New product launch “No” isn’t a rejection: it’s a challenge.

The situation
A leading business textbook publisher had a big problem. Though instructors praised its manuscript for a new accounting program, they answered a resounding, "No!" when asked if they'd actually adopt it. This was not only an expensive market in which to publish, it was also one that shied away from first edition products. So, this project was dead…or was it?

The process
O’Donnell & Associates had the solution to this near-death experience: a process that would enable the publisher to fully understand the market and reshape this product. First, we targeted the top 150 schools with large enrollments in this course. Then, focus groups with 30 key decision-makers helped determine the changing market dynamics and provided innovative product ideas. We conducted phone interviews with instructors at over 100 influential schools across the country. This research helped us to shape the product development and marketing plans. Then, as we rolled out the product, we communicated regularly with the participants, and over 55 of them class-tested the product before it was published.

The results
O’Donnell & Associates uncovered what our client needed to know to keep the manuscript alive…and help it thrive. We learned that the course was changing and that the textbook program should be revamped to meet both the needs of traditional and progressive instructors. So, we developed a "transition" book and package that would appeal to the entire spectrum of departmental needs. And, to help instructors make the transition to a more conceptual course, we created an innovative and cohesive package of supplements. By the time the textbook was published, the class tests ensured a fully tested and accurate package, and a large base of committed users. First year sales were 30,000 units.