When organisations or marketing people use the word ‘launch’, it tends to designate a major event, either product or campaign, that has been worked on for months or years. It will have been finely tuned to achieve maximum success from day one. In some sectors, like pharma, a launch date was only at the end of ‘the sum of the R&D parts’. Other sectors get an easier ride, with more tolerance for solving early snags once launched.
Today, when all the talk is about digital and disruptive, there is an increasing call for ‘minimum viable products’ or MVPs, where speed to market, agility and ‘modify as you go’ are the watchwords. MVP is leaner than a robust Customer Value Proposition (CVP) development with its detailed launch preparation. It is only intended to satisfy and gain ‘beta stage’ feedback on features from early adopters. The product or service is then subjected to multiple ‘releases’ before launch and during its lifecycle. (Read More)