Case type 09
New product or service launch
Whether and how to launch, balancing demand, economics, and route to market, including sales taken from your own products (cannibalization).
18 min1 lesson Last reviewed
Start the lesson New product or service launch
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.
- The most common mistake: planning the launch in detail before checking that enough customers want the product.
- Start with demand and economics, not product features. Measure the new sales the launch adds after cannibalization, and treat route to market as a main question rather than an afterthought.
By the end you will be able to
- 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
Worked cases in this module
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Common questions: New product or service launch
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