Level of commitment
Before launch planning starts, Froda and the partner should agree on three things: what success looks like, how visible and active the product will be, and who actually runs the day-to-day activation. These three decisions shape everything else in the Launch and Activation playbooks.
Joint targets
The first formal step between Froda and the partner: agree on what success looks like. The Commercial Owner works with Froda to define a shared hypothesis, not a perfect forecast, but a baseline that can later be measured, validated, and improved.
Portfolio size
The size of the customer base the product is being made available to.
Eligible customer base
How many of those customers actually qualify for the product.
Expected conversion
What share of the eligible portfolio is expected to convert.
Expected number of activated customers
How many customers are expected to actually engage with the product.
Expected applications
The volume of applications expected over a given period.
Expected funded customers
How many of those applications are expected to result in a funded loan.
Revenue or other commercial outcomes
Any other commercial KPIs relevant to the partnership.
Activation commitment
How visible should the product be, and how much activation is planned? It should define which always-on placements exist, which customer channels are used, and how much launch and ongoing activity is planned. Rather than defining this from scratch, choose from four recommended levels.
Bare Minimum
No budgetThe minimum activity required to give the product a reasonable chance of adoption.
Standard
No–low budgetA stronger and more complete launch with multiple channels and recurring activation.
Growth-Oriented
No–low budgetA more ambitious setup designed to actively drive adoption and growth.
Big Boom
Medium–high budgetA high-intensity launch where the partner wants to make the product highly visible across many channels and create significant awareness quickly.