PRODUCT LAUNCH FACTORS

Product Launch Factors Grid

 

The Product Launch Factors Grid shown below refers to the Product Launch Factors datafiles which are found as both Excel spreadsheets and Access database tables.

Whereas the data provided in the datafiles enable the reader to produce factor specific conclusions, as well as both graphic representations and programmatically generated forecasting models, the reader can further use this data to produce checklists and programming matrices based on one’s own evaluation of the factors. To this end the document matrix below, and/or the (‘LAUNCHFACTOR.xls’ in the ‘../xls’ folder), can be used by the reader. Alternatively, this grid (‘LAUNCHFACTOR.htm’ in the ‘../HTM’ folder) can be opened in Word, completed, and then copied and pasted into an Excel spreadsheet (preserving all the relevant cells) after completion. For further information on the fields within the Grid and on the manipulation of the data please refer to the definition file .

SECTORS

01

02

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15

 

1

 

               

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11

 

               

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FACTORS

TOTAL

for

FACTORS

01

ADOPTION RATES[1] : PRODUCT REVISIONS

02

ADOPTION RATES : NEW PRODUCTS

03

CONVERSION RATIOS[2] : PRODUCT REVISIONS

04

CONVERSION RATIOS : NEW PRODUCTS

05

POTENTIAL FIRST YEAR GROWTH[3] : PRODUCT REVISIONS

06

POTENTIAL FIRST YEAR GROWTH : NEW PRODUCTS

TOTALS for FACTORS: 

SECTOR TOTALS:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

[1] Product Launch Adoption Rates were identified during the Surveys of End Users in the countries covered. Adoption rate is the term used to denote the likely level of end user adoption of new products and services. Thus when interviewed a percentage of End Users stated that they were "likely" or "very likely" to purchase (i.e. adopt) new product if introduced to the market. This percentage forms the Adoption Rate.

[2] In addition to the Adoption Rates, it is also necessary to analyze the Conversion Ratio, i.e. the ratio at which potential new product adopters are converted into buyers.

[3]  In conjunction with the Product Launch Adoption Rates one can use the Conversion Ratio to determine the actual level of likely Product Launch sales.


Thus the following calculation will provide the likely level of sales at Product Launch:-

 

 

 

 

 

AR

 

1

 

 

 

PLS

=

U x

(

-----

x

-----

)

 

 

 

 

 

 

100

 

CR

 

 

where,   

PLS

=

Product Launch Sales

U

=

Total Universe

AR

=

Adoption Rate

CR

=

Conversion Ratio