Lara GuevaraSupply Chain expert (Product and Service)

3 Dates You Need Every Launch

25 Apr 2026 · 1 min

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Lara Guevara breaks down three dates that matter for product launches: when goods must ship from the factory, when they must arrive at the warehouse, and when production starts. Most people only track the go-live date and miss the earlier deadlines that actually determine if you launch on time.

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Every product launch should track 3 dates. Most brands track only one, the go-live date, but 2 earlier dates determine whether that launch actually happens. First is the in-warehouse date, when the goods must arrive at your 3PL. Second is the goods ship date, when the shipment must leave the factory. Third is the purchase order confirmation, when production must begin. If you only track the launch date, you're missing the upstream deadlines. Open your next product launch plan, add all 3 dates, work backwards from the warehouse arrival date.