Stage 7 of 7
Brand launch and promotion plan: channels, budget and the first 12 months
A launch plan decides where the first batch goes, how much you spend to move it, and which numbers tell you to reorder, change course or stop.
A brand launch and go-to-market plan for new products
A brand launch plan for a new product sets out the channels, budget, messages and calendar for the first 12 months, and defines the figures that trigger each next decision. It is written before goods arrive, because listings, retailer conversations and content all need lead time that cannot be bought later.
Many launches fail on the arithmetic. If the marketing budget per unit exceeds what remains after landed cost, sales volume makes things worse rather than better. So we reuse the numbers from your business case, then work out how many units the first batch must sell, at what price and by when, for the next order to be justified.
We do not promise sales, ranking or return on ad spend. We can give you a plan, starting materials and clear signals. Running the channels can remain with your team or an agency you choose. The plan differs sharply between marketplace sellers and retail chains, so we write it for your specific route.
What you receive
- Channel selection with the reasoning and the cost of each channel
- Launch calendar working back from the arrival of goods
- Budget split between test and scale phases
- Message and proof points per audience, from the positioning stage
- Listing structure, retailer sell-in sheet or store page outline
- Twelve-month dashboard: sell-through, margin after marketing, returns, reorder point
- Rules for reorder, discount, range change or stop
How the stage runs
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1
Channel choice
Which channels your margin, category and team can realistically support.
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2
Numbers
Break-even units, allowable acquisition cost and cash timing per channel.
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3
Materials
Pages, images, sell-in documents and first content assigned to owners and dates.
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4
Soft launch
Limited spend or a small store group, in order to find weak points before scaling.
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5
Review points
Set dates to compare results with the plan and take the reorder decision.
Choosing launch channels
Which channel suits a new brand depends more on margin and working capital than on fashion.
| Channel | What it takes | Cash and margin effect | Main risk |
|---|---|---|---|
| Marketplaces | Listings, reviews, stock in the right warehouse, advertising | Fees and advertising come out of each sale | Price comparison, copycats and dependence on one platform |
| Own web store | Traffic, payments, returns handling | Higher margin per order, all acquisition cost is yours | Traffic costs more than the margin |
| Retail chains | Sell-in, listing terms, reliable supply | Retailer margin and payment terms tie up cash | Returns or delisting if sell-through is weak |
| Distributors | Distributor margin, sales support | Lower unit income, faster reach | The brand stops being a priority for the distributor |
| B2B and institutional | Direct sales, samples, tenders where relevant | Larger orders, long sales cycle | Few customers making up most of the income |
| Social and creators | Content and partner management | Unpredictable costs, good for learning | Spikes with no repeat purchase |
What ruins launches
All the money in stock
Goods arrive and nothing remains to tell anyone. Reserve the marketing budget before the order.
Every channel at once
A thin effort everywhere gives no clear learning. Win one channel, then add the next.
No reorder lead time
A successful product runs out while the factory takes months to deliver again. Plan the reorder point.
Frequently asked questions
What should a brand launch plan include?
Target channels, a calendar, budget by phase, messages, listings or sell-in materials, and pre-agreed numbers for reordering or stopping. If any of these is missing, you learn little from the first batch.
How much should a new brand spend on launch marketing?
There is no reliable universal percentage. Work it out from your margin: what remains per unit after landed cost and channel fees limits what you can spend per sale. Our margin calculator shows that limit.
Do you run the advertising for us?
The stage delivers the plan and starting materials. Advertising spend is paid separately to the platforms, and execution is agreed in the proposal. Keeping it with your own team is often a sensible choice.
Do you guarantee launch results?
No. Results depend on the market and factors outside anyone’s control. The plan is built to show early whether things are working, so you can correct or stop before spending the rest.
Have a product idea? Check it before you buy stock.
Send a short brief. We tell you what we think, including when we think you should not do it.
Tell us about your brand
A few lines are enough: what you want to sell, where and to whom. We reply with an honest view of feasibility, the stages you need and the next step.
- No obligation: the first review of your idea is free
- If we think the idea will not pay back, we say so
- Your idea stays confidential; we can sign an NDA
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