.
See marketing plan and channel plan: C:UsersUserDJC-SYNCT DriveTALI Health Pty LtdMarketingMarketing and Media Plan
But focus on Growth Strategies – The Acquire, Nurture, Grow Framework
Acquire ------------------------------------------------Nurture--------------------------------------------------Grow
So move from acquire via awareness, lead capture and trial conversion. Then Nurture, via re-engagement and sales qualification. Then Grow by customer onboarding, NPS and product releases.
So try these:
a) Generate pre-launch buzz to attract early adopters
b) Attract industry attention with a controversial report or re-circulation of a report
c) Build domain authority through a content-driven SEO strategy
d) Grow and Nurture lead database (Hubspot)
e) Activate trialist
f) Pricing offers
g) Integration with other companies who service the same sector to grow customers and loyalty. Or tech integrations that help customers
h) Optimise the customer journey
i) Testing

5. Create all of your launch assets and product content.
1. This needs to occur. We aren’t there as yet. However, the above plans in point 4 will have most of these in them. Ensure everything from demo decks to product screenshots, sales materials, landing pages and website updates are updated.
2. Don’t forget about tracking. Think of tracking as an asset you’re creating. It’s just as important to be able to measure demand as it is to drive it.

6. Get the whole team prepared and on the same page.
My view is to focus on these core metrics:
• Monthly trial signups (registrations)
• Activation rate (% that achieved certification)
• Conversion rate (% of trialist who buy – a licence)
• Average sales price (MRR/Customer)
• Monthly recurring revenue (MRR)
• Gross Churn MRR
• Net Promoter Score (NPS)

7. Launch.

AND DON’T FORGET, IN THE SAAS WORLD WE ARE A SELF-SERVICE COMPANY – WE HAVE LOW COMPLEXITY WITH A LOW PRICE POINT