Episode E2.005 Hard Launch

Introduction
Good day and hope you are looking forward to a productive week.
This week we are announcing our new community - The Community of Commerce for all insiders. Everyone who has JOINED US and become an inside we are moving off of the weebly web platform to a community site on Tribe. 

This will provide an opportunity to share information, ask questions, and gain support for starting, growing, or exiting your business.

It is our version of the Chamber of Commerce - what it could have been instead of what it has become. This community has one goal - your success as a business owner to build generational wealth for your family. That growth will create more and better jobs in your local community.

It is a stand alone (outside the control of the arbitrary large providers) platform that provides entrepreneurs and business owners a space for the free and open exchange of ideas.

As a member of IBGR's Community of Commerce you can:

1. Follow other users including the OnAir Talent and Executive Team at the station.
2. Ask and answer questions about starting, growing, and exiting the business from our OnAir team and each other.
3. Follow any member of the Community to stay abreast of their latest business insights as well as building your own following.
4. Start discussions to stimulate input from other members of the Community.
5. Create and vote in Community polls.
6. Post and comment on posts and blogs.
7. Access and share content entrepreneurs and business owners can use.

We built this beyond the reach of the 'masters of the universe' so you can speak your mind.

On a closing note, if you want to know what drives everything we do - checkout this article: from Australia (click here).

And that is just restaurants - what about everybody else?
Have a great business week.
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Show Objectives - The Why
Today’s show identifies key KPI’s to monitor during your hard launch. You, as the business owner, have the most vested interest in the success of your launch. Stay focus, stay active and lead your company through this exciting time in your business. Refresh yourself with lessons learned during your soft launches and use them to set yourself up for success now. It’s time to step up your game and launch your brand into the marketplace. 

Key Issues - Owner Perspective:

1. Does the marketing for your hard launch reinforce your brand?
2. What are the results of the marketing spend - how many new visits, people, inquiries etc have we received?
3. How many new contacts have been converted to sales?
4. What is our ratio of money spent vs closed sales, and how does that compare to previous numbers?

What You Need to Know - The What
Your Hard Launch will be very similar to your previous soft launches, but on a much larger scale. You have been through the process several times by now at a smaller scale and have worked out most of the kinks. You are ready for the world to know your brand. Your main role and responsibility during the Hard Launch is to be the captain of the ship. If you hired out to help with the launch, you don’t need to micromanage the work. Your job is to ensure that your Hard Launch continues to maintain the course while making course adjustments as needed. Your business needs you to be fully present and leading from the front. This is the time to step up and stay active. 

• EPISODE E2.004 PLANNING & CONDUCTING A SOFT LAUNCH
• EPISODE B2.004 THE PRINCIPLES OF BETA TESTING OR SOFT LAUNCH GOLIVE

What You Need to Do​​ - The How

1. You must have an intimate knowledge of your marketing plan. As course corrections are made, make sure that every part of your marketing presence continues to reinforce the brand image you want the world to identify as uniquely yours. 
2. Collect, track and adjust. Collect the data often, interpret the results and keep the focus on ROI. Your marketing dollars should have a positive impact on lead generation as well as sales conversions. 
3. Analyze your funnel and identify gaps. Are any “coffee stains” showing up now that need to be addressed? Is there any confusion in the marketplace that needs to be cleared up. Find them and fix them. 
4. You profit numbers should be increasing. Compare current data to previous soft launch data. What can be improved to increase your ROI in areas that are underperforming?

Shows

• Previous: EPISODE E2.004 PLANNING & CONDUCTING A SOFT LAUNCH
• Next: Episode E2.006 Owner/CEO Calendar and Scheduling

​Written by Donna Kunde

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