Entrepreneur Myths: The Perfect Startup or Product Launch

I changed my mind about the market launch of one of the startups we are accelerating. I thought about pushing the launch date slightly because I wanted to launch it perfectly. Despite my experience of being an entrepreneur and venture capitalist, I almost fell into the trap of delaying the launch. It happens to every entrepreneur. You focus on launching that perfect launch. I guess we all, deep down in our entrepreneur subconscious mind, are looking for that perfect storm.

The perfect launch correlates to making that perfect product, that perfect version of your software app, that perfect book where there are no typos, or that perfect ____________________, (please fill in the blank because I know you have done or tried to do the same).

This is different than the concept of feature creep, because you’re not adding more features. Instead, you’re trying to make the features you have become even more perfect. Or, you’re trying to make sure all your marketing and publicity efforts are set in place perfectly.

There's nothing wrong with wanting to achieve perfection in your products and services. I am all for it. But when it comes to launching them into the marketplace, I really don’t believe there is such a thing as the perfect launch. You can always do better no matter how perfectly you launch something.

Look — I've launched a lot of products and startups in my life. As an entrepreneur and venture capitalist, I have never seen a perfect launch. There is always something that will go wrong or some element of the launch that you could have done better. And if you’re a perfectionist like me, you'll notice imperfections that others won’t — and you won’t be happy with yourself because you made the errors.

Your launch of the startup, product, service, idea, etc. takes time and preparation. Unlike some of the other business development processes, there is uncertainty associated with the level of success of a launch. If you want to execute a perfect launch where everything goes gangbusters, everything has to be like a perfect storm.

Oh, yeah — if you have not seen the film The Perfect Storm, don’t waste your time. I hated this movie because it wasted my time. Everyone dies during the perfect storm, so you could say that I don’t like bad endings in films. The same applies to launching your idea.

You don’t want to have a bad startup launch, but by the same token I see too many entrepreneurs place too much emphasis on expecting a startup launch to be where everyone just opens their eyes and drops their jaws to the floor to say, “Wow, this is incredible. I must buy it.”

I know … I know … you most likely use Apple as an example of launching products successfully. But if you recall the initial launch of their iPad, it wasn’t received with enthusiasm. It was more like skepticism. Sure, Apple is better at launching products than most companies but they are not immune to having imperfect launches. Do you remember Newton?

Besides, perfect launches don’t guarantee sustainable success. Just look at the launch of Sean Parker and Shawn Fanning’s startup, Airtime. When I analyze their startup launch, it was one of the best launches I have seen in years. Sean and Shawn "went Hollywood, baby!" — by making it close to a perfect launch, with celebrities galore attending the event. It was a major extravaganza.

There is another way to make your launch a perfect launch.

I am going to speak from two sides of my mouth: there is a perfect way to launch a product. It’s not the big bang approach. It is doing it under the stealth mode, one customer at a time.

No. I am not crazy. This is the best way to do it because you need time to figure out your launch process. You could call it the launch before the launch — an alpha or beta startup launch. I don’t call it either of these names because it might make the potential customer feel like the product or service is not complete.

I call it the “stealth launch.” I guess you could say this is my commando style of a launch. You penetrate your market, one person at a time — until you get enough market traction and momentum to just “pop” out of nowhere with market momentum.

This is my favorite type of a startup launch because you don’t give direct and indirect competition any heads up that you have entered their territories. Make your stealth launch quietly. When you penetrate markets quietly, it is easier to conquer the enemy.

In Sun Tzu, The Art of War, Chapter 1, Estimates there is a great sequence of verses that describes the best way to launch your startup, product or service. They are verses 17 — 27.

(V17)    “All warfare is based on deception.

(V18)    Therefore, when capable, feign incapacity; when active, inactivity.

(V19)    When near, make it appear that you are far away; when far away, that you are near.

(V20)    Offer the enemy a bait to lure him; feign disorder and strike him.

(V21)    When he concentrates, prepare against him; where he is strong, avoid him.

(V22)    Anger his general and confuse him.

(V23)    Pretend inferiority and encourage arrogance.

(V24)    Keep him under strain and wear him down.

(V25)    When he is united, divide him.

(V26)    Attack where he is unprepared; sally out when he does not expect you.

(V27)    These are the strategist’s key to victory. It is not possible to discuss them beforehand.”

Launching products into the marketplace is similar to being a commando in a war. You have to learn to execute the launch of your attack with the least amount of resources, time and money.

The objective in any war, military or marketing, is to win the war with the least amount of resistance. You should think about doing the same. This is why I tell you to attack under stealth mode.

It is easier to win the mind of the customer when the enemy doesn’t even know you’re fighting for the heart, mind and satisfaction of the consumer needs they think they already own.

Summary Quotes:

"Launching products into the marketplace is similar to being a commando in a war."

"It is easier to win the mind of the customer when the enemy doesn’t even know you’re fighting."

© 2013 entrepreneurdex

For more recent articles and entrepreneur videos, please visit entrepreneurdex.com

Damir Perge, author of Entrepreneur Myths: The Startup Reality, is the founder of entrepreneurdex, a venturcelerator using complexity science to fund and launch startups.

An entrepreneur and investor, with more than 25 years experience, he's worked with ventures in the technology, internet, media and publishing, entertainment, energy, and manufacturing sectors raising more than $300 million in capital for various companies and investing more than $50 million into startup and emerging ventures. He's sat on the boards of 11 companies, served as editor-in-chief of Futuredex, a private equity magazine. Follow Damir on Google+

Pre-order Damir Perge's upcoming books at damirperge.com >

Views: 10

Comment

You need to be a member of Bloggy Moms to add comments!

Join Bloggy Moms



 







 

 

Redbox

It's Not Wine, It's Mommy Juice

Organized Island

Grace for Moms

WAHM - Passion for Health, Fitness & Success!

Tiffani Goff at Home

Running In Pearls

Chaton's World: A Quest for Balance in Stilettos

Broward Saves- Freebies, Coupons, Deals & More!

Mama's High Strung

Latest Girls - Makeup & Beauty Tips

Katherines Corner - Recipes

Our Stories God's Glory

Branding, Blogging, & Building Your Business Online

Ronda Writes - Humorous Opinions!

Mommy Hiker

Books R Us- A Great Place for Reviews

Pattern Making

Terri's Little Haven (Product Reviews)

Kleinworth & Co

Life O'Kay- Where life is always O'KAY!

Tales From the Motherland

Figuring Out How the Pieces Fit

Moms of Purpose

Robot Mommy

POSH on a Budget

Spa Travel Gal

A Little Claire-ification

The Harried Mom

Little Things, Big Difference

Communicating.Across.Boundaries

Rabbit And The Fox

Beauty with Mary

Whole Soul Jewelry

The Jenny Evolution. Keep Evolving

The Honey Pie Dialogues

Not My Year Off

It's a Journey: Marketing for Your Home Business!

Boogies N Boo-Boos

Master the Art of Saving- Earn, Save, Spend

The Bizy Mommy | Managing Home & Biz

Be Inspired. Stay Motivated.

Hip-Baby Mama

Tamar Barbash - Mother, Blogger, Social Worker

Scrink, Bring Me Up

Random Babblings

Our Life & Love Story

i SabrinaEspinal

Grandparenting Tips, Articles and Giveaways

Rude Mom Blog

Mama Untangled

Marriage with a Baby Carriage

Blog Based Moms

Mommyjuiced - Wine Makes Me a Better Mom

Wester New Yorker

Mom Behind a Blog

Once Upon a Giggle

Cherry Blossom Love

Missional Women

Girliemom

Saving with Charlotte

Journey of the Bees "Believe in the Impossible"

Amazing Grace and a Safe Haven

Scattered Venus

Mom to Bed by 8

The Two Bite Club

A Real Mother

Suburban Stereotype

Sticky Floors, Happy Kids

Gone Green Mama

Moms with a Blog

Hapa Mom - A journey to a simple, happy life

Another Cent Saved Saves you $$

The Pet Blog Lady

Organized Island

BirthTouch Coaching

Saving with Sara

Blushing Bee By Me

Domestic Executive Online

Mother & Fitness

The Nerdy Nurse

DANCIN' MOMa!!

Artistic Bent

Mom's Lifesavers

My Life on a Platter

Mrscpkc – Personal Memoir and Lifestyle Blog

Mommy Loves Martinis

Blog At Home Mom

Aspiring Super Woman

Inspired Passions

~Girlfriends Are Like Shoes ~

MamaMouse-Disney World Site for Moms

WDW Dreamin'

The Sticky Mom

Preschool Activities and Parenting by MomTrusted

TOT Runway

Yum! recipes 4 NJ #Sandy relief

FREE Homeschooling Tips and Resources

Gladiator in Heels

LeaderMom

CT Mommy Blog

Toronto Mama

One Income Life

InnArtvation Studio

Minimees x 4

When Tara Met Blog

You surround me with songs of deliverance

Yay Baby!

Melissa's Southern Style Kitchen

2 Girls and a Crazy Dog

The Small Things

The Simplified Family

Simply Anchored - Life Lived Simply

Here is What I Think...

Parenting with Parents

Expat Aussie Mama in Croatia

The Sisterhood of Spiritual Single Moms

Glori Online- Blessed with Pink & Blue

Jacquelynne Steves: The Art of Home

Too MOD Mama

Buckiddo

I eat pop tarts

Redefining Mom- A Working Mom's Blog

Jaime Loves Stuff

The Wellness Journey

Laura Kelly Designs

Spa Travel Gal Ava

Two Lines to Rule Them All

Mommy Needs A Break

Snappy Momma

JenniLeeG

Dancing on the Edge of Sanity

Lil' Face's Mom Has a Blog

Ancestreats - Share Recipes & Foodoirs

Sweet Leigh Mama

A Mom's Point of View

Everyone Needs Mom

Faith and Family Reviews

Sandy Toes Creations

Fashionista Momma

The Wellness Journey

Living in Mommywood

Familial Ramblings

Sincerely, Mindy

Pandora's Craft Box

Gazing In - Life, Family & Food

Bella Vida by Letty

Organized Island

Our Brown-Eyed Girl

A Mix of 6

3 Stages Of Girl

Helicopter Mom and Just Plane Dad

Flour On My Face

A Mommy and Her Two Sweet Boys with Autism

Confessions of a Wrap Mom

Picking Up the Pennies

Lovely Little You

Celebrate Woman Today

The Homesteading Hippy

Fine Art Mom

The Bluebird Patch

Central Coast Couponista

This Mommy Cooks Dinner

Susan K Mann

Baby Doodah!

Comatised

Mama(s) Around the House

A Fletchers Diary

Single Mom Debt Solutions Blog

SAHM I am. Cocktail I want

Weaning My Family From Processed Foods

Chicken Scratch

Little Purple Room

Busy Mom Monologues

Six Pack Mommy

Julie Valerie's Book Blog

The Momista Diaries

Homeschool Inspiration

Virtuosa Diaries Uugh...

Bella Home Goods

Rebecca Rose Blog

Learn Create Launch

In The Know with Jo

Nature Inspired Ideas For Your Home

A beautiful mess

Digi Mama's

Allyson's Wonderland

Wiregrass Parenting

Carries Kiddie Closet

Katherines Corner

Gluten Free Jersey Girl

Honey's Life

Barbara's Blog

My Couponing Life

ButeauFull Chaos

BonBon Rose Girls

Stories from a mother of boys

Auntiemuse

Mainorville Pop. 3

Mama Knows Nest

San Diego Mom of 2

Single Mom Debt Solutions Blog

Do It All Moms Blog

SexyMoxieMama - Fitness, Fun, Family

Intentional parenting for the next gen

Sassy Dove | Makeup Reviews & How-Tos

Smellyann's Blahg

A Perfect Extra Chromosome

A Mom In Vegas

Read.Bake.Run.Repeat.

Walk Memory Lane

Mama's High Strung

It's Organised: gift-giving inspiration

Find out how to win A Game Of Diapers

Momma Roars

You're Gonna Get Poned, Dad

3 Bros Flying Circus

Grace & Josie

Fitness Mom Wine Country

Heartbeats Soul Stains

Home my Heaven

Sensitive and Extraordinary Kids

Manicures & Extra Sprinkles... Please!

A Journey in Mindful Mothering

Beautyologie

Fabulous Perks

DIY Swank

The Jess Elaine

Starting Over as Ms - A Journey

Mommy's Bundle

The Mom Life

The Rollercoasters in Life

Black Mothering

Game of Diapers

Home Biz Mom

Slightly Hippie Housewife of Suburbia

Wedding Rings to Teething Rings

Comeback Momma

My StylePad - Declutter, Style, Design!

Corner of Park and France

My Sweet Homeschool

The Land of Sweet

Three Busy Bees

Barb Best | I Feel Your Pain

The Parenting Experience

Together We Roam

Immigrant Mommy

Titanimom

The GIT Mom Blog

Seeing the Lighter Side of Parenting

Leapfrog and Lipgloss

Inspiring Women

Times Squared

Kathryn Dahlstrom

Like a Bump on a Blog

Homeketeers

Tell It Once And For Autism

Ravishing in Plaid

- Get your blog listed here -

© 2014   Created by Tiffany Noth.

Badges  |  Report an Issue  |  Privacy Policy  |  Terms of Service

Back to Top Related Posts Plugin for WordPress, Blogger...