ENGL 210F Proposal

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School

University of Waterloo *

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Course

210F

Subject

Marketing

Date

Jan 9, 2024

Type

pdf

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Uploaded by SuperThunder13037

Marketing Department Proposal for Product Launch Prepared for the Living4Learning Executives Submitted by the Marketing Department Table of Contents

1 Executive Summary 2 Introduce the Problems 3 The Solution 4 Benefits for Each Solution 7 Cost Analysis 11 Conclusion and Summary 14 Works Cited 15 Appendices 17

2 Executive Summary This proposal outlines a plan for the product launch event. Unfortunately, the new product, LiveMobile, misses some of the new features announced. Therefore, we want to host this event to generate as much excitement as possible among the media and our learning partners regarding the product. Under this situation, we have utilized the recommendations provided by the external departments as our main sources of data, to aid our decisions and to assist in hosting the product launch successfully. First of all, there are five major questions about this press conference that we need to analyze initially to organize the event, there are: ● Where should we hold it? ● Do we have enough staff helping out for the launch? ● How do we generate buzz? ● How do we explain all the LiveMobile features and get them excited about what a great product it is? ● How do we find out if the event was a “success”? Next, we have come up with a series of solutions we feel will best suit this product launch. For example, the event will be hosted in the cafeteria area of our company, and we decided to hire new staff for planning and running the product launch. Also, during the event, we will arrange two additional activities, such as sharing user stories and getting developers onboard, to increase interaction between customers and us. In addition, before the launch, we will go with the un-controlled usability testing and a survey after the launch to gather data, in order to measure the success of this event. Furthermore, we have analyzed the benefits of each solution in detail. It helps to understand the importance of hosting this product launch. First of all, using the cafeteria area at our headquarters is the ideal space to host our product launch, because it does not require additional cost and reduces the cost of hosting this event. As well, it will bring up internal connection to our brand and the product. And, hiring new staff cuts down the stress of original employees, and helps them to focus on their assigned tasks. Furthermore, we have set those two activities to generate excitement for the new product. For example, customers will understand more about the product and make it feel more real by hearing the stories of customers in use. At the same time, strengthening direct contact between R & D and customers is another idea to gain customer confidence in our products. At the end, we have examined the cost of this event in order to ensure the rationality of hosting the product launch, and narrowed down the total into seven key expenses. The result tells us that the total cost is considered a low price for a product launch, which is good to know. In addition

3 to the benefits we described prior, we will gain more exposure from the attendances and media as well. Introduce the Problems As you know, our company is under intense competitive pressures right now. In the unusual situation, the new product, LiveMobile, is the only chance to competitively enter this market. Therefore, Gord Gluck confirmed at our last directors’ roundtable that he wants to release it within the next 4 months. Even though the beta phase lasted a year longer than we expected, it still does not have all the features our learning partners asked for. Therefore, we have worked on this proposal for the product launch, in order to rebuild enthusiasm with the media and our learning partners around the mobile version of our product, LiveMobile. Living4Learning, as a fast-growing company, have signed up or attracted a lot of customers from major colleges and universities in North America, and several large corporations and professional organizations. Hence, there are many factors to consider carefully when planning the product launch for both existing and potential customers. When we started planning the event, there were five questions we focused on. Where should we hold it? The location problem determines the number of participants and the cost of the event to a certain extent. For example, where should we hold it? Where is the good place to host the event? What kind of space do we have available at L4L HQ for events? Should we host at HQ or not? What are the other options if not? Do we have enough staff to carry this event off? Because of the importance of this event, we want some specialized personnel to plan and run, but L4L staff are pretty busy now. Can they handle the extra workload or we should hire more staff for the event? In addition, if not, are current employees capable of successfully holding the product launch? How do we generate buzz? We all know the importance of the new product to our company. If there is no buzz after the event, our company may have a financial burden. Therefore, the ways to promote the new product and generate the buzz are extremely important to us. How do we explain all the LiveMobile features and get them excited about what a great product it is? Since the product does not have all the features that our learning partners are expecting, how we present the product to generate their excitement is the key to hosting the event. How do we find out if the event was a “success”?

4 As for this question, we need information from users to determine if the product launch was a success. For example, how to collect feedback and information? By any tools? Surveys, focus groups, or personal interviews? The Solution As you know, the focus of the product launch is on rebuilding enthusiasm among the media and our learning partners in regards to LiveMobile. After months of hard work, we cannot be more thrilled that the launch is just around the corner. Of course, with an event of this scale, we need to utilize all the resources we have to make informed decisions so that it runs smoothly, and generates a buzz. With the help of the information and recommendations we received from our colleagues in other departments, we have come up with a series of solutions we feel will best suit this product launch. Staffing As we want this product launch to run smoothly and ensure the guests have a great experience, it is essential that our staffing needs are properly determined and met. The Human Resources department have recommended that we hire more staff to carry out the event (Devon Curtois). With the launch not far off, current staff are busier than normal, and still need to focus on their respective departments. Tasking them with additional work and having to train them to run the event would overburden them, compromising the quality of performance. We envision this launch reaching the highest standards and degree of professionalism, which is why we will be hiring an additional team of staff (five people) to run the event. The reasons for this can be summarized as follows: ● Current staff can continue to perform at optimal levels ● The event will be expertly carried out by experienced staff ● The large number we anticipate in attendees will receive professional service Not only do we propose outsourcing our staffing needs for the day of the launch, but we will also be hiring an event planner. This way, we can still monitor the progress and convey the image we have for how the event will go. This allows us to keep some control, while more efficiently distributing the workload and ensuring high-level delivery during the launch. We will hire this team on contract, and the Human Resources department will assist in doing so three months in advance. User Stories Another important part of the launch is the user stories from clients who have gotten to experience LiveMobile in its beta phase. User stories are extremely important for generating excitement about the product, as hearing about the features first-hand and in use will make it feel more real. We anticipate that these stories will grab the attention of current and prospective learning partners, and entice them to introduce the mobile app into their learning practices.

5 We were lucky to receive two different recommendations on behalf of Mr. Franco Botha, providing us with various users and their stories trialing the app. We then determined the top three most inclusive and successful experiences to share at the launch. We have chosen to propose three stories for the sake of keeping the guests’ attention, and having time to go into detail on each. The stories will be shared via guest speakers coming from the institutions listed: ● Marshall University ● Vestavia Hills High School ● Academy Canada Marshall University is a great example of a traditional post-secondary institution utilizing the app. They have also been a learning partner with us for years, which gives them credibility in sharing their story and positive experiences. We will contact them through their University Communications & Marketing office. They will share about the connected experience that their students and staff enjoy thanks to Living4Learning, and how they specifically enjoy the ease and convenience (Yu, pg 2). Vestavia Hills High School provides an alternate perspective, as this is an example of our app running smoothly even for a younger demographic, and will emphasize usability across a wide age range. It also shows an educational institution adopting the app and demonstrating a seamless transition to the culture of online learning (Yu, pg 3), despite having no previous partnership with us. Additionally, the introduction of the app proved to boost school spirit. We will be in contact with Kim Prewitt, a teacher and youth leadership mentor. Academy Canada’s story is perhaps the most inclusive and diverse, and therefore brings a third perspective to the forefront. Many of the students here need disability accommodation, and Academy Canada strives to provide the best for them. What this institution found during the beta phase was that the app extended Living4Learning’s “accessibility functionality” (Sothinathan, pg 1). This story will be particularly moving as it includes the example of Jeremy Cross, a student who would not otherwise be able to achieve such a high level of education. Gathering Data Before the launch, we plan to gather a bit more data (specifically user feedback), to catch any last minute updates we should be making to the software. Our options for this and their advantages and disadvantages are outlined in the following table (Clarin). Advantages Disadvantages Usability Testing Get many results with few people, wider opportunities for improvement If done in a controlled setting it can be quite costly Surveys Gives access to more data, we have a licensing contract with SurveyMonkey, cheap Small cost of providing incentive for people to complete it

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