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How to Plan & Execute a High-Impact Product Launch

  • Apr 15, 2008 · 5:30 PM
  • This location is no longer available

Based on the book "Expert Product Management" by Brian Lawley and day-to-day work of his firm the 280 Group.

NOTE: $20 fee until April 13, ($25 after April 13th), get 'Expert Product Management' for free. Pay by shopping cart.

WHAT: Author Brian Lawley will Discuss How to Plan & Execute a High-Impact Product Launch
NOTE: Cost includes an autographed copy of the book "Expert Product Management"
REGISTER: RSVP in the space above
MAKE PAYMENT: Use this url or pay with PayPal

5:30-6:30 Signup and networking
6:30-7:30 Interactive talk by Brian Lawley
7:30-8:30 Additional networking -----------------------------
The new release of the book "Expert Product Management Toolkit Bundle" includes 4 toolkits which normally run ~$400. The book sells for $349 and we will make a special offer for those in attendance to receive $100 off the purchase of this book during the day of the event. If you'll be at the event, we'll give you a coupon. If you can't make it to the event and would still like the coupon, bringing the cost down to $249, please send us an e-mail. -----------------------------
Presentation Topic: How to Plan & Execute a High-Impact Product Launch

Companies spend months or even years building great products that meet the needs of their customers. Yet when it comes to bringing them to market effectively and getting the biggest possible return for their investment, companies often do not develop an effective plan or execute it well. A high-impact product launch can set a positive trajectory for your product's success for years to come. Do the launch right and you'll reap the benefits of significant early revenues, industry and competitive visibility and excellent press and PR coverage. This session will cover creating a plan, setting goals, budgeting, timing, positioning & messaging and other critical factors for maximizing your ROI. -----------------------------
Walking away from this seminar attendees will:

  • Understand how to plan launches that will realistically meet their sales goals
  • Have an idea of when to begin planning for a launch
  • Be more effective at creating positioning and messaging for their products & services
  • Get a sense of what budget is needed for small, medium and large-scale launches
  • Know what elements are critical for the success of a product launch

About the Presenter:
Brian Lawley is the CEO and Founder of the 280 Group, a Product Management services firm that provides consulting, contractors, training and templates. He is also President of the Silicon Valley Product Management Association, the world's largest Product Management Association, which he quadrupled in membership size during his tenure. During his twenty year career in Product Management he has defined, launched and marketed over fifty successful products for companies such as Apple, Symantec, Adobe, Palm, SAP, Nokia and dozens of startup and mid-sized companies.

Mr. Lawley is the Author of the Book 'Expert Product Management: Advanced Techniques, Tips & Strategies for Product Management & Product Marketing.' He also developed the 280 Group Product Management Office and Toolkit series, which contains on-demand narrated training presentations, templates and examples that covers topics such as Product Roadmaps, Product Launches, Beta Programs, Developer Programs, Product Reviews and the overall Product Lifecycle. He is the editor of Product Management 2.0, a newsletter and the PM 2.0 Blog devoted to excellence in Product Management. He routinely writes guest articles for a variety of publications from organizations such as SDForum, AIPMM, SVPMA and Softletter.

He frequently speaks on the topic of Product Management, has delivered several keynote addresses at well-known conferences and has been featured on CNBC's World Business Review and the Silicon Valley Business Report. Mr. Lawley is a Certified Product Manager (CPM) and Certified Product Marketing Manager (CPMM). He earned an MBA with honors from San Jose State University and Bachelors Degree in Management Science from the University of California at San Diego with a Minor in Music Technology.

You can learn more about the presenter and his books at

Join or login to comment.

  • A former member
    A former member

    Brian's presentation was clear, conversational (which enabled an interactive environment), and delivered lots of tools to take away. I felt enlightened, comfortable and 'equipped' with what I needed to either create and lead a launch or counsel my a confident, informed persuasive discussion to delay. Brian is clearly a knowledgeable presenter on this topic.

    April 17, 2008

  • Jean B.

    Great way to give the audience an inside look at the process of a product launch, and answer questions.

    April 16, 2008

  • A former member
    A former member

    Thanks Brian and Mitch. It was a very helpful meeting. Networking useful. Looking forward to digging into book.

    April 15, 2008

  • A former member
    A former member

    Interesting speaker, well run.

    April 15, 2008

  • A former member
    A former member

    This was very informative. As a Product Manager, I came away with sound advice to better do my job.

    April 15, 2008

  • A former member
    A former member

    Should be a nice refresher.

    April 10, 2008

  • Jean B.

    These author events have been quite valuable. Looking forward to hearing Brian Lawley speak.

    April 8, 2008

  • A former member
    A former member

    Looking forward to getting a product launch refresher.

    April 7, 2008

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