Nov 30, 2023 Written by Tamar Barlev

How to Launch a Digital Product: Choosing a Product Launch Plan

product launch plan

Launching a digital product is like sending your brainchild out into the world. It’s not just about putting it on the market and hoping for the best—it’s about creating a splash that ripples through the digital space, leaving a lasting impact. So today, we’ll explore the ins and outs of launching a digital product, with a special focus on choosing the right product launch plan.

What is a Product Launch Plan?

Launching a digital product involves introducing a new software, service, or digital offering to the public. This can range from mobile apps and online courses to software tools and subscription services. The process includes making your product available to the target audience, creating awareness, and driving user adoption.

And so, a successful product launch strategy involves careful strategizing, market research, and meticulous execution. It encompasses various aspects such as identifying target customers, conducting competitive analysis, setting clear goals and objectives, developing a comprehensive marketing strategy, creating compelling product messaging, coordinating cross-functional teams, and establishing effective communication channels. By considering these critical factors, businesses can maximize their chances of a smooth and impactful product launch, leading to increased customer engagement and market success.

The Importance of Preparation

Preparing for a product launch is like setting the stage for a blockbuster performance. It’s not just a one-time event; it’s a series of carefully planned moves that can make or break the success of your product and, consequently, your company.

In the short term, a well-executed launch can generate immediate interest, boost initial sales, and create a buzz in the market. According to a study by ProductPlan, products that are launched effectively see a 20% increase in revenue compared to those with lackluster launches.

In the long term, a successful launch establishes a solid foundation for the product, leading to sustained growth. Research by McKinsey reveals that companies with successful product launches are more likely to maintain a competitive edge and experience higher profitability over time.

Choosing Your Product Launch Plan

Early Access:

Early access involves releasing a product to a select group of users before the official launch. This strategy aims to generate anticipation, gather user feedback, and identify potential issues before a wider release. It’s best used when you want to build anticipation and gather user feedback before the official launch.

  • Example: Dropbox generated buzz by offering early access and incentivizing users to refer friends for additional storage space.

Email Marketing:

Email marketing for product launches involves creating and sending targeted emails to a list of subscribers or potential customers. This method is effective for building a direct line of communication, creating excitement, and providing exclusive information to a segmented audience. It’s best used to create a direct line of communication with your audience and build excitement.

  • Example: Apple often uses email marketing to tease upcoming product launches, creating a sense of exclusivity among its subscribers.

Digital Marketing:

Digital marketing encompasses various online channels such as social media, search engines, and online advertising to promote a product. This strategy leverages the vast reach of digital platforms to create awareness, drive engagement, and attract potential customers. It’s best used when you want to reach a wide audience through channels like social media, search engines, and online advertising.

  • Example: Airbnb utilized digital marketing to promote its experiences feature, reaching users across various online platforms.

Soft Launching:

Soft launching involves releasing a product on a limited scale to a specific geographic area or a smaller audience. This approach allows companies to test the product in a real-world environment, gather feedback, and make necessary adjustments before a full-scale launch. It’s best used to test the waters with a limited release, identify potential issues, and make necessary adjustments.

  • Example: Instagram initially launched as a soft release, gaining valuable insights before a full-scale rollout.

Freemium Model

The freemium model offers a basic version of the product for free, with optional premium features available for a subscription or one-time payment. This strategy aims to attract a large user base with the free offering while monetizing through premium features.It’s best used when you want to attract a large user base by offering a free version with optional premium features.

  • Example: Evernote’s freemium model allowed users to access basic features for free, with premium features available for a subscription fee.

Influencer Marketing

Influencer marketing involves collaborating with individuals who have a significant following and influence in a particular niche. This method leverages the influencer’s reach and credibility to endorse and promote the product to their audience. Best Used: To leverage the reach and credibility of influencers to endorse and promote your product.

  • Example: Fashion Nova collaborated with influencers to showcase its clothing, leading to increased brand awareness and sales.


Crowdfunding is a strategy where creators seek financial support from a large number of individuals, usually through online platforms. This approach allows creators to gauge interest, secure funding, and build a community around the product before mass production. It’s best used when you need funding and want to gauge interest before committing to a full-scale production.

  • Example: Oculus Rift gained widespread support through Kickstarter, ultimately leading to its acquisition by Facebook.

Limited-Time Offers

Limited-time offers involve providing discounts, promotions, or exclusive deals for a short duration. This approach creates a sense of urgency, encouraging potential customers to make a purchase quickly. It’s best used to create a sense of urgency and drive immediate action from potential customers.

  • Example: Amazon often employs limited-time offers during product launches, encouraging quick purchases.

Partnerships and Collaborations

Partnerships and collaborations involve teaming up with other brands, influencers, or organizations to amplify the reach and credibility of the product. This strategy leverages the existing audience and trust of the partner to enhance the product’s visibility. It’s best used when teaming up with other brands or influencers can expand your reach and credibility.

  • Example: Nike’s collaboration with Michael Jordan for the Air Jordan line created a cultural phenomenon and drove sales.

Community Building

Community building focuses on fostering a community around the product, often through forums, social media groups, or dedicated platforms. This strategy aims to create a loyal user base, encourage user interactions, and generate positive word-of-mouth promotion. It’s best used to foster a community around your product, creating a loyal user base and word-of-mouth promotion.

  • Example: Slack’s community-building approach helped it grow from a messaging platform to a workplace collaboration giant.

Pro Tips for a Successful Launch

  1. Know Your Audience: Understand the needs and preferences of your target audience to tailor your launch plan accordingly.
  2. Create a Buzz: Use teaser campaigns, sneak peeks, and exclusive previews to generate excitement before the launch.
  3. Utilize Social Proof: Leverage testimonials, reviews, and endorsements to build credibility and trust among potential customers.
  4. Optimize for Mobile: Ensure that your product is accessible and user-friendly on mobile devices, as a significant portion of users engage with digital products on smartphones.
  5. Continuous Improvement: Stay agile and be ready to adapt based on user feedback and market trends even after the initial launch.
  6. Measure Key Metrics: Keep a close eye on key performance indicators (KPIs) such as user engagement, conversion rates, and customer satisfaction.
  7. Feedback Loop: Establish a feedback loop with users to address concerns, implement improvements, and show that you value customer input.
  8. Post-Launch Marketing: Don’t let the momentum die after the launch; continue marketing efforts to maintain interest and attract new users.
  9. Provide Excellent Support: Offer robust customer support to address any issues promptly and ensure a positive user experience.
  10. Celebrate Milestones: Acknowledge and celebrate milestones, whether it’s reaching a certain number of users or receiving positive media coverage.

To sum it up

Launching a digital product is a multifaceted journey that requires careful planning and execution. By choosing the right product launch plan and incorporating these tips, you can set the stage for a successful launch that propels your product to new heights in the digital landscape.

But…we know this is a lot. Want some help? Reach out to us—we’d love to talk 🙂