Product launch · Public relations

New launch: Would you create buzz now or wait for strong results?

John Duffield

November 24th, 2014

We just launched our B2B product in a pilot program scenario. We’ve been getting in front of investors and can now go back with exciting news of launch. We also want to put out a press release with a quote from our pilot company executive team etc. We are desperately seeking our seed round. We are bootstrapped and running on fumes at this point.

Our product has both internal and external customers - we’ve geared functions towards both audiences and are hoping to show good usage for both. If we don’t, we’ve already evaluated an opportunity to pivot and focus on either avenue based on the reception.

Quick question is- should we race to promote the launch within our potential investor community and put out press release and social media, etc. while the momentum is brand new? We’re ready to scream from the heavens as we’re very proud. Or, should we wait a while to get a sense of the usage data and put ourselves out there when we have a more compelling story based on proven success? Or should we do both?

Sanjeev Rao

November 24th, 2014

You only get one strong push with the techcrunches of the world. My philosophy is to not use those folks as a sustainable way to acquire users...you will acquire lots of users like a shot in the arm, but it will die down. Unless you are confident they will stick around, your opportunity to make a good first impression on some key people will be at risk. 

If I were you, I'd quickly get over the excitement of the launch and look for the more real excitement that users are actually using it in a way that adds value they can point there fingers at. Not knowing what the product is, be prepared for a different set of users to use it than the ones you hoped, OR that the use case itself is different. Start looking for these things: (a) data that the product is valuable when it is free (which it likely is, since you mentioned it is a pilot program) (b) data that the customers will pay X for some feature(s) of the product (c) data that customers want more features. (d) seek out and capture testimonials and associated permissions to use in PR efforts 


Joshua Scott Product Manager at CyberSponse, Inc.

November 25th, 2014

Have you read the book, Traction? I would recommend giving it a read. It has some strategies for how to get your product into a channel where you can see consistent growth. There are many different channels you can choose from, but the fundamental tenet is that you should go at the problem with a framework.

Here's the link