When to go for marketing launch
Most of the startups i came across recently are confused about the product launch and marketing launch, They assume product launch and marketing launch is one and the same.
In simple words product launch is making your product available to the customers in the public, no alpha/beta customers while marketing launch is announcing a product, start the PR activities and kick off marketing activities.
Company adopt the launch strategy which suits their business and fits well in their business plan. For example Taggle internet ventures started off with PR campaigns and marketing activities before launching the product. Their objective was to build the sales pipeline before launching the product.
When to go for marketing launch
A marketing launch establishes startup positioning. If you are confused or don’t know what the right positioning is for your startup, do not launch. When you launch with the wrong positioning, you have to spend extra effort and money later cleaning it up
Startups have to know their business model. Most startups launch before they figured out what business they are in. Always pay attention to your fundamental driver of growth. If the product needs to be tweaked for better conversion rate, do it before the launch.
Startup should know what the success metrics are for the launch. If you are confident on your strategy you will definitely know the success metrics.
-Hitesh, vcBytes.com
