7 MISTAKES TO AVOID WHEN LAUNCHING YOUR PROGRAM

INTRODUCTION

“Hmmm, something doesn’t feel right” I murmured to myself as I pondered over the registration forms that slowly trickled in.  The bottom line: I didn’t get the results I wanted.  I was disappointed, but I knew it was important to review the steps I took to launch my new program.

I proceeded to evaluate every step in the process searching for the answers.  I retraced my steps and carefully analyzed the process I used from conception to inception.  I discovered some flaws; though simple, yet significant.  I short-circuit the process and left out some key steps, which produced the results I got.

Because of my error, I want to share with you the process I developed, tested, and tried.  It’s called “7 Mistakes to Avoid When Launching Your Program”. 

MISTAKE 1: LACK OF PURPOSE

This may seem very obvious…..to make money, get new clients, etc.  But that’s not good enough.  With a propelling reason, you develop clarity of purpose and focus which will drive you to research and ultimately create something amazing and not just another program like the thousands of others out there.  Applying this technique can also be applied to other aspects of your life.  Try it and get a “richer” outcome.

MISTAKE 2:  FAILING TO DO THE PRELIMINARY WORK

This stage can be staggering….where do I begin? It is important to take time to first conduct a study of what you are trying to accomplish.  First make it broad and then narrow it down to your target market.  In marketing my program, I failed to explore beyond the surface.  Be clear in identifying your outcome and the benefits your clients will receive.  Would it make their life more meaningful, save time, or even increase productivity?  It’s starting with the end mind.  This will help you determine whether there is a need for the program.  Of course, effective and meaningful research is required.

MISTAKE 3: GOING IT ALONE - GET INPUT FROM TRUSTED ADVISORS

Have a coach or mentor provide objective input that would enhance the program.  Give them the freedom to challenge and question what it is you are trying to accomplish.  Listen carefully to their input and recommendations.  You may also share the challenges your clients are facing and how much value they will get from the program.  Give your advisors a profile of your clients to help them analyze the proposed solutions.  Of course, you want to be as transparent as possible.  Don’t hold back valuable information that could be helpful to you in the long run.

MISTAKE 4:  LOSING COURAGE THROUGH THE PROCESS

It is not unusual in the middle of the development process to begin doubting the validity and the benefits of the program.  Things may seem more complicated that you originally thought or it’s too time consuming.  Life gets in the way and things seem overwhelming.  Plus the fear of failure is creeping in and you are tempted to cancel the launch of the program.  When this happens, pause and step away from the work.  Then ask yourself the following questions:

·      What are my beliefs regarding the program?

·      Have I truly embraced these beliefs?  Think of your “whys” for developing this program

·      Why do I feel this way?  This question should open up your thoughts to identify the core reasons behind your fearful feelings. 

·      Ask yourself is this true?  At this time you may experience some form of a breakthrough and recognize that F.E.A.R. is simply False Evidence Appearing Real.

MISTAKE 5: UNDER-ESTIMATING PROJECT COSTS

It is important from the outset to determine the costs for developing the program.  This will help to determine the true Value of the program.  To take this a little further you should itemize all your costs and time (convert to dollars).  To get you started, here are some examples of potential costs:

1.    Raw materials to build the program

2.    Packaging and mailing costs if applicable

3.    Costs for research and development

4.    Marketing costs, such as supplies, time spent marketing, and promoting the event

5.    Materials and staffing costs

6.    Other  miscellaneous costs

You should also factor in time for delays or set-backs.  Some things may not go well initially, so it’s important to have some extra time built into the process because of unpredictables could ruin the process.

MISTAKE 6: INEFFECTIVE MARKETING

This part of the process is the most critical.  You can have the most phenomenal program, but if your target market does not know about it, you have failed.  Marketing is important and today we have many options. Have a plan for the program launch before you create the program.  This will give you time to develop and implement your marketing strategies.  Marketing is effective when done from different angles.

 MISTAKE 7:  NOT REFLECTING AND CELEBRATING

Celebrating has a positive effect and sometimes we skip this step in our zeal to move on to the next project.  Remember to take time to celebrate your achievements.  You can even reward yourself during different phases of the project.  In addition to celebrating, it is important to take time to reflect on the outcome of the project, such as what worked, what didn’t work as well, the bottlenecks, etc. 

 Launching a program is both exciting and daunting, but focusing on the positive such as the benefits and rewards will get you to the finish line.