Lessons Learned: Launch

1) Create a buzz. Tell your network, because you never know where the leads may come from. Your company probably will not have enough cash to get placement in prime time media, and even if you do, it’s a complete waste. Create a buzz about your launch, start with your circle of friends and associates, and motivate them to "spread the virus" (Read more about the Idea Virus here)

2) Don't expect immediate success. The launch may be a big event for you, but the world still doesn't know what you've created. And those who do know are probably waiting for others to take the leap and test the product/service before they sign up for it themselves. This is a critical problem in market development, and much has been written about it (Read Crossing the Chasm by Geoffrey Moore). After the launch, you've entered into a new phase of the venture, and your consistent focus and hard work at this time will make all the difference.

3) Thank people. Your team has slogged away for months to get to this stage, so make it a point to let them know that you appreciate them.

4) Team direction. In the months leading to the launch, the team knows what they're working towards; they have a clear goal and direction. After the launch however, they may feel their job is done and may lose direction. Make sure that this doesn't happen. The battle is far from won, realign the team direction, motivate them, and tell them what the company needs from them at this new stage.