Project Setup
Basic Settings
Project Notes
Phase 1: Discovery & Market Research
n-6 MonthsDone
0
Open
0
Blocked
0
N/A
0
Competitor Market Shares
Customer Segments
Market Data
--
Market Size (M EUR)
--
Growth (%)
--
Addressable Market (M EUR)
Competitor
Macro Environment (PESTLE)
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Market Analysis
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Competitive Landscape
▼
| Competitor | Market Share (%) | Strengths | Weaknesses | Price Range |
|---|---|---|---|---|
SWOT Analysis
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TAM / SAM / SOM
▼
Customer Segmentation
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| Segment | Share (%) | Needs | Access Strategy |
|---|---|---|---|
Ideal Customer Profile (ICP)
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Discovery Checklist▼
- SWOT analysis completed
- Market size and growth rates determined
- Installed base analyzed
- Competitive landscape fully mapped
- Category trends identified (Technology, Regulatory, Reimbursement)
- PESTLE / macro environment analysis completed
- Customer segmentation created (80/20 rule)
- Clinical studies / evidence base evaluated
- Regulatory requirements per target market reviewed
- Reimbursement and payment situation analyzed
Phase 2: Strategy & Goals
n-6 to n-4 MonthsDone
0
Open
0
Blocked
0
N/A
0
Revenue Targets
Unit Share Ziel
Pricing
--
List Price (M EUR)
--
Floor Price (M EUR)
Distribution
Strategies
▼
Strategy #1
Strategy #2
Strategy #3
Pricing & Business Model
▼
Revenue Model
Pricing Structure
Pricing & Financing
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Planned Revenue
▼
GTM Readiness
▼
Sales Strategy
Marketing Channels
Regulatory & Evidence Strategy
▼
Regulatory Path
Clinical Evidence
Distribution & Registration
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| Land/Region | Wave | Reg.-Status | Timeline | Comment |
|---|---|---|---|---|
Strategy Checklist▼
- Revenue and share targets defined
- 1-3 core strategies formulated (Insights → Implications → Outcomes)
- Tactics assigned per strategy
- Marketing calendar created (12 months)
- Pricing model defined (List, Floor, GM boundaries)
- Revenue forecast years 1-3 created
- Distribution & registration plan (Wave 1 + 2)
- Upgrade strategy defined (if applicable)
- Business case created and approved
- Business plan finalized
Phase 3: Positioning
n-4 bis n-3 MonthsDone
0
Open
0
Blocked
0
N/A
0
Value Propositions
Surgeons
Procurement
Hospital Admin
Techniker
Proof Points & Messaging
0/3
Proof Points definiert
Core Message
Elevator Pitch
Value Proposition
▼
Positioning Statement (April Dunford)
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Core Messaging
▼
Feature-Pricing Positioning
▼
| Feature | Our Product | Competitor 1 | Competitor 2 | Competitor 3 |
|---|---|---|---|---|
| Price |
Positioning Checklist▼
- Value proposition per target group defined
- Core message formulated and internally aligned
- Proof points identified (studies, data, testimonials)
- Elevator pitch created
- Feature-pricing matrix vs. competition created
- Tender specification created
- White paper / study concepts defined
- Business model summary finalized
Phase 4: Pre-Launch
n-3 to n-1 MonthProgress
Done
0
Open
0
Blocked
0
N/A
0
Beta / Pilot & Launch Planning
▼
Beta / Pilot Program
Launch Date & Milestones
Deliverables & Milestones
▼
- Business case createdALL
- Business plan createdMED+
- Detailed product launch planMED+
- Workback schedule (reverse scheduling)HIGH
- Regulatory clearance securedALL
- Brand office approval obtainedALL
- Regional marketing teams involvedALL
- Marketing assets created (logos, images, videos, guidelines)ALL
- Product brochures finalizedALL
- Training bundle created (manuals, presentations)MED+
- KOLs identified and conversations startedMED+
- KOL contracts completedHIGH
- Launch package complete (Application Booklet, Sales Augmentation, Surgical Pearls)ALL
Traditional Communications — Pre-Launch
▼
- Launch announcement press release preparedMED+
- PR product packages createdHIGH
- Product samples & collateral preparedALL
- KOLs identified & discussions startedMED+
Digital Communications — Pre-Launch
▼
- Teaser email campaign preparedHIGH
- Teaser social campaign preparedHIGH
- Product page on website preparedALL
- Microsite createdHIGH
- Social media toolkit createdALL
Tools, Training & Demos — Pre-Launch
▼
- Basic training for application specialistsALL
- Training for specialists, marketing & salesMED+
- Demo images & feedback collectedMED+
- Marketing toolkit createdALL
- Regional adaptation marketing toolkitMED+
- Sales effectiveness team: Lead generation preparedHIGH
Phase 5: Launch
Month nProgress
Done
0
Open
0
Blocked
0
N/A
0
First 90 Days Goals
▼
Traditional Communications — Launch
▼
- Press release publishedMED+
- Features placed in trade publicationsHIGH
- Event booth optimized for new productMED+
- Separate booth at main congressHIGH
- KOL online testimonials publishedHIGH
- KOLs engaged for eventsMED+
Digital Communications — Launch
- Launch email campaign sentALL
- LinkedIn launch posts publishedALL
- Social posts across all channelsMED+
- Product live on website product pageALL
- Dedicated website section / microsite liveMED+
- Digital ad placements activatedHIGH
Tools, Training & Demos — Launch
- At-launch training conductedALL
- Regional adaptation toolkit distributedMED+
- Demo functionality on website & eventsMED+
- Conference plan executedALL
- In-service training for OR/hospital teamsHIGH
Launch Package — Completeness
- Features, Benefits & Values Dokument
- Comparison to Competition
- Tender Specification
- Customer Segmentation Dokument
- Training Manuals & Presentations
- Product Images & Videos
- Brand Guidelines
- Product Brochures
- Application Booklet
- Sales Augmentation & Demo Concept
- Product Presentation
- Surgical Pearls
Phase 6: Post-Launch
Month 1-3+Progress
Done
0
Open
0
Blocked
0
N/A
0
KPI: Target vs. Actual
Product-Market Fit Signals
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Scaling Plan
▼
KPI-Tracking
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| KPI | Unit | Target | Actual | Trend |
|---|---|---|---|---|
| Units | ||||
| M EUR | ||||
| Units | ||||
| % | ||||
| M EUR | ||||
| % |
Lessons Learned
Post-Launch Actions▼
- Launch success measured and KPIs evaluatedALL
- Leads captured and handed to salesALL
- Refresher email campaign sentMED+
- KOL online testimonials publishedMED+
- Studies with surgeons initiated/discussedHIGH
- Testimonials & events usedMED+
- Training footage publishedMED+
- Post-launch training reinforcement conductedHIGH
- Demo at Center of Excellence establishedHIGH
- Additional marketing support evaluated & implementedMED+
- Strategy adjusted based on resultsALL
- Post-launch review meeting conductedALL
Launch Readiness Score
▼
Launch Readiness Score
This score updates as you fill in each phase.
Ready
In Progress
Not started
Phase 1 — Discovery & Market Research
Industry / Segment definedNot started
Decision-maker role identifiedNot started
Pain Point definedNot started
Budget range definedNot started
Buyer Persona describedNot started
TAM calculatedNot started
SAM calculatedNot started
SOM calculatedNot started
Calculation basis documentedNot started
Phase 2 — Strategy & Goals
US regulatory pathwayNot started
EU regulatory pathwayNot started
Notified Body selectedNot started
Clearance date plannedNot started
Study design definedNot started
Publication strategyNot started
Revenue model definedNot started
Target ACV setNot started
Gross margin targetNot started
LTV:CAC ratio definedNot started
Price tiers / packagesNot started
Sales motion definedNot started
Sales team size plannedNot started
Sales cycle target setNot started
KOL network plannedNot started
Marketing channels prioritizedNot started
Congress plan setNot started
Phase 3 — Positioning
Target customer definedNot started
Problem / Need definedNot started
Category definedNot started
Key Benefit definedNot started
Alternative identifiedNot started
Differentiation clearNot started
Value Proposition definedNot started
Core Messaging formulatedNot started
Phase 4 — Pre-Launch
Pilot customers definedNot started
Pilot duration setNot started
Success criteria definedNot started
Launch date confirmedNot started
Launch format decidedNot started
Phase 5 — Launch
Day 1-30: Stabilize goalsNot started
Day 31-60: Optimize goalsNot started
Day 61-90: Scale goalsNot started
Phase 6 — Post-Launch
Sean Ellis Score trackedNot started
NPS measuredNot started
Net Revenue Retention trackedNot started
CAC Payback trackedNot started
Next markets / regions plannedNot started
Team scaling plan definedNot started