Why Does Santa Have A Beard?

product, use the Matrix * MFI!

The parameters to consider when launching a new product or service are so numerous that one can easily "forget" items that are essential.

The economic context, consumer sentiment, strategic or tactical choices your competitors are exogenous and therefore not controllable.

However, you are responsible for your choices, your actions and your messages.

It is your responsibility to first identify who your audiences.

Usually, you go to the following groups:

1. The internal : sales teams of course but also all services and all persons who will be involved in setting Marketing and track your latest.
2. distribution networks: it is necessary to determine whether you will address the same way all your resale channels or if you're going to differentiate your approach.
3. Press : generic term to refer to all media. It will probably be useful to distinguish between media specific to your sector from those in the periphery and therefore less directly prescribers.
4. Consumers : there are those who will (maybe) buy and use your new product or service. In an activity exclusively B to B, you can replace this term by customers.

It is now for each of these groups to design and plan the implementation of concrete actions.

We therefore recommend to include these shares in a triptych that we call "MFI *" or "Information, Training, Motivation."

• Information: This category includes all the elements necessary to an understanding of your new job. A dedicated mini-website, accessible first internally and then to your dealers and press, and finally to consumers can fall into that category.

• Training: This refers to design and implement actions and supports which enable everyone to play its full role in the sales process. We can cite, for example, a road show including a "sneak preview" for business teams and the back office.

• Motivation: There are almost all actions that will make your novel is and remains in the minds of everyone. A challenge internal sales coupled with a stimulus package of your distribution belongs to this category.

For an overview and more easily combine your team with this approach, we suggest you summarize all your shares in a matrix as below:

This matrix will also be probably very useful to correct any drift.

* Copyright The Shadow Company - 2008