How to Launch a Product: Everything You Need to Know

Have you ever wondered how you could make more money in your business?

There are probably a million different ways of increasing your bottom line but sometimes figuring it all out can be a pain in the rear. I’ve been doing a lot of writing lately about how you can turn what you already do in your business into “new money”.

Finding new streams of income is not only ridiculous amounts of fun, but it’s a must-do when it comes to your business. Product launches are both profitable and scary so I’m going to break it down into bite sized chunks for you today.

Types of launches

When you’re just starting out, you’re going to do an internal or seed launch. Most times when people talk about internal launches, they’re selling to people they already know. Seed launches are typically when you have a tiny list (think under 100 folks).

Joint Venture (JV) launches and affiliate launches are pretty much interchangeable, though some people make the distinction that JV’s are “the big guys” in your niche and an affiliate would be anyone else. The premise behind this launch is that your JV’s are going to promote your product and you’re going to pay them for every sale they make.

Evergreen launches (you might hear them described as rolling launches or re-launches) are simply launches that occur over and over again giving you a constant flow of cash.

What you need to launch a product

This goes without saying, but you’re going to need a web host, website, and domain name. Not all launches are the same, but here are the most common things:

  • An email list (if you’re not building a list yet, hook up with Mailchimp or Aweber and get started now)
  • Surveys: Survey Monkey is a great choice
  • Merchant Account or PayPal
  • Shopping Cart: eJunkie, Digital Delivery App and Infusionsoft are popular choices
  • Video creation: use your own camera or something like Camtasia
  • Audio: get a decent mic to use and download Audacity (free audio editing software)
  • Webinars/teleseminars: gotowebinar and freeconference are good choices
  • Amazon S3 keeps your files accessible and safe – a great idea for hosting your video

The launch sequence

Most pre-launch phases last between 1-4 weeks and the actual launch phase lasts about 1-7 days.

What’s listed below is my personal launch schedule – you may want to tweak things slightly to fit your business and product.

Set Up

As you build up to your official launch sequence, you’re going to be doing all the back-end things like creating the product, setting up the website and shopping cart, sending out surveys, crafting your hot offers, and finally hinting to your audience at what’s going to be coming their way.

If you have some guinea pigs willing to read, try or test your product in exchange for a testimonial, get that set up too. Let your affiliates know the timeline of the upcoming launch.

Internal Pre-Launch

If you have a list already, email them a day or two before you officially start your pre-launch and offer them a onetime offer to purchase your product at your VIP price. Make sure that offer expires the day your official pre-launch starts.


The main purpose is to create some buzz about your product, educate and provide value to your audience, and to begin to develop a relationship with them as you communicate with them over the next few weeks.

You’ll need a sales page set up for this part of the launch. Drive traffic to that page and if you’ve done your job well, you’ll get people signing up in exchange for your fabulous free content. You’re going to want to have at least 3 pieces of content prepared – lots of folks use videos or some type of online live event. You’re going to set your content to go live every 2-3 days and email your new list each time.

You can also have a pre-launch offer for anyone who wants to buy before the official launch day. This can be a discount on the price, a bundled offer, etc.

Launch Day

Officially open the doors to your product. Make sure your affiliates are pushing information out to their audience. If you have guest posts out there, be sure this is the day they go live.

Post Launch

Don’t miss this step. You want to make sure your customers are getting what they need, make sure they’re happy, and find out the reason why people didn’t buy either. Evaluate how things went and what needs to be done differently next time.


Take a deep breath and gauge what you’ve done and what you’ve learned. If you need to tweak anything, do that now.


I plucked the basic launch formula that I use and put it into an easy to follow PDF for you called Launch Countdown.

If you’re looking for even more actionable tips and ideas on how to make more money in your business, head over to my site and download my guide on the 5 ways you can start earning more money from your business right now.

What tips do you have for anyone launching a product?


Dawn Martinello

Dawn is a superhero disguised as a VA for entrepreneurs. Devisor of kick ass answers. Magikal Maestro of Reiki energy. Plant-loving, crunchy mom to a clever 7 year old.

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6 Responses to “How to Launch a Product: Everything You Need to Know”

  1. Sandy Dell says:

    Great article — good tips and ‘count down’ You broke it down very well!

    Wanted also to add a new shoppingcart technology that we have found to be wonderful for tangible and digital products. Get DPD. I have reviewed it here:

    Sandy Dell
    “Gift Rep Sandy”

  2. What perfect timing! I’m just about to launch a “New You for the New Year” program – designed to make 2013 the healthiest year yet – no fizzing out on resolutions here! I printed your pdf and found some valuable tips I hadn’t thought about – THANK YOU!

  3. Dotti says:

    Hi Dawn,

    This is a terrific article.

    I didn’t know how to conduct a product launch , and this is like a mini-MBA on the subject…perfect timing!

    Easy to read, easy to understand, and very useful!

    Thanks so much!


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