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Published April 10, 2024
saas Product launch checklist title with orange background and rocket ship

Your product launch checklist is your trusty sidekick. It’s your go-to list to make sure everything’s in line before you hit that big red launch button.

And for that very reason, your SaaS product launch checklist needs to come equipped with all the tasks and tips for success. The more you have under consideration, the more confident you’ll become with your decisions and strategy.

Here’s a summary of what we’ll cover in detail below:

  • A product launch checklist ensures all aspects of a product launch are well-thought-out, researched, and created.
  • Product launch checklists help keep teams aligned, create priorities, improve communication, and facilitate continuous improvement.
  • Pre-launch research involves understanding the market, user needs, competitors, and selecting the right tech stack.
  • The launch phase focuses on product communication, marketing (including branding, content, distribution channels, and pricing), and internal communication.
  • The feedback loop stage involves gathering customer feedback to identify issues and improve the product.

What is a product launch?

A product launch is the process of releasing and announcing your product to the world.

Think of it as your roadmap, your handy checklist to tick off tasks, double-check details, and make sure nothing’s slipping through the cracks.

It covers the to-do’s of marketing, website planning, product, and development to make sure your launch achieves your goals.

A product launch checklist should be modified to fit your business goals, industry, and product release.

product launch checklist steps with research symbol, checklist symbol, and rocket launch symbol

Value of a SaaS product launch checklist

Product launch checklists are helpful organizers to make sure every aspect of a product launch has been thought out, researched, and created.

Apart from the organizational benefits they provide, here are some additional advantages of a SaaS product launch checklist:

  • Make sure nothing falls through the cracks: With a checklist, product managers can guarantee that no important aspect of the launch process is overlooked, which reduces the risk of mistakes or missed opportunities.
  • Keep your team aligned and on track: Checklists facilitate task organization and collaboration amongst team members by clearly assigning tasks and responsibilities. Everyone understands their responsibilities and role in the product launch.
  • Create priorities and a roadmap of tasks: A checklist lays out all the tasks and tactics needed for a product launch. It allows teams to organize to-do lists
  • Improve communication: Checklists serve as a reference point to discuss progress, identify potential roadblocks, and preemptively address issues that might arise.
  • Facilitate continuous improvement: After the launch, product managers can review the checklist to identify areas for improvement and refine their processes for future launches, ultimately driving better results over time.

Your ultimate Product Launch checklist

A comprehensive product launch involves different stages and sections before you’re able to share your product with the world.

We’ll go into detail for each section, but here’s an overall idea of what the product checklist covers:

Pre-Launch Phase

Goal stage:

  • Marketing goals
  • Sales goals
  • Product goals
  • Business goals
  • Set up your tech stack

Research Stage:

  • Goals
  • Google trends
  • User target research
  • Position statement
  • Test-group surveys

Tech Stack selection and organization

Product Launch Stage:

  • Feature communication
  • UX and UI design

Marketing Stage:

  • Launch date
  • Product branding
  • Marketing content material (paid and organic social, QA tutorials and forums)
  • Brand position
  • Choose and set up distribution channels
  • Price and packaging
  • Internal communication plan
  • Go-to marketing strategy

Feedback Loop Stage

  • Qualitative surveys
  • NPS scores
  • Customer group interviews

Here’s a Product Launch checklist template you can save for later. It’ll help keep you on track for a successful product launch.

Free downloadable Product Launch checklist

Save this downloadable product launch checklist. It’ll help you prepare and understand the scope of tasks to complete before the launch of your product.

checklist of all the section of SaaS product launch checklist

Pre-launch planning: Goal-setting, research foundation, and tech stack for a successful SaaS product launch

The pre-launch phase dictates the success of a product launch. This stage introduces ambitious (but relevant) goals, backed by research, and supported with the right tech stack.

This stage of the process sets the pillars for the rest of the product launch.

For clarity, I’ve divided this section into three parts: Research, goal-setting, and tech stack organization.

1. Research: User, industry, product, and tools

This involves conducting thorough market research, to help define clear goals and objectives, develop a detailed product roadmap, and secure the necessary tech and role resources.

As Matthew Ramirez, Founder of Rephrase, explains to achieve a product that truly resonates with customers, you need to “have a comprehensive understanding of who the product is intended for and what their specific requirements and desires are.”

Research should be done through conversations with different target groups, and online research through platforms like Google Trends, Group Forums, and social media.

Here are some ideas to support your research:

  • Google trends: Great tool to identify popular search terms and topics related to your product. You can use this tool to identify gaps in the market or arising opportunities. 
  • Group forums: Group forums allow for direct communication with potential customers and provide valuable insights into their needs and preferences. 
  • Industry reports and market analysis: This unbiased data provides valuable data and trends to inform product development.
  • Surveys and interviews: First-hand data into thoughts, opinions, and desires of certain user groups.
  • Social media: understand the current landscape and groups interacting with a certain industry solution. By listening to the voices, concerns, and praises on social media you can build a solution that users seek.
  • Competitor analysis: to understand the current position and gaps in the market. This allows you to identify strengths and weaknesses. 

Laviet Joaquin, Head of Marketing at TP-Link, also recommends “Use tools such as SEMrush for your competitor research and Google Trends for your market trends. You can also engage directly with your potential users by conducting surveys and focus groups to understand better what they need and want“ 

Although it might be tempting to stick to your personal preference, it’s important to approach the research stage with an open mind and a willingness to adapt based on the information gathered. 

Research advice from the experts

Good and thorough research will help your product launch avoid pitfalls, loss of time and money, and team determination. 

But scraping over research could mean losing time, money, and product launch success– over something avoidable. 

Here’s what experts recommend to avoid this mistake. 

Alari Aho, Founder of Toggl, states the number one mistake in product launches is… “Failing to align with market trends can make your product seem outdated from the start. Regularly consulting industry reports and engaging with thought leaders on platforms like LinkedIn helps us stay ahead and relevant.”

And Jason Hunt, CMO and Founder of Merged Media,  shares “In my experience, one common mistake during the research stage of a product launch is relying solely on quantitative data and neglecting qualitative insights. 

While quantitative data such as surveys and analytics can provide valuable information about user behavior and preferences, it often lacks the depth and context that qualitative research can offer.

To avoid this mistake, it’s important to incorporate qualitative research methods such as user interviews, focus groups, and usability testing. These methods allow product managers to gather rich insights about user needs, pain points, and motivations.

By understanding the “why” behind the quantitative data, product managers can make more informed decisions and create products that truly meet user expectations.” 

Orange background with cartoon looking at trends on a laptop screen

2. Goal-setting

Once the research is completed, it’s time to gather data to spot trends and opportunities for your product launch. This data should be your reference for all decisions and strategy direction.

There are different goals to set up for a product launch. Each “category” should align with one another, but reflect different departments and task forces that make up a product launch.

The separation of goals will help with task delegation, setup, and measurement.

Here are common goal categories and prompts to inspire you:

  • Marketing goals:
    • Traffic and session goals
    • ROI and paid acquisition
    • Market voice share
    • Keyword reach
    • Social media engagement
    • Brand awareness and visibility metrics
  • Sales goals:
    • Demos booked
    • Demo conversion
    • Sales growth
    • Free trial to paid conversion
    • Trial retention
    • CLV
  • Product goals:
    • Churn rates
    • Product adoption rates
    • NPS rates
    • Onboarding completion rates
  • Business goals:
    • MRR goals
    • Referral programs

When it comes to setting goals, Laia Quintana, Head of Marketing and Sales at GoTeamUp, recommends to keep an eye on success metrics, with “goals vary depending on the product and goals, but some key ones include the number of new sign-ups, user engagement rates, and customer feedback. These metrics provide valuable insights into how well the product is received and where improvements can be made. It’s important to track these metrics over time to understand trends and make data-driven decisions.”

Orange gradient background with two cartoon and a target point for goals

3. Set up your tech stack

Your industry research and selected goals will dictate the right tech stack for your business. These tech platforms will aid to communicate, internally organize, and manage your data throughout the entire product lifestyle. 

The more integrations and communication between platforms, the higher the ability to organize, manage, and mitigate problems during the product launch. 

You want to avoid users having to source information from different data points, as it leads to confusion, misinformation, and data loss.

Here are a few tools to consider:

CRM – manage sales leads and marketing funnel

When it comes to advice on tech stacks, Sabahet Amjad, Marketing Specialist at Mailmodo, recommends the following platforms “You will need a CRM like HubSpot, GA to track website visitors, an email marketing tool like Mailmodo, and tool to track signups like Amplitude.”

CRM tools like HubSpot are helpful, as Marc Bishop from WytLabs, says “HubSpot’s suite of marketing, sales, and service software supports end-to-end management of your product launch, from initial outreach to post-launch follow-up, ensuring a seamless customer journey.”

Internal Communication

Facilitate goal and task expectations, knowledge share, and team communication with async tech platforms. These platform help you team centralize efforts and keep each other in the loop on product launch progress.

Laviet Joaquin, recommends “Project management tools like Asana and Trello help you organize tasks and timelines. Slack makes it easy to collaborate with your team members.“

Data Analytics

Data is the backbone of all product launches. Although you can source data from different platforms, we recommend using Google Analytics as your starting base, thanks to its ability to track events, sources, and website conversions.

For analytics, Marc Bishop recommends, “Google Analytics and Mixpanel are critical for tracking website traffic and user behavior, providing real-time data to pivot and optimize your launch strategy as needed.”

User Adoption and onboarding tools

Digital Adoption platforms help educate users on how to use your app, engage with features, and immediately find value in the platform.

The best tool available is Product Fruits. It’s a no-code user onboarding solution with all the features and tools you need for users to adopt your platform.

Product Fruits allows companies to customize onboarding to their brand and users’ needs, with tailored user segmentation options and the ability to integrate with your tech stack.

Through Product Fruits, companies reduce user churn by 70%, and increase user onboarding by 29%.

Screenshot of Product Fruits home page

Launch phase: Lights, camera, and action

The launch phase is centered around your communication and initial impressions of your product. 

The main focus is around two areas: product and marketing

Marketing Stage

  • Launch date
  • Product branding
  • Marketing content material (paid and organic social, QA tutorials and forums)
  • Brand position
  • Choose and set up distribution channels
  • Price and packaging
  • Internal communication plan
  • Go-to marketing strategy

Launch date

Ask yourself: when will my product launch be best received?

Choose a time to launch that is preferably away from any major holidays. You want all the decision stakeholders to be present. So lean away from religious, bank, or school holidays for the initial launch to get the most buzz and interest.

Product branding

Ask yourself: How will your product stand out against competitors and the industry?

Consider your USP and current competitor landscape. You’ll want to center most of your marketing and communication on what makes your product unique, and how it solves your target users problems.

Hand-in-hand with messaging, you’ll also need to choose the right price point as that will make a statement on your brand position.

👀 6 Experts reveal how to enhance brand strength during user onboarding

Cartoon of man and mobile phone saying brand strength

Marketing content material

Ask yourself: what channels will bring me the most profit?

 When it comes to marketing, there are two main channels to focus on: Paid and Organic. 

Choose paid: If you have a new product, are able to invest in upfront costs, and require immediate awareness, this is the best option for you.

Choose organic: If you have a long-term goal and marketing strategy. The organic approach will get your steady and loyal customers with higher trust than paid media sources. 

Depending on your product and marketing needs, here are different marketing materials for launch:

  • Social media posts
  • Video demos and adverts promoted on YouTube or social media
  • Webinars with an expert panel 
  • Blog content
  • Research white paper

The important thing is that all marketing material echoes the same message.

Choose and set up distribution channels

Ask yourself: How can I reach my target audience?

Understand which distribution channel will be the most impactful for your audience. 

For example, if you’re an e-commerce platform, you’ll likely be able to target your demographic and their interest on Instagram, where they scroll for inspiration and fashion, over catching them on LinkedIn when they’re at work. 

On the opposite end, you’re more likely to move a product manager to action promoting your business on LinkedIn, then you would on a social channel like Instagram or TikTok.

Consider the following channels for promotion:

  • Social media: LinkedIn, Facebook, Twitter, Instagram, TikTok, Twitch
  • Forums: Reddit, Quora
  • Google: paid and organic keyword reach
  • Conventions and events for your industry niche

For promotion, Sabahet Amjad, Marketing Specialist at Mailmodo, warns about the most common mistake being “Not building enough buzz and anticipation about the product in the right communities. PMs should find out where their Target Group hangs out and participate in conversations. This not only helps in creating anticipation about the launch but also optimizing messaging accordingly.”

Plan your marketing content around the channels of distribution that will reach your target audience.

Internal communication plan

Ask yourself: How will I share and communicate information with my team?

Continuous internal communication helps to keep all teams aligned on the goals and messages around a product launch. 

It’s helpful to set up weekly or monthly syncs, share information on progress, or even do workshops to engage the entire company on a new product launch. 

Fruity Tip: Use centralized storage for all documents and information related to sales and marketing. This allows easy access for each department to strengthen and engage with your brand.  

Product Stage: Get all the features user-ready

The product stage of a product launch revolves around product communication, user experience, and onboarding.

At this stage of the product launch, you should have answers to the following questions:

  • What are the key features of the product? And how should we communicate about them?
  • How do these features benefit the user? What pain points and challenges do they solve?
  • How does the product solve a problem or fulfill a need? And what is the social proof?
  • How can we delight users and improve the user experience? What features, communications, and support would make our product stand out?
  • How can users easily onboard and start using the product? How quickly can we get our users to their “aha” moment?

Fruity pro-tip: Before launching your product, have clear tools and protocols in place to onboard users quickly, offer immediate support, and increase product adoption throughout each lifecycle.

You can accomplish user adoption and support through onboarding tools like product tours, checklists, hints, and tooltips.

Opt to include webinars to host FAQs and expert panels, or take a peek at 12 Onboarding email examples to increase trial to conversion in 2024

Feedback Loop Stage

This stage is where you gather feedback from customers and incorporate it into future iterations of your product.

Feedback allows you to identify any potential issues or areas for improvement, as well as understand what aspects of your product resonates with your target audience– directly from them.

Effective feedback loops involve actively seeking out and listening to customer feedback. This can be done through surveys, focus groups, or even just reaching out to individual customers for their thoughts. 

By continuously incorporating customer feedback, you can ensure that your product meets the needs and expectations of your target market, ultimately leading to a more successful launch and long-term success.

Orange background and four cartoon in puzzles pieces giving feedbakc to one another

How to get feedback

There are several ways you can receive feedback from users. Whether you choose in-app channels or in-person, you need to keep questions unbiased and open to truly understand your customer’s needs.

  • Qualitative surveys: Ask open-ended questions to help understand what areas of your app are valued, and what can be improved.
  • NPS scores: Show how likely your product will be endorsed and recommended by users. This is usually a strong indicator of customer loyalty.
  • Customer group interviews: Organize focus groups to hear what users think and agree on. 

Checked all your boxes? Now it’s time to convert users to lifetime customers

A product launch is the exciting first step in a long ​​process for user adoption. The next step is to get your customers to stick to your product, engage, and become avid users. 

With Product Fruits, we give you all the tools and features you’ll need to support and engage your users on your platform. With product tours, checklists, surveys, and tooltips– all with broad customization and personalization options to make onboarding flows unique to each user.

It’s a no-code solution that acts as an invisible layer on top of your platform. Letting you continuously improve the user experience and delight customers.

Try Product Fruits for 14 days for free, no card required. 

Or, book a call with our onboarding specialists to get tailored advice and recommendations for your business. 

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About the author

Tamryn Mounier
Tamryn is a B2B SaaS content wizard, with over five years of experience working internationally with companies of all sizes. She's passionate about understanding how technology is transforming businesses, and how it shapes the roles needed to support this growth. When she's not working, you'll find her outdoors busy surfing, running, hiking, or climbing.

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