In my opinion technology product has two phases of launch. First a start-up develops a PoC which shows the concept, elaborates how the product can solve a problem and how it is different from existing products. Then the company needs to talk in its private network to get a beta customer who is ready to work with the start-up. This is very important for technology product. A technology product is very rarely successful unless it is developed with its customers.
Once the product is developed then public launch can be done. I think writing in journals/ blog site (like EETimes, SemiWiki etc) and presenting papers on technical conferences are most effective tool for product promotion. And the article and/ or the speech should have deep technical discussion on the problem and how the problem can be solved. It should not be a just product features description. I will recommend participation in exhibition only if there is a demo which can be shown to the interested customers. Otherwise just having few posters and brochures does not yield any big benefit.
Also I think for product in semiconductor industry (be it EDA tool, design IP or SoC) product marketing and/ or sales manager should have strong technical understanding of the domain. He should be able to engage in technical discussion with his potential customers. MBA is good to have, but MBA without technical understanding is of very little use.
There is no one prudent approach for all product launch. It very much also depends on type of market and support from customers. In consumer or high quantity industrial market, perfect launch is required. However, in low volume market, customer is hurry and ready to take risk for eventual tune at the end. Each product launch is to evaluated for market it serves.
everyone wish for a perfect product launch, at right time and place. But its hard to judge and especially difficult for small startup companies with limited resources. Most of the time there is too much pressure from investors to bring product to the market and make a fortune.
Hey, We can all agree that your first impression is extremely important. However, lets not forget about the importance of pivoting to better meet what your audience needs. If your product isn't working out, FIX IT or CHANGE. The important part is that you do it quickly and do it well.
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