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Betterment's Launch Marketing Template
Betterment's Launch Marketing Template
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Project Overview

Use this template to outline key elements of the upcoming project and keep the information updated as the project progresses.

Project Summary

Define the problem statement and how this feature will add value to the customer. Be specific about your audience and their pain points.
First principles: Detail the primary project objective, including the key tenets and customer claims we want to make as part of this project.
Long term vision: Include details on the long-term vision for this feature.

Supporting Data

Details and links to research or insights that support the hypothesis you identified above.

Key Decisions

List the key decisions that have been or need to be made for this project to proceed.

Decision Made

What needs to be decided?
What was decided?
Why did we decide on this?
Who decided?
1
Are we using X vendor?
Yes. We will use X vendor.
X vendor agreed to our terms. Contract is signed.
Evan Davies
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Decisions Needed

What needs to be decided?
Date Decision Needed By
Date Added
1
Are we using X vendor?
4/2/2018
6/28/2018, 12:52 AM
2
When are we launching?
4/4/2018
6/28/2018, 12:52 AM
3
How will we handle joint accounts?
4/18/2018
6/28/2018, 12:52 AM
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Expected Business Impact

Explain the business impact of this project and identify key product metrics (e.g. traffic, conversion, etc)

Key Product Metrics

1
Conversion metric 1
​
2
Conversion metric 2
​
3
Conversion metric 3
​
4
Conversion metric 4
​
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Scope

Detail project scope, milestones, and requirements. Frame milestones in terms of outcomes and learnings.

Milestone 1 (Level of effort):

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Milestone 2 (Level of effort):

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Milestone n (Level of effort):

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Marketing Claims & Plan

Summarize the marketing claims we’ll make and how the feature will be marketed to customers.

Launch Tier:
Tier 1
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Audience:
Prospects
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Positioning Statement

Strollr means you never have to push your stroller again!
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Owned
5
Earned
0
Paid
0
landing page
Updates to content on brochure site
Update screenshots in videos
Announcement email
Announcement post
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Risks & Dependencies

Risk / Dependency
Date Raised
Date Resolved
Status / Update
Risk level
Status
1
Describe the risk here.
6/28/2018
4/2/2018
Describe your update here.
0
0
☺️ Resolved
2
Describe the risk here.
6/28/2018
Describe your update here.
0
1
👋 Just flagging
3
Describe the risk here.
6/28/2018
Describe your update here.
0
2
⚠️ Pretty Risky
4
Describe the risk here.
6/28/2018
Describe your update here.
0
3
🚨 Big Risk
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Working group & stakeholders

Identify the working group and key stakeholders.

Working Group:

Product:
Design:
Engineering:
PMM/Mktg/Sales:
Other:

Stakeholders:

Etc.:
Etc.:

Project Summary
Supporting Data
Key Decisions
Decision Made
Decisions Needed
Expected Business Impact
Key Product Metrics
Scope
Milestone 1 (Level of effort):
Milestone 2 (Level of effort):
Milestone n (Level of effort):
Marketing Claims & Plan
Launch Tier: Tier 1
Audience: Prospects
Positioning Statement
Strollr means you never have to push your stroller again!
Risks & Dependencies
Working group & stakeholders
Working Group:
Stakeholders:
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