Launching a new product is always a challenge, especially in increasingly competitive markets. From conception to reaching the final consumer, strategic errors can compromise months of work and significant investments. Rafael Ribas, a product marketing specialist, explains that common failures in the launch process are often related to a lack of proper planning and disconnection from the real needs of the target audience. "The market is saturated with promising ideas that fail due to basic oversights. Correcting these mistakes is essential to ensure a successful launch," he states.
One of the most common mistakes, according to Ribas, is to underestimate the importance of market research and user testing. Many products reach the public without a concrete analysis of demand or consumer behavior. "Companies bet on ideas that seem brilliant internally but have no perceived value by 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 consumer profile. Rafael emphasizes that not understanding the interests, needs, and habits of the audience can lead to disconnected marketing and communication strategies. "A poorly made stance is like talking to the wrong person at the wrong time," he 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 performance monitoring during and after the launch. Without clear indicators, such as conversion rates and customer acquisition cost (CAC), business decisions are based on assumptions. "Monitoring data in real time is crucial to quickly correct the course if something goes off plan," he/she/they emphasizes. Furthermore, a contingency plan helps to deal with unforeseen events, such as sales above or below expectations.
Another common mistake is the excessive fear of failure, which often prevents launching at the ideal moment. Rafael explains that, in agile markets, timing is everything. "If you take too long, the competition may launch something similar before you. Making mistakes is part of the process, but learning is what defines future success," he notes.
For Ribas, the secret to a successful launch lies in the balance between strategic planning, flexibility, and adaptation. With an increasingly dynamic market, he concludes: "It's more than launching a product; it's about delivering value to the customer and being prepared to evolve alongside them."
