Anatomy of a Good Cleantech Product Launch

By Dallas Kachan on January 4, 2011 3 Comments benchmarking, Cavet Technologies, Cavet Technologies report, Celestica, clean technology product, cleantech, Cleantech vendors, Dallas Kachan, electronics contract manufacturer, energy efficiency product, fast-paced session, flagship customer, fluorescent lighting, Kachan & Co., lead customer, manufacturing floor, manufacturing partner, market attention, market comparison data, market influencers, marketing firms, non-competitive journalists, Press pre-briefings, product introductions, product launch, product’s benefits, return-on-investment data, technology marketing, The Kachan Letter, trial site

There are nine ingredients that are crucial for a successful cleantech launch: having a flagship customer, benchmarking; securing third party analyst briefings in advance for the press; have suitably impressive dignitaries on hand at the event; having customers and partners advocate for you; showing your product in action, quantify your benefits; and that you illustrate your confidence in your product.