Exception
The launch date slipped
Stop every scheduled publish and redo the per-channel order. We don't create a situation where only part goes out.
Running a launch campaign
The launch checklist, copy for each channel, the order things go out, and counting results stop scattering, and launch day runs to plan.
- Launch delay
- The real new-product failure rate
What Velros AI runs
It lays out everything the launch needs as a checklist and attaches an owner and a deadline to each.
Launch delay
The real new-product failure rate
Checklist completion rate
The launch date is set, but what goes where and when gets decided on the day, and usually late. 45% of product launches slip by at least a month, and delayed launches miss internal targets at a higher rate. The line that 95% of new products fail feeds the anxiety, but it's a myth with no source. The real failure rate empirical research reports is under 40%. The problem isn't the failure rate; it's that the preparation lives only in someone's head.
A request like this, handled like this.
We gather the work as it actually arrives, and record what each step is judged against.
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Write the launch checklist
Make the prep items into a list with an assignee and a deadline. Work that isn't on the list gets done by no one.
Judgment Can we launch without this item. -
Confirm the message
Pull this launch's core message from the positioning document. We don't rewrite the message for every launch.
Judgment Is the existing message enough, or does it need setting anew. -
Per-channel copy and order
Prepare per-channel copy and publishing order as a draft. We don't copy the same content; we split it to how each channel reads.
Judgment Which channel do we open first. -
Approve the announcement
Mark the press release, the official announcement, and pricing or promise wording and put it in the approval queue. Nothing goes out on its own, even on launch day.
Judgment Announce it as is, or fix the wording. -
Tally after launch
At a set time, gather per-channel reach, traffic, and inquiries and keep them as the standard for the next launch.
Judgment What do we do again next time, and what do we stop.
If the launch date slips, everything stops.
We settle the exceptions that actually come up before they do. When a rule doesn't fit, we don't force it through. It goes to a person, with the evidence.
Exception
The product spec changed right before launch
Send even already-approved copy back to review. Approval is about the facts at that moment.
Exception
A competitor pre-announced for the same week
Raise whether to adjust the schedule, with reasons, to a person's judgment. Velros AI doesn't delay or move it up on its own.
A person approves the public announcement.
Anything touching money, contracts, personal data, or the brand is drafted and no further. It sends only after a person approves.
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The press release and official announcement
It can't be recalled, and once quoted, a correction can't catch up.
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Wording about pricing and promises
Performance or pricing claims without substantiation are a problem under US advertising law (the FTC Act).
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Posting to public channels
Publishing is hard to undo and stays in caches.
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A change to the launch date
Sales, support, and settlement schedules move with it.
How you know it worked
Was it ready on time, and what responded.
Launch delay
45% of product launches slip by at least a month (Gartner, 2019)
The absence of a formal launch process was named the main cause of delay. That's why there's a checklist.
The real new-product failure rate
The failure rate empirical research reports is under 40% (Castellion & Markham, Journal of Product Innovation Management, 2013)
The line that "95% fail" is a myth with no confirmed source. The party it was attributed to said they never said it.
Checklist completion rate
You learn launch success afterward, but you can know readiness before launch.
Rule
Pricing, performance, or comparative wording in launch copy must have objective substantiation, and unsubstantiated claims are deceptive under US advertising law (the FTC Act). If a launch notice goes out as marketing email it is opt-out under CAN-SPAM with the required disclosures and a physical postal address, and a marketing SMS notice needs prior express written consent under the TCPA.
There is less that a person has to hold on to.
Once the scattered checks and repeat replies are drafted and sorted, your staff can spend the day on review and exceptions, and you look only at the decisions that matter.
Get an assessmentChecks pile up on a person.
The launch date is set, but what goes where and when gets decided on the day itself.
The work arrives ready to go.
The copy and order for each channel are ready ahead of time, and only the public announcement goes out on a person's approval.
Launch checklist completion rate
Per-channel reach
Inquiries after launch
What people ask before they hand this over
The things people actually check first about Running a launch campaign.
Is it true that 95% of new products fail.
No. It's widely quoted but has no original source. The study that traced it (Castellion & Markham, 2013) records that the scholar it was attributed to said they never said it, and sums up that the real failure rate empirical research since 1977 reports is under 40%. Velros AI doesn't put numbers like that in a draft.
What goes out on its own on launch day.
Nothing. We prepare per-channel copy and publishing order and raise it, and publishing happens after approval. If the launch date slips, we stop every scheduled publish so only part doesn't go out.
What to sort out next
Time to spot a change
Competitor and market monitoring
Competitor and market monitoring
Competitor and market monitoring can be joined up the same way, on the channels you already use, from intake through to the approval queue.
Partners contacted
Finding partnership prospects
Finding partnership prospects can be joined up the same way, on the channels you already use, from intake through to the approval queue.
Inquiry conversion by channel
Channel performance report
Channel performance report can be joined up the same way, on the channels you already use, from intake through to the approval queue.
See every workflow
Inquiries, bookings, quotes, order updates. You can compare the work that keeps a person busy, side by side.