Slack New Product Launches
Posted: Sat Apr 19, 2025 9:13 am
For a successful new product launch, you need to plan it strategically and well in advance. An official launch involves the marketing team, product managers, sales, customer service , finance, and, especially in large-scale launches, several other departments.
Due to the number of moving parts and people involved, coordination and smooth communication are key. With this in mind, here's a checklist for the official launch of new products to keep your teams on track.
Step 1. Know the problem you are solving
The first step is to define your product and start working on its positioning. You need to understand your product as well as possible and determine how it can solve your customers' problems.
Write a brief two- or three-paragraph description explaining what your product is, its key features, and how it fills a market need. This is your brand positioning statement , and it may require some work to refine.
The next step is to consider your value proposition . This should describe your customer's problem and why they would choose your product to solve it over a competitor's.
Slack's value proposition is a great example of this, and considering it's the fastest-growing SaaS startup, you know it's effective. Their proposition is that they save users time by simplifying communication between teams.
To get ideas for your positioning statement and value advertising database proposition, ask yourself the following:
What are the main problems my product solves for customers?
How does my product solve these problems?
How is my product different?
How does my product create value for customers?
What attributes of my product or brand do I want customers to focus on?
Step 2. Understand the audience you are selling to
To define your product and sell it successfully, you need to understand your target audience through market research. You need to understand who they are, how they think, why they need your product, and how you can communicate that need to them.
Due to the number of moving parts and people involved, coordination and smooth communication are key. With this in mind, here's a checklist for the official launch of new products to keep your teams on track.
Step 1. Know the problem you are solving
The first step is to define your product and start working on its positioning. You need to understand your product as well as possible and determine how it can solve your customers' problems.
Write a brief two- or three-paragraph description explaining what your product is, its key features, and how it fills a market need. This is your brand positioning statement , and it may require some work to refine.
The next step is to consider your value proposition . This should describe your customer's problem and why they would choose your product to solve it over a competitor's.
Slack's value proposition is a great example of this, and considering it's the fastest-growing SaaS startup, you know it's effective. Their proposition is that they save users time by simplifying communication between teams.
To get ideas for your positioning statement and value advertising database proposition, ask yourself the following:
What are the main problems my product solves for customers?
How does my product solve these problems?
How is my product different?
How does my product create value for customers?
What attributes of my product or brand do I want customers to focus on?
Step 2. Understand the audience you are selling to
To define your product and sell it successfully, you need to understand your target audience through market research. You need to understand who they are, how they think, why they need your product, and how you can communicate that need to them.