Launching a new product is always a challenge, especially in increasingly competitive markets. From conception to arrival at the final consumer, strategic errors can compromise months of work and high investments. Rafael Ribas, product marketing specialist, common failures in the launch process are often related to a lack of proper planning and a disconnection from the real needs of the target audience. The market is saturated with promising ideas that fail due to basic oversights. Correcting these errors is essential to ensure the success of a launch, affirms
One of the most common mistakes, according to Ribas, is to minimize the importance of market research and user testing. Many products reach the public without a concrete analysis of demand or consumer behavior. Companies bet on ideas that seem brilliant internally, but they do not have perceived value by customers, explain. To avoid this, he recommends detailed studies on the value proposition and prototyping with real feedback from potential users
Another critical point is the inadequate definition of the persona, the ideal consumer profile. Rafael emphasizes that not understanding the interests, needs and habits of the audience can lead to disconnected marketing and communication strategies. "A poorly made positioning is like talking to the wrong person at the wrong time", alert. The solution is to build a detailed profile of the ideal customer and adjust the product and campaigns to those characteristics
Ribas also mentions the negative impact of neglecting metrics and performance tracking during and after the launch. Without clear indicators, such as conversion rates and customer acquisition cost (CAC), business decisions are based on assumptions. "Monitoring data in real time is crucial for quickly correcting the course", in case something goes wrong, reinforces. Furthermore, a contingency plan helps to deal with unforeseen events, how sales are above or below expectations
Another common mistake is the excessive fear of failing, that often prevents the launch at the ideal moment. Rafael explains that, in agile markets, timing is everything. ⁇ Якби ти затягну занадто, the competition may launch something similar before you. Making mistakes is part of the process, but learning is what defines future success, observe
For Ribas, the secret of a successful launch lies in the balance between strategic planning, flexibility and adaptation. З все більш динамічним ринком, he concludes: "More than launching a product, it's about delivering value to the customer and being prepared to evolve alongside them
