What’s the Best Launch Strategy for a Web Startup?


Launch continuously! Seriously, do it over and over again, stop waiting for the perfect moment. Here are all the types of launches you need to know:

1. Silent Launch – This involves making a quick Wix or WordPress website for your business. Many simply make a single-page website stating “coming soon” to get started. You don’t have to share it with anyone just yet. Here’s what you need: domain name, company name, short description, contact form, and a call to action (subscribe button).

2. Friends & Family Launch – You’ve built a prototype. You’ll test a short pitch (tell people your idea) to practice your pitch and refine it. The best thing you can do is watch people use your website, see how they interact with your prototype to get even more feedback. Family, friends, coworkers, anyone as long as you can stand behind them and take notes.

3. Launch to Strangers – You’ve gone from a prototype to an MVP, in other words, a minimum viable product (crappiest thing people will pay for). The main focus of this launch is to find out if people are willing to try and pay for your product/service. As the name implies, you are now targeting strangers.

4. Online Communities Launch – Plan a launch for every community you are a part of. Share your website on Reddit, with Facebook groups, alumni groups, ProductHunt, and any other online community that is relevant to your business. The most success will come by being an active member of those communities. You will definately need a reliable web hosting service provider.

5. Social Media/Blog Launch – Share on social media and with influencers. Build your own communities if you don’t have any followers. Don’t pay for marketing early on, find other creative routes. Do guest posts on blogs for free. Many successful launches started as a blog post or tweet.

6. Request for Access Launch – Companies sometimes get more demand than they can handle after a launch. That’s when you can launch a waitlist for your product/service. Promote ways to skip the waiting line, such as tweeting about your company to skip a few spots in line. Use these kinds of viral elements in your launches, help get people to spread the word for you.

7. Pre-order Launch – Generally done If you are selling hardware or a physical product. Allow pre-orders on your website to get money to actually build your product. This can be a great way to validate demand.

9. Press Launch – This launch is what most entrepreneurs fixate on. You’ll reach out to media/news outlets and pitch your company so it can get covered on websites like Forbes, The Washington Post, and more. You can waste months preparing for this and only have one day or week of fame. *I’ll write a separate post later to fully explain how to do this successfully.

8. New Product or Feature Launch – When businesses launch a new feature or product they often make a big deal out of it. They launch it on news outlets, and then great founders will be in the forums talking to all potential users. Sharing why they were launching it, the problems that they felt it was solving, etc. Sometimes they blog about it or spread the word on social media. They pitch press. Great businesses do this over and over again

Stop thinking about launching as this one moment in time. Don’t spend all your time getting everything perfect for one big launch day. Launching is a continuous process, something you can do over the course of the next few months and throughout the life of your company.

Launch Tips: Don’t use marketing language! Avoid jargon and write like you talk. When posting about your launch try to include: intro to company, what your building, who for, why, and interesting insights.