Gartner Research

Six Options for Timing Your Product Launch

Published: 06 February 2019

ID: G00380323

Analyst(s): April Adams, Eric Trenk

Summary

Thoughtful timing can improve a product launch’s effectiveness when used strategically to enhance market position, offset competitive acts or target specific internal goals. Technology product managers must consider timing, in addition to functionality and readiness, when planning a product launch.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Enhance Product Launch Effectiveness by Leveraging the Gartner Launch Timing Decision Framework
    • Option 1: Consciously Decide to Launch When All Is Ready
    • Option 2: Time It to Hide It
    • Option 3: Launch Early to Pre-empt the Competition
    • Option 4: Delay Launch to Avoid Comparison or “Noise”
    • Option 5: Plan Launch to Coincide With a Specific Event
    • Option 6: Systematic Rolling Launch
  • Finalize Launch Timing Strategy by Factoring in All Internal/External Considerations and Special Circumstances
  • Conclusion

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