The first thing to do when it comes to launching a new product is to create it. There are many theories that list the key elements of creating a product / service. I chose to remember Nielsen’s wheel. This reading grid, in the form of a wheel, seems to me to be the most suitable for web solutions (which I particularly like) and / or startups.

The Wheel of Innovation

Via this ” innovation wheel “Nielsen’s firm therefore suggests 12 points leading to the success of a product. In my business development consultancy activity on the web, I regularly use it. For example when I accompany entrepreneurs, that we work on the implementation of new web services or that I myself have launch projects for the firm.

Nielsen's innovation wheel
The 12 steps to success according to Nielsen

The 12 steps to success

  • Have a differentiating proposition : This amounts to answering the question which problem is solved by the solution? What is new compared to the competition?
  • Being able to capture attention : Having the best product or offering the most innovative solution is useless if they have no visibility. Thus, the power and notoriety of a brand (which induces its visibility) are fundamental factors of success;
  • Be understood : The slogan and the support (the site for a web solution) must be in line with the promise of the solution;
  • Deliver a clear and concise message : The message must be short and trigger a reaction (create emotion, arouse envy …) at the target;
  • Have a relevant product : The product must meet a real need and in the right way;
  • The product must have an advantage : The customer must have a real advantage in using the solution rather than that of the competitors;
  • The company must be credible : It is important to have a coherent proposal. It is a question of being in accordance with the expectations of the client and with his own means;
  • Tackling psychological barriers : All products have defects. The advantages must prevail over the latter;
  • It must be well positioned: In stores, it’s about having a strategic place on the shelves. On the internet, it’s about being well referenced and coming out in the top results of search engines;
  • It must be affordable : Of course the price of the product (and its cost of use: for example annual hosting) is important, but that’s not all. Nielsen expands the concept of cost to include all of the “customer sacrifices”. Is the product interesting enough to justify hiring a part-time?
  • He must keep his promises : It’s about not disappointing the client. We must therefore avoid disappointments due to too many maintenance of a site, security issues, etc. ;
  • The product must last : It is a question of continuing the relationship with the customer users after the purchase. So keep in touch (newsletters) and continue to improve the product (update).

The product is complete and its launch is permanent!

The ” Innovation wheel »Takes into account all the aspects that make up the product. Nielsen considers that the quality of the product corresponds to its weakest link. The conclusion is therefore simple: To create a good product, it is essential to be complete.

But the firm’s theory doesn’t stop there. This is a benchmark throughout the life of the product. Besides, if the grid is in the form of a wheel, it is because Nielsen considers that the launch is permanent and represents a cycle.