Avoiding Bottlenecks with Product Launches — Karthik Suresh // Ignition

Karthik Suresh, Co-Founder of Ignition, talks about product management in big tech vs startups. Generally, product launches involve a number of teams and it is crucial that they’re aligned to avoid potential bottlenecks. However, having a clear launch process that is known to engineering, product, and marketing teams is the best way to avoid those bottlenecks and find launch success. Today, Karthik discusses avoiding bottlenecks with product launches.
About the speaker

Karthik Suresh

Ignition

 - Ignition

Karthik Suresh is Co-Founder at Ignition

Show Notes

  • 01:36
    What to consider before a product launch
    Start by defining your target user or persona. Then, think about appropriate positioning, messaging, distribution channels, and pricing for your target users.
  • 05:03
    How to avoid product launch bottlenecks
    You must have a product launch framework to avoid bottlenecks. Having a clear, repeatable GTM process keeps stakeholders on the same page and messaging remains consistent.
  • 07:29
    Aligning product, engineering, and marketing teams for product launches
    Engineering and product teams should know what a high-quality launch process looks like. Ultimately, marketing must be kept in the loop regarding any adjustments to the product launch timeline.
  • 10:38
    Handling different types of product launches
    Companies should have different tiers for depending on the type of launch. Educate all stakeholders on the tiering process to ensure alignment across the board.

Quotes

  • "Email open rate is 50%-60%. Just sending an email is not a launch. You need to have a multi-channel approach where you can follow your customers or potential users wherever they are." - Karthik Suresh

  • "If it's a brand new product category, you shouldn't be investing in SEO because people are not searching for your product. You should probably invest in a lot of content marketing." - Karthik Suresh

  • "If youre entering a very crowded market, maybe the best channel is to get a list of your competitors customers and just email them a 50% discount to get them onto your product." - Karthik Suresh

  • "Tier one is a major product launch. You need at least 90 days to plan this launch. There are multiple channels, including media events, PR, and everything you can think of." - Karthik Suresh

  • "At Facebook Reality Labs, the biggest launch bottleneck was the absence of a clear go to market process. Because of that, not all the stakeholders were on the same page." - Karthik Suresh

About the speaker

Karthik Suresh

Ignition

 - Ignition

Karthik Suresh is Co-Founder at Ignition

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