• Using web intelligence techniques to support market analysis
• Analyzing competitive environments
• Mapping the business model and planning distribution
• Using messages in market materials
• How to write a press releases
• Creating launch schedules for managing and reporting
• Developing and managing launch budgets
• Setting up an online launch center

• Launch managers use it as a reference to guide launch activities and train the launch team
  
• Product managers use it to do market analysis and develop marketing plans
  
• Marketing directors use it to do strategic launch planning and management
  
• Entrepreneurs use it to learn what they need to do to launch their product and company
  
• Marketing communications and P.R. firms use it to help guide their clients through launch

361 pages plus a CD. $39.95, Now 15% off: $33.95

This book was released in December of 2001. It's an updated look at new product management - from the idea generation phase all the way through launch - with an eye on profitability. From Idea to Launch at Internet Speed is a current guide on how to select and validate new ideas for products or ventures, and develop the right selection criteria for your company to maximize profit. New content is included on business models, marketing strategies and partnering, as well as new types of marketing programs that make sense for the Internet Era. There are quotes and examples in the book from multiple companies such as Cisco, Intuit, Acuson, Dolphin Ventures, Eduprise, and successful entrepreneurs. The new idea processes and selection criteria guidelines presented in the book were developed from Catherine Kitcho's former experience in developing and managing a successful new ventures incubator for TRW. An accompanying CD contains checklists, evaluation guides, streamlined business plan templates, business model maps and other tools to plan and manage new products.

Who will buy it?

•  New product managers, product developers, entrepreneurs, senior managers, CEOs, marketing managers, investors

What's the content?

•  An updated look at the new product cycle and why it moves faster than ever before
•  How to choose new idea selection criteria
•  The 6 major selection/validation criteria and why they are important (strategic fit, customer, competition, market, resources, profit)
•  Marketing strategies and partnering for the Internet Era
•  Business model mapping and new business models
•  Speeding up development
•  Streamlined business plans
•  Leveraging the web and new marketing programs for the launch phase
•  Building a repeatable new product process

How will people use it?

•  Senior managers can use it to develop idea selection criteria and customize a new product process for their company
•  Entrepreneurs can use it to screen their business and product ideas to improve their chances of being funded
•  Investors can use it to evaluate investment opportunities
•  Product developers can use it to reduce development time and build more targeted products
•  Product managers can use it to learn how to get new products to market more profitably
•  Marketing managers can use it to prepare for and launch new products

Reviews:
"From Idea to Launch at Internet Speed is an indispensable reference for anyone who works on new products - from original concept, through the development cycle, and all the way through market launch. This book will help you make the key decisions, formulate effective strategies and business models, and manage the process from end to end. It's the book that no new product guru should be without.
" Britta Steele, Chief Marketing Officer, Strategic Commandos

"This book is an important tool for managers involved in all stages of product development. It presents in systematic, almost algorithmic discrete steps that will enable companies to transcend the cloud of confusion almost invariably surrounding initial presentation of novel ideas or products… I recommend a careful reading of this book for decision-makers bringing new ideas to market - including the non- profit, technical and scientific arenas."
Martin Risk, R&D Chemist, Weis Biotech

"From Idea to Launch at Internet Speed should be THE desk reference book for every marcom and product manager. It is an excellent resource!"
Paula Romeo, Marketing Communications Program Manager, Synopsys

Want to know more about From Idea to Launch at Internet Speed?

View the table of contents.
Read a sample chapter.

Order through Pele Publications (Secure ordering, major credit cards accepted).

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