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“Okay,” I said to the group assembled in our large conference room, “We are the launch team for our first product.” The team consisted of Adolfo, my cofounder and VP Marketing, Shoba, our Test Engineering Director, Dave, our Manufacturing Director, and Mary, our Public Relations consultant.
“Let’s go through the schedule of what everyone needs to do, so we can successfully launch our products,” I said. We had already done a soft launch of our first product, with no marketing, in March.
Now it was April, and we had eight weeks to prepare for the launch of 16 products. To say the least, this was a logistical challenge. And most startups aren’t exactly known for their logistical prowess.
A lot of things had to be done in the right order to ensure success. We had to make sure our distribution partners had product on their shelves ahead of the launch (this was Dave and Shoba’s job). We had to get all the sales supporting collateral done (this was Adolfo’s job).
