• Many startups focus on getting pixel-perfect, but usually when you launch, nobody cares.
  • Launching is a continuous thing that you do.
  • Launching is not just a single moment in time; assuming you do well, you will always be shipping new products and features.  You'll always be launching.
  • There are many ways to launch:
    • Silent launch
    • Friends and family launch
    • Stranger launch
    • Online community
    • Request access launch
    • Social media / blogger launch
    • New feature / product launch
    • Press
  • Continuously launching is important because it gives you an opportunity to a/b test your short pitch.  You can see how users respond to what you're building.  It also confirms whether or not you're talking to the right users.
  • For a silent launch, you don't need anything fancy.  Just a domain name, company name, short description, contact, and a call to action.
  • In the early days, reddit was shared just among its founders and members of YC; friends and family.
  • While this early feedback is useful, it may not be from people who represent your target user.  So you want to get out of this phase as quickly as possible.
  • Reaching out to strangers 1:1 can be very effective.
  • Online communities deserve a launch plan of their own:
    • Startup School (if you have access)
    • Product Hunt
    • Hacker News
    • Reddit
    • Elpha
    • Facebook groups
    • Alumni Groups
  • Other founders give the best feedback - angel list?
  • Ask for advice; ask for feedback. Don't just launch and run away.  Reach out to the members of the communities and ask for advice.  Ask for some tips for the best way to launch.
  • Write like you talk.  No marketing language.  No jargon.
    • Introduce yourself
    • What are you building?
    • Who are you building it for?
    • Why?
    • Interesting insights?
    • I'm an expert on x, y, and x, happy to answer questions about these topics.  Tee up the questions for them because some people won't know what's ok to ask.
  • Launching to popular blogs can be incredibly powerful.
  • Look for the top search results for terms and queries related to the problem you're solving and reach out to the people generating that content.  You'll probably get less than a 10% response rate, but at scale, that can be enough.
    • DO NOT PAY TO PLAY
  • Having a constant drum-beat of releasing new things on a regular basis is very effective.
  • Remember - launch isn't one big day.
  • What works really well on HackerNews is sharing something really interesting that you've learned.  Also look at previous successes and learn from them across all mediums.
  • For landing pages: keep it short.  Make it brutally clear what you're building and who you're building it for.  Keep copy really tight.  As short and succinct as possible.