Program Launch ToolkitYour complete guide to a successful program launch and growth

Welcome to PrintFleet!This Program Launch Toolkit is here to help you launch the latest solution from PrintFleet. We want to give you all the tools and guidance you may need for this new initiative. This kit will walk through what we think are the most important points to nail down for a successful launch of your program – from strategic planning to measuring your success.

Some of you may have already completed everything in here, so it will be a breeze! For others, it may be a great reminder or source of inspiration for planning your launch – either way we are here to help.

We are excited to launch with you!

Table of ContentsStage 1: Strategic Planning .............................................................. 4

Stage 2: Goal Planning ..................................................................... 7

Stage 3: Creating your Value Proposition ...................................... 12

Stage 4: Prospecting ...................................................................... 14

Stage 5: Measuring Success .......................................................... 16

Stage 1: Strategic Planning

“‘True strategy is about placing bets and making hard choices. The objective is not to eliminate risk but to increase the odds of success.’ - Roger Martin

Strategic Planning

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Strategic planning will increase your odds of success by determining where your program is headed over a certain period of time, how it’s going to get there, and how you’ll know whether your program has been successful.

The focus of any plan is your organization as a whole. Most often, organizations already know much of what will be in their strategic plan. However, the development of your strategic plan will greatly assist in clarifying your organization’s goals and objectives and ensure that everyone is on the same page.

Goals and objectives will vary throughout a product launch – keep in mind that every customer is different. Identifying the strategy, goals and objectives is a critical process used to collect information (ie. pains, strengths and weaknesses). The strategic planning process is designed to assist you in uncovering this information to ultimately define what’s important to the organization and how PrintFleet can help.

This will be an evergreen process, any suggestions are always welcome.

PROGRAM STAGES

1

2

3

4

Crawl: Pre-Launch; Contracting, SOW, etc. (Acquisition)

Walk: Beta/Soft-Launch – (Development)

Run: Launch (Development)

Sprint: On-going support (Retention)

NEXT STEPS:Now that we understand the importance of strategic planning for your program launch - it’s time to actually get to work! Start by downloading the below worksheets and resources:

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WORKSHEET: SWOT Analysis

WORKSHEET: Mission Statement

WORKSHEET: Competitive Matrix

BLOG: Strategic Planning 101 (series)

Stage 2: Goal Planning

“‘If you aim at nothing, you will hit it everytime.’ - Zig Ziglar

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Goal PlanningEach program stage will require different goal types (i.e sales goals, prospect goals, product awareness goals, customer goals, marketing goals, tracking and measurement goals, support goals, etc.) – keep in mind we suggest that you define 3-5 main goals per period. These goals constitute a strategy and will be reviewed using the Executive Briefing Presentation.

For any new product launch, make sure that you set goals that are clear, measurable and defined by a specific timeframe. Goals help ensure that your launch teams know what they have to do – it is very important to get top level buy-in and each department must all agree and commit to these goals. Goal setting with this level of clarity will help a team measure results and make adjustments for future periods.

MARKETING GOALS The sales process generally begins with your market being aware of you and your product. Your marketing efforts can help to build that awareness. Tactics will vary with each organization depending on current stage. In the beginning, one goal should include being able to measure and track the awareness and training objectives with sales reps.

Example: Within the first X weeks after launch, we will host a webinar with X attendees (How many prospects are required to achieve targets? What is the ROI?). Example 2: X retweets of our launch announcement and X visits on the website.

PROSPECTS GOALSAn appropriate goal could be to outline how many prospects you would like to identify as a result of your product launch. For every prospect, we close X. Track it, measure it. What is the ROI?

Example: We will identify X prospects within X months of launch.

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SALES GOALSThis may be the easiest type of goal to create because you already have sales expectations. How many units of your product do you want to sell and within what timeframe? What is the ROI?

Example: We will sell 100 cartridges within X months of launch. To achieve this goal, we must acquire X resellers with an average of X devices (Average 2-3 cartridges per year per printer, average volume of 5,000 per month).

Setting your Sales Goals with the End in MindIf you are not sure what specific goals you would like to set (ie. how many prospects you need), the best method is to start with the end in mind:

1. Determine total revenue: • Decide on the amount of revenue within timeframe • Review revenue projections for period • Determine Sales and Marketing funds required and/or available (MDF Funds?)

2. Calculate the number of customers required: • Divide your expected revenue by the average sale value to calculate the number of customers you need to sign

3. Understand your sales win ratio: • Using past sales, apply how many prospects you would need to achieve the number of customers required. If you do not have that number, a reasonable “win rate” is approximately 1 in 5 (20%) • This can be difficult without past results (how many prospects do I need to achieve my goals, how many demos, calls, etc.) – going forward, a good tactic is to add a 0 to the metric you think is required (10X Rule)

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Note: When you create goals you are making assumptions about such items as your win rate or average sale. These could be inaccurate, but it is important to be consistent and explicit about your assumptions. The process of defining goals for your organization will evolve and improve with experience.

Example: Company ABC

They expect to bring in $500,000 in revenue for their first year. Here is how to calculate the number of customers and from that, how many prospects are required.

According to this calculation, Company ABC will need to find 25 prospects through various sales and marketing methods.

Tracking and measuring your goalsTrack how the organization is doing in relation to these goals. It will help you to understand if there are any problems with the launch and will provide benchmarks for the future.

Revenue goal $500,000 Based on financial projections

Average customer sale $50,000 Taken from sales model

Customers required 5 Launch revenue / average customer sale

Average win rate 1 in 5 Post sales win rate

Prospects required 25 Number of customers × 5 (need 5 times more prospects than customers)

GOAL VALUE COMMENTS

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NEXT STEPS:You’re officially ready to start the goal planning process! Get started with these resources below:

WORKSHEET: Goal Planning

GUIDE: Tips for Setting Goals

PRESENTATION: Executive Briefing

Stage 3: Creating your Value Proposition

“‘Consistent alignment of capabilities and internal processes with the customer value proposition is the force of any strategy execution.’ - Robert S. Kaplan

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MaRS defines a value proposition as: ‘a statement of the functional, emotional, and self-expressive benefits delivered by the brand that provide value to the target customer’.

Ultimately, a strong value proposition speaks directly to your target customers and tells them exactly why they should purchase from you.

Your value proposition is one of your key modes of communication and can be expanded into your advertising, webinars, elevator pitches, and countless other content pieces, which is why people often find it challenging to create.

Remember, the less known your company is, the better your value proposition needs to be. What is the promise of value you deliver to your customers?

NEXT STEPS:Get started on mastering your value proposition with the worksheets below:

WORKSHEET: Creating your Value Proposition

Creating your Value Proposition

Stage 4: Prospecting

“‘Listening is the new prospecting.’ - John Jantsch

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ProspectingWho are you selling to? Who do you WANT to be selling to? What are you selling? What are your customers’ pain points that they need help with? Figuring out the answers to these questions is an important part of planning your program launch. You can then use your product/service and customer expertise to target the correct audience and meet their needs.

The idea of prospecting and finding your target audience hasn’t changed, but the best way to speak to those prospects has. B2B prospects are 80% of the way through the funnel before ever speaking to a salesperson. Create content that helps at every stage of the sales funnel and ensure your sales team is active where prospects are.

NEXT STEPS:It’s time to prospect like a pro! Here are some resources to help you get started:

EBOOK: Social Selling with LinkedIn

WORKSHEET: Social Selling Workbook

GUIDE: Prospecting Tips

Stage 5: Measuring Success

“‘If you are not measuring the right things to begin with, you’re not going to get better results by measuring them more accurately.’ - Don Peppers

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Measuring Success

Determining which metrics to track is as important as goal setting. It is also crucial that these two aspects are aligned. We often focus on the goals we wish to achieve and then haphazardly pick metrics because they are easy to measure, or something ‘we just know.’ Think Moneyball by Michael Lewis – statistics of baseball players getting on base versus lifetimes worth of expert intuition.

For your new program, we want to ensure that your goals and metrics are aligned so that you can ‘hit it out of the park’. We can measure success by any number of factors including schedule, budget, satisfaction, quality, etc. The worksheet below will help you define success, pick appropriate metrics to track, and ensure they are aligned with your goals.

NEXT STEPS:Download our questionnaire below and start measuring the success of your efforts!

GUIDE: Defining Success Questionnaire

Good Luck!

We want to take this opportunity to thank you for reading this Program Launch Toolkit! We wish you every success in the launch of your PrintFleet program and hope that you’ll think of us along the way. Remember, we’re always here to help!

Pr intF leet Team

About PrintFleetPrintFleet provides timely, reliable data that creates actionable information to reduce cost, increase efficiency and drive automation through the imaging industry supply chain.

Our industry-leading print management solutions range from simple rapid assessment to advanced, managed services offering unparalleled agnostic data collection, analysis and back-end support. Available in multiple languages, PrintFleet solutions empower OEMs, resellers and distributors in over 100 countries to solve business challenges and foster growth.

We want to be the solution of choice. We want to empower people to get connected.

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