The Launch Plan Assessment · US$399
An assessment of the launch plan you already have.
Send me your launch plan. I score it on 12 checks and give your leadership team a straight call — proceed, revise, or pause — before the budget, inventory, people, and timeline are locked.
- 1Launch Plan AssessmentYou are here
- 290-Day Launch Strategy
- 3Ongoing supportOptional
US$399
One-time fee
12 checks
Across 6 areas
60 min
Consult call
2 days
To your assessment
Year one is where most launches are decided.
Across thousands of new consumer products, the first twelve months sort winners from the rest fast. In my experience, most of what decides it is locked in before launch day: the stock order, the price, the channel, the budget, the owner.
The first 12 months
1 in 4
new consumer products stop selling entirely within their first year.
Victory et al., “How common is new product failure and when does it vary?” Marketing Letters, 2021. 83,719 new products, 31 consumer categories, US. Study
| Outcome in year one | Share | Source |
|---|---|---|
| Stopped selling entirely | 25% | Victory et al., Marketing Letters, 2021 (US) |
| Fell short of success | 76% | Nielsen Breakthrough Innovation Report, 2014 (Europe) |
2 in 3
new FMCG launches never reached 10,000 units sold, so most never earned a second-year listing.
Nielsen Breakthrough Innovation Report, 2014. 12,000+ launches, Europe. Coverage
Higher risk
when the launching brand holds a smaller share, and when the category is a bigger one. Worth knowing if you’re stepping into a large category or up against bigger brands.
Victory et al., Marketing Letters, 2021. Study
Where it usually breaks, and the check that catches it
- Stock gets ordered against interest, not proof that people will buy.Check 02
- The price is set before anyone knows the margin at that price.Check 04
- The first channel was chosen because it’s familiar, not because it reaches this buyer.Check 05
- The budget covers launch day and runs out before the launch pays back.Check 07
- Nobody has agreed who calls it if the numbers slip, or what would make them stop.Checks 09–10
The Launch Plan Assessment catches these while they’re still cheap to fix.
You may have seen “95% of new products fail.” It’s usually credited to Clayton Christensen, who has said he never claimed it. The figures above are the ones that hold up.
Twelve checks, six areas. Each one rated on evidence, not intent.
Demand
- 01The plan names a specific buyer
- 02It shows proof of buying, not just interest
Pricing
- 03Price set against competitors and what buyers will pay
- 04Margin known at that price
Route to market
- 05First channel named, and it reaches the buyer
- 06Channel tested, or comparable proof exists
Economics
- 07Budget covers the launch plus the recovery period
- 08Break-even volume known
Ownership
- 09One owner with time and authority
- 10Stop / adjust rules defined
Execution
- 11Timeline matches real lead times
- 12Outside resources and their costs are in the budget
Each check is marked as covered or missing in your plan, then rated. The ratings roll up into a readiness score, and the score informs the call. The call itself is mine to make and yours to act on.
A two-page assessment your leadership team can decide from.
- 1The callProceed, revise, or pause, the reasons behind it, and the one fact that would change it.
- 2How your plan scoresAll six areas rated Ready, Gap, or Blocker, with what to fix and a readiness score.
- 3The three biggest risksAnd what happens if each one isn’t fixed.
- 4What the plan doesn’t price inThe outside help and costs your budget is missing, estimated in dollars.
- 5Your next three stepsEach with an owner and a date, to do before you commit more budget, stock, or people.
I review the plan you have. I don’t write a new one or run the launch. The final decision stays with your team.
Regional wholesale launch
| Area | Rating |
|---|---|
| Demand | Ready |
| Pricing | Gap |
| Route to market | Ready |
| Economics | Blocker |
| Ownership | Gap |
| Execution | Ready |
Sample figures for illustration only. Not a client result.
About a week from first call to a decision on paper.
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Free · 30–45 min
Discovery Call
Tell me where the launch stands, who is involved, and what’s already committed. I’ll confirm the Assessment is the right first step.
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2 business days before the call
Send your plan
Your plan in whatever form it lives, plus ten short questions on buyer, price, margin, channel, budget, and owner. Best estimates are fine.
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60 minutes
Consult call
I’ve already read and scored the plan. We use the hour on the gaps, the assumptions, and what you’re least sure about.
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Within 2 business days
Your assessment
The two-page assessment lands in your inbox: the call, the scores, the risks, the missing costs, and your next three steps.
You’ll need a plan on paper, a real launch budget, people who can own implementation, and a decision-maker who wants evidence, even when it challenges the plan.
Pre-revenue, or need someone to write the plan or run the campaign? The Assessment isn’t the right fit yet.
US$399one-time
A small, fixed cost next to the launch it protects. You leave with a decision your team can defend, and the three things to do before you spend another dollar on the launch.
Proceed or revise · run it yourselves
Make the fixes in the assessment and go ahead with your plan. Nothing else to buy.
Proceed or revise · build it out
The 90-Day Launch Strategy turns the assessment into the full 90-day launch plan. Your US$399 counts toward it if you book within 30 days.
Pause
You found out before the stock, hires, and media spend, not after. The Strategy can become a 90-day evidence plan: low-cost tests, a spending cap, and a reopen decision at Day 90.
Ericka Valenciano
Launch & Expansion Strategist · 10 years
- 30 → 100+Franchise branches at Banh Mi Kitchen, growth I supported
- 2× in ~60 daysActive locations at BlastView while I built the operating backend
Questions teams ask before booking.
What is the Launch Plan Assessment?
A structured check of whether a launch plan is ready to commit to. It tests demand evidence, pricing, route to market, economics, ownership, and execution against each other, and ends in a decision: proceed, revise, or pause.
How is this different from a launch readiness checklist?
A checklist tells you what a plan should cover. This tells you whether what your plan covers holds up. Every check is rated on evidence, and you get a call, the risks, the missing costs, and the next three steps.
Do you write the launch plan?
No. The Assessment scores the plan you already have. If you want the full 90-day launch plan built, that’s the 90-Day Launch Strategy, quoted after the Assessment. Your US$399 counts toward it if you book within 30 days.
What counts as a plan?
Whatever your team is working from: a deck, a doc, a budget sheet, a project board. The questionnaire fills the common gaps. If there isn’t enough to assess yet, I’ll tell you on the Discovery Call, before you pay.
What if the call is pause?
Then you found out for US$399 instead of after the stock, hires, and media spend. You also get what would change the call, and the next three steps to get there.
How long does it take?
Send your plan and questionnaire at least 2 business days before a 60-minute consult call. Your two-page assessment arrives within 2 business days after the call.
Find out if your launch is ready before you commit to it.
Book a 30–45 minute Discovery Call. Tell me where the launch stands, who is involved, and what has already been committed. If the Launch Plan Assessment is the right first step, we’ll set the consult date on the call.
US$399 · 12 checks · a proceed, revise, or pause call within 2 business days of the consult.
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