When it comes to developing a product, there’s a structured process that is common across all design disciplines known as the Double Diamond. This process is a series of iterative phases that alternate between expansive exploration followed by focused refinement. It starts with exploring what a product could be, then defining what it should be, developing and refining it, and finally delivering the final product. Here’s a breakdown of how we applied this process to bring a new product to market, a method that can also be adapted by app developers and mobile app developers in Australia.
The first phase is all about discovery—exploring the problem with an open mind. For our project, the team from Grovemade flew out to Los Angeles to study my environment and observe how I work. We conducted similar studies with others and quickly noticed some overlapping challenges, particularly in note-taking. To gather more insights, we conducted online surveys to learn how people take notes, what their workflow and tools are, and what challenges they face. The observations were clear:
With these core insights, we moved on to the next phase, an approach that can also benefit app developers and mobile app developers looking to solve specific user problems in the Australian market.
In the Define phase, we made sense of our discoveries and focused on the right problem to solve. This phase involves narrowing down our insights until we have a clear design challenge. After reviewing the insights with the Grovemade team, we identified our key challenge: How can we design a better way to capture, review, and store notes? With this challenge established, we were ready to develop potential solutions, much like how app developers in Australia might refine their focus to address the most pressing needs of their target audience.
The Develop phase is about exploring potential solutions with expansive thinking. We worked remotely, running digital whiteboard sessions and sharing sketches and prototypes. One unexpected challenge was finding the perfect notepad paper stock that was both sturdy and functional. After several months of cycles—refining, testing, and adjusting—we settled on a direction: a set of tools that work together, including an updated notepad size, a stand to hold notes, and a divider to store them. This iterative process is akin to how mobile app developers might go through multiple versions of their app to ensure it meets user needs effectively.
The final phase, Deliver, involves turning the prototype into a production model. This phase is where convergent thinking comes back into play. The Grovemade team took over the implementation, finalizing materials, production processes, and assembly methods. They determined the costs and made slight adjustments to the final design and price. After several months, the final product was ready. This stage is crucial for app developers as well, where the focus shifts from design to deployment and scaling.
With the product ready, the next steps involved naming, messaging, and marketing. Naming is critical because it helps define the product’s identity. We named the individual products—Notepad, Display Rail, Vertical Organizer—and the collection as the Note-Taking Kit. The names fit within Grovemade’s existing product lineup and clearly communicate the purpose of each item. Similarly, app developers need to ensure that their app’s name and branding resonate with their target market.
For messaging, we focused on clear and direct language that answers the core questions: What is the product? How does it work? Who is it designed for? And why is it valuable? Our core messaging emphasized that the Note-Taking Kit helps users capture, review, and recall notes, clearing clutter and organizing ideas. This approach is equally important for mobile app developers, where clear messaging can significantly impact user engagement and retention.
What’s the secret to a successful product launch? After wrapping up a recent launch, I’m here to pull back the curtain and show you exactly how it’s done. Whether you’re an app developer, mobile app developer, or entrepreneur in Australia, these insights can help you execute a successful launch strategy.
One of the most critical steps in a successful launch is to start seeding your product well in advance. This is all about attraction marketing—creating content that subtly highlights the benefits of your product long before you officially announce it. This way, by the time your launch day arrives, your audience is already educated and excited about your offering. For example, we began talking about the power of brand voice months before launching our Posse Eye Brand Voice challenge. By educating our audience on the importance of brand voice, we primed them to be ready to buy when the product was finally revealed.
As your launch date approaches, it’s time to shift from subtle hints to a more direct announcement. About 3 to 7 days before the official launch, start teasing your audience with what’s coming. This creates anticipation and excitement, making your community feel like they’ve been waiting for this moment. During this phase, we used omnichannel marketing—sending messages through social media, email, and even running a few paid ads. This ensures that our audience sees the announcement across multiple platforms, increasing the likelihood of a successful launch.
On launch day, it’s all about full-force promotion. I typically run a 7-day promotion for product launches, which includes daily emails to my list, multiple social media posts, and retargeting ads. Email marketing is particularly crucial—over 50% of our revenue from the most recent launch came from email marketing alone. Even if you have a strong social media presence, an email list is irreplaceable when it comes to driving sales. Start building and nurturing your email list well before your launch to maximize your revenue.
The final step in a successful launch is to step up your customer support. A community that feels seen and heard is more likely to stay loyal and continue to buy from you. During launch time, it’s essential to respond quickly to any questions or concerns your audience may have. Whether through social media comments, direct messages, or emails, timely responses can help overcome objections and secure sales. After the purchase, maintaining strong customer support helps ensure customer satisfaction and retention.
Do you remember the day when Slack launched? How about Snowflake, which recently had one of the biggest blockbuster IPOs in SaaS history? Or when Salesforce first hit the market? These companies are now legendary, but their launches weren’t the grandiose, one-time events that many SaaS founders imagine. Instead, their success can be attributed to a different approach to launching—a multi-threaded strategy rather than the traditional linear one. This approach is especially crucial for Australian startups looking to make their mark in the competitive SaaS landscape.
When first-time founders think about launching their SaaS product, they often envision a linear process. You come up with an idea, validate it with some market research, build the product, and then hit the “launch” button. The expectation is that this launch will create a massive surge in users and revenue. However, this approach is fundamentally flawed, particularly in Australia, where the market dynamics can be quite different.
A linear launch is based on assumptions that haven’t been tested in the real world. Founders often fall into the “one-more-feature” trap, continuously delaying the launch in hopes of perfecting the product. This approach can be particularly risky for Australian app developers and mobile app developers, who must navigate a unique market with specific challenges. Waiting too long to launch can result in missed opportunities, as the Australian market is known for its fast-paced tech adoption.
Instead of waiting for the perfect moment to launch, successful SaaS companies take a multi-threaded approach. This means simultaneously developing the product and building your go-to-market strategy. For Australian startups, this approach allows you to test your product in the local market while gathering valuable feedback that can help refine your offering.
A multi-threaded launch involves multiple mini-launches, where you introduce your product to small groups of users over time. This gradual approach helps you avoid the pitfalls of a traditional big-bang launch. By continuously iterating on both the product and the marketing strategy, you can better understand what resonates with your target audience—whether they’re in Sydney, Melbourne, or anywhere else in Australia.
One of the key components of a multi-threaded launch is building your audience before the product is fully developed. Australian app developers can start by creating a mailing list or engaging with potential users on social media. This early engagement helps you build a community that is excited about the problem you’re solving, even before the product is available.
For example, you can start by sharing your journey on platforms like LinkedIn or Twitter, detailing the problem you’re addressing and how your product will solve it. By the time you’re ready to launch, you’ll have a group of engaged users ready to try out your product and provide feedback.
As you introduce your product to more users through these mini-launches, you’ll gain valuable insights into how your product is being used and what features are most important. This is especially important for mobile app developers in Australia, where user preferences can vary significantly from other markets. By collecting feedback early and often, you can make data-driven decisions that improve your product and increase its chances of success.
This iterative process allows you to refine your product based on real-world usage, rather than assumptions. As a result, by the time you’re ready for a broader launch, you’ll have a product that is much more likely to meet the needs of your target audience.
And there you have it—my 4-step launch process. Whether you’re an app developer, mobile app developer, or running any other kind of startup in Australia, these steps can guide you to a successful product launch. Remember to seed the importance of your product, tease what’s coming, promote heavily with omnichannel marketing, and step up your customer support. With these strategies in place, you’ll be well on your way to a successful launch.
For Australian startups, especially those in the SaaS space, the traditional linear launch model is often not the best approach. Instead, a multi-threaded launch strategy allows you to build a better product while simultaneously developing a strong go-to-market strategy. By engaging with your audience early, gathering continuous feedback, and iterating on your product, you can increase your chances of success in the competitive Australian market.
