vendredi 30 septembre 2011


I heared a lot about timing from experienced entrepreneurs, startups and blogs and always thought it depends on the product we are launching and the market we target.

WRONG! Timing will always affect adoption results. Demos :

For most tech products, launch and major announcements will be buried while :
  • Conferences are taking place: except if we are part of it !
  • Big Players announcements: Hard to get attention when Google Plus is launching/opening (or even tweaking this days).
  • Major News: and I mean really mainstream news.

Any market :
  • Seasons: will the product be more used in fall, spring ? Think about it a second here, every service has it peaks and downtimes.
  • Target: What if the target isn't receptive at all at launch? i.e: Launching an accounting service when accountants are on tax filling schedules.
  • Competition : hard one here! Because it's more than direct competition. At launch we are competing with everyone else launching in the same industry. How many new apps or services do people try on a week? a few!  Also, we don't be wanna labeled as "like X" if someone got his product out first.

How to get it right ?

One way is Minimum Viable Product. Having an MVP release at the best possible time according to forecasts = Visibility !

Another Way is Smart-PR! Smart here stands for finding people that will be interested in the product no matter what. 

Influencer's: It doesn't have to be the Scoble like influencer's. I'm a tech influencer for my entourage as I keep talking about new stuff I use and discover. Find the right one's on Twitter, follow them, mention them, etc.

Stay Informed: This is a very crucial point! Setup Google alerts, twitter searches, make a list of the main influencer's and read them at least once a day.

A Timing case study would be Dodo Case as mentioned on Tim Ferriss blog

Our target market on launch (obviously the early adopter of the iPad) is highly connected and highly social.   They wanted to talk about their new toy and we become part of the conversation.   These conversations spun up in the ‘echo chamber’ of Twitter and Facebook and quickly made it to the tech blogger community.   Josh from Engadget reached out to us directly and we recognized he was a guy we wanted to get our product to quickly (he got case #16).

A little bit of luck and we are ready to go! LESSON LEARNED :)

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