It depends what you mean by “launch”. Eric Ries says,”Don’t Launch“. What he means in a long-ish post is that there are two different things an entrepreneur may mean when they talk about launching something new. One is release of the product itself to the market. The other is the announcement of what’s new to media, analysts and the rest of the interested business community. Ries maintains that, although commonly they are done simultaneously, they don’t have to — and in fact shouldn’t — happen together. Since he’s writing in his “Lessons Learned” blog, and he has years of experience in startups and the venture world, he’s telling us something important.
Launch your product first, according to Ries, and only hold your marketing launch when you:
Have a strategy for the launch
Know how you’ll measure launch success
Know that your growth model makes sense
Know who you want to communicate with in the launch
Tip of the hat to Twitterer @donnawhite for directing me to this insightful blogger.