I've heard the same question from a couple of different Internet entrepreneurs recently. Traditional wisdom would say that you should not launch until you are absolutely prepared to make a big splash. After all, you never get a second chance to make a first impression. Get your brand right, get your system right - and, only then, after you've tightened all the screws and double-checked all of your lists, should you launch your new site.
I believe traditional wisdom is wrong.
I think you are better served creating a Web site, a blog, a forum, whatever - to engage your community ASAP when starting your business. Obviously, you have to have a clue of what you are putting up there... but just. The clue is all you need. The market will provide the rest while you continue to build your business plan and operations behind the scenes.
There are a few key differences between Internet Startups and traditional, geographically based businesses. Take a look and see if you agree:
1) Launching a Web site is not marketing. In other words, you are not making large investments that might end up being wasted if your message is off or your offering misses the mark.
2) Cheap Social Media-based Viral Marketing provides a self-regulating "deadbeat" monitor. First of all, the price is right for talking up your site in other blogs and social media. You only need to spend time in these communities, your community. Its totally free. And you are staying plugged into your market signals the whole time you are working the social media sites.
Secondly, if the virus doesn't spread, then you only have a dead virus. Dead viruses don't make headlines or tick off customers. The market will only become infected when you hit a nerve. So the risk is minimal
3) Barrier to entry - and re-entry - is low. Its easy to get up and running. Its easy for someone to visit your site.
What if they hate your site? Have you burned them forever?
I would argue "no way!" How many times have I had the exchange, "did you go to XYZ-Cool-Website.com" - and responded "Uh... I think so... a while ago. I didn't get it (or the site was dead... or the graphics sucked... or whatever)"
And I hear, "check it out now"
What is my barrier to re-entry?
My barrier is exactly the time it takes to type:
If I like what I see, I'm sold. No grudges. No remorse for previous bad graphics, stupid remarks in the blog or senseless product ideas.
So don't wait. Get out there. Have a "leave a comment" section. Or set up a blog and turn comments on. Or create an interactive widget to conduct a survey, collect feedback or assess your audience.
Better to start the conversation poorly than not at all. The Web only remembers what you said recently ... especially if they didn't hear you the first time you spoke out.
Yasmin, I do agree with your conclusion. There is a great quote and excuse me if am misquoting, "the longer you take to do something, the more excuses you have for not doing it."
Posted by: Adalia John | September 27, 2009 at 11:14 PM
Great additions to the conversation everyone!
Donald - I like the idea that the only bad idea is the one left on the shelf.
PJ - a lot of wisdom in being responsive as a way to address the risk of experimentation.
Kathleen - I agree completely on the "web site is never done" perspective
Keep those agile startup comments coming in!
Skip
Posted by: Skip Shuda | January 08, 2008 at 08:53 AM
I agree with everything (except that a website isn't marketing).
When you launch a site, you've signaled your intention if only to *yourself*. You've created new energy, people are drawn to that. Once you take that first step, it's amazing how quickly things can start happening even if you're hedging your bets by telling yourself you're just testing the waters. I work in fashion, I can't tell you how many designers who *convince themselves* that they're just testing the waters, haven't launched a site and end up getting some press. There is nothing more worthless than getting ink and not having a site that people can bookmark to follow up with you later! I hate that! You may as well have never gotten the press because at least in my mind, not having a site beforehand means you haven't planned anything well. Your plans are poorly conceived and my first impression is you won't be around long. You won't be making delivery on any orders you manage to take.
Another reason to launch a site in advance is that too many people think their site concept is just dandy. The truth is, they're AWFULm usually a reflection of that person's web habits. Why does everyone think their behaviors are the same as everyone else's? User experience should shape your site development. Sites should be consistent but not static. Just as an individual or a business grows, so should a site. A website is never a finished product, wrong attitude. A website is always a work in progress.
Posted by: Kathleen | January 03, 2008 at 09:28 AM
The feedback you'll get by releasing your product is valuable enough to warrant an earlier release. Users will tolerate bugs and a lack of features if you fix them quickly and continue to update it.
If your community believes in the idea, they'll stick around and tolerate the down times.
Posted by: PJ | December 19, 2007 at 03:56 PM
I say test the waters. I agree with you Yasmine on your views when it comes to internet business. I believe the only failed internet business is the one still sitting in the idea book.
Posted by: Donald | December 03, 2007 at 04:08 AM
Skip,
Completely agreed. It only requires a small investment. A lot of money can be saved if you find out now there's no/little market for your product/service.
It's also a great learning experience in itself.
Posted by: Yasmine | November 28, 2007 at 09:36 AM