2 to 3 weeks
Concept & Demand Validation
Concept test, target profile, drivers and barriers, go / refine / stop.
Scope this engagementAdvisory · Practice 05
Launch products people are already waiting for.
Product-led go-to-market, from spotting the opportunity and prioritizing features to pricing and a launch plan that lands.
Most failed launches were built for an assumed customer.
Most launches that fail were built for an assumed customer. By the time the data arrives, the budget is spent and the roadmap is locked.
I bring the evidence in before the money goes out. Concept tests, feature ranking and willingness-to-pay research show whether there is real demand, from whom, and at what price, so you launch with confidence instead of hope.
- Real demand, confirmed before you build
- The features that matter first
- A price customers will pay
- A launch plan with day 90 in view
The decisions I help you make.
Five questions every launch has to answer before the roadmap locks and the budget is committed.
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01
Is there real demand, and from whom?
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02
Which features matter most, and which can wait?
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03
What will customers pay, and what holds them back from buying?
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04
How do we position against what's already on the shelf?
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05
Are we ready to launch, and what does day 90 look like?
Finding the price customers will accept.
Price sensitivity research shows where demand holds and where it drops away, so the launch price is chosen with evidence.
Fixed scope and clear deliverables.
Every engagement has a defined timeline and outcome agreed upfront. Scope can be combined or extended into an advisory retainer.
3 weeks
Feature & Price Prioritization
Feature ranking, willingness to pay and MVP scope.
Scope this engagement6 to 8 weeks
Launch Readiness Program
Positioning, launch plan, early KPIs and post-launch tracking.
Scope this engagementFees are fixed and agreed upfront. See the three engagement models.
Pricing a premium coaching program
The challenge
A founder launching a high-touch coaching and retreat program for senior professionals needed a price, a business model and proof that the economics would work.
What we did
Reviewed 25+ providers to confirm the white space, designed a five-tier pricing ladder calibrated to cost and willingness to pay, and built the unit-economics model, messaging framework and founding-cohort launch plan.
Outcome
4.5×
Projected LTV:CAC under the recommended pricing, at a ~70% gross margin
Six tools, from idea to launch day.
The tools I bring to a product launch, in the order they usually run.
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1
Product Innovation
Spotting the opportunity: the unmet need and the gap in what is on the shelf today.
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2
Target Identification
Who the product is for, and which customers will move first.
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3
Concept Testing
The idea put in front of real customers before it is built.
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4
Drivers & Barriers
What makes people want it, and what holds them back from buying.
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5
Feature Prioritization
Which features matter most, and which can wait for a later release.
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6
Price Sensitivity
What customers will pay, and how the price should be structured.
What you need before launch day arrives.
A launch readiness plan covers these, so nothing important is left to day one.
- A clear go / refine / stop call
- A target profile
- A ranked feature list and MVP scope
- A price with willingness to pay behind it
- Positioning against what's on the shelf
- Early KPIs and post-launch tracking
Questions about product launch strategy.
Still deciding? A 30-minute call is usually enough to know whether I can help.
Book a strategy callHow do you validate demand before launch?
With a concept test and a target profile. Concept & Demand Validation runs 2 to 3 weeks and ends with a clear call: go, refine or stop, backed by the drivers and barriers customers describe.
How do you decide which features come first?
Feature & Price Prioritization ranks features by what customers value and pairs it with willingness-to-pay research, so the MVP scope is set by evidence. It takes 3 weeks.
What does a launch readiness program cover?
Positioning, the launch plan, early KPIs and post-launch tracking. It runs 6 to 8 weeks and answers the question of what day 90 should look like.
Can AI help test a product idea early?
Yes, as a first read. Lime-Ink™ AI Personas can react to concepts before a full study, and I validate those reactions with human-led research where the stakes call for it.
Do you work on launches in Life Sciences?
Yes, at the level of launch strategy and market dynamics. The same questions apply: who adopts first, what shapes uptake and what the launch plan should measure.
Have a decision on the table?
A 30-minute call is usually enough to know whether I can help.
The Lime Brief
Short strategy notes for growth leaders, twice a month.
Book a strategy call
A 30-minute call to see if I can helpA 30-minute Microsoft Teams call with Marcello to talk through the decision you are facing. Pick any open time that suits you.
- 30 minutes
- Microsoft Teams
- No preparation needed