New Product Launch
Go-to-market discovery, planning & execution
Product
Automating the process of External Quality Assurance (EQA) testing for laboratories, providing greater data accuracy and eliminating resource-intensive manual processes. Allowing laboratories to focus more time on patient care.
Process
After focusing on the initial stages of the Go-To-Market (GTM) strategy - such as Product-Market Fit, Target Audience identification, etc. (see here) - this stage primarily concentrated on the build, marketing, and sales phases. Of course, there are many other components of a GTM strategy, and sometimes the build isn't even a part of it.
Build:
Small Engineering Team Focused on MVP - A dedicated engineering team concentrated on developing the Minimum Viable Product (MVP).
Continuous Discovery - Focused on identifying customer problems to develop opportunities and solutions.
Hyper Focused on Growth - Ensured close alignment with the commercial team/goals, building features aimed at driving growth.
Marketing and Sales:
Collaborated with Marketing - Worked together to produce collateral such as; website, email content, webinars.
Performed Product Demos - Delivered product demonstrations during all commercial calls.
Ran Weekly Go-To-Market Working Group Sessions - Ensured alignment and identified areas for improvement.
Outcomes (short-term)
Developed and launched the MVP, automating the main EQA process pain points.
Conducted 25+ discovery interviews and product demos.
Secured 3 new sales.
Learnings
Alignment and Communication - It is extremely important to align with all areas within the business and provide stakeholder-specific updates. A new product launch is typically cost-intensive and can be slow to yield results; aligned and informed stakeholders are key.
Focus on Growth Features - Focusing on growth doesn't always mean building new features. We could easily create wireframes of experimental solutions, saving costs by avoiding unvalidated builds.
Securing Initial Sales - Getting the first sale, nothing beats it!