Launch
Launching the right products into the right markets
We help media, tech and events businesses assess demand, test commercial viability and decide whether, where and how to launch new products and enter new markets.
Overview
Deciding what deserves investment
Launching a new product, entering a new market or building a new revenue stream can require significant investment. Yet decisions are often made with limited evidence on customer demand, competitive dynamics or commercial viability.
Good ideas aren’t always good investments; that’s why we help you identify which opportunities to pursue by assessing four key areas:
Understand customer needs, buying behaviour and willingness to pay before committing investment.
Assess market size, growth potential and competitive dynamics to determine whether the opportunity is worth pursuing.
Evaluate pricing, revenue potential and business model fit to understand the likely return.
Identify the customer segments, geographies and channels most likely to support a successful launch.
Our experience
How we test launch opportunities
The most successful launches are built on a clear understanding of customers, markets and commercial opportunity. Our approach merges customer research, market analysis, competitor assessment and commercial evaluation to test whether an opportunity is likely to succeed before you commit to investing.
We examine customer demand, commercial viability and route-to-market options to understand where opportunities are strongest and how launch strategies can be refined.
Clients value our expertise because we don’t simply validate every launch idea. By combining market evidence with commercial judgement, we help you decide which opportunities deserve investment and which are unlikely to deliver the desired return.
OUR expert
Mana Whelehan
Mana brings a global perspective to launch strategy and market entry, shaped by living, studying and working across Asia, Europe and North America. She previously worked at ZS Associates where she supported product launches and commercial growth initiatives for clients across the Asia-Pacific region. At SG Strategy, Mana helps clients understand customer demand, evaluate commercial viability and make informed launch decisions.
Selected project experience: Led a commercial viability assessment for launching a technology event in Japan on behalf of an international event organiser seeking to expand into a new market. The project included customer interviews, sponsor research, competitor analysis and market assessment to evaluate audience demand, commercial potential and opportunities to differentiate from established local competitors.
Result: Delivered a clear recommendation on launch viability, helped define the event’s positioning, value proposition and route to market, and supported engagement with local partners to identify the right partnership model.
Case studies
Examples of our work
Assessing the viability of a specialist B2B industry event launch in Asia
We evaluated the commercial viability of launching a specialist B2B event in Asia for an international event organiser with established brands in Europe and North America. The work involved conducting customer interviews, hosting expert discussions and carrying out market analysis to assess audience demand, exhibitor appetite, market maturity and long-term commercial potential.
Result: Identified significant constraints to commercial viability despite positive market interest, helping the client avoid investment in a market that lacked the scale required to support a successful event.
Developing a dedicated product offering for small law firms
Our client had a powerful legal and tax information platform serving the European market. However, the organisation’s existing go-to-market and pricing model made it difficult to reach small law firms with only one or two practicing lawyers. We identified the need for a more targeted proposition and developed a bespoke product outline and pricing strategy.
Result: Helped increase revenue by +10%, with minimal additional cost.
Contact Us
Let’s discuss your next launch
Whether you’re evaluating a new product, entering a new market or assessing a new revenue stream, we help you understand the opportunity and decide what to do next.