Project Management Checklist & Planning Guide

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Purpose
This guide serves as a convenient checklist of marketing actions that should be considered when introducing a new hardware, software or service product. It should be updated as the project continues and included with funding requests and when submitting projects for management approval.

Date:
Project Manager:
Project Name:
Project Goals:
Project Schedule: (Initial)
Completion Date:
Other Individuals Involved:

• Product Development:
• Marketing:
• Manufacturing:
• Marketing Communications:
• Advertising Agency: Media II
• Other:

Base Information

List five major product or service features:
1.
2.
3.
4.
5.

List five major customer benefits:
1.
2.
3.
4.
5.

Provide a 75-word product / service description:

• Project authorization request completed:
• Charge Numbers:

Tactics & Considerations:

Expand upon the following Tactics & Considerations required to implement your strategy. Where possible, indicate person(s) required for completing tasks.

Market Research:

• Primary (original) Research
• Existing Research Reports
• Test Marketing

Market Planning:

Choose a Market Strategy:

• Build Market Share
• Take Market Share From Competitor(s)
• Defend Market Share
• Replace Existing Product(s)
• Other

Establish Measurable Objectives, (i.e., "20 percent increase in 12 months" etc.):

Product / Service Positioning (Competitive products, as well as other company products):

Possible Problems:

Develop Business Plan

• Product Planning & Development:
• Organize planning teams
• Develop concept budget
• Prototype development
• Beta site testing
• Develop product life-cycle plan
• Product mix planning
• Product branding & packaging

Channels to Markets:

• Direct sales
• Distribution
• Agents / reps
• Integrators
• OEMs
• Private branding
• Catalog houses
• Contracts / compensation agreements

Pricing:

• Pricing strategies
• Profit margin analysis
• Discounts / multipliers
• Price pages

Legal Aspects:

• Relevant Legislation
• Patents
• Trademarks
• Copyrights
• Contracts
• Guarantees & Warranties
• Terms & Conditions

Marketing Communications

• Develop Marketing Communications Objectives, Strategy & Plan
• Establish Budget

Advertising

• Advertising Plan
• Media Selection
• Budget

Direct Mail

• Postcards
• Direct mailers
• Ad reprints
• Newsletter(s)
• Demo disks

Sales contests / Incentive programs

• Incentives for sales participation (sell 50, get a box of steaks, etc.)

• Incentive programs for first-time buyers (buy one, get one free, options at 1/2 price, no payments until..., extended warranty, etc.)

• Ongoing incentive programs (rebates for annual total purchases, etc.)

Public Relations

• News releases (product & literature)
• Feature articles
• Open house
• News conference / Press tour
• Technical seminar
• Merchandising / Promotional items
• Promotion in existing newsletters
• Product / application photos

eBusiness

• Email announcement
  – Internal
  – Direct sales
  – Sales reps
  – Distributors / dealers
• Home page banner
• Page development
  – Collateral material
  – Ordering information
• Search engine key word addition
• Third party web sites (i.e., Thomas Register)

Collateral Support Materials

• Instruction manuals
• Technical diagrams
• Data sheets
• Sales brochure
• Catalog
• Competitive comparison
• Technical reports / white papers
• Professional association papers
• Application notes
• Product summaries
• Flip chart for sales channel
• Identify product launch material and timing:
  – Paper launch
  – CD ROM launch
  – Web site launch

Distributor / Dealer Promotion

• Point of purchase displays
• Imprintable mailers, brochures, catalogs
• Web site graphics / links
• Demonstration units
• Trinkets
• Tradeshow materials
• Co-op advertising

Audio-Visual

• Photography or illustration
• Sales & training video / CD
• Product feature / benefit video / CD
• Slide / overhead / projector / computer presentation
• Software demonstration disk
• Audio cassette
• Teleconference
• Video conference
• Distance Learning

Trade Show / Seminars

• Industry trade shows
• Booth / Display panel layout
• Demonstration units
• Customer seminars
• Sales / Distributor seminars
• Editor booth visits / events
• Customer events

Training

• Hardware / Software / Service
• Industry / Application
• Training by channel
• Regional sales training
• Demonstrators
• Plant tours
• Customer plant tours

Inquiry Handling

• Acknowledgment
• Literature fulfillment
• Field notification
• Customer satisfaction survey
• Inquiry analysis / Feedback
• Establish database

Support Programs

• Service
• Repair / Remanufacturing
• Maintenance
• Trade-in / Trade-up
• Installation / Start-up
• Post Commissioning Audits
• Spare Parts / Kits Program
• Warranty

Project Timeline

Date:
Project Manager:
Project Name:
Activity Scheduled:
Actual Completion: