Strike: Phase 4 - Launch

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Go to market and pursue sustainable growth

Launch is where we begin to see your product grow. We optimise your marketing strategy and double down on your strongest channel. Close relationships and fast feedback loops ensure acquisition and retention rates remain high. Refactoring takes place to ensure quality prior to scale. The main activities are outlined below.

1. Develop a go to market strategy for your most effective traction channel

The results from our initial tests will have now come back and we should have a clear winner to take forward. If we do not, we conduct the exercise again to find a channel that works. It’s then time to build on our results and create a fully defined go to market strategy for your product.

These initial tests will provide a good indication of the budget required for your marketing activities. This is important as it means you can adjust your burn rate with a much higher degree accuracy. More accuracy means you can make more concrete plans for the coming weeks and months.

2. Use this channel until it becomes ineffective or too costly to pursue

Due to the speed of development there are a lot of items requiring our attention. For the best return on investment we stick to just one marketing channel during the initial growth phase. It takes less time to manage but ensures your product is constantly growing. Our initial tests will have proven this channel is effective so we are confident in using it as your sole channel.

The trick with this strategy is to ensure that we continually optimise your channel. We focus on one element at a time to identify where the biggest opportunities lie. We then keep refining your channel throughout the growth phase to improve your return on investment. It might be that this channel becomes ineffective and in this scenario we conduct a another round of the Bullseye model.

3. Treat every interaction as a moment of truth to increase retention rates

Every time a user interacts with your product it’s a defining moment. It is important to see the product as only the tip of the experience so we don’t forget about the wider group of activities that feed into it. Your early adopters are going to be very vocal about their experiences so the more we invest in ensuring everything is as seamless and delightful as possible the better it will be. We always take the viewpoint that these users are using your product as they have a job to be done. If they can’t complete that job, they will go elsewhere. There will be times when this happens and this is exactly why we are agile. Being quick to react to these situations as well as being transparent in our response will greatly help with our retention rates. It’s one thing to be growing fast but if you have a leaky bucket you’re only setting yourself up for future failure.

4. Include technical refactoring in your daily work cycle to avoid future debt

With everything moving at such a fast pace it can be easy to forget about the code. Everyone involved wants to continue adding to the product as that’s where they think the sole value lies but keeping technical debt down is just as important. We keep a lean mindset and allow the team time to refactor their code base inside each sprint.

A conscious effort is made to refactor every day. A little and often approach ensures the task isn’t loathed and helps to avoid it becoming a bottleneck. We’re now starting to scale the product so we ensure your product is ready for this. Pair programming and dedicated sprint stories help to keep technical debt down and ensure the product is ready for future scenarios.

5. Continue iterating and improving your product whilst preparing for scale

At ucreate we intertwine our design and development processes to ensure everyone within the team is aligned. We run smaller versions of the Flash programme alongside development activities to better inform our product roadmaps and sprint planning. Design is also actively involved in checking the product pre and post development.

It’s also important to not forget about your users as we scale. It is easy to fall into the trap of thinking we know what your users want but we avoid being naive and challenge our assumptions frequently throughout the process. We also continue to have a close relationship with your users and involve them throughout. We keep them engaged through regular updates and always reach out to them for feedback.

Following your launch we move into the Grow phase. Read more here.