The Launch Readiness Model exists to answer a single question with evidence rather than optimism: is this product ready to be put in front of a manufacturer, a distributor or a buyer? It is applied in every Founder Launchpad engagement, and each dimension is given a green, amber or red score so that the weakest part of a launch is visible at the outset.
The five dimensions
1. Product strategy
The first question is whether the proposition is distinct enough to earn a place in the category. That covers format, size architecture, claim structure and, above all, substitution. What does the shopper stop buying in order to buy this? A product that answers only in terms of quality, rather than occasion, price or availability, is usually not yet ready.
2. Supplier brief
A specification has to be complete enough for a manufacturer to quote accurately, and consistent enough for competing quotes to be compared. Incomplete briefs rarely produce cheap quotes. What they produce is a set of numbers that cannot be compared, which removes the founder's ability to negotiate and often surfaces as variation claims later in the relationship.
3. Pricing & margin
The test here is whether the numbers survive the full commercial chain, and cost price is only the first figure in it. Landed cost, warehousing, distributor margin, retailer margin, trade spend, promotional depth and frequency, and returns or wastage all sit between ex works cost and the shelf price. A margin that only holds at full price will not survive the promotional calendar.
4. Packaging hierarchy
Primary, secondary and tertiary packaging have to stay coherent through the whole chain. Carton quantities, pallet configuration, shelf ready presentation, freight efficiency and the physical behaviour of the pack in a distribution centre all follow from decisions that are usually made for aesthetic reasons and paid for operationally.
5. Path to market
The intended channel has to match the volume, cash cycle and service capability the business can sustain. Grocery, independent retail, food service, direct to consumer and export impose very different demands on working capital, forecasting accuracy and service levels. The correct channel is the one the business can service reliably, which is rarely the one with the largest theoretical volume.
How the scoring works
| Score | What it means | Implication |
|---|---|---|
| Green | Evidenced, documented and able to withstand external scrutiny. | Proceed on this dimension. |
| Amber | Work exists but has gaps a manufacturer, distributor or buyer will expose. | Close the gap before committing capital. |
| Red | Unresolved, undocumented or based on untested assumption. | Material risk to capital. Stop and resolve. |
The overall readiness position is set by the weakest dimension rather than the average, because a single unresolved dimension is enough to sink a launch that is otherwise sound.
Where the model is applied
The Founder Product Review scores all five dimensions and returns a prioritised action list. The Supplier & Launch Readiness Pack closes the supplier brief, pricing and packaging dimensions with delivered artefacts. The Product-to-Market Advisory carries all five through to first commercial order.
Common questions
How is the Launch Readiness Model scored?
Each of the five dimensions receives a green, amber or red score. Green indicates the dimension is evidenced and ready to withstand external scrutiny. Amber indicates the work exists but has gaps that will be exposed by a manufacturer, distributor or buyer. Red indicates the dimension is unresolved and represents a material risk to capital. The overall position is set by the weakest dimension, not by the average, because launches fail at their weakest point.
Why five dimensions and not more?
Because five is the number that can be held in a founder's head and acted on in sequence. Longer frameworks produce documents that are read once. The five dimensions were chosen because each one controls a decision that becomes expensive or irreversible once capital is committed.
Can I assess my own launch against the model?
Yes. A self assessment of twenty statements is available as part of the discovery process, and it returns a score out of one hundred across the five dimensions. It is intended as an honest first read rather than a substitute for external review, since the most common failure in self assessment is scoring the supplier brief on intent rather than on what is actually written down.