Expert's Panel

A collection of timely and important topics posed to our panel of experts.

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    What is the best strategy to launch a new product into a down market?

  1. It is the best time in the world to launch a new product. When the market is booming, nobody has time to look at it. In a down market you can get people’s attention and people are more open to taking a Beta site. The fabs are slower and people have time to provide you with experiential data.
  2. Most of the individual employees in your customer’s environment came out of a university environment where the word was “publish or perish.” Find someone who wants to get their name on a paper published in an industry periodical. Establish their location as the Beta site and tell them you are going to basically write the paper for them and put their name on it. “If you help us launch it we are going to make you famous.”
  3. Don’t forget that differentiation really helps.