Launch workflow for a new product or brand

🧭 1. Strategic Planning

• Market Research: Analyze small business needs, digital trends, and competitive landscape.
• Customer Persona Development: Define key SMB segments (e.g. solo entrepreneurs, local retailers, SaaS startups).
• Positioning Statement: Craft a clear value proposition—what makes your product essential for small businesses?

🎨 2. Brand & Product Identity

• Name, Logo & Messaging: Align brand personality with SMB values—simplicity, affordability, reliability.
• Core Offer Design: Translate service components (SEO, custom software, etc.) into clear, tiered packages.

⚙️ 3. Product Development & Testing

• MVP Build: Prioritize features that solve core SMB pain points—e.g. lead gen, time-saving automation, local SEO.
• Usability Testing: Gather early feedback from beta SMB users. Prioritize real-world clarity over tech jargon.

🚀 4. Go-to-Market Readiness

• Sales Collateral: One-pagers, case studies, ROI calculators tailored to small business owners.
• Landing Pages & Funnel Setup: Use SEO, PPC, and content marketing to capture and nurture SMB leads.

📣 5. Launch Execution

• Multichannel Announcement: Think newsletters, LinkedIn, webinars, and partnerships with SMB-focused orgs.
• Demo Days & Offers: Run limited-time promos or free trials. Target peak SMB decision-making times (e.g., end of fiscal quarter).

📊 6. Post-Launch Optimization

• Customer Feedback Loop: Set up automated feedback collection + dedicated customer success outreach.
• Iterate Rapidly: Treat this like product dev—refine positioning, UI, and support resources based on real-world use.

Minimum Viable Campaign (MVC)

Term	Definition
1. Go-to-Market (GTM) Strategy	A cohesive action plan that dictates how your firm or a new product will reach its target customers and achieve a competitive advantage. It covers target audience, pricing, distribution, sales, and marketing campaigns, designed to be executed in an iterative fashion.
2. Buyer Personas	Semi-fictional, archetypal representations of your ideal customers, based on market research and real data about demographics, behavior patterns, motivations, and goals. They are the essential customer-centric input for all agile marketing activities.
3. Marketing Funnel/Journey Map	The visual path a potential customer takes from initial Awareness to Consideration, and finally Decision (Purchase). Agile planning focuses on mapping and optimizing specific touchpoints within this journey, often with short-cycle testing.
4. Competitor Analysis	The identification of key competitors and the evaluation of their products, services, strategies (including their digital presence), and market positioning. This input helps you define your Unique Value Proposition (UVP) and identify market gaps for exploitation in upcoming sprints.
5. Minimum Viable Campaign (MVC)	The smallest, highest-impact marketing effort that can be launched to a real audience to test a key business hypothesis and gather validated learning as quickly as possible. This is the marketing equivalent of a Minimum Viable Product (MVP).
6. Sprint / Iteration	A short, fixed period of time (typically 1-4 weeks) during which the marketing team works to complete a set of high-priority tasks from the Backlog. This is the core mechanism for Agile execution and rapid feedback loops.
7. Backlog (Marketing/Product)	A constantly evolving, prioritized list of all the tasks, features, campaigns, content, or experiments that need to be completed. Items are ranked by business value and selected for development during Sprint Planning.
8. Key Performance Indicator (KPI)	A measurable value that demonstrates how effectively a firm is achieving key business objectives. In agile marketing, KPIs must be defined for each sprint goal (e.g., Conversion Rate, Cost Per Lead, or Velocity).
9. Velocity	A metric used to measure the average amount of work (usually quantified in Story Points or task counts) a team can complete during a single Sprint. It's crucial for realistic forecasting and committing to achievable sprint goals.
10. Story Points	A unit of measure used in agile planning to estimate the effort required to implement a user story or complete a marketing task. The estimate is typically based on complexity, risk, and volume of work, facilitating team-wide commitment.