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 high investments. Rafael Ribas, a product marketing specialist, explains that common failures in the launch process are often related to lack of adequate planning and disconnect with the real needs of the target audience. ‘The market is saturated with promising ideas that fail due to basic oversights. Correcting these errors is essential to ensuring the success of a launch,’ he states.
One of the most common mistakes, according to Ribas, is underestimating the importance of market research and user testing. Many products are released to the public without a concrete analysis of demand or consumer behavior. ‘Companies invest in ideas that seem brilliant internally, but are not perceived as valuable 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 public can lead to disconnected marketing and communication strategies. ‘A poorly done positioning 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 tracking during and after the launch. Without clear indicators, such as conversion rates and customer acquisition costs (CAC), business decisions are based on assumptions. “Tracking real-time data is crucial to quickly correct course if something goes off track,” he emphasizes. In addition, a contingency plan helps deal with unexpected 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 wait too long, the competition may launch something similar before you do. 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: “More than just launching a product, it’s about delivering value to the customer and being prepared to evolve along with them.”
