Release Planning Strategies

Most companies suck at launching products. They’re like Alice in Wonderland — chasing shiny objects and getting lost along the way. Here’s the 11-step process we perfected after 25 years of product launches (in a collaboration with Jason Oakley): 1. Competitive Research The key to great strategy is to look externally. Take notes on competitor's features and how they grow. Build a database so you can counter-position appropriately. 2. Segmentation A launch aimed at “everyone” will miss everyone. Instead, build a laser-focused Ideal Customer Profile (ICP). Follow this chain of thought: What are they craving? → What frustrates them daily? → What job are they trying to accomplish? 3. Pricing & Packaging Even the smallest feature can have a ripple effect on your pricing and packaging. Don’t wait until launch week to figure this out. Before launching, assess things like: Will this be a paid feature or free? Who will get access? What’s the plan for feature gating? 4. Positioning Now it’s time to craft a message that resonates. Speak to their deeper desires, not just their immediate problems. Communicate the outcome your product delivers and why you’re different from the rest. 5. Assemble Your Launch Team You can’t do it alone, and you shouldn’t. A successful launch involves stakeholders across the company. Use the RACI framework to assign clear roles. 6. Clear Objectives Too many teams dive into a launch without defined goals. And that’s why they miss the mark. Set clear objectives and key results. 7. Distribution Channels Many teams fall into the trap of trying to be everywhere; LinkedIn, email, ads, you name it. Reality check: Most startups only have 1-2 effective distribution channels. Find yours and double down on it. 8. Launch Milestones Planning your entire launch around individual tasks will overwhelm you. Instead, focus on major milestones and build a work-back plan. Some key milestones to include: Early access launch → Customer launch → Kickoff meeting. 9. Bill of Materials Your Bill of Materials is the content engine of your launch. Focus on: → Writing the message they want to hear → Designing visuals that captivate and appeal to them → Creating email sequences tailored to every user flow 10. Sales & Customer Success Teams Too many launches fail because these teams are looped in at the last minute. Enable them early with a messaging deck, internal FAQs, and demo materials... And they’ll become powerful advocates for your product. 11. Launch Day Make sure everything is launched smoothly and on time. If you achieve early wins, be the first to celebrate them and rally the team. And don’t forget to keep pushing the momentum forward. There's much more in the deep dive: https://lnkd.in/eB7s6umA If you don't plan your launches, even the best products will fail.

Want to know why product launches fail? It's rarely because the product is bad. The real killer? Treating go-to-market as an afterthought. The "build it and they will come" mindset is a recipe for disaster. Your product (amazing as it is) won't reach its potential without a solid go-to-market strategy. So I teamed up with Aakash Gupta from Product Growth to create a launch playbook for PMs that don't have product marketing support. Some of the OG founding PMMs 💪 Here's a quick summary of what it takes to get to launch day: 1️⃣ Competitive Research: Analyze competitor messaging, market needs, buying habits, and potential positioning gaps. Start with internal research, but also get out there and talk to people. 2️⃣ Segmentation: Define your Customer Profile (ICP). Don't fall into the trap of being too broad — you want your audience to feel like the product was made just for them. 3️⃣ Pricing & Packaging: Set a clear pricing and packaging strategy early. I learned the hard way that last-minute pricing surprises can derail a launch, so planning a review can save a lot of stress later. 4️⃣ Positioning & Messaging: Craft a compelling launch narrative that drives your positioning home. A solid messaging framework can help distill complex ideas into simple stories that truly connect with your audience. 5️⃣ Assemble Your Launch Team: Establishing clear responsibilities early on prevents last-minute confusion and keeps the launch process running smoothly. 6️⃣ Clear Objectives: Establish measurable OKRs. Setting concrete, meaningful goals from the start helps keep everyone aligned and accountable before and after the launch. 7️⃣ Distribution Channels: Choose realistic, high-impact channels. Trust me, it’s more effective to focus on one or two channels that deliver results. Don't spread yourself too thin. 8️⃣ Launch Milestones: Set key dates and work backwards. Mapping out major milestones first makes it a lot easier to plan the little details more accurately. 9️⃣ Bill of Materials: Project management is still a big part of a successful go-to-market. List all content and deliverables needed. Breaking down tasks in a simple project board or spreadsheet keeps everything and everyone organized. 🔟 Enable Sales & CS: Equip teams with assets and training. Looping in your sales and customer success teams early ensures they’re confident and ready, turning them into powerful advocates on launch day. 1️⃣1️⃣ Launch Day: Execute, monitor, and celebrate every win. Remember, your enthusiasm is contagious and sets the bar for everyone else. By celebrating even the small wins, you build momentum that propels the entire team forward. There you have it - a framework for launching products that actually get traction. Want the complete playbook with templates and examples? Check it out here → https://lnkd.in/gGZmDyhT

This morning, much of the world woke up to the dreaded BSOD (Blue Screen of Death), causing a global outage of IT systems due to a single content update from CrowdStrike. Having worked with deployment strategies in the past at large organizations like Mercedes and even within our startup, I've always ensured we utilized one of these rollout strategies: Canary Releases: Select a subset of users as "canaries" and deploy the update to them. Monitor KPIs, errors, and performance for any issues. If the canaries do not encounter problems, gradually move into a general availability (GA) release. In some cases, a canary release can be turned into a phased rollout strategy for extremely risky deployments. Rolling Deployments (Phased Rollouts): This is the one I've always favored since it's easier to automate. You gradually and incrementally replace older versions of your application. You can follow a linear, exponential, or logarithmic release path. You still reap some of the benefits of the canary process through a phased approach, buying you lead time to catch and fix errors. Blue-Green Deployments: This is the strategy we use here at Tara AI. We maintain two identical environments. All users are routed to the blue environment. The new version goes to green, where it undergoes thorough testing. Once we have the all-clear, traffic is switched over to the green environment, and the blue is archived. There is zero downtime and granular rollback capability. Some other steps we would take during any updates to our customers: - There was always a documented rollback plan. We documented everything from the version to the estimated recovery time and probable SLA impact. - We listed known and unknown risks right before deploying to customers. Often, organizations are fully aware of what they're doing; someone just forgets to communicate key information. - We used multi-stage CI/CD pipelines with fail-safes that checked core vitals. This slowed our releases but ensured data integrity, customer experience, and performance. - We over-communicated rollout updates. During rollouts, communication was constant with key stakeholders.

Launch planning is a critical skill that many PMs ignore or underinvest in. Sure, there's a time to launch softly, and see what happens. But there's also a time to make a big splash with a launch, or you won't get the full impact from a feature you want. A 𝗹𝗮𝘂𝗻𝗰𝗵 𝗽𝗹𝗮𝗻 maximises product work with effective marketing: • Identifying you target audience • Positioning your product • Choosing the right channels • Executing effectively Good launch planning allows you to: • Develop coherent messaging of benefits • Invest the appropriate time and effort in marketing • Coordinate action from multiple teams • Maximise adoption and impact of new features Of course, not all features require the same effort in marketing. You can prioritise the features you push hardest by plotting them on Intercom's 2x2 matrix attached (attract / retain customers vs. new / "me too" innovation) A 𝗹𝗮𝘂𝗻𝗰𝗵 𝗽𝗹𝗮𝗻 is a document with 7 sections: 1. 𝗧𝗮𝗿𝗴𝗲𝘁 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 Know who you're targeting and what their needs are: • Revisit existing research • Speak to users • Look at the funnel • Dig into behavioural data 2. 𝗩𝗮𝗹𝘂𝗲 𝗽𝗿𝗼𝗽 Describe the key benefits you're creating for users: • Understand your target users' needs • Map product benefits to customer needs • Articulate how you're different from competitors 3. 𝗟𝗶𝗻𝗸𝘀 & 𝗔𝘀𝘀𝗲𝘁𝘀 Keep all the key information together such as: • PRDs • Designs • FAQs • Market research • Demos • Process flows 4. 𝗧𝗶𝗺𝗲𝗹𝗶𝗻𝗲 Be clear on what is going to happen when, and why: • Break launch into phases with their own objectives • Set quantified goals for each phase with metrics • Let everyone know promptly if the timeline changes 5. 𝗧𝗮𝘀𝗸𝗹𝗶𝘀𝘁 Coordinate action across disciplines with a centralised task list: • Keep everyone organized, on track and accountable • Identify potential risks and challenges early on • Ensure your launch strategy aligns with overall business goals 6. 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 Map out user comms by channel and time to make sure: • You have a coherent marketing plan and users will get the message • You're communicating the right benefits to the right people • You're using the right channels for the priority (P1/P2/P3) of launch 7. 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀 Make sure you keep learning and evolving your approach for the best results: • Creating a habit of assessing progress and success • Reflecting on what went well and what was challenging • Making sure lessons are carried into your future plans (both later phases and future launches) Full guide (𝗶𝗻𝗰𝗹. 𝘁𝗲𝗺𝗽𝗹𝗮𝘁𝗲𝘀) here: https://lnkd.in/em7yNdrT Visit Hustle Badger for help in key phases of your product career: • Getting a job • Settling into a new role • Unlocking your full potential

Maximizing Product Launch Success: My 8-Step Method (With an actionable, step-by-step example) BACKGROUND: Launching a new product to market is complex and filled with challenges. Common Product Launch Challenges: → Unclear market needs → Misaligned product features → Inadequate go-to-market strategy → Poor stakeholder alignment → Ineffective launch planning → Limited customer feedback integration A successful launch requires a strategic and methodical approach. Here's how I ensure success: PROCESS: Understand Market Needs → Conduct thorough market research. → Identify gaps your product can fill. → This step is crucial for aligning your product with market demands. Example: Identifying a need for a user-friendly project management tool in small businesses. Define Clear Product Goals → Set specific, measurable objectives for your product. → Ensure these goals align with business strategy and user needs. Example: Aiming to acquire 10,000 active users within the first six months. Develop a Robust Go-to-Market Strategy → Plan your market entry meticulously. → Consider pricing, distribution channels, and promotional activities. Example: Leveraging social media and professional networks for targeted marketing. Align Internal Teams → Ensure all departments (development, marketing, sales) understand and support the launch plan. → This unity is key for a coherent and unified product launch. Example: Conducting cross-functional workshops and (bi)weekly check-ins to align goals and responsibilities. Create a Detailed Launch Timeline → Develop a comprehensive plan with key milestones and deadlines. → This helps in tracking progress and ensuring timely execution. Example: Setting specific dates for beta testing, marketing campaign launch, and official release. Incorporate Customer Feedback → Use beta testing or early access programs to gather user feedback. → Make necessary adjustments to the product based on this feedback. Example: Tweaking features based on beta tester input to enhance user experience. Execute the Launch → Implement your go-to-market strategy. → Monitor the launch closely for any immediate issues or opportunities. Example: Coordinating launch day activities, ensuring all teams are responsive and engaged. Post-Launch Review and Optimization → Analyze launch performance against set goals. → Identify areas for improvement and plan for continuous product development. Example: Using customer feedback and performance data to plan the next feature updates. CONCLUSION: Successfully navigating these steps ensures a strong product launch. And sets the foundation for continuous product growth and success. // Summary: * Understand Market Needs * Define Clear Product Goals * Develop a Robust Go-to-Market Strategy * Align Internal Teams * Create a Detailed Launch Timeline * Incorporate Customer Feedback * Execute the Launch * Post-Launch Review and Optimization

Product delays can significantly impact your startup. From my experience, most delays arise from unclear requirements, scope creep, and inadequate planning. Fortunately, there are ways to minimize these delays. For the past five years, I’ve been deeply involved in the Agile transformation, product development, and launch of numerous consumer products. I have implemented systems, frameworks, and processes to build and consistently release our products on time. Here are the 8 steps I use to build and release products on schedule: 1. Define Clear Goals Clear goals = focused development and timely release. Do this by: • Setting specific, measurable objectives and them with your business strategy • Clearly define requirements, create mockup and prototype to validate them 2. Use Agile Methodology Agile keeps development flexible and responsive. Implement Agile by: • Holding regular sprints and stand-ups • Iterating based on continuous feedback 3. Prioritize Features Not all features are equal. Prioritize to avoid delays. Identify key features by: • Analyzing customer feedback for must-haves • Using a scoring system to rank features 4. Create a Roadmap A detailed roadmap and timeline keep everyone on track. Build your roadmap by: • Breaking large items into smaller ones, estimating and setting milestones for each of them • Identifying risks, and dependencies and Including buffer time for unexpected issues 5. Allocate Resources Wisely Proper resource allocation ensures smooth development. Optimize resources by: • Assigning tasks based on team strengths • Monitoring workload to avoid burnout 6. Communicate Effectively Good communication prevents misunderstandings and delays. Enhance communication by: • Using collaboration tools like Teams, Slack, JIRA or Trello • Scheduling regular release check-ins with the team 7. Test Early and Often Frequent testing catches issues before they become problems. Test effectively by: • Running unit tests, in-sprint tests, and integration tests during development • Conducting regression and user testing in real-world scenarios 8. Review and Adjust A roadmap is a living document. Adjust as needed. Maintain your roadmap by: • Reviewing progress at each milestone • Making adjustments based on new insights I have used these steps multiple times to overcome delays, and trust me, they will work for you, too. If you like this post, you will be MIND BLOWN by my FREE weekly newsletter. In it, I’ll show you how to build and release your product on time without working too many extra hours. Sign up for FREE - https://lnkd.in/eT3F6E3m.

𝟳 𝗗𝗲𝗽𝗹𝗼𝘆𝗺𝗲𝗻𝘁 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗳𝗼𝗿 𝗦𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗦𝗼𝗳𝘁𝘄𝗮𝗿𝗲 𝗥𝗲𝗹𝗲𝗮𝘀𝗲𝘀 Effective deployment strategies are critical for maintaining stability, minimizing downtime, and ensuring a smooth user experience. Whether you're rolling out new features or updating existing ones, the right approach can make all the difference. Here’s a quick look at the top deployment strategies and their use cases: 1. 𝗖𝗮𝗻𝗮𝗿𝘆 𝗥𝗲𝗹𝗲𝗮𝘀𝗲𝘀    - Roll out new versions to a small, select group before a full launch.    - 𝗣𝘂𝗿𝗽𝗼𝘀𝗲: Early issue detection with minimal impact. 2. 𝗕𝗹𝘂𝗲/𝗚𝗿𝗲𝗲𝗻 𝗗𝗲𝗽𝗹𝗼𝘆𝗺𝗲𝗻𝘁𝘀    - Run two identical environments in parallel, seamlessly switching between them.    - 𝗣𝘂𝗿𝗽𝗼𝘀𝗲: Zero-downtime releases and immediate rollback options. 3. 𝗙𝗲𝗮𝘁𝘂𝗿𝗲 𝗧𝗼𝗴𝗴𝗹𝗲𝘀    - Enable or disable features dynamically with feature flags.    - 𝗣𝘂𝗿𝗽𝗼𝘀𝗲: Phased rollouts and risk mitigation by toggling features without redeployment. 4. 𝗔/𝗕 𝗧𝗲𝘀𝘁𝗶𝗻𝗴    - Test different versions of a feature with real users to gather data-driven insights.    - 𝗣𝘂𝗿𝗽𝗼𝘀𝗲: Understand user preferences and optimize features based on behavior. 5. 𝗗𝗮𝗿𝗸 𝗟𝗮𝘂𝗻𝗰𝗵𝗲𝘀    - Release features in production without exposing them to users immediately.    - 𝗣𝘂𝗿𝗽𝗼𝘀𝗲: Validate new features while minimizing user impact and risk. 6. 𝗥𝗼𝗹𝗹𝗶𝗻𝗴 𝗗𝗲𝗽𝗹𝗼𝘆𝗺𝗲𝗻𝘁    - Gradual updates across servers, ensuring continuous availability.    - 𝗣𝘂𝗿𝗽𝗼𝘀𝗲: Incremental, controlled deployment for reduced downtime and disruption. 7. 𝗣𝗵𝗮𝘀𝗲𝗱 𝗥𝗼𝗹𝗹𝗼𝘂𝘁    - Deploy in structured phases to progressively larger user groups.    - 𝗣𝘂𝗿𝗽𝗼𝘀𝗲: Controlled exposure to monitor performance and address issues gradually. Each strategy serves a unique purpose and provides flexibility to adapt to different deployment scenarios, helping teams balance stability, risk, and user satisfaction. This cheat sheet can serve as a handy guide for anyone managing or planning deployments. Which strategy has been most effective for you?

Mastering Release Management in Agile Projects 🚀 In Agile, release management is not just about deploying code; it's about delivering value quickly, efficiently, and with minimal risk. A well-structured release strategy ensures that teams can deliver continuously, adapt swiftly, and maintain high quality. Key Aspects of Agile Release Management: ✅ Continuous Delivery & Deployment – Automating builds, tests, and deployments to ensure a seamless flow from development to production. ✅ Feature Toggles & Canary Releases – Deploying new features safely, minimizing risks, and gathering early feedback. ✅ Cross-Functional Collaboration – Developers, testers, product owners, and operations teams working together for smooth releases. ✅ Release Planning & Roadmaps – Aligning sprints with business goals, prioritizing features, and ensuring readiness for production. ✅ Automated Testing & Monitoring – Catching defects early, ensuring performance, and monitoring stability post-release. Best Practices for Seamless Releases: 🔹 Plan & Prioritize – Define release goals, dependencies, and expected outcomes early in the sprint. 🔹 Automate Everything Possible – From testing to deployment pipelines, automation reduces manual errors and speeds up releases. 🔹 Release Frequently & Iteratively – Small, incremental updates reduce risk and improve responsiveness to market needs. 🔹 Monitor & Learn – Post-release monitoring and retrospectives help improve future deployments. 🔹 Enable Rollbacks – Have a rollback strategy in place to handle unexpected issues with minimal disruption. 💡 A strong Agile release management process ensures that organizations can innovate rapidly while maintaining stability and quality. What strategies have worked best for your Agile releases? Let’s discuss! ⬇️ #Agile #ReleaseManagement #DevOps #Scrum #ContinuousDelivery #SoftwareDevelopment

Planning a Release? Don’t just ship strategize. Too many teams jump into sprints without a solid release plan. The result? Missed deadlines, scattered priorities, and stakeholder confusion. Here’s how to get your Release Planning right: 1️⃣ Define Clear Objectives Know your "why." Every release should serve a purpose aligned with your product vision. What are we actually trying to achieve? 2️⃣ Prioritize Features Not all features are created equal. Focus on delivering value first, not just volume. 3️⃣ Estimate Effort Unrealistic deadlines kill morale. Effort estimation ensures your team isn’t sprinting toward burnout. 4️⃣ Create a Timeline Map it out. A clear timeline, clear expectations for the team and stakeholders. 5️⃣ Align Stakeholders If everyone’s not on the same page, expect chaos. Bring the dev team, PO, and stakeholders together early and often. A good release plan isn’t about perfection it’s about clarity, focus, and alignment. How does your team approach release planning? What’s worked (or failed) for you? Let’s elevate the way we plan, build, and ship. DM me if you need help to land a scrum job.