David Coursey

Product Launch Support Services

Our product launch was a real mess and David drove getting it fixed -- Director Worldwide PR

For more than 25 years,ou I have been reviewing technology products for some of the industry's top publications, websites and blogs. At my conferences, I helped launch companies and products that became household names and changed the industry.

I've seen good products, bad products, and good products made to look bad. That's something I can prevent.

I've always liked and respected your honest approach to reviewing products -- PR Account Manager.

Responding to requests, I've recently begun helping product and PR teams prepare for successful launches. Specifically, I look at the product, the reviewers' guide, press releases, slide decks – everything the media or public will see about the new product. Then I react to it the same way a reviewer, blogger or customer will – except I do it confidentially, as far ahead of the launch as possible, and with the intent of helping you prevent unexpected issues.

This is something I've done informally over the years, mostly for companies presenting at DEMO or my other conferences, or for friends. Lately, I've been getting calls from other companies asking for this sort of help, and I am happy to provide it. I like doing it, love helping companies improve their products prior to launch, or at least help them to be better understood, and I have had a lot of success solving product launch problems.

If you think I'm tough, the marketplace is much tougher – and offers no second chances. I help launch products right the first time -- David Coursey

About the Service

This service is completely confidential, explaining why you won't see a client list or names on the quotes. Sometimes my involvement is so confidential that I work for a single executive who wants an external perspective and may not have the time or experience which I have.

Other times, I work for the product manager and team, PR manager and team or some combination of both. Occasionally, I work with writers. I am often hired through a PR firm. Whatever works for the client and helps us both do our jobs successfully, I will do.

I generally charge by the hour and the cost is less than many customers expect.

David brought a reviewer's perspective to our product, something we couldn't do ourselves. His comments helped us explain the product more effectively and make corrections to our reviewers' guide and press release -- Software Product Manager

What I Offer

The easiest way to talk about the specific services I offer is to talk about what I've done recently. All of the items listed were done for a single client and a single launch of an update to an existing product.

I was brought in to provide a "reality check" for an important new feature. Was it all the client claimed? Would it be a big deal to reviewers? Most important, how could the client explain the new technology in a way that is exciting, but also factual and easy for reviewers to explain to readers?

The project ran for about two weeks, ending with the beginning of the launch tour. My involvement began with the reviewers' guide and comparing it to the product itself. Together, we worked to craft language that described the key new feature – which will be more important in the future than it is today – and why it mattered to customers.

We added many proof points to the material, better supported various claims and added some technical description to help reviewers and analysts better tell the story. I was involved in multiple rewrites of the launch materials, preparation of slide decks and finding some surprises hidden in the product itself.

It was a great deal of work, but also very satisfying to help the client present an important and exciting product in the best light possible – without overstatement and in a way that spoke the language of reviewers and analysts and met their needs.

I should mention that this was an international software company with a experienced and very talented staff. There are times when an outsider's perspective can be very helpful, even when experienced people are preparing the launch.

On other occasions, I have worked with much smaller companies and start-ups. Sometimes I work behind-the-scenes for a PR firm and the client may never hear my name.

Specific Services Offered

• Product Evaluation – What will a reviewer like and dislike about your product? What won't they understand? I have the experience and outside perspective to help you figure these things out.
• Positioning for Reviewers and Analysts – What is the best way to explain a new product? How do you put your best features forward and stand out against the competition?
• Competitive Analysis – Speaking of competition, how does your product really compare, from a reviewer's perspective?
• Product Demonstration – Does your demonstration show the product to its best advantage? Unless you've been showing it to trusted outsiders – with reviewer experience – you are almost certainly missing key elements necessary for success.
• Editing/Comments/Rewriting – Give me your reviewers' guides, your releases, your features that defy easy description. I'll defuse the logic bombs, turn company-speak into reviewer and customer language and whip these important documents into shape. Slide decks, too.
• Mock Interviews – Isn't it better to have me grill your spokespeople before they hit the road? The people they meet play for keeps. I'm there to help.
• An Outsider Perspective – When a team of people have been working closely on a project, they may be too close to the project to spot something that an outsider will see right away. I always see things my clients missed. I don't know, and don't need to know, how the process got to that point, but I see the results – good and bad.
• The Blame Game – As an outsider, I don't really care about your company's internal politics. I see what a reviewer, analyst or customer will see. But I see it early enough so you're able to fix it before it gets to the public.
• Covering Your Back – I work to look after the interest of my client. The best surprise, it's been said, is no surprise. My goal is to keep my clients from being blindsided, regardless of whether the source is internal or external.
• There is more, of course, but that is a good sampling of what I offer.

When To Contact Me

I have worked with companies starting a few months to a few days before a product launch. If you are looking for help fixing or improving the product itself, that takes time. If you just want to fix the pitch, that can be done on a shorter deadline. I am happy to join your team whenever you choose.

How to Contact Me

You can send e-mail to me using this contact form or by clicking on my e-mail address (david@coursey.com). You can also call me at 209-740-7515, which is probably the best and easiest way to reach me.

I generally bill by the hour and am happy to work through PR firms for their clients or for the clients directly. I also work for venture capital firms for their clients.

Let's Work Together 

I love helping companies launch their products and services. I am passionate about helping to get the message right and tell the product story in the most effective way possible. I look forward to hearing from you and discussing how I can help make your launch even more successful.