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The next release in the LAUNCH DOCTOR series…. learn how to
manage new products profitably in a dynamic economy.
From Idea to Launch at Internet Speed, by Catherine Kitcho
Hardcover, 361 Pages plus CD, $39.95
Now 15% off: $33.95
Order
your copy now
Catherine Kitcho's first book, "High Tech Product Launch", quickly
became a business best-seller. It has sold in 12 different countries,
and is currently being translated into Chinese. Now Ms. Kitcho,
known as the Launch Doctor, has released the next book of the series:
"From Idea to Launch at Internet Speed", building on the established
concepts of her first book and extending them to the entirety of
the new product cycle.
The New Economy affects the way we must screen and evaluate new
product and business ideas. The new product cycle in the Internet
age has been compressed tremendously. It is very commonplace now
to develop an idea for a business, product or service, and launch
it within six months, instead of the year or more that previously
was the norm. This requires a more efficient decision-making process
at the very beginning of the product cycle as well. "From Idea to
Launch at Internet Speed" is a guide for the new product process
that introduces new business tools, along with ways to update and
apply some of the business basics for the Internet age.
This timely book addresses the entire new product cycle and how
to make quick and informed decisions at the pace required of the
New Economy. Based on her experience in creating and managing a
new ventures incubator at TRW, as well as her many years of launching
startups and new products, Ms. Kitcho has assembled a simplified
and proven idea screening and validation process that can be used
by companies of any size as well as by individual entrepreneurs.
This process is described in the first part of the book. The second
part of the book is focused on strategy and planning, and includes
advice on New Economy marketing strategies, a thorough guide to
business model mapping to ensure value transfer, smart partnering,
speeding up the development cycle, and tools to manage the planning.
The third part is about the launch phase in the New Economy, and
how to leverage the Internet. The fourth and final part of the book
guides the reader on how to develop a repeatable process from idea
through launch that can be completed in six months or less.
The book includes examples of how to apply screening criteria, as
well as illustrations, charts, diagrams and templates to provide
additional guidance.
Table of Contents
Introduction
- The New Product Cycle of the Internet Age
Part One: Idea Screening and Validation
- Idea Screening: Realistic Criteria and Fast Decisions
- The Strategic Fit Criterion: Matching the Idea to the Company
- The Customer Criterion: Defining and Studying the Customer,
a Renewed Focus
- The Competition Criterion: Competitive Analysis and Constant
Vigilance
- The Market Criterion: Not Every Market is a Trillion Dollar
Market
- The Resource Criterion: People and Technology
- The Profit Criterion: Serving the Market Profitably
Part Two: Strategy and Planning
- Marketing Strategies for the New Economy
- The Business Model Palette of the Internet Age
- Mapping Business Relationships into New Business Models
- The New Breed of Partners: Distributing Value
- Speeding Up the Development Phase
- Streamlined Business and Marketing Plans
Part Three: Launching New Products and Services
- What to Update When You're Ready to Launch
- Choosing the Best Marketing Programs for the Internet Age
- Leveraging the Web during Launch
Part Four: Momentum
- Summary: A Repeatable, Streamlined Process
Appendix A: Recommended reading
Appendix
B: Tools and templates
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