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creative launch strategies for new startups

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3 primary steps Pre-launch Acquisition 1 At launch Activation 2 Post-launch Retention 3

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pre-launch strategy design thinking process EMPATHY DEFINE IDEATE PROTOTYPE TEST

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pre-launch: acquisition “ coming soon” page memorable, viral, need, data partnerships trust, credibility, customers be everywhere relationship-building, visibility feedback loops e-newsletter apply metrics evaluate everything

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pre-launch: acquisition

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launch strategy “ The best launch is if you have a product that other people like using so much that they tell other people about it.” Robert Scoble INFORM SPARK USE VALUE

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launch: activation web/email sig links easy to find; easy to contact pitch video/deck brief, social, embed social media useful, curate, personality company blog value, data, links, comments earned media tell a story, unique angle

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launch: activation

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post-launch strategy long term relationship-building trust loyalty value simplicity ego

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post-launch: retention ∞ focus demographic, location, vertical engagement e-newsletters, surveys, blog super user be your own best customer emotion meet needs, create delight advertising targeted, bold creative

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post-launch: retention ∞

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pre + launch + post =