Launching the Software Product in the Russian Market

Modern approaches to the new product launch describe the process in general, without considering the specifics of the market, product and business. This paper presents the case-study of a company that experienced difficulties while launching the software product to the Russian B2B market. The initial business model was tested during selling the product and communicating with target customers. The process of the product testing revealed that the consumers response did not at correspond to the developers expectations. Customer feedback was taken into account when developing two new business models of the product. The assumptions about the product income, based on previous sales, point to a long-term profit. Based on the calculations, it was decided to replenish the team and continue the project. It is recommended to continue testing the business models for four months. In case of unsatisfactory results, the manager should close the project.