It was a time when I as a Product Manager used to build and launch products for a living. Every single day, I used to remain worried if we were on track to get our product out in time. Every single day, I had new ideas about what we could do to improve our chances of success. This short piece collates some thoughts about product launch strategy which Startups should keep in mind.
The Launch Checklist
- Get people on your Beta list
- Perfect that Onboarding flow
- Set up your Feedback process
- Develop your initial Marketing plan
- Finalise your Play Store/App Store video
- Complete your Media outreach
The Beta User List
A Beta list of ~500 users who are eager to try your product and provide early feedback is absolutely essential for a successful launch. People who sign up for a Beta invite are valuable in two specific ways. They are enthusiastic and try out multiple flows and usually provide feedback. These are also people who are well connected and help spread the word on social media. So keep the share button at a prominent place during the beta launch.
How to get a 500–1000 strong beta list
Getting the word out before you launch is the only strategy I know that works.
Blog — Start work on the blog at T-45 days. The product manager should research and decide 8 to 10 topics for blog posts and distribute among team members. Skilled content writers could be used to get Blogs @ Rs 1–2 perword. The Product team would need to budget 20–30 hours to create and review content.
Social Media Marketing — Once you have a couple of blogs, start posting on Facebook, Twitter and Pintrest if applicable. Also spend about INR 500–750 on targeted Facebook marketing to start getting some traffic on your blog.
Reaching out to your network — This is often ignored by many PM’s but is a great way to get eyes on your product.