New product launch gtm

Skill atrisorb/marketing-mastery-plugin/skills/new-product-launch-gtm

Plan a new-product launch and go-to-market — pre-launch validation and readiness, launch objectives and target beachhead, positioning and messaging, the 360° launch mix and timeline, channel/sales enablement, metrics, and a pre-mortem against the known reasons launches fail. Use whenever the user is launching a product/feature/brand, needs a go-to-market plan, launch checklist, launch-day plan, or asks "how do we launch this" or "why do launches fail". Push to use this to convert a finished offering and strategy into a coordinated, de-risked launch.From its SKILL.md

Install

npx -y skills add atrisorb/marketing-mastery-plugin --skill new-product-launch-gtm

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SKILL.md

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New Product Launch & Go-To-Market

A launch is where strategy meets reality — and where most new products fail, usually for reasons that were predictable and preventable. Launches fail far more often from weak market understanding, poor positioning, and uncoordinated execution than from bad technology. This skill builds a coordinated, 360° launch plan and runs it through a pre-mortem against the documented failure modes.

Trigger

User is launching a product, feature, service, or brand (new or into a new market), needs a go-to-market plan, launch timeline/checklist, launch-day plan, or asks why launches fail. Also trigger to operationalize an innovation or lifecycle "introduction" stage.

Inputs

What's launching and how new it is (line extension → new-to-world)
Target market/segment and positioning (pull STP; for innovations pull innovation-diffusion-strategy)
Value proposition and proof (pull value-proposition-design)
Timing / fixed dates and geography (local / regional / global)
Channels, sales team, budget
Readiness — is product, pricing, supply, and support actually ready?

Process

1. Confirm launch readiness (gate before spending)

Do not launch into a gap in the fundamentals. Verify:

Market fit — validated need, sized opportunity, defined target (not "everyone"). Weak market understanding is the #1 killer.
Differentiated positioning — a clear, relevant reason to choose this over alternatives and the status quo.
Whole product — everything the target needs to get value (support, onboarding, integrations, docs), not just the core.
Pricing — set from value, with the launch approach chosen (skim vs. penetration).
Operational readiness — supply/capacity, channel stocked/trained, support ready, legal/compliance clear. If any gate is red, fix it or scope the launch down before proceeding.

2. Set launch objectives and the beachhead

Define measurable launch goals (trial/signups, awareness, pipeline, share, activation) and pick the beachhead: the specific segment/geography to win first. For innovations, this is the chasm-crossing niche; for regional/global launches, decide what's standardized vs. localized (language, regulation, price, message). Concentrate force on the beachhead rather than diffusing across everyone.

3. Lock positioning and the launch narrative

Translate positioning into a launch story with an emotional and rational spine: the big idea, the customer insight it taps, the core message, and the proof. (Chevrolet Captiva's regional launch is a model: one big idea — "prepare yourself, people will look at you" — tied to a real customer insight, backed by design/comfort/performance proof, and adapted across markets.) Keep the message consistent across every touchpoint.

4. Design the 360° launch mix and timeline

Coordinate all levers on one timeline so they reinforce rather than collide. Typical components:

Pre-launch (tease/seed): PR embargo/press, analyst/influencer briefings, teaser content, waitlist/pre-orders, channel and sales training, beta references.
Launch (peak): announcement, advertising/media burst, launch event, product reveal, landing pages, demos/test drives, paid + owned + earned in concert, sales activation.
Post-launch (sustain): always-on content, retargeting, reviews/testimonials, case studies, feedback loop, iteration.

Sequence with dependencies (e.g., landing page and pricing live before ads; sales trained before demand hits). Represent as a launch Gantt with owners.

5. Enable channels and sales

The best launch fails if the front line isn't ready. Provide: sales training and certification, demo assets, battlecards, pricing/quoting tools, channel incentives and stocking, and clear roles. For B2B, arm the team for the buying center (map to b2b-buying-behavior). Dealer/partner enthusiasm and readiness is often the difference between a flawless and a flat launch.

6. Set launch metrics

Define what "successful launch" means and instrument it before day one:

Leading: awareness/reach, engagement, sign-ups/registrations, pre-orders, demo/test-drive volume, press coverage and sentiment, digital views/CTR.
Lagging: trial→paid conversion, activation rate, sales/units, share in the beachhead, pipeline, CAC.
Set targets and a review cadence; plan to reallocate spend fast based on early signals.

7. Run a pre-mortem against known failure modes

Before committing, imagine the launch failed and ask why. Check against the documented reasons new products fail:

Failure mode	Guard
Weak/absent market understanding	Revisit research, sizing, real need
Poor or undifferentiated positioning	Sharpen POD vs. alternatives + status quo
Wrong target / "everyone"	Commit to a beachhead
No whole product	Close the get-to-value gaps
Overpricing vs. perceived value, or value not communicated	Re-anchor to value; prove it
Uncoordinated execution / channel not ready	Tighten timeline, dependencies, enablement
Ignoring an incumbent or substitute response	War-game competitor reaction
Launching before operationally ready	Hold the gate
Right product, wrong market/timing	Re-check fit and moment

Note the classic cautionary case: Coca-Cola Life (stevia, "green" positioning) launched into a crowded market and was withdrawn worldwide — a reminder that a well-executed launch still fails if the segment, differentiation, and reason-to-switch aren't compelling. Name the top 3 risks for this launch and the mitigation for each.

Output

Readiness Gate

Green/red on market fit, positioning, whole product, pricing, operations — with fixes for any red.

Launch Strategy

Objectives (measurable), the beachhead, and the launch narrative/positioning.

360° Launch Plan

The pre-/launch/post mix on a timeline (Gantt), with dependencies and owners.

Enablement

Channel and sales readiness plan.

Metrics

Leading + lagging KPIs with targets and review cadence.

Pre-Mortem

Top 3 failure risks for this launch and the mitigations.

Follow-up

Ask: "Would you like me to:

Draft the launch messaging, press release, and landing page?
Build the detailed launch timeline/Gantt with owners?
Model the adoption curve and set realistic launch targets?
Create the sales-enablement kit (battlecards, demo script, FAQ)?"