Planning A New Product Launch? Here’s How Planning Platform Providers Can Help

Originally published on Forbes Technology Council.

Launching a new device, like a much-anticipated smartphone, is a massive undertaking. While many consumers see stylish marketing and ad campaigns in the months and weeks leading up to the launch date, there is also a flurry of activity behind the scenes to facilitate a successful product launch.

This planning and production process is known as a new product introduction (NPI), which can kick off a year or more in advance. It involves many teams and functions across a business as they brainstorm product concepts, conduct research and design and develop a prototype. This means many behind-the-scenes supply chain functions must occur simultaneously—procurement of materials, forecasting consumer demand for the new product, setting up pre-production and manufacturing processes, preparing for mass production and ensuring that all nodes within the supply chain can handle support for the product launch and meet on-time delivery.

For example, months before a product launch, planning teams will begin running forecasts, prepare dummy SKUs (a placeholder for the actual product SKUs) and work with purchasing teams to convert forecasts into purchased orders. They will also coordinate with logistics teams to transport the product to distribution centers and retail locations.

An effective framework is a crucial component of the NPI process. Companies should consider collaborating with their SaaS planning platform providers to create efficient supply chain planning processes. This will help ensure their NPI runs smoothly before and during the product launch.

Here are three best practices to keep the process running as smoothly as possible:

1. Include subject matter experts early

An NPI launch is an all-hands-on-deck event, as multiple teams and stakeholders play critical roles in preparing for a launch event. At various phases of the NPI process, supply chain planning teams are likely to coordinate with finance, procurement, sales, marketing and operations—as well as outside vendors—to set strategies and prepare for the launch date.

When assembling cross-functional teams, include stakeholders with functional expertise who can help guide planning scenarios and workflows and select team leaders or project managers who can facilitate knowledge and information-sharing across teams. If you are using specific software platforms throughout your NPI process, consider engaging with your vendor’s SMEs before your launch so they can provide support and troubleshoot any issues that may arise ahead of time.

2. Test out your NPI processes before launch

During the planning phase, running practice scenarios can help pinpoint issues that could occur during the launch process and address them proactively so that if they occur, teams are prepared to handle them effectively. By planning for factors teams may encounter during a launch, there is a greater chance that processes will run more smoothly during the event.

For example, during an annual launch event for a major smartphone manufacturer, retailers have a 12- to 24-hour window to place purchase orders, which determines the amount of product they will be allocated during the first week the product is available. This time frame is critical. A test run allows teams to ensure systems that handle processes such as SKU creation, forecast alignment and purchase order approval and release are working properly.

You may also want to consider working with your vendor to develop a resiliency plan or playbook that addresses any observed delays or errors during the test run so teams know how to resolve potential issues. Another idea is to create an escalation tree that addresses any missing data, system errors or syncing issues so teams are pointed toward the proper resources to help resolve the issue in real time.

3. Create an on-site support system for the launch date.

Work with your vendors to provide on-site support at your headquarters and distribution centers during your launch and in the days after to ensure all processes are running efficiently. Not only should key members of your in-house teams be present during the product launch, but you should also consider including members of your software vendor’s DevOps, delivery and client support teams for full coverage and platform support as needed.

For example, your vendor’s teams can actively monitor your platform and data management during the launch and address any issues directly. This will free up your teams to focus on their specific roles within the NPI launch process. A resource guide can be provided so your internal teams know who to call during off-hours or on weekends if additional troubleshooting is needed.

Each NPI will be unique in its scenarios, challenges and outcomes. But a strong planning framework that includes input and support from your SaaS platform vendors can improve outcomes, add greater context to any post-game learnings and establish best practices that can be applied to future product launches.