The biggest mistakes when launching a product and how to avoid them

Launching a new product is always a challenge, especially in increasingly competitive markets. From conception to arrival to the final consumer, strategic errors can compromise months of work and high investments. Rafael Ribas, product marketing specialist, explains that common failures in the launch process are often related to the lack of proper planning and disconnection with the real needs of the target audience. “The market is saturated with promising ideas that fail due to basic oversights.

One of the most frequent mistakes, according to Ribas, is to minimize the importance of market research and user testing. Many products reach the public without a concrete analysis of consumer demand or behavior. “Companies bet on ideas that seem brilliant internally, but have no perceived value by the” customers, he explains. To avoid this, he recommends detailed studies on the value proposition and prototyping with real feedback from potential users.

Another critical point is the inadequate definition of the persona, the ideal profile of the consumer. Rafael points out that not understanding the interests, needs and habits of the public can lead to disconnected marketing and communication strategies.“A bad positioning is like talking to the wrong person at the wrong time”, warns. The solution is to build a detailed profile of the ideal customer and adjust the product and campaigns to these characteristics.

Ribas also mentions the negative impact of neglecting metrics and tracking performance during and after launch. Without clear indicators such as conversion rates and customer acquisition cost (CAC), business decisions are based on assumptions. “Following real-time data is crucial to quickly correct course should something go out of plan”, he reinforces. In addition, a contingency plan helps to deal with unforeseen events such as sales above or below expectation.

Another common mistake is the excessive fear of failure, which often prevents the launch at the ideal time. Rafael explains that in agile markets, timing is everything. “If you take too long, the competition may launch something similar before you. Errar is part of the process, but learning is what defines future success”, he notes.

For Ribas, the secret of a successful launch is the balance between strategic planning, flexibility and adaptation. With an increasingly dynamic market, he concludes: “More than launching a product, it is about delivering value to the customer and being prepared to evolve along with it”.