Product launch is not well understood. Some people think of 'launch' as a one-time announcement. In fact, the practice of product launch includes all of the work done during the three months before a product is made available to the market. Product launch is usually homeless; it doesn't quite fit in the marketing or product management groups. Because businesses are in such a hurry to get to market, product launch may be done by whoever is available, and with no documented processes to follow. In the case of startups or entrepreneurs, the problem is worse because there are fewer resources and no business processes. Successful launches require a solid mix of project management and marketing skills, and a simple, realistic process to follow. - See more at: http://pragmaticmarketing.com/resources/product-launch-as-a-key-business-process#sthash.3GRKqsY7.dpuf