Let’s unpack this a little. There are three possible times to launch your startup:
- Right on time, or
We can eliminate “late” as a good option because, by definition, it’s a mistake to launch late. We can also eliminate “right on time” because you can never really know this until much later down the line…if at all.
That only leaves the option of launching early.
Before we go further, let’s talk about what an Early Launch is. The way I’m using the term, it means that not everything is in place.
For example, if you’re launching a service that will ultimately be automated via software, during an early launch you might use people power in place of developing all the software. In other words, you haven’t burned through all your development money yet.
With that background, let’s look at some of the advantages gained by an early launch:
1. You learn the market.
No matter how much Market research you do, there is no substitute for actually being in the market. Imagine the benefit of directly asking rooms full of people if they would buy your product and how much they would be willing to pay. Until they are actually faced with the prospect of money coming out of their bank accounts, you won’t really be able to gauge their interest.
With an early startup launch you can get a real sense of what the market will bear, and because you haven’t spent all your development money yet (hopefully) you’ll be better positioned to take the next steps and make adjustments.
2. You get great feedback.
Not only will you get an understanding of how price-sensitive your market is, you’ll quickly find out what product or service features are popular and which are a waste of your resources.
This will help you tailor your offering to exactly fit what your customers or clients want. You’ll also avoid wasting money developing features that don’t increase the desirability or value of your product.
3. You suffer fewer financial pressures.
The first two points both illustrate the fact that an early launch saves you money. In those examples, I’ve implied that you have received startup funds from some source.
Frankly, we all know that the source of those funds might be your savings account, charge cards, or even a mortgage on your home. Let’s consider a worst-case scenario for a moment. (It’s painful, but always a necessary exercise.) If you do an early launch and the only response you get from the market is the sound of crickets on a warm summer night, you can pull the plug early.
The longer you wait to launch your startup, the more money you will have invested and the more difficult it will be to walk away from your startup. Let’s be honest: Sometimes walking away is the smartest thing you can do. It often takes entrepreneurs a few tries to become successful.
4. You beat the competition to market.
This is, of course, one of the biggest advantages of pushing your startup to an early launch. Every day you delay gives your competition an additional opportunity to be the first one to market.
Think about those little grains of sand that drop from the top to the bottom of the hourglass. You want more sand left in the top of the hourglass than your competitor.
What are you waiting for?
If you’re considering your first startup, remember that you’ll never have all your ducks in a row. Just get enough of them lined up so you can bring a minimum viable product to market. Once it’s out there, the next steps you need to take will be much clearer.
Pondering “When is it best to launch?” is something that every entrepreneur does, and it’s natural to be anxious about launching too soon. Consider these advantages of launching early, and above all, always stay focused on the customer relationships you’re creating.
By taking early customers along on your journey, you’ll inspire loyalty that lasts long after your launch.
Find more small business advice from Susan here.
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