1. Risk Identification Canvas – New Product Launch
Key Uncertainties
Key Objectives
Key Stakeholders
Key Assets/Resources
Inadequate level of people resources allocated to the product launch team
Process failures on day of the product launch
Technical failures on day of the product launch
Quality of documentation provided to the industry analysts on new product
Level of support provided to industry analysts on new product while they are conducting their reviews
Low awareness of the new product within target customers
Loss of experienced team members before the product launch
Reduction in financial investment committed to the new product
Defects within the product launch planning software
Defects within the IT System which will be used by customers to purchase the product
Ads for new product breach one or more regulatory obligations
Level of understanding regarding regulatory obligations on advertising
Potential reaction by competitors before the product launch
Potential reaction by competitors after the product launch
High percentage of current customers purchase the new product
High percentage of current customers do not purchase the new product
Higher than expected demand for the new product after the launch
Lower than expected demand for the new product after the launch
Fraudsters submit fraudulent purchase transactions for the new product after the launch using identify fraud
Hackers disrupt the IT System used by customers to purchase the new product
New marketing methodology being used to understand the customer needs and develop product features
Intentional mis-selling of product to customers
Mis-selling of product to customers due to process failures
Launch the product on 15Nov2016
Revenue of £12 mln from new product within 12 months of launch
Product Manager
Product Launch Team
Product Development Team
Product Testing Team
Marketing
Sales
Advertising agency
New Product Approval Committee
Legal & Compliance Group
Regulators
Current Customers
Target Customers
Industry Analysts
Competitors
Experience within the product launch team of launching similar products
Financial investment into new product
Launch planning software
IT System which will be used by customers to purchase the new product
Loyalty of current customers
Brand value
Relationship with industry analysts
Best Potential Outcomes
All product launch milestones are delivered on time
Product is launched on 15Nov2016 without any incidents
Product receives positive reviews from industry analysts within 3 months of launch
Customers prefer the product in comparison to competitive products
Worst Potential Outcomes
Product launch gets delayed by more than 3 months
One or more incidents occur on the product launch day due to which the launch is cancelled
Product receives negative reviews from industry analysts within 1 month of launch
Customers are unaware of the new product and hence do not consider it when making their purchase decision
Key Constraints/Vulnerabilities
Non-Asset Related
Asset Related
New products cannot be launched in December due to competitive product launches.
Market research methods used to identify needs of the customers
Understanding of regulatory obligations related to advertising of new product
IT System can only handle maximum of 50,000 customers
IT System will be accessible by external parties
Budget for new product launch is £1 mln
Organisation has not launched a new product for last 3 years
Maximum of 110 minutes of TV advertising slots are available

2. Reduction in financial investment committed to the new product
Loss of experienced team members before product launch
Poor quality of support provided to industry analysts while they are conducting the product review
Industry analysts publish negative reviews about the new product
Negative reviews reduces the demand for the new product
Revenue targets for the new product may not be achieved