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Financial Services & Insurance | New Business & Product Launches

The Launch Assessment

A fixed-fee, fixed-scope engagement that pressure-tests a new product, platform, or channel before real money moves. Two to three weeks, ending in a go / no-go recommendation and the evidence behind it.

How It Works

01

Frame the question

Define exactly what's being decided: the opportunity, the constraints, what a yes would commit the organization to, and what evidence would justify a no. Most internal debates go in circles because this step never happens.

02

Test the opportunity

Market sizing and segmentation, unit economics, competitive dynamics, and demand smoke tests — real signals from real buyers where possible, not just desk research.

03

Stress the assumptions

Every opportunity has two or three assumptions doing all the load-bearing work. Find them, test them, and determine what happens to the economics when they bend, surfacing the key challenges and risks identified along the way.

04

Deliver the answer

A go / no-go recommendation, delivered in a live working session with the evidence, the risks, and — if it's a go — what the path to approval and launch looks like.

What It Covers

Market and Demand

  • Market sizing and segmentation: how big the opportunity actually is and where within it to start
  • Demand validation: smoke tests and buyer signals gathered before the build, not after
  • Competitive landscape: who's already there, how they win, and where the openings are

Economics

  • Unit economics: CAC, LTV, payback period, and margin by channel
  • The financial shape of the business: what it costs to build, what it returns, and when
  • Sensitivity: which assumptions matter most, and what happens when they're wrong

Feasibility

  • Regulatory and compliance exposure: the requirements that shape what can be built and how fast
  • Distribution fit: whether the channels available can actually reach the buyer economically
  • Organizational readiness: what the launch would demand of the company, and whether it's there

What You Get

A straight answer. A go / no-go recommendation with the evidence behind it. If the opportunity doesn't hold up, you'll hear it plainly — and you'll have spent weeks finding out, not quarters.

The kill criteria. The pre-agreed conditions under which the answer is no, along with the key challenges and risks identified — written down while heads are still cool and useful long after the engagement ends.

A running start. If it's a go, the Assessment flows directly into the Launch Blueprint: the analysis becomes the foundation of the business case, and no work is repeated.

Weighing a launch?

If you're deciding whether a new product, platform, or channel is worth real money, let's talk. In 30 minutes I'll tell you what I'd want to test, how long it would take, and whether an Assessment makes sense.

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