As a teacherpreneur, you’ve likely spent countless hours developing your library of products. As a tutor, you’ve carefully created service packages and resources designed to make a difference for your students. Many TPT sellers stumble into the sales space after creating essential resources for their own classrooms, but then what?? How do you effectively promote your content, introduce new products, or highlight limited-time offers and sales? You need to create a strategy and product launch checklist that you can use over and over again.
Launching new products and limited-time offers can be exciting, but also intimidating for those of us who don’t have backgrounds in business or marketing. Many of us stumbled into accidental entrepreneurship after creating resources for our own classrooms, or watched our “word of mouth” tutoring hobby become a full-fledged business. Now there are so many business tasks needed to keep your business moving forward – this is where standard operating procedures, templates, and a product launch checklist really shine!
Product Launch Checklist and Strategy Tips
When you first started your teacherpreneur business, you likely created a resource, posted the resourced, and hoped to hear cha-chings from your TPT app. However, so much more goes into a successful product launch. The larger your launch (and investment into its creation!), the more prep you need to promote it successfully.
As you develop your product launch checklist, you’ll need to think about:
- Understanding your audience and their needs
- Analyzing data from past sales
- Creating your actual product, service, or offer
- Setting clear launch objectives
- Choosing the right platforms
- Building anticipation and excitement
- Writing your marketing messages and create photos/images for them
- Collecting social proof
- Implement effective sales strategies (email marketing, paid ads, etc.)
I know that seems like a lot, and it is! But it’s worth the time and effort to develop a strategy and blueprint for success that can be recycled and refreshed in your future product launches and sales. Once you create your brand’s standard operating procedures, it will save valuable time and make it easier to outsource steps (if that’s what you decide to do).
You can download these steps for future reference at-a-glance here.
Understand Your Audience and Analyze Data
When we transition from creating resources primarily for our own classrooms (or a hobby) and move into true business ownership, we have to start thinking about what other teachers, parents, or schools need. What are their pain points? What’s on their curriculum calendar right now? As a teacherpreneur, you aren’t creating products or providing services for yourself; instead, you’re catering to the needs of your audience.
You’ll need to complete market research and analyze data for best results. Not only do you need to research what your audience needs, but also when they need it. Think about:
- Who your audience is
- What challenges they’re facing
- What they’re currently looking for (think of season and time of the year)
Engage in activities such as:
- Focus groups
- Social media listening
- Analyzing education trends
- Monitoring feedback on similar products (yours or competitors)
- Using your google analytics for market research
THEN you can craft launches and offers that actually resonate with your intended audience.
For example, you might be passionate about creating lesson plans for biology. However, most of your audience actually prefers your lesson plans for SAT prep (as evidenced by your sales data and product reviews). If you create new products focusing on your own passions rather than what your audience wants, you’ll likely miss out on revenue.
Here are more examples of understanding your target audience:
- Most math teachers start the year with place value, so those product launches or sales typically happen in August/September.
- Tutors will often see an increase in inquiries in October after parent-teacher conferences raise concerns and then again in May as families work to prevent summer learning loss.
- March is the most popular SAT date, so tutors often see a first quarter influx in new students as they begin intense three-month prep.
Create Your Product and Launch Timeline
With that data in mind, it’s time to create your new product or service. You’ll also decide when to launch it AND when it should be added to your future marketing calendar.
Create Your Product or Service
To create a compelling product or service, you need to solve or address a key pain point while providing substantial value. This goes back to knowing your audience extremely well.
If your target audience is teachers who are struggling with engaging digital resources, your launch should focus on providing interactive, curriculum-aligned educational tools that make learning fun and accessible. It’s also important to differentiate yourself from your competition by leveraging your unique approach or innovative techniques. How you can offer a more comprehensive product than your competitors?
Knowing your audience and competition well will help you identify what’s in demand and how you can enhance your audience’s experience without being just another product on the market.
Time Your Launch
After you’ve created your product or service, the next step is to create a compelling launch for it. I recommend paying careful attention here as part of your product launch checklist to really get the timing right!
I typically recommend creating products a few months before the ideal time to use them. This gives you time to not only complete the product, but also market it effectively. If I complete a product outside of the ideal timeline, I note that ASAP so I don’t forget later. For example, maybe I have extra time and finish a place value product in December (which isn’t the ideal time for place value). I’ll list the resource in my store immediately, but I’ll add a note in my calendar to heavily promote it in August.
Set Clear Launch Objectives Based on Data
The launch process will become a cycle. You’ll analyze data from previous launches to decide what to create next, refining your product launch checklist as you go. You’ll also study what worked (and what didn’t work!) in the promotion phase to make better decisions going forward.
First, we’ll go back and look at previous data. However, going forward you should create clear objectives and diligently collect the needed data in real time for all future launches. This will make analyzing your data much easier long-term! Once you establish specific, measurable goals for your sales launch, you can create a framework to use and refine for each product launch or sale.
The data you measure when running sales or launching a new product helps you get to know your audience and see whether the offer resonated with them. You might look at the numbers in your data and feel intimidated; however, don’t be!
Here are some questions to ask yourself about your previous launch:
- What were your overall views and conversion rate from them?
- What was the total value of the launch?
- What drove the most engagement?
- How did the customers interact with your website to find this offer? Did they go through Google, social media, the sidebar, search function, highlighted products, etc.
- How did this specific product differ from similar ones? Think price point, format, size, etc.
- Which offer in the last year saw the highest conversion?
Answering these questions will help you refine your future launch strategy. Each campaign should be turned into a learning opportunity and a stepping stone towards future success.
Choose The Right Platforms
There are a variety of platforms for teacherpreneurs, so you should spend some time deciding which one(s) to use. For example, you might opt to list your new educational resource on TPT, Etsy, and your own site store.
If you list on multiple platforms, you’ll also need to decide which one(s) to drive traffic to in your marketing efforts.
Build Anticipation and Excitement
You’ve polished your new product or service and are ready to promote it, but how will you get more eyeballs on your offers? By creating buzz around your upcoming product launch or sale!
A product launch is a little bit of an art and a little bit a science. A successful launch combines anticipation, engagement, and strategic communication with your audience. Here are some examples of how to create buzz:
- Teaser campaigns: Release small bits of information or images about the product to pique interest (sneak peeks!).
- Social media countdowns: Use your social media platforms to create a countdown towards a launch date.
- Exclusive previews: Offer exclusive previews or even beta access to a selected audience group (incredibly impactful if they have a large following!). Alternatively, you can select an audience through a contest or pick your most loyal customers. Giving someone early access gets them to talk more about their experience.
- Email marketing: Use your email list to send exclusive information about your launch. You can include sneak peeks, behind-the-scenes, early bird offers, etc.
- Webinars or demos: Showcase your product, do a Q&A, and directly engage with potential customers.
- Partnerships: Consider partnering with others in your niche for cross-promotion opportunities.
Write Persuasive Marketing Messages
Now it’s time to create the marketing for your new launch. Persuasive language and storytelling are both key tactics for your marketing messages. When crafting the messages for your offers, don’t focus on listing the features. Instead, focus on how to solve problems. Keep the language relatable and highlight the transformative impact of your product or service. Your story should evoke a sense of need, urgency, and curiosity. You’ll use this messaging in the product description, blog posts, social media posts, emails, and landing pages. Also spend time creating strong CTAs to prompt purchases.
In a digital space full of choices (and competition), social proof is another powerful way to build trust and credibility. Carefully curated reviews can build relatability for your resources. As potential customers read reviews from other teachers in their grade level or subject area, they’ll feel more confident that your product will meet their specific needs. When you’re selecting which reviews to showcase, choose the ones that highlight your product’s best features and how it has made a real difference in their educational setting.
The goal is to let your potential customers see that others, just like them, have not only used your product, but also immensely benefited from it. THAT is the real-world validation they need when moving through your sales funnel.
You can learn more about how to grow your business with customer reviews in this post.
Implement Effective Sales Strategies
Now that you’ve spent the time to research, create products, generate excitement, and design marketing collateral, it’s time to do everything you can to sell, sell, sell! In addition to promoting your offers on your website and social media, you can also use email marketing and paid ads.
Ideally, every single product you offer should be worked into your blog posts. When you launch a new product, edit relevant old blog posts with the new product information. Don’t have a place to work your product in? Brainstorm a new post and publish it ASAP! Even if you have relevant older posts for your new offer, you can still generate new blog posts for it as well.
I’ve shared a lot about email marketing on my blog because I truly believe it’s one of the BEST ways to market. With email, you can speak directly to your ideal customers. Here are some best practices to keep in mind during your product launch.
The first step in creating engaging emails is crafting enticing subject lines, which will determine whether your email is opened or trashed. Your subject lines should spark curiosity, either in the form of inspiration or fear (FOMO). This will make open them irresistible.
Here are a couple examples where you’re either inspiring them to do better or creating a fear of missing out (FOMO) that will make it impossible for them not to click.:
Inspirational: “Transform your classroom with THIS latest reading innovation.”
Fear: “Last chance: Grab THIS reading must-have before the price goes up!”
Email segmentation is used to send personalized emails. You use segments to divide your email list into specific groups based on criteria, such as:
- Grade Levels
- Purchasing behavior
- and more!
Adding that personalized touch will ensure your content is relevant to each customer’s interests and needs, increasing engagement rates and conversions. You can learn more about email marketing segmentation in this post.
When you’re creating your email marketing plan, it’s important to remember that your email list acts like a sales funnel (in addition to one-time promotions or launches). Different emails should be crafted for different stages of the customer journey, from awareness and interest through consideration and decision-making.
You can read email sequence tips to boost your sales and engagement here.
All of your offers should also be pinned to Pinterest. You can experiment linking some pins directly to your sales page/product listing, but also make sure to pin the blog posts you created to generate interest as well.
Create marketing collateral for your social media accounts. Create a variety of static posts, carousels, reels, and stories. It’s easier to batch this content all at once, but drip it out instead of publishing everything all at once.
Using paid ads can be intimidating even for experiences business owners, but it doesn’t have to be! Paid ads can be a game-changer for you as you promote new product launches and sales.
With Meta Ads, you can tap into a large network of educators, parents, and students by targeting their interests, behaviors, demographics, and even connections. This allows you to tailor your ads and get in front of the exact audience you want! For example: You can target anyone interested in educational technology, specific teaching methods, or professional development alongside engaging images or videos of your products in action on the ad.
Google Ads, on the other hand, offer the power of search-based marketing. These ads target specific keywords related to education and your products. This can be especially useful for product launches as you target keywords your audience is searching for.
Both Meta and Google ads have powerful analytics tools that allow you to track the performance of your ads in real-time. This means you can easily refine your strategy and keywords to adjust your advertising budget.
Want to learn more about Ads? I created a free paid advertising 101 guide here.
Successful Product Launch Support
Even with experience, successfully launching a new product or offer you’ve been anticipating can be challenging. Each launch requires strategic planning and effective messaging, which takes a lot of time! Understanding your audience and their needs is key as you develop the entire launch plan, but besides having the right strategy and product launch checklist you ALSO need the right tech in place.
I can help you with that! I offer:
- Online store set-up
- Sales page design
- Newsletter start up support
- You can even have me as a team member for an entire year of support to make things even easier as you refine your procedure and product launch checklists. You’ll receive my professional advice for the steps you need from research to creation to copy to photos to launch to evaluation, etc.!
Interested in working with me? You can learn more about my experience here. I can help you develop standard operating procedures and a product launch checklist for your next TPT or tutoring business launch. Let’s create your successful business together!