{"id":18820,"date":"2024-03-06T12:21:30","date_gmt":"2024-03-06T17:21:30","guid":{"rendered":"https:\/\/www.insightpartners.com\/?p=18820"},"modified":"2024-03-07T18:58:10","modified_gmt":"2024-03-07T23:58:10","slug":"new-product-launch-growth-framework","status":"publish","type":"post","link":"https:\/\/www.insightpartners.com\/ideas\/new-product-launch-growth-framework\/","title":{"rendered":"[ScaleUp Blueprint] Launching a new SaaS product"},"content":{"rendered":"

Whether you\u2019re launching in a new market or segment, acquiring a new company, or launching your next new product, leaders in growth-stage ($10M+) SaaS companies can use our new, interactive Growth Acceleration Framework<\/a> to navigate 40+ critical business decisions.<\/span><\/p>\n

The elements that we have detailed are the ones that are most commonly at risk during each of these major company-changing events. By using the framework, you can prioritize the specific elements that will need focus in order to be successful in these “seismic” shifts.<\/span><\/p>\n

A seismic event is something that happens in a company\u2019s lifecycle that has a profound impact on its path forward. It\u2019s an event that shakes the very foundation of a company. At Insight, we believe three key seismic shifts are within the control of the company:<\/span><\/p>\n

    \n
  1. Entering a new market or segment\u00a0<\/a>\u00a0<\/strong><\/li>\n
  2. Navigating mergers and acquisitions<\/a><\/strong><\/li>\n
  3. Launching a new product<\/strong><\/li>\n<\/ol>\n

    Below, let\u2019s explore the critical business decisions for launching a new software product.<\/p>\n

    \"Launching<\/p>\n

    Seismic shift: Launching a new product<\/h2>\n

    Launching a new product does not refer to a minor product update or even a major update to an established product, but the launch of a completely new product that may be complementary to the existing product. Typically, companies shift from single-product to multi-product when they have a significant base of established, happy, and renewing customers. Going multi-product allows companies to scale significantly faster because it allows for significantly higher NRR through cross-selling multiple products.\u00a0 <\/span>\u00a0<\/span><\/p>\n

    The effort to launch a new product bears similarities to the launch of a new company as it starts at the initial product ideation, establishing product market fit, and then building the brand and positioning in the market. Because of the significant cost associated with building new products and the complexity of a successful launch, it is important to assess all of the different elements of the framework. While all of the elements are important, there are a few that we consistently see posing challenges to the success of a product launch:<\/span>\u00a0<\/span><\/p>\n