- A marketing launch establishes your positioning.
If you don't know what the right positioning is for your company, do
- When you launch
with the wrong positioning, you have to spend extra effort and money
later cleaning it up.
course, we didn't realize it was a blunder at all. We were actually
really proud of the positive coverage.
- You have to know your business model. Most
startups launch before they've figured out what business they're in.
- You never get a second chance to launch. Unlike a lot of other startup activities, PR is not one where you can try it, iterate, learn, and try again. It's a one-way event, so you'd better get it right.
Nivi adds his take to the meme.
When I think about it, we never launched SelectMinds. Our PR effort began after we had our product and first few customers. Afterwards, it was introductions of new features or releases, but never a formal launch.
In contrast, we launched formally at Mondus. It was a difficult task since we did not necessarily have easy references to explain what Mondus was about. Then came Facebook and everything changed. However, the loud launch made the option of switching strategic direction a very tough one.
So, I think Eric makes a great point.