Some lessons from our pre-launch campaign
Shared by mattcrail · 142d ago · 10 comments

Here's a write up of some lessons we learned during our pre-launch campaign with Taskable.

The tl;dr:
1. Ask for a user interview after someone has made a small investment in you already, such as taking a survey.
Betalist was a good way to get subscribers - would recommend but not necessarily pay for the expedited service.
2. Product Hunt's Ship/Upcoming page is meh. Most subscribers are spam/not that interested in you (sorry).
3. Most people will forget who you are or why they signed up for your launch. Make sure you remind them when you invite them to the demo, especially if they pre-registered weeks or months ago.
4. It's great to have pre-registered users, but don't expect all of them to take you up on signing up. Often they've moved on, found another product, or weren't that interested in the first place (again.. sorry).
5. The best way we found to get early adopters was spending time in communities and Slack groups where our target users lived. If they were at all interested in what we were working on, we'd try and book an onboard directly.
6. Be targetted in whom you reach out to join. If you are doing a closed beta, focus on people whom you think need your product. Otherwise, you'll spend lots of time talking to, or trying to please, people who don't need your product. Respect their time and yours.
7. Never stop launching - you'll get many cracks at it. Try stuff out early on, get feedback, recalibrate, launch again.

ritvikbhardwaj · 139d ago

That's a great set of input. Thank you!

mattcrail · 138d ago

No problem - hope it's helpful

peggy2 · 140d ago

Is there anything you wish you'd done differently?

mattcrail · 138d ago

We would have definitely been pickier about who we onboarded earlier. For example, people we thought were really good fits for our product, not just everybody who pre-registered. We spent quite a bit of time onboarding people who were never going to use the product.

akshaysoni · 142d ago

Thank you for sharing these Insights, currently in the same and trying to finding niche communities which understand the value of the product

mattcrail · 142d ago

What's the product/who are you trying to reach?

akshaysoni · 142d ago

Parents, K-12 who want to know and optimize their child's nutrition

mattcrail · 138d ago

These might already be obvious to you so apologize if I'm telling you something you already know. But I'd imagine there are tons of Facebook groups devoted to this very subject.

And my strategy would be (well, my strategy is obviously) to share content related to you expertise and the value your product provides. Share tips in the forum, tell them they can read more on your blog if they are interested, and let them find the product naturally rather than hard-selling it. I feel like the hard sell (hey if you have this problem you should check out my product) is the most common mistake people make when marketing in communities.

Communities are also a great place to find common questions people have. I like to create content based on these common questions and do what I described above every time someone has a question. Share your tips in the forum, tell them you wrote up more on your site, etc.

Unfair.ltd · 138d ago

Really valuable. We've been building since February and 60% of the people that signed up for early access never opened the mail. It's really about striking when you have someone's attention.

mattcrail · 137d ago

Yep - good to have that audience, but I think it's easy to rely too heavily on it.

However, you never know who comes back. We send regular updates to our pre-reg list and many have popped up months after signing up b/c of a new feature, they were finally fed up with their existing product.