Key buckets to consider when solving a "new product launch" case

market entry New product
New answer on Mar 23, 2021
3 Answers
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Anonymous A asked on Mar 22, 2021

Hi all,

I am always a bit confused when getting a "new product launch" case. More specifically, the following times: "A good friend of yours wants to start a new business and asks for your advice whether he should continue with it or not. It is a XXX-type of business".

I am often confused about the type of clarifying questions are key to ask, most of the time I start with these:

  • Which criteria should we consider to assess whether to continue or not?
  • When does he want to break even?
  • What is the value proposition of the product/service?
  • What regions would he be active?

Key buckets to consider:

  1. Business model profitability (costs, prices, customer acquisition cost)
  2. Competitive landscape: Competitors, size and growth of competitors, barriers to entry, customer segments of competitors?
  3. Market sizing: What is the market potential (estimate total revenue generated by servicable customers)
  4. Needed investments / in-house capabilities: What capabilities and expertise are needed? What are the initial investments? How will this be financed?

Anyone an idea if this is a good "framework" to use when dealing with this kind of cases?

Kind regards

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Ian
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updated an answer on Mar 22, 2021
BCG | 100% personal interview success rate (8/8) and 95% candidate success rate | Personalized interview prep

Hi there,

This is about right!

I would say 1) The answer does depend on the specific prompt but this is generally right 2) I would argue market sizing is important to do first (not 3rd) - if the market is small and shrinking, our analysis is done...no time wasted!

Remember, that key to launching this product is truly understanding its purpose/value prop...so this needs to be a key focus no matter what. If you're looking to launch a new product, by definition you need to understand the product and who it's for. As such, you need to identify:

1) What is the value proposition/value add of my product

2) What customer groups have this need

3) What would these groups be willing to pay?

Some other Q&As here might help:

https://www.preplounge.com/en/consulting-forum/new-product-and-new-market-7343

https://www.preplounge.com/en/consulting-forum/how-to-structure-this-case-4036

https://www.preplounge.com/en/consulting-forum/market-entry-order-4238

https://www.preplounge.com/en/consulting-forum/market-entry-financials-market-growth-always-needed-8213

https://www.preplounge.com/en/consulting-forum/market-entry-case-inorganic-mode-3486

https://www.preplounge.com/en/consulting-forum/market-entry-and-growth-case-studies-6907

https://www.preplounge.com/en/consulting-forum/why-assessing-2-company-financials-prior-to-3-targeted-marketcustomer-interest-8093

(edited)

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Gaurav
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replied on Mar 22, 2021
Ex-Mckinsey|Certified Career Coach |Placed 500+ candidates at MBB & other consultancies

The frameworks you have already highlighted can help. And you may like to systematically uncover them to get a bigger picture. But, in an interview, you may also like to use some other details.

Dealing with the new market, it’s important to understand the clients and evaluate attractiveness of the market for THEM. What are their values and needs?

Knowing this piece of information will be important in making the final recommendation and giving an overall reply.

Hope this helps!

Feel free to reach out when needed.

GB

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Clara
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replied on Mar 23, 2021
McKinsey | Awarded professor at Master in Management @ IE | MBA at MIT |+180 students coached | Integrated FIT Guide aut

Hello!

What you laid out in your very detailed post is indeed a very good approach to have i nthe back of your mind.

This said, try to leverage it precisely like that and nothing more: a checklist in the back of your mind. New product launch cases typically requiere a loooot of specificity, hence, the classical frameworks are only the guidance to lead you in the right way, not the answer.

Hope it helps!

Cheers,

Clara

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Ian gave the best answer

Ian

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