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

Should We Launch This New Product?

Last updated 2026-07-29

What is this case about?

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.

Where strong candidates start

  • Assess the market — is there real, sized demand and an underserved need
  • Test strategic fit — does it strengthen the core or cannibalize it, and is that net positive

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