Lecture Lessons: Launching a Product 101 with Nik Sharma
Lecture Lessons provides actionable takeaways from our Trends Lectures series. This entry is based on Nik Sharma’s Product Launch 101 webinar. You can find him at Sharma Brands, follow him on Twitter or contact him via text (917-905-2340).
As an operator, investor and advisor, Nik Sharma has worked with leading names in the direct-to-consumer (DTC) space including Hint, VaynerMedia, Judy, and Haus.
In this article, we’ve gathered the most actionable insights and resources (there are a lot) from his Trends Lectures Product Launch 101 webinar including:
- An overview of earned, owned and paid media
- How to be ‘native’ to each social platform
- How to do cold outreach for press and influencers (sample messages here)
- How to make effective FB/Instagram ads
- How to make effective Google ads
- How to track your audience (Measure by Quantcast)
- How to optimize your landing page to convert
- How to put together the ideal DTC tech stack
- How to prepare your pre and post launch emails (email cheat sheet here)
- How to ensure influencers properly rep you brand (influencer cheat sheet here)
- How to work with influencers (influencer tracking sheet here)
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Don’t press snooze on this opportunity: sleep supplements
The signal: As meditation becomes mainstream, people may be surprised to find that searches for sleep apps double their meditation counterpart. As people invest in getting a better night’s rest, there’s opportunity abound, including physical products like weighted blankets or premium PJs, supplements, popular insomnia drugs having their patents expire, companies paying their employees to sleep better, marketing for sleep specialists, or online sleep education (ex: sleep apnea test has 27k searches per month).
The alternative milk market is getting frothy
The signal: As more people wave goodbye to dairy, alternative milk is slowly taking over; it has already cornered 13% of the market. With the exception of soy milk, all of the alt-milks have been on the up, with some of the newer entrants including hemp milk and pea milk. Other alt-products are getting attention, including cashew cheese, with 18100 searches per month.
Capitalizing on the Airpods market, making more money than Shopify
The signal: Since killing the headphone jack, Apple has graced the world with AirPods, which did an estimated 60m units in 2019. That means AirPods alone are bringing in approx ~$10b in revenue, more than Twitter, Shopify, or Spotify, to name a few popular tech giants. Opportunity lies in Apple opening up SiriOS or the wave of iPhone accessories (including cases, cleaning kits, hooks, and keychains) which have shown “hockey stick” growth alongside their hardware predecessor.
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