Anatomy of a Product Launch

If you're launching a new product, a new collection, or an entire shop re-opening, then you've already put in a bulk of the work. You've done product sketches, prototypes, researched what's already out there, tested the market, product photography, product descriptions, and you've done the handiwork. Now, it's time to launch.

You want to create awareness and hype. You want the world to know that you've got something fresh to offer. So, where do you start, and how do you handle the potential flood of sales?

1. Begin by documenting your journey. Whether you are a blogger, rely on Facebook, or have a Twitter following, share what you are planning with all of those already interested in what you do. Let your subscribers and followers share in the excitement of a new idea, or the pain of a completely failed one. Show them your progress, and tell them when the big launch date will be.


2. Create hype. Get in touch with your favorite bloggers, or bloggers in your style niche, and ask them for a product feature. Perhaps, you could offer pre-sales, or share sneak peeks of the finished products. Send out postcards with photos of your coming-soon collection in your packages. Get interviewed. Get the word out there (but try to refrain from being a total spammer AKA irrelevant and obnoxious).

3. Send out a newsletter. If you have a newsletter sign-up set up, you can make sure to stay in touch with the people who really care about what you do. They went through the trouble to sign up - they'll be interested in your new work! You can find free or paid-for newsletter services. Mail Chimp is a popular service, and Mad Mimi has a free option.


4. You've set the date, you've gotten the word out - it's launch day. Find a way to create some fanfare and celebration! Hold a contest to name one of your new products. Create a poll to ask fans which new product is their favorite. Give one of your new items away! Offer a promo code for free shipping on launch day, or offer a free gift. Just think - what would interest you? What would evoke emotion in you regarding someone else's new collection?

5. Be prepared! Have all of your supplies ready for the big day. You might see no difference in sales, you might see a trickle of an increase, or you might see a flood - you never know! My preparedness includes:
a. bubble mailers
b. packaging materials
c. thank you notes (handwritten!)
d. a business card or a free goodie (I do organizational bookmarks with each order!)
e. shipping labels, and relevant USPS forms


6. Which leads me to: get acquainted with PayPal shipping, if you haven't already. This is such a time saver and a money saver, since there's a discount for buying postage online. You're probably already being paid through PayPal already if you're selling online - why not just print the postage from there, too?

7. Keep an inventory of everything you've made and have listed for sale. This may be a total "duh" for some people, but keep note of quantity of everything you've made, adjust the quantity when you sell one (or three!), and keep track of the materials you have available if you need to make more. One sorry lesson I've learned in the last four years is to not agree to a custom listing or a higher quantity of an item until you've checked how much material you have left! It's a painful thing to tell someone you can't actually make something for them, or that it will take longer while you wait for materials to arrive.

8. When preparing orders, separate orders into piles, boxes, or cubbies if you have them available. Start with how many orders must go out; lay out that many mailers. Place a thank you note, business card, freebie, etc. on each one. Sort out the ordered items onto a mailer. If you get a ton of orders, it may help to print out a receipt as a checklist. Address the mailers before sealing them so you don't forget whose they are!



These are my best tips for launching a new product line. Since it's the beginning of the new year, have any of you begun to do the same? What are some useful tips you've discovered through experience?