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How to Launch a Software Product

Launching a software product can be nerve-wracking, but it doesn’t have to be.

In a world where nearly half of launches face delays, and only 40% are profitable, preparation is key. Your team’s technical expertise is crucial, but equally important is the ability to convey your product’s value to your audience.

Whether you’re a startup or an established firm, our checklist will guide you through a successful software product launch. Don’t let your hard work go to waste – get ready to make your product shine in the market.

If you’d prefer to watch rather than read, check out TK Kader’s in-depth go-to-market plan for a software product.

What is a Software Product Launch?

A product launch is when different teams in your business work together to introduce a new product or feature. It’s led by a product manager to make sure everyone knows their role and maintains a consistent brand message.

What’s a Hard and Soft Product Launch?

In the software world, there are two main types of product launches: soft launches and hard launches.

  • Soft Launch: This is when a finished product is released to a small group without much marketing. It helps test the product and gather feedback. For example, Pokémon GO did this in a few countries before the global release in 2016.
  • Hard Launch: This is a full release of a product to the target audience when it’s fully ready. Established companies, like Apple, often do this for big product releases, generating a lot of sales quickly.

Understanding these launch types, we can now talk about the steps for a successful product launch.

The 5-Step Process To Launching Your Software Product

Step 1: Research Your Target Audience

Researching your target audience is one of the fundamental steps when preparing to launch your software product

A successful product launch starts with a clear positioning statement.

This statement defines who your product serves, its value, and how it stands out from competitors. Research your target audience’s expectations and pain points, and analyze your competitors’ pricing and features. Present the positioning statement to stakeholders for alignment.

You can learn more about finding your target market and pricing strategy using the links here.

Step 2: Create a Launch Plan and Go To Market Strategy

Develop a product launch plan detailing tasks and timelines. Collaborate with various teams, including product development, web design, and marketing.

The go-to-market strategy should then be created to leverage this customer research, outlining marketing channels and tactics. Consider customer perspectives to shape your plan effectively.

Step 3: Create Marketing Materials

Once you’ve planned your strategy it’s time to create some marketing content to support it. This can be blogs, demos, and landing pages.

Step 4: Launch

The product launch is the culmination of your efforts. Ensure all preparatory actions are complete, and the public can access your product.

Step 5: Gather Feedback and Record Metrics

Post-launch activities are crucial.

Track quantitative metrics, such as site conversions through tools like Google Analytics. Pay attention to qualitative feedback, including customer reviews. Continuously analyze these metrics to enhance your product and shape future launch strategies.

If you’re interested in learning more about choosing and measuring KPIs, check out our complete guide here.

Software Product Launch Tips

Check out our tips for launching your software product

Here are 4 tips that will help your software product launch go off with a bang!

  1. Craft a compelling story about your product’s purpose, tailored to your target audience. Why should they buy it? How will it improve their lives? Ensure consistent messaging across social media, landing pages, and emails.
  2. Showcase social proof like customer testimonials, reviews, and case studies to build trust. Use influencers if suitable for your brand. Consumers trust fellow consumers.
  3. Run a comprehensive social media and email campaign. Use paid ads, explainer videos, and live streams to generate interest. Pay attention to consumer feedback for product improvement.
  4. Offer a pre-order option to eager customers, reducing wait times and catering to their convenience.

When Should I Delay My Software Product Launch?

If you’re worried about whether you should delay your product launch date, check if your situation resonates with one of the following scenarios:

  1. When your product isn’t fully prepared, necessitating a timeline adjustment to ensure an optimal customer experience.
  2. In the event that your current customers are encountering subpar experiences with your existing products, it’s prudent to address these issues before promoting a new product launch.
  3. If unforeseen events unfold on an international, national, state, or local scale, prompting your target audience to refocus their priorities away from your company and its product launch. Ensuring your audience is receptive and ready to engage with your new product when the time is right is paramount.


If you’re looking for more information on launching your software product, check out our complete launch guide here and our handbook on developing your MVP.

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