如何制定有效的上市计划[+免费模板]

即使您将大量精力，时间，金钱和资源投入开发新产品或服务时，计划不良的上市策略也可能导致您的项目失败。bob体育苹果系统下载安装

一些最大的品牌甚至经历了上市失败。以苹果为例。在1980年代，在史蒂夫·乔布斯（Steve Jobs）推出改变游戏规则的iPhone之前的几十年之前，他领导了苹果最大的失败之一：苹果丽莎计算机。

Although Lisa had some of the best graphic technology of its time, only 10,000 units sold.Critics attribute the failure尽管加工能力较低，但丽莎的误导性广告和高价。

Overall, many say the computer itself and the messaging around it was not valuable to Apple’s prospective customers. The release was such a disaster that it reportedly resulted in乔布斯暂时退出苹果。

尽管苹果和史蒂夫·乔布斯恢复了，但较小的公司在将产品带入市场上的市场上可能会损失更多。当您开发新事物时，也至关重要的是，也开始制定一种量身定制的策略，该策略适合您的预算和您的预算buyer persona。

我们已经看到了开发出门市场策略的两种主要方法：漏斗和飞轮。While the traditional, one-off funnel method focuses on attracting leads and nurturing them into sales, the flywheel approach uses入站营销以及建立长期客户关系的其他策略。

尽管漏斗集中在客户旅程的意识，考虑和决策阶段，但圆形飞轮专注于吸引，吸引和喜悦prospects, leads, and customers.

When a lead becomes a customer, the flywheel continues as the company is tasked with attracting them, engaging them, and delighting them all over again with solid customer experiences, new content, and potentially new offerings.

Regardless of whether you’ve adopted the flywheel, or prefer to stick with the funnel, your planning process should include these steps.

1. Distinguish your buyer persona(s).
2. Fill out your persona’s value matrix.
3. 定义您的内容和领先的策略。
4. 调整并迭代。
5. 保留和满意您的客户。

To get more detail on the first three steps,您可以在这里找到对它们的深入解释。

我们已经创建了一个基本的fill-in-the-blank template to help you get started on a killer go-to-market strategy. It specifically touches on building a persona, mapping out a customer matrix, and brainstorming a go-to-market content strategy.

请随意将以下模板复制到文档中，并自定义以适合您的产品或服务。

上市计划模板

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______________的进入市场策略

步骤1：区分您的买家角色。

Before you start planning your strategy, its key to do a bit of research and identify your buyer persona. You can have more than one, but make sure each is concise, clear, and different from the others.

这里有一个免费工具to help you develop your persona(s) and alist of questions to ask yourself当您创建它们时。

Step 2: Fill out your persona’s value matrix.

The table below includes each piece of the value matrix, as well as an example persona. Use the first example as your guide as you fill out the lower rows.

步骤3：定义您的内容和铅策略。

Create a content and lead-generation plan based on your customer’s journey. Since some prefer flywheel and others prefer funnel, the template is split into Phase One, Two, and Three with notes on where you should be in the flywheel and funnel’s cycles.

第一阶段：

漏斗阶段：意识

Flywheel Goal:吸引前景

您将创建哪种类型的内容来吸引类似行业的潜在客户的注意？在下面制作这样的桌子。

Phase Two:

漏斗阶段：考虑

Flywheel Goals:Attract and Engage Leads

In this phase, your audience might know of your service, or they might be researching products related to yours. What types of content do you create to move your service to the front of their minds?

第三阶段：

漏斗阶段：决定

Flywheel Goals:参与和培养潜在客户 /收益和满意客户

Your audience is really interested in your service. How will you use content to sell them?

步骤4：随着您进行调整和迭代。

Return to areas of your plan that aren’t working and tweak them. Make note of the things that are working, and brainstorm ways to expand upon them.

步骤5：保留和满意客户。

在此阶段，您将专注于维持客户关系并传播良好的口碑。在这里，飞轮策略比以销售结束的漏斗更有帮助。有关喜悦阶段及以后的详细分析，查看此最终指南。

Although different products might require different launch strategies, the above template and steps should help you create a solid starter plan which can be customized along the way.