STEP 6: Why You Should Rethink Doing a Launch

(This is the 5th post in the series 6 Steps to Startup Launch. You can find the introductory post here, and the previous post here.) Ah. I remember our own "launch" back in 2006. It was a grand thing. We booked a room at Discovery Suites for half a day and we invited a number of corporate managers to a free "product launch" of our Flexible Benefit services in STORM. Since we didn't really put in a lot of cash in the venture when we started, this was a major, major expense for us. We filled the room with people carrying important-sounding business cards. And yeah, we felt like we had it made. Of course, it was a flop. Not one person in the room bought our product. If anything, we just … [Read more...]