Roll Out
Roll out is an informal business term for the introduction and integration of a new product or service into the market. A roll out often refers to a significant product release, which is frequently accompanied by a strong marketing campaign, to generate consumer interest. There can also be roll outs of new changes within a company across the board to operationalise a new procedural or structural change.
Types of Roll Outs
Big Bang
A big bang rollout is a major change to a business that occurs as a one-time "cutover.” It is usually high-risk.
Location
An incremental roll out by location. It is when a service is released in a single city as a pilot. Then another release might be made at another location if it was done well in the first location.
Distributing Channels
Rolling out products on a single distribution channel. Then explore partnering with other organisations to help you distribute.
Existing Customers
Offering a new product to existing customers, such as lead users first.
Employees
Launching the product to employees first. For example, a retail location may do one-day special pricing for the staff and their families as a dry run for a grand opening.
Events
Releasing a product or service at an event such as a conference or concert. This can be used to generate publicity and measure reaction.
Invitation
An invitation-only roll out can minimise the scale of a roll out and also generate demand as customers may be curious about what they are missing. It works best if your product or service has many fans.
80/20 Roll Out
Based on the Pareto Principle, 80% of value is achieved with 20% of the work. Roll out incomplete products that are most of the way there.
Split Testing
Roll out different versions and test which works best.
Social Roll Out
Start with an invitation rollout. Allow people to invite their friends — let it expand via social circles.
4 Ways Phased Roll Outs Helps You Launch Better
Accurate Planning
When you think about your product launches in phases, it lets you create a more realistic plan for your team. Each part of the product development process is represented as a phase, from ideation to active development, all the way through to release.
Simple Prioritisation
Iterating through each phase of a rollout systematically helps you see how individual tasks relate to others in your product pipeline. This understanding allows you to prioritise which tasks need to be completed first based on their potential impact and helps you communicate those dependencies to your team.
Clearer Team Responsibilities
Product launches involve a lot of different moving parts, which can be difficult for teams to conceptualise when they’re busy executing on their individual tasks. Creating well-defined phases for any upcoming release makes it easier for your teams to see how their work impacts the project as a whole.
Transparent Progress Tracking with Feature Flags
With phased roll outs, you aren’t expected to make perfect product decisions. When you create separate phases for all the work required in your product launch, it helps you assign more manageable KPIs and objects. When a phase is complete, you look at the overall progress of your project and make any necessary adjustments before moving on to the next stage.
Successful Roll Out Strategies
Conduct Market Research Thoroughly
Before the launch, ensure that comprehensive market research is conducted. Understand the target audience's preferences, needs, pain points, and preferences. It will help in tailoring the offering while ensuring to communicate the messaging for the effective launch.
Develop a Clear Plan
Ensure to outline of the roll out plan is well-defined, with the key milestones, responsibilities, and timelines. Ensure to include the contingency plans for addressing the potential setbacks and challenges.
Communicate Transparently
Ensure the audience is informed on what and when to expect and the benefits associated. Use different communication channels in the right manner. Use social media, press releases, and newsletters, and make sure to reach a wider audience.
Gather and Act Upon Feedback
The continuous feedback from the audience helps to gain insights. It also helps to identify all areas that need improvement. Make sure you show the audience that their input is valued and that you are committed to making the adjustments to build loyalty and trust.
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