Nothing new under the sun, all entrepreneurs think their product ideas are absolutely amazing. They will deliver a game-changer for the industry. Their product will make customers line up, and investors will soon like them because they are bringing the next iPhone to market. But the truth bomb that no one likes to hear is that no great idea is enough to achieve success. The product between a product that flops and one that flies is the development process and the steps you take immediately after its launch. Invest in the process, be precise, be patient, and don’t neglect the importance of good PR. So, whether you’re brewing up a skincare line in your kitchen or building a tech product that’ll make lives easier, these are the five steps that matter most during product development and the five that’ll make sure your product actually thrives after launch.
Because the hard part isn’t creating the product. It’s everything you do around it.
1. Run market research because guesswork isn’t a strategy
2. Concept testing tells you if this idea is actually good
3. Design and prototype the idea to bring the product to life
4. Test the products more times than you want
5. Price and position the product to make it irresistible to the public
Market research is the most essential, often overlooked, and please-don’t-skip step in product development. If you’re not talking to your potential customers, analyzing what’s already out there, and identifying your competitors’ blind spots, you’re not developing a product you’re playing darts blindfolded. That’s where pros like Savanta Market Research come in. This research consultancy does more than just collect data; it turns it into a strategy. Their insights help brands understand why people buy, not just what they buy. That means when you finally launch your product, you’re not guessing you’re confident.
But let’s be honest, what’s the purpose of building something that the audience isn’t going to like or need?
Okay, so you came up with this idea, and the research showed there’s a market for it. But it’s essential to test the concept before spending essential resources like money or time. Think of it as your product’s first date with reality. You can use digital focus groups, survey panels, or feedback tools like Qualtrics to gauge whether your product excites people or just… exists. The key here is honesty. If feedback stings a little, good that means it’s working. It’s better to fix your product now than explain a flop later.
This is the fun part of the process because you get to see how your idea is taking shape. But keep in mind that beautiful design doesn’t always mean that it’s also functional. Work closely with your engineers and product designers because they understand user experience and can tell you if something only looks nice, but in truth, it’s confusing for the public. Companies like IDEO are legends in this space. They’ve helped brands transform simple ideas into global successes through human-centered design. Because at the end of the day, your prototype isn’t just about aesthetics. It’s about how it makes people feel when they hold, click, or experience it.
Don’t test once and move on to bring the product into the market. Test it once, tweak it, test it again, tweak it, and repeat the process until the product feels perfect. And even then, ask for feedback and review, and do your best to launch the product only when there is no issue in sight, because if something goes wrong post-launch, the public won’t be kind. Use real-world testing environments, gather feedback from diverse users, and don’t be afraid to admit when something needs fixing. If you’re in tech, think UserTesting for gathering live user insights. If you’re in consumer goods, small test launches in niche markets can reveal what works and what doesn’t.
At this point, your product is ready to hit the stores, but the way you position it will matter as much as its features. Pricing isn’t just numbers. It’s psychology. It tells people how valuable your product is before they even touch it. A $29 serum and a $79 serum might have the same ingredients, but which one do you believe works better? Exactly. Bring in marketing strategists who understand your target demographic and their spending behavior. A firm like Landor & Fitch, for example, helps businesses craft their brand story so the product feels like an experience, not just a purchase.
1. Invest in marketing and building awareness
2. Gain customer feedback
3. Optimize post-launch
4. Use retention strategies
5. Expand and scale
You’ve launched. You’ve celebrated. Maybe you’ve even popped champagne and posted a sleek “We’re live!” announcement on LinkedIn. But now comes the part that most brands underestimate: what happens after launch.
You could have the next big innovation sitting in your warehouse, but if no one knows it’s there, it might as well still be an idea. Your goal post-launch? Get loud. Build a story around your product, not just ads, but emotions. Use PR, social media, influencers, and partnerships to make your brand visible and desirable.
The customers will provide you with the most valuable data you can collect about your product. Reviews, surveys, and social mentions tell you everything you need to know about what’s working and what needs fine-tuning. Turning to Savanta might once again prove helpful.
Good enough might have been what you needed to launch the product and get awareness, but don’t stop at it if you want to grow. Update features, improve packaging, tweak usability. Markets move fast, and so should you. Use analytics to see what’s resonating and what’s falling flat. Iterate constantly. Great products don’t stay static; they get smarter.
Many companies focus on getting new customers, but neglect keeping the old ones, and retaining buyers in the long run is a goldmine. Loyalty programs, personalized offers, and thoughtful follow-ups make people feel valued and people who feel valued spend more. If you want a little help, Klaviyo is great for email automation that actually feels personal, not robotic. Keep reminding your customers why they fell in love with your product in the first place.
Once you’ve nailed your home market, it’s time to think global. But expansion isn’t just about shipping to new countries it’s about adapting your strategy. Different markets have different behaviors, laws, and expectations. If you’re serious about scaling, consider working with consultancy firms that specialize in international growth (and yes, bring Savanta back for global market insights before you jump).
Creating a product is like raising a baby. You nurture it, you test it, you make mistakes, and then one day, you send it out into the world, but your job isn’t done. You still guide, adapt, and support it as it grows.
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