Feb 09, 2023
This year at Gretel, we have a huge challenge ahead of us: the official launch of our tool (how exciting!🤗). Yes, my friend, we can feel the excitement, and the countdown to "The Big Day" (aka the launch day) has begun. However, let's be honest: while The Big Day will undoubtedly be one of the most stressful as well, like all days, it will only last 12 hours (I hope to be at full strength!). Prior to those 12 hours, there are days and days (in our case, months) of work, not to mention the post-launch, which will serve as a before and after for our brief existence.
In this post, we will provide you with all the information you need for the pre-launch, but since we haven't launched yet, we'll also use this as our own personal journal to track our progress 🤫.
For those who are unfamiliar, the launch of a startup, more specifically a SaaS, entails introducing the product or service to its target audience (and the general public) for the first time. It will be similar to taking a microphone and standing up in the middle of Plaza Catalunya in Barcelona to sing; you must be ready to step up to the challenge and not throw up while trying!
Fortunately for us, we are marketers, not artists!
I won’t get too technical about how we arrived here. However, I do want to briefly mention the stages we had to get through before deciding to launch our product (and make it big):
In spite of the fact that we are now in the initial validation phase, we are defining the launch strategy (even before we have the product!). There are different opinions about how much preparation time is sufficient; some say a week, and others say three months... It is never too early, in my opinion. Take as much time as you need to draw the lines of the strategy and start thinking about what you will need for the launch, and prepare everything you need while the date is approaching.
So, without further ado, let's go over the steps Gretel took to prepare for this product launch:
A launch, like any new marketing campaign, will entail analyzing all of the aspects that we defined when creating the campaign. As I previously stated, we began doing this in November 2022, four months before the launch. We created a draft with the following information:
Okay, you've got some great ideas, and once you get going, I'm sure they won't stop (be careful not to get too excited). The ideal scenario is to validate all of these concepts with our team before compiling them into a fantastic document or presentation, ensuring that you have not strayed too far from the objectives. Additionally, coordinating the entire business is essential to fostering internal engagement. Customers won't follow you if your team doesn't!
Has your team given you the thumbs up 👍? It’s time to check it out with some early adopters. Please don't mind me clipping your wings, but some of your ideas might not apply to your intended audience. Look online for articles and get ideas from others (particularly similar companies) on how they have done it, what feedback they have provided, etc. if you don't have early adopters to help give feedback.
Come on, you wouldn't expect us to sing in front of people without having previously created videos for social networks, would you? Of course, the analogy of picking up the microphone and singing wouldn't apply here.
Creating all the copy, video, images, and resources required for the big announcement will require many hands. After all, if you're going to do something, you might as well do it right, but always keep in mind our available resources!
What materials will we have to take into account?
Make an estimation of the resources you will need and the people who will be responsible for each action so that you can be certain you can complete everything on your list.
This is crucial if you want to reach many users, which is what we want to do here! However, how do you identify and find allies? They can be businesses that provide complementary goods, investors who can spread the word about your product to other contacts, people in communities where you frequently hang out who can support you, former friends or coworkers, and if all of that fails to "organically" spread the word about your product, you can look for influencers or references in your industry.
In order to accomplish this, you'll need to roll up your sleeves and make contact with others. Be honest and sincere, and of course, avoid lying or providing misleading information.
Ok, now everything is done, things will probably start to get bumpy for you (I am not a fan of having documents with no purpose). It's time to organize now, list maniacs (hurra!🙌). Start making your to-do list and categorizing it as you see fit based on subjects, dates, or people in charge.
Use a tool you regularly use, such as Trello, Notion, or Drive, to keep track of your strategy. Here are some examples of templates that served as our model for our own: Coda Checklist, Handy Checklist.
We can't share our list, because it's a bit chaotic (but it's the one that works for me😅 ). In a nutshell: what does our to-do list include?
The product launch will be the final step, but we're not quite there yet! Keep an eye on everything that might occur on the first day.
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