Launch Operations
Part of DTC brand partnerships
Agreeing on responsibilities in a co-branded launch
Allocate product, stock, claims, checkout, customer support, IP and closeout duties before a co-branded offer opens for orders.
Before orders open, assign an owner and approval point for every handover, from product approval through fulfilment, support and the last customer case. Agree who pays for shared costs, returns and remedies, and who can pause an offer when something goes wrong.
Describe the sale the customer will make
Record the product or set, the seller shown at checkout, who receives payment, where stock is held, the dispatch route and the customer help contact. If both brands sell through their own stores, document each route separately. Make the applicable seller, price, delivery terms and support path clear to each customer.
Under the Australian Consumer Law (ACL), businesses selling goods and services must meet consumer guarantees. For a major problem with a product, a customer can reject it for a refund or replacement, or keep it and receive compensation for any drop in value. For a minor problem, the seller chooses whether to repair, replace or refund it within a reasonable time.
Name the customer-facing case owner and who can approve each remedy. The seller must provide any remedy owed to the customer; the brands can agree between themselves how to investigate fault and allocate remedy costs or reimbursement, without delaying the customer’s case. The ACCC informs businesses and consumers about consumer guarantees but does not resolve individual disputes.
Consumer Rights Under Australian Consumer Law (ACL)
- Minor problem with productSeller chooses repair, replace or refund within a reasonable time
- Major problem with productCustomer can reject for refund or replacement, or keep and claim compensation for value loss
- Who provides remedyThe seller must deliver the remedy; brands may agree internally on cost allocation
Assign an owner and an approval point
| Work | Decision to record |
|---|---|
| Product and packaging | Who approves the final specification, samples, instructions and changes? |
| Claims and creative | Who supplies evidence, approves copy and can stop an unsupported claim? |
| Stock | Who owns components, reserves units for orders and reports shortages? |
| Checkout and dispatch | Which business accepts the order and confirms carrier handover? |
| Customer cases | Who replies, authorises a remedy and investigates a possible defect? |
| Finance | How are costs, proceeds, refunds, unsold stock and write-offs allocated? |
For every handover—from product specifications and claims through checkout, dispatch, support and closeout—name the responsible person, the evidence they approve and a deadline. Give the other brand a review right where its product, mark or customer promise is affected. Hold the affected offer while a material claim or specification is unresolved.
Agree what happens if an approver is unavailable or the brands disagree. Name a senior contact at each brand, set an escalation deadline and keep the affected offer or claim on hold until the decision is approved.
Key Responsibilities in a Co-Branded Launch
- Product and packaging approvalWho approves final specs, samples, instructions and changes?
- Claims and creative controlWho supplies evidence, approves copy and can stop unsupported claims?
- Stock managementWho owns components, reserves units and reports shortages?
- Checkout and dispatch handoverWhich business accepts the order and confirms carrier handover?
- Customer case ownershipWho replies, authorises remedies and investigates defects?
- Finance allocationHow are costs, proceeds, refunds, unsold stock and write-offs shared?
Set brand and data permissions
State which names, logos, images and product descriptions each business may use, on which channels and dates, and how old creative will be withdrawn. Identify background IP, project IP and any third-party IP. Agree who owns and manages project IP, what rights each party has to background IP, and obtain the third-party owner’s agreement before using its IP.
Identify who collects customer details for an order and which other business needs them for dispatch or support. Access needed to fulfil an order does not itself permit the other brand to add a person to its marketing list.
If either brand proposes to use customer details for marketing, name who checks the applicable privacy obligations and permissions before data is shared or used. Agree who manages those permissions and customer requests, and who keeps the evidence of permission.
Agree on exceptions and closeout
Write a route for a late component, wrong item, disputed claim, possible safety issue, return or data incident. For each, state who can pause sales or creative, who leads the response, who contacts affected customers and when the partners update one another. For a data incident, assign an owner to contain it and assess any applicable notification obligations.
Check product-specific safety and information requirements for the actual goods before release. Agree who coordinates the response to a safety concern and who checks whether further action is required.
Set a review and closeout date, and allocate costs, refunds, returns, remaining stock and write-offs between the brands. Name an owner for each open order and customer case after promotion ends, and keep ownership assigned until the last case is closed. State who handles customer questions and unsold stock at closeout.
