Kat Mañalac - How to Launch (Again and Again)

Launching a product should be seen as an ongoing process, not a one-time event. Spending too much time perfecting a product before launching can lead to missed opportunities and potential failure. Startups should continuously ship new products and features, treating each release as a launch. By adopting this mindset, founders can increase their chances of success and adapt to the ever-changing market. The video discusses various ways to launch a startup, excluding press launches. Continuous launching allows founders to practice and refine their pitch before having a fully functioning product. Launching early versions of the product through different channels helps gauge user response and identify the right target audience. Launching to strangers is important for validating a product or service. Launching in online communities can be a valuable strategy for gaining early users and achieving success. Effectively communicating with communities involves writing in a conversational tone and avoiding jargon and marketing language. "Request access" is a launch strategy where companies create a waitlist for their product or service and offer incentives for users to refer others. Utilizing social media for product launches and reaching out to bloggers and influencers without paying large sums of money is crucial. Launching new features or products effectively is crucial for success. Building your own community is crucial for the success of your startup.

Expect to launch more than once

Launching a product should be seen as an ongoing process, not a one-time event
Spending too much time perfecting a product before launching can lead to missed opportunities and potential failure
Startups should continuously ship new products and features, treating each release as a launch
By adopting this mindset, founders can increase their chances of success and adapt to the ever-changing market.

Ways to launch

The video discusses various ways to launch a startup, excluding press launches.
The speaker provides insights and resources on different strategies for launching a startup effectively.

Why launch continuously?

Continuous launching allows founders to practice and refine their pitch before having a fully functioning product.
Launching early versions of the product through different channels helps gauge user response and identify the right target audience.
Continuous launching enables founders to gather valuable feedback and make necessary adjustments to their product or strategy.

Types of launch

The most profound aspect of the text is the discussion of different types of launches for startups.
Silent launch: Only requires a domain name, company name, short description, contact information, and a call to action.
Use platforms like Product Hunt to create a landing page and collect potential user interest.
Startups can also build their own landing page quickly and easily.

Friends and family launch

The most profound aspect of the topic is the importance of a friends and family launch when starting a new venture.

Key points:

Testing the pitch on family and friends in the early stages can provide valuable feedback.
A friends and family launch should be done quickly once a minimum viable product (MVP) is developed.
Reddit's founders shared their platform with their YC batch community for their first users.
It is advised not to stay in the friends and family phase for too long.
Friends and family may not be the ideal users and their feedback may not be as helpful as real users.
The goal is to move beyond the friends and family circuit and reach a wider audience.

Launching to strangers

Launching to strangers is important for validating a product or service.
Lug, a company, rented a truck and approached customers outside Ikea to offer a solution through their app.
This confirmed the demand for their service and led to further investment.
Launching to strangers helps determine if people are willing to download and pay for the product.

Online communities

Launching in online communities can be a valuable strategy for gaining early users and achieving success. Here are the key points to consider:

Internal platforms like Bookface and the Startup School forum offer a low-risk way to get feedback from a friendly audience.
Sharing a basic link on platforms like Reddit and Hacker News can lead to overnight success, as seen with a company gaining 40,000 users.
Online communities such as Hacker News, Product Hunt, and Reddit are important platforms for launching products and gaining user traction.
Launches on these communities have shown similar conversion rates in terms of signups and customer acquisition.
Understanding the rules and engaging with community members is crucial for an effective launch.
Asking for advice and feedback from active community members can be beneficial.
Connecting with someone already involved in the community can provide valuable insights and assistance in launching successfully.

No jargon

Effectively communicating with communities involves writing in a conversational tone and avoiding jargon and marketing language. When addressing communities, it is important to introduce oneself, explain what is being built and why, and share interesting insights or delightful experiences. Other key points include inviting questions, offering expertise, avoiding going off-topic, and asking for advice from the community. Minimizing jargon and marketing language in pitches is crucial.

"Request access" launch

"Request access" is a launch strategy where companies create a waitlist for their product or service and offer incentives for users to refer others.
Companies like Magic and Superhuman have successfully used this strategy to generate buzz and spread the word about their offerings.
The strategy involves creating a sense of exclusivity and scarcity, which can increase demand and create a viral effect.
By offering incentives for referrals, companies can leverage the power of word-of-mouth marketing and encourage users to spread the word about their product or service.
This launch strategy has proven to be effective in generating excitement and creating a sense of anticipation among potential customers.

Social media

The most profound aspect of the text is the importance of utilizing social media for product launches and reaching out to bloggers and influencers without paying large sums of money.

Companies like Joy and Sheer Text successfully launched on social media targeting bloggers and influencers.
Reaching out to bloggers and influencers is crucial for startups with limited budgets.
Community response and the support of friends, family, batchmates, and investors play a significant role in the success of a product launch.

New feature launch

Launching new features or products effectively is crucial for success. Two successful examples are Stripe and Glossier. Here are their strategies:

Stripe engages the community by launching on platforms like Hacker News, blogging, and using social media.
Glossier takes a scientific approach, releasing products at specific intervals and utilizing various channels such as communities, social media, press, and advertising for each launch.
Both companies have a consistent and continuous cycle of launching new products.

Build your own community

Building your own community is crucial for the success of your startup. Here are the key points to consider:

Start building an email list of interested people before launching your product.
Send regular updates to this list to keep them engaged.
Launching should be seen as a continuous process, not just a one-time event.
Avoid spending a lot of money on launch parties, focus on small celebrations with your community.
Talk to potential customers and get their feedback when testing different ideas.
Utilize platforms like Hacker News and Reddit to target specific subreddits for launching.
Study previous successful launches and tailor your messaging to connect with the community.
Create a clear and concise message for your community, defining what you are building and who it is for.
Keep your copy tight and succinct to capture attention spans.
Engage the community in AV testing the messaging and front page copy.