Executive summary
A playbook for the first 90 days after a market entry decision is signed: who does what, by when, at what spend, and what happens when it slips.
What is inside
What the playbook covers
The asset takes a signed entry decision and walks the launch team through mobilizing it: confirming the mandate, appointing owners, building the milestone plan, phasing the budget, standing up the weekly cadence, writing escalation rules and running three checkpoints, so the day-90 review decides on evidence rather than impressions.
- Scope: from the signed entry decision to the day-90 review
- The mobilization gate that must pass before spend begins
- Workstream structure, owners and capacity commitments
- The 90-day milestone plan and weekly operating cadence
- Action log discipline and escalation rules with time triggers
- Day-30, day-60 and day-90 checkpoints and what each decides
- A synthetic worked example, a failure case and practice exercises