E29: Startup Product Launch Masterclass: Positioning, Messaging, and Pricing Strategies

Join the host, Sara Landi Tortoli, and product marketing expert Jason Oakley as they explore the nitty-gritty of ensuring a successful product launch.

Jason is a product marketing coach, consultant, and creator with 10+ years experience building PMM functions from scratch.

During the episode, Jason provides a comprehensive playbook for launching products successfully, from research and positioning all the way through messaging, promotion tactics, and pricing strategies with real-world examples.

00:00 Introduction

01:09 Overview of product marketing role and responsibilities

04:00 Tips for successful product launches

05:00 Key differences between product releases and launches

12:18 Case study: Ambiguous messaging in Humane's AI Pin launch video

17:37 Crafting effective product positioning and segmentation

26:24 Niching down to a very specific target audience

29:24 Product positioning framework

35:56 Translating position into effective messaging

44:27 Capabilities, benefits and proof when describing product value

46:42 Pre-launch tools like Winter to test messaging

48:23 Tactics to generate hype and momentum for a launch

53:00 Case studies of successful ongoing launch campaigns

54:28 Pricing models and metrics

58:43 Using buyer research to find optimal pricing

01:02:00 Case study: Pricing course using buyer response and conversion data

01:05:05 Validating pricing via beta programs

👉 CHECK OUT JASON'S CLASS: https://maven.com/course-crew/readyforlaunch

📚 OTHER RESOURCES MENTIONED:

PMM Files Newsletter: https://productivepmm.com/newsletter

Van Westendorp Pricing Research Template: https://productivepmm.com/resources/van-westerndorp

Positioning and Messaging Development Template: https://shorturl.at/nAEGK

LinkedIn post on the diff between Releases and Launches: https://shorturl.at/kmJO5

LinkedIn Post on where PMM should be involved in the Product Dev Process: https://shorturl.at/azBJV

🔗 CONNECT WITH JASON:

👥 Linkedin - https://www.linkedin.com/in/oakleyjason/

💻 Website - https://productivepmm.com/

🔗 CONNECT WITH SARA:

📸 Instagram - https://bit.ly/saralanditortoli-instagram

🐦 Twitter - https://twitter.com/Sara_LandiTor

👥 Linkedin - https://bit.ly/saralanditortoli-linkedin

💌 Newsletter - https://polyweb.beehiiv.com/

🪢 ABOUT POLYWEB:

Polyweb navigates through the intricate nexus of technology, product innovation, and human creativity. Engage with leading entrepreneurs and experts in uncovering how we can forge impactful companies and lead lives enriched with purpose in the Technology Era.

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