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产品上市计划模板Launch Marketing Plan Template
Marketing Launch Plan
(Go To Market Plan)
for Project Name
Date
Executive Summary 4
1.1 Situation Overview 4
1.2 Target Audience 4
1.3 Positioning 4
1.4 Key Benefits 4
1.5 Unit Revenue Forecasts by region and/or channel, through next release 4
1.6 Objectives 4
1.7 Schedule 4
1.8 Budget 4
1.9 International 4
1.10 Risks Mitigations 4
1.11 Launch Status Communication 4
2 Marketing Launch Strategies 5
2.1 Objective 1 5
2.1.1 Strategy 5
2.1.2 Tactics 5
2.2 Objective 2 5
2.2.1 Strategy 5
2.2.2 Tactics 5
2.3 … Objective n 5
2.3.1 Strategy 5
2.3.2 Tactics 5
3 Product Release Milestones 6
3.1 Target Product Announcement Date 6
4 Plans Deliverables by Department/Function 6
Advertising 6
4.1 Public Relations 7
4.2 Advertising 7
4.3 Trade Shows 7
4.4 Direct Marketing 7
4.5 Events 7
4.6 Web marketing 7
4.7 Web sales 7
4.8 Sales support tools 7
4.9 Channel/partner marketing 7
5 Launch Budget 7
6 Pricing 7
7 International 7
8 Manufacturing and Operations 7
8.1 Key dates and deliverables 7
8.2 List of SKUs that require bills of material 7
8.3 List of components to be manufactured and/or delivered to operations for inclusion on servers 7
9 Technical Support, Customer Service 8
9.1 Key dates and deliverables 8
9.1.1 Training 8
9.1.2 Beta customer list 8
9.1.3 Press and analyst list 8
10 Risk Analysis 8
10.1 Risk 1 Description 8
10.1.1 Alternatives 8
10.1.2 Mitigation Plan 8
10.2 Risk 2 Description 8
10.2.1 Alternatives 8
10.2.2 Mitigation Plan 8
11 Launch Status Communication Plan 8
11.1 Summary of Pre- and Post-Launch Key Metrics 8
11.2 Method and Location of Status Reporting 8
12 Appendix: Supporting Marketing Information 8
12.1 Target Market 8
12.2 Problem(s) to be solved 8
12.3 Key benefits that solve the problem 8
12.4 Positioning 8
12.5 Target Audience Profiles 8
12.6 Sample User Profiles 8
12.7 Feature/function/benefit Table 8
12.8 Competitive Background 8
12.9 Glossary 8
Executive Summary
Situation Overview
Target Audience
Positioning
Key Benefits
Unit Revenue Fore
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