Perfect Timing for Product Launch
It's important to launch a product when it's ready-- not when you're ready. Unfortunately, you only get one product launch and if you wait until the product is “perfect”, you could end up with a me-too offering--or never launch at all! On the other hand, launch too early and you risk disappointing your customer and damaging your brand. Here are four things to take into account when you are planning to launch your product.
- If your goal is to get the product out, launch when you have enough of a product to leave people with a good first impression. Let the user know that you are still in the learning phase by announcing the product as a “beta.” Target early adopters and invite their feedback.
- Trying to attract investors? You need to create excitement with your product launch. Go when you have the sizzle to attract attention and have enough of the product in place so that you can tell a great story of where it will go.
- If your main goal is growth, you want to be sure you have a great, well-tested product and a growth engine in place before you launch. Then, go big: You want to garner mainstream press to drive first users. You are usually only launching for growth if you are releasing an update to an existing product.