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Launching a new product is a multi-dimensional process that consists of many aspects.
One of those is the product presentation, which you’ll have to create and present both in-house as well as to the public.
If you’re unsure how to get started with one, no need to worry!
In the following guide, we’re going to talk about:
Plus, we’ll share with you our free product launch presentation template towards the end, so stay tuned.
Without further ado, let’s get started.
A product launch presentation is the summary of all key elements that your new product launch consists of that gets presented to various stakeholders and the public.
Think of it as an overview of your entire launch plan that'll help people understand what it’s all about in a few simple slides.
To be precise, a product launch presentation should include the following:
And anything else you consider to be a vital part of your launch process.
You can obviously dive deeper into each part and also feature metrics, charts, pain points, and infographics.
It’s important to remember, however, that this is like a pitch deck so it has to be concise and to the point, since it has a certain purpose.
Let’s see exactly what that is.
In this part of our guide, we’re going to discuss the purpose of a product launch presentation by having a closer look at the reasons why it’s such an important part of any product launch strategy.
This presentation can offer a great variety of benefits and we’ll try to cover the most prominent ones to help you understand why you need one and the reasons why we strongly suggest creating one for your upcoming launch.
Let’s have a look at those reasons.
all products have a purpose and solve a problem.
Whether it’s to make a certain process easier for users or help save time on something, it’s vital for every product to have a reason why people will use or buy it.
However, it’s equally important to be able to communicate that purpose - its message - to your target audience effectively, in order to inform them about the product’s existence and incentivize them to purchase it.
This can be done both through coordinated marketing efforts and with the help of a high-quality product launch presentation.
Things you can include in it are:
Ideally, you should be able to answer those questions with ease and make them clear to people.
Just to give you an example, the following slide is a reproduction of Airbnb’s original product presentation.
Image Source: Slideshare
As you can see, its message is clearly outlined and easy for someone to understand.
Overall, dedicating one or two slides in your presentation to deliver your product’s key message is essential and one of the reasons why a product launch presentation is so important for a successful launch.
Let’s head over to the next reason.
Now that your audience is aware of your key message, it’s equally important to communicate your product’s elements and advantages.
Include questions like:
Answering these should make your launch as successful as possible and create a buzz around it.
Author’s Note: If a product is one of a kind and different from its closest competitors, its main advantage is also known as its USP, or unique selling point.
You don’t have to dive deep into your product’s characteristics and benefits - a presentation should be concise and to the point - but listing the most prominent ones is of vital importance.
For instance, here’s a slide from Uber’s first presentation.
Image Source: Slideshare
As you can see, the benefits a user gets compared to the competition - cabs and other car services - are simple and clear for users to understand.
To sum up, giving a product overview and covering what it’s all about is an integral part of any perfect product launch presentation and shouldn’t be avoided.
Let’s continue.
Nothing beats a strong connection between a business and its customers.
A successful product launch presentation is certainly not the only way to achieve this, but it sure is a great place to start.
By interacting with potential customers and showcasing why your product is important and how it’ll make their lives easier, you establish a relationship right from the very beginning.
This is also known as relationship marketing; a type of marketing that focuses specifically on building customer loyalty.
This tactic should ideally be integrated into your product launch marketing plan, since it’ll play a key part in your product’s success in the market, considering that engaged customers bring in 51% higher revenue than disengaged ones.
All in all, a good product launch presentation should highlight your customer’s needs and explain how your product will resolve them, thus creating an immediate connection with your audience.
Moving on to the next reason.
When introducing a new product to the market that your potential customers aren’t yet familiar with, it’s only natural for them to have questions and concerns.
While marketing efforts such as social media campaigns can inform them about the product’s benefits and capabilities, with a presentation you can explain exactly how it works and why they should purchase it.
What’s more, things like the launch roadmap, pricing, and the general product launch plan can all be explained in a presentation, thus making everything clear even before the launch takes place.
This will avoid potential concerns and confusion during the launch and post-launch phases, since people will be aware of everything and you can focus on executing your plan.
Makes sense, right?
Look at the following slide from Mint’s pre-launch presentation, when the personal financial management company was still a startup idea.
Image Source: Slideshare
What is shown above is the value a user will get from using the product, compared to other alternatives; this immediately answers any potential concerns about the benefits of Mint.
This makes it clear that one of the purposes of a product launch presentation is answering questions and addressing concerns.
Now, if you’re wondering how you’ll make an awesome presentation yourself for an upcoming launch, we’ve got you covered.
In this part of our guide, we’re going to show you the steps for creating a high-quality product launch presentation.
No matter whether you prefer Google Slides or PowerPoint presentations, the following steps will help you through the process.
Let’s get started.
Since we’re talking about a presentation for your upcoming product launch, it only makes sense that we begin with an overview of your product.
After all - as we said earlier - this is about something that's new to the market, so you need to describe things like:
So that your audience can understand what it’s all about and whether it’s a good fit for them.
Going back to the first example we used from Airbnb’s pre-launch presentation, we can see that one of the slides is dedicated to briefly explaining how the product works in three steps.
Image Source: Slideshare
Try not to get into minute detail that'll make your slides tiring; instead, cover the most important elements that are worth pointing out.
You can think of it as your product's introduction to the market.
Author’s Tip: Try to keep consistency between all slides by using the same colors, fonts, and slide designs.
Let’s move on to the next step.
Now that you’ve covered what your product is all about, it’s time to explain who it’s for.
In other words, what is your target audience?
Who will get the most use out of the product?
Such questions are important both for your team members and your potential customers.
You can actually break this step into two main parts; one is your target market in numbers and the other is your ideal customer using personas.
In the first case, how big is your estimated market?
This will determine whether there’s enough demand for what you offer.
We’ll once again use Airbnb’s presentation as an example.
Image Source: Slideshare
You can see the market size has been presented in the number of trips booked, the serviceable available market, and the estimated market share.
Something similar can be done in your own presentation, but for your own market.
In the second case, you can describe your target audience in detail and who your ideal customers are.
For example, which genders will your product appeal to? How about the age range, geographical locations, and behaviors?
These are all things you should think about and dedicate a couple of Google or PPT slides to.
Let’s move forward.
The product launch timeline is an integral part of your launch process and we strongly advise including it in your presentation, too.
This will help all stakeholders understand when the launch will take place, as well as what actions will be taken prior, during, and after it.
Just to give you an idea, when you set a launch date you can create a roadmap with the tasks that’ll be done in order to ensure a smooth and effective launch.
Setting up a strategy, building email lists, creating referral programs, setting objectives, announcing the launch, and measuring results are some of the essential actions that need to be taken care of.
To sum up, a timeline also helps you to organize everything in time and your audience will know when to expect your new product to be released.
Author’s Tip: As a product manager or anyone else involved in the launch, it’s natural to know everything about the process, but it’s vital that you make things clear to everyone else, too.
Let’s continue to the fourth step we have for you.
An important part of any product launch is how you’re going to promote it.
This can play a key role in determining the success of your launch, since the more people learn about it, the better.
What we recommend doing is giving an overview of your entire product launch marketing plan and the ways by which you’ll acquire new customers.
Take into account things like:
Along with other actions you can take to promote your product launch.
All in all, there are many presentation ideas you can come up with, but adding the four steps we just covered are vital to any good product launch presentation.
It’s now time to save you some time by showing you how to download our presentation and adjust it to your needs for your upcoming launch.
Let’s get started.
As promised, in this last section of our guide we’re going to share with you our free product launch presentation template.
Although it’s in Google Slides format, you can always turn it into a Microsoft PowerPoint template or whatever suits you best.
Our template begins with a cover slide where you have to add your product’s name and a title.
It’s purpose is solely to inform your audience what the presentation is all about, so remember to keep it brief and simple.
Author’s Note: What we’re sharing is a template. You can always add images and backgrounds of your choice to make the slides more visually appealing.
Let’s continue to the next slide.
After that, you can use the table of contents to explain what’s about to follow.
This will keep your audience informed and engaged.
Moving on to the next part, we strongly suggest giving some context as to who you and your team are, plus what each of you do.
You can even add photos of every team member to make the presentation more personalized.
It’s now time to give an overview of your product, meaning that you briefly have to explain what it is and how it works.
You can always go back to the first step of our guide for more information on this part.
You should also talk about your product’s purpose along with a photo of it so people know exactly what it looks like.
Alternatively, you can add a graphic showing its characteristics.
It’s now time to describe your target market, by specifying who your target audience is.
Also include the overall state of your market:
This means you need to cover things like:
You can add graphs and pie charts that'll make things clearer and easy to understand.
Moving on to the next part, it’s time for your product launch timeline.
You can start by announcing the official product launch date and what actions will be taken up to then, as well as during and after the launch in the next two slides.
Now, it’s important to outline the marketing strategy that'll promote your product launch.
This means briefly listing your marketing efforts that’ll make the launch reaches as many people as possible.
Before you end the presentation, it’s a good idea to also cover your objectives.
What are you planning to achieve in terms of total signups, purchases, or whatever else your target KPI is?
If you’re planning on setting different objectives based on certain dates, you can add a chart to make things more visually appealing, as always.
You can then wrap things up with a few words and your new product presentation is done!
Keep in mind that what we’re sharing is solely a template, so it’s up to you to customize and personalize it based on your own needs and preferences.
Let’s wrap up and close with some final words.
There you have it.
That was our full guide on the importance of product launch presentations, as well as how to create your own.
We hope that you gained some new knowledge and that we helped you out with an important step of any product launch, by offering our free product launch presentation template.
Lastly, if you feel like you need some extra help in keeping track of everything that needs to be done, don’t hesitate to use our product launch checklist.
Thanks for reading!
Written by:
Nik has launched products in many industries for himself and clients. He's responsible for growth at Viral Loops, and he has worked in marketing since he was 17. Passionate about applying psychology to marketing. Favorite number: 42. Let's connect on LinkedIn
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