TheUC 037: Preparing for Product Launch

An excellent product launch is critical for venture success. Robert Frisch, CEO of Firelight Camps, discusses the key challenges of preparing for a product launch. Firelight is bringing ‘glamping’ (a high end camping experience) to unique hotel properties and vineyards. The UC and Robert discuss the product launch of an innovative product in the traditional hospitality market space. Key product launch challenges include identifying valuable core customers, gaining market traction, and finding economies of scale in a capital intensive product.

Introduction of Show Topic: How High Growth Ventures Can Bridge the Chasm from Today to The Next Major Milestone Toward Building A Venture of High Growth – Highlighting Firelight Camps with CEO Robert Frisch

Brief Recap of Venture Series
1. Discussion of 3 Key Impediments Toward Achieving Key Milestones in a Growing Venture
  1. Setting the Right Milestones
    1. Having Clarity of the Ventures Current Status
    2. Setting the Appropriate Next Milestone Given Status
    3. Being Disciplined Not to Skip Steps
  2. Understanding Realistic Resources and Timing
  3. Making Prudent and Informed Decisions…Knowing True Costs (hard costs and opportunity costs)

Key Challenges for Ventures:
1. Gaining Critical Mass of Customers During Product Launch
2. Getting Adoption of New Innovation from Notoriously Slow Industries (e.g. Hospitality,Health Care, and Agriculture)
3. Inventory Management…Balance of Investment in Inventory & Operations versus Investment in Sales and Business Development for Optimal Product Launch

Introduction & Profile of Firelight Camps
1. Overview of Opportunity
2. Story of Firelight Camps
3. Story of CEO
4. Current Status of Firelight Camps and Their Product Launch

Key Challenge for Growing Firelight Camps Post Product Launch

Discussion of Strategy to Balance Investment in Capacity & Business Development & Brand Building…Growing Business While Ensuring Economies of Scale

Wrap Up