Fire Alarm Marketing’s Product Introduction Program is a suite of modules developed to support the introduction of a product or service. The modules range from the beginning to the end of a Product Launch and include: Product/Service research, Market Requirement Statement/Product Requirement Statement/Functional Specifications, Promotional Programs, Training (in-house and distribution),  Product/Service launch and conducting a Post-Mortem.

This modular structure allows the client to select those individual modules that are to be managed by Fire Alarm Marketing and those that will be managed by the client.

The deliverables of the program will vary depending on the modules are selected; but the overall outcome will be a best-in-class introduction of a product or service.

The Product Introduction Program consists of the following 12 major modules:

· Market Research Module

Market research, customer interviews, high-level competitive analysis

· MRD module

Market Requirement Document – market environment, product/service requirements/features, competitive products/services, pricing comparisons

· PRD Module

Product Requirement Document – building off the MRD, the PRD details the specific product requirements (feature, functions, price points, etc.)

· Functional Specifications Module

Drawn from working with development on the PRD, the functional specification details what will be delivered, when and what the costs will be.

· Pricing Module

Working with the company, advice on pricing the product in the market to achieve short and long-term goals.

· Product/Service Messaging – Value Proposition Documents

Key messages, client’s value, product’s value, value to customer and positioning

· Product/Service Selling and Collateral Module

Collateral, presentations, and material that will assist sales and or partners in selling the product and or service, including the product/service collateral

Product description, marketing brief, competitive comparison, and who and how to sell.

· Promotional Module

A complete promotional program, building on the firm’s base, extending both the brand, and featured product/service. Media material, PR/AR presentations, events, collateral/presentations, promotional collateral, online/offline marketing  are all covered, including a focused lead generation program.

· Product/Service Competitive Analysis

Detailed competitive analysis of the top competitors, covering major real and perceived differences, including functionality, positioning, strengths/weaknesses, etc.

· Product/Service Training Material

Why the product, product/service functions, position, value propositions, targeted audience, competition, selling scenarios, logistics. Delivering this training to both internal and external (distribution) organizations.

· Product launch Checklist

Major activities checklist for a product or service introduction with key activities per module.

· Product Launch Review – Post-Mortem

90 days after the product launch, review status vs. expectations with a work product of future action items.

See our other program — Marketing Health Check

As is expected, Fire Alarm Marketing will conform to the client’s confidentiality agreements.

This offer is available only to firms in the New England states (Massachusetts, Rhode Island, Connecticut, Vermont, Maine and New Hampshire).

Timing and pricing will depend on the agreed upon SOW between the client and Fire Alarm Marketing.