Go-to-Market Plan for Releasing a New Anthropic Product to Current Customers

You are a PM at Anthropic, and the company is about to release a new product. How would you launch it to the people who already use Anthropic's products? ```hint Not one audience Anthropic's current users arrive through different products and want different things from a launch. Decide who should get the new product first, and how each group would hear about it, before planning tactics. ``` ### Clarifying Questions - What is the new product, and does it extend Claude (a new capability in the apps or the API) or stand on its own? - Which existing users is it for: individuals on the Claude apps, developers on the API, business and enterprise customers, or all of them? - How is it packaged: included in current plans, sold as an add-on, or priced separately? - Are there limits that should shape the rollout, such as compute capacity, required safety reviews or a fixed announcement date? ### What a Strong Answer Covers - A clear launch goal and a reasoned choice of which existing segments get the product first - Readiness work before the announcement: safety and policy review, capacity, pricing, documentation, support and admin controls - A staged rollout with gates between stages, and messaging and channels tailored to each segment - Launch metrics from awareness through retention, plus guardrails on reliability, safety and the existing products - Named risks such as capacity shortfalls, misuse, confusion with existing features and cannibalization, each with a mitigation ### Follow-up Questions - Demand in the first days far exceeds the capacity you planned for. What do you do? - How would the launch to enterprise customers differ from the launch to individual app users? - A few weeks in, many users have tried the product but few come back. How do you find out why?