Step-by-step

How to set up a launch to maximize the chances of strong adoption, awareness, and commercial results, in ten steps, roughly in order.

1. Step 1

   Start with the right internal stakeholders

   A launch touches more of the org than it looks like. Loop these people in first, not after something breaks.

   • · Commercial Owner: owns the ambition and the joint targets with Froda.
   • · Marketing Owner: runs the campaigns, involved from day one, not bolted on later.
   • · Product Owner: placement, integration, and the customer journey.
   • · PR / Communications Owner: where relevant, plans both announcements early.

   See each owner's role in detail →
2. Step 2

   Set joint commercial targets & activation commitment

   Agree with Froda on what success looks like, and how visible and active the product will be. A shared hypothesis, not a perfect forecast.

   Commercial targets

   • · Portfolio size & eligible customer base
   • · Expected conversion & activated customers
   • · Expected applications & funded customers
   • · Revenue or other commercial outcomes

   Activation commitment

   • · How visible the product should be
   • · Which always-on placements should exist
   • · Which customer channels will be used

   See target examples in detail →See the activation commitment in detail →
3. Step 3

   Kick off meetings & trainings

   Get both teams moving in the same direction before any content gets made.

   PR kickoff

   • · Start planning the press release
   • · Plan press photos, etc.

   Marketing kickoff & training

   • · Educate the team about the product
   • · Plan channel activation
   • · Go through the joint targets and activation commitment together
   • · Present the launch packages

   Operations kickoff

   • · Brief customer support and sales so they can answer questions from day one
   • · Plan proactive outbound calls for high-value segments, if relevant
4. Step 4

   Choose a launch package

   Don't design a launch from scratch. Pick a ready-made level and adjust.

   • · Bare Minimum: the floor
   • · Standard: best practice
   • · Growth-Oriented: best practice
   • · Big Boom: go loud

   See the launch packages, showcased on Best practice →
5. Step 5

   Choose your ownership level

   How much do you want to run yourselves, and where should Froda step in? This one choice carries through everything that follows.

   • · 1. Fully owned: The partner owns all customer contact and executes activation themselves. Froda provides templates, guidance, and strategy input on request, but doesn't touch the partner's own channels directly.
   • · 2. Mostly owned, some Froda support: The partner runs most of the activation themselves, with Froda supporting specific pieces: for example reviewing a campaign before it goes out, helping draft one email flow, or co-creating a specific piece of content.
   • · 3. Less owned, high Froda support: Froda plans and executes most of the activity (copy, scheduling, channel management) directly. The partner stays involved in decisions, approvals, and anything that touches their own customers or brand.
   • · 4. Froda-led: Froda drives and executes activation on the partner's behalf, within guardrails (tone, frequency, channels, approved messaging) the partner has agreed to upfront.

   Marketing automation gets set up as a direct effect of this choice: the same Bare Minimum → Big Boom ladder, for the automated flows that run once a customer applies. Froda's level of involvement across the kickoff, the launch package you just picked, and ongoing activity all track the same level you pick here.

6. Step 6

   Plan press releases

   Two different stories, two different audiences. Don't merge them. Line up the visuals while you're at it.

   • · Partnership announcement: corporate positioning, Froda often takes the lead, amplified on LinkedIn and via leadership posts.
   • · Product announcement: "we're launching a new product for our customers," partner-led, own market and language.
   • · Press photos of the team, product, or launch moment
   • · Potentially a partner film or case study
   • · Line up potential customer testimonials while you're at it

   Partnership announcement →Product announcement →
7. Step 7

   Create website content & confirm product visibility

   If customers can't find it or read about it, nothing else in this list matters.

   • · A dedicated product/landing page: how it works, benefits, eligibility, FAQs, CTAs
   • · At least one blog or educational article. Froda can supply templates.
   • · Bonus: this content compounds. SEO, AIO/AI-search visibility, and trust over time.
   • · Confirm the product is actually visible in-app: tours, notifications, guides, FAQ if it isn't
8. Step 8

   Plan marketing activities

   Both angles matter: activating the customers you already have, and building broad awareness to attract new ones.

   Activate existing customers

   • · Bare minimum: one email telling eligible customers the product exists
   • · The message should always cover: eligibility, what it is, the benefit, how to access it

   Build broad awareness

   • · Website, social, PR, paid social, SEM: to attract new customers and re-engage existing ones

   Create and implement content and trust

   • · A loan is a trust decision, not an impulse buy. Balance inspiration, education, trust, and commercial messaging, don't just hard-sell.
   • · Personalize where possible: segment, target high-potential customers, adapt the message to context

   Activation channels →Broad awareness channels →Content & trust templates →
9. Step 9

   Pilot test

   Often done before a hard/big launch, to catch issues while the audience is still small.

   • · A selected group of customers test the product first
   • · Run the marketing send-outs and product visibility for just that group
   • · Fix what doesn't work before rolling out to everyone
10. Step 10

    Launch day

    Everything planned across the previous steps goes live, together.

    • · Press release(s) go public
    • · Partner announcement on LinkedIn
    • · Key stakeholders share it on LinkedIn, from both Froda and the partner
    • · Communicated to existing customers
    • · Broad marketing goes live
    • · During or shortly after: conferences and panels about it