<!-- Relaunch plan · from Chapter 10 of The Product 360 Handbook -->

# Relaunch plan · [Product] · [Launch moment] · [Date]

**Owner:** [PM]   **Marketing lead:** [name]   **Decision maker:** [name]

## 1. Trigger and evidence
Trigger: Unexpected competitors in deals / Value resonates with a different segment / New segment entry / Capability outgrew the category / Trust reset
Evidence: [win/loss, pipeline, interviews, with sources]
Why this is perception, not product quality or onboarding: [reasoning]

## 2. Positioning delta
| Component | Today | After relaunch | Evidence |
|---|---|---|---|
| Competitive alternatives | | | |
| Differentiated capabilities | | | |
| Value | | | |
| Target customers | | | |
| Market category | | | |

## 3. Segments and buying-group messages
| Segment | Role | Message | Proof |
|---|---|---|---|
| | | | |

## 4. Product changes shipping with the relaunch
[List, with spec links]

## 5. Existing customers
- What changes for them, and when:
- How they are told (channel, notice period):
- Migration: opt-in or scheduled, with a published timeline; no silent migration
- Data export and exit: [how easy, confirmed by the behavioral design review]
- Contract or pricing changes and how they are disclosed:

## 6. Channels and enablement
Sales, partners, customer success, documentation, and the content AI assistants will summarize.

## 7. Metrics and baselines (set before launch)
| Metric | Type (leading / lagging) | Baseline | Target | Cohort | Review date |
|---|---|---|---|---|---|
| Qualified pipeline in new category | Leading | | | | |
| Win rate vs. new competitor set | Leading | | | | |
| Sales-cycle length | Leading | | | | |
| Message recall in win/loss | Leading | | | | |
| New capability activation | Leading | | | | |
| NRR, expansion, churn in migrated cohort | Lagging | | | | |

## 8. Risks and rollback
| Risk | Signal | Response | Owner |
|---|---|---|---|
| | | | |