The Launch is the Middle

A successful product launch only sets the stage for the revenue-producing follow-up activities.

A product launch is often viewed as the culmination of a long journey that started with the inception of the new product or service offering.  To be sure, it represents a moment to enjoy but not to celebrate.  It is similar to having the leading score at halftime.  At that point, victory is not assured.  A successful product launch creates awareness.  In some cases, it might generate revenue, but in most cases, the follow-up activities, the second half, is required to develop the sustainable revenue stream.  Develop a full game plan that extends well beyond the first half product launch.