And, now for something a little different. I’ve been spending my free time thinking about a new product marketing plan. One that diverts from the traditional plans that I, and others like myself, have written about. I’ve never been a fan of needless procedure. This new product marketing plan still entails all of the basic steps involved in the past, but with 2 changes: the order and emphasis. I’ve condensed the plan from six steps to a mere three steps. These steps condense, simplify and create a more effective execution. So, let’s take a look at this new, revised plan that bucks the old system. #1 Product, Competition and Objectives Right away, you can see how I am eliminating multiple, redundant steps by condensing three concepts. In the first step of this plan, I propose that you work out your objectives: create a product design with your competition in mind. Study your competition: see what their best product features are. Determine how they identify themselves and analyze their selling points. You need to match this standard and – if possible- to exceed the benefits of their product. Beyond that, find the flaws of the competitor’s product and rid them from your own products. Design your product to match this goal. You’ll be -at least – as good as your competition …and better where they fail. Next, plan your objectives. You have to usurp your competition’s grip on the market, reach your demographics and lay out a fiscal plan. #2 Market and Plan Launch and market your product based on this information above. Understand the climate of your market. Understand the place of your competition in the market and work your plan out to highlight the benefits you offer over your competitors. #3 Launch Launch is the only thing that retains its spot in the traditional product marketing plan. And it’s the only one that gets its own step. The launch can make or break you, so make sure you cover your bases so that you make the right, effective impression. Plan all the logistics such as location, giveaways, and ads. First impressions matter and they can be damaging if they go wrong. Sometimes a bad first impression is undoable. This new product marketing plan makes sure that you have all the factors considered from the start. If you get too hung up on step-by-step traditional procedure, you can become more fixated on the details than you are on the objectives at hand. I hope to see some of you try this plan. Let me know how it goes for you.