New product or service launch: the guide
Whether and how to launch, balancing demand, economics, and route to market, including sales taken from your own products (cannibalization).
Last reviewedWhat strong candidates can do
- Structure a launch decision
- Calculate break-even with contribution and adjust it for cannibalization
- Plan a route to market and a test before a full launch
Common questions
What is a product launch case?
Whether and how to launch, balancing demand, economics, and route to market, including sales taken from your own products (cannibalization).
How do you approach a product launch case?
Test demand first, then the economics (breakeven and payback), then the route to market: channels, price and launch plan.
What is the most common mistake in a product launch case?
Planning the launch in detail before checking that enough customers want the product.
Go deeper
The full lessons, worked examples, drills and a case simulator with automated feedback are in the platform. No sign-up is needed to start.