Product & Growth · Product Strategy · Medium · 25-35 min

Should We Launch This New Product?

Should We Launch This New Product? is a medium Product & Growth product strategy case interview that runs 25-35 min. A software company has built a new product adjacent to its core and must decide whether to launch, and if so, how to go to market. A strong answer works through 5 phases: Assess the market; Test strategic fit; Check feasibility and the GTM motion; Model the economics; Decide go / no-go with a launch plan or the conditions that would change the answer.

Last updated 2026-09-05

The brief

A software company has built a new product adjacent to its core and must decide whether to launch, and if so, how to go to market. Engineering loves it, but it's unclear there's real demand, it could cannibalize the core, and the go-to-market motion is different. You advise on go / no-go and the launch plan.

How to approach it

  1. Assess the market — is there real, sized demand and an underserved need
  2. Test strategic fit — does it strengthen the core or cannibalize it, and is that net positive
  3. Check feasibility and the GTM motion — does it match the existing sales/distribution model
  4. Model the economics — pricing, expected adoption, payback
  5. Decide go / no-go with a launch plan or the conditions that would change the answer

What a strong answer does

  • Validates demand before getting excited about the product itself
  • Confronts cannibalization head-on and judges whether it's net-positive
  • Checks whether the GTM motion fits or requires a new capability
  • Sizes adoption and economics rather than assuming success
  • Gives a clear go/no-go with conditions, not a vague 'it depends'

Red flags interviewers score down

  • Recommends launch because the product is good, without validating demand
  • Ignores cannibalization of the core business
  • Assumes the existing sales motion will sell a different kind of product
  • No economics — just enthusiasm

Cases are written in each firm's style, written and reviewed by working consultants; they are not the firms' own published cases.

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