Rollout Strategy Explainedposted by Anna Mar, May 25, 2013
How you launch matters.
Whether you're launching a product, service or improvement — your rollout strategy can mean the difference between success and failure.
So What?Rollout makes or breaks business changes.
Consider how Facebook rolled out:
- At first it rolled out only to Harvard students.
- Expanded to other Ivy League schools.
- Most universities in the US and Canada.
- High school version. The high school version was initially by invitation only.
- Rolled out to select companies such as Apple and Microsoft.
- General rollout (age 13 and older)
The process of rolling out Facebook took about two years. This patient rollout strategy was part of its success. If you rollout a social network all at once — it's a ghost town.
An effective rollout strategy can give your products social momentum. Your rollout strategy can also be designed to test approaches to avoid big failures.
Types of Rollout Strategy
- Exclusive Rollout
Rollout to an exclusive group (e.g. loyal customers).
- Invitation Rollout
Invite specific people to be first.
- Social Rollout
Start with an invitation rollout. Allow people to invite their friends — let it expand via social circles.
- Prototype Rollout
Rollout a test version first to fail fast.
- Big Bang Rollout
A major change that's rolled out all at once. This is generally considered a bad idea.
- 80/20 Rollout
Based on the Pareto Principle that 80% of value is achieved with 20% of the work. Rollout incomplete products that are most of the way there.
- Split Testing
Roll out different versions and test which works best.
- Pilot Rollout
Explicitly tell customers that the rollout is a test.
- General Availability
Rollout to the public.
- Global Rollout
A plan to rollout by region or country.
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