How do you ensure that you launch your new product at the right time?

We had neared the end of my lecture to a class of first year MBA students: an hour of what to expect in b-school and an hour on the success and failure of a new product launch, covering the gamut of Ford Edsel to New Coke. It struck me that, quite naturally and somewhat disappointingly, I did not have a “right” answer to that question.

The timing of a new product launch is often determined by factors such as overall business plans, product readiness, competitive launches, and seasonal cycles. The 10-year growth strategy might have specific time points for particular new launches. The new product development team would have certain limitations and capabilities that determine when the product would be ready. The new product might be launched quickly in order to be the first to market, it might be launched later in order to take a competitive launch head on. Several product categories such as consumer goods are in higher demand during particular times of the year, and launching them then would make the most business sense.

But what do you just before the rains if the technology for your new umbrella is yet to be transferred from China? What if your R&D department has gone through multiple rounds of development but is nowhere near a good product, with only two more months to go before your scheduled deadline? What if your competitor got there faster?

The real world includes delays and uncertainties, risks and new developments. Timing the launch of a new product is not always within the control of the company. More on this in my next post ‘A Question of Timing – More Answers.’

Related articles

• How to successfully launch a new product (telegraph.co.uk)
• Start-up diary: Don’t rush your products out (telegraph.co.uk)