Product Launch: Release Early and Release Often

Product Launch Strategy

Relese Early Release Often

 

Every new book published requires a product launch. Logic would dictate therefore that looking at the techniques and tactics employed by publishers to launch their books would help start-ups and small businesses everywhere. But beware, not every book launch turns out to be a ‘Harry Potter’ run away success

 

Of all the book publishers out there, one of the most experimental and interesting is O’Reilly. They do many smart and audacious things.

 

Recently, in an experiment, Todd Sattersten began writing a book entitled, “Every Book Is a Startup.” The book is being published in small chunks, with each available via e-reading (ePub, Mobi, or PDF) at a low price. The premise and promise is that feedback from early readers will shape subsequent and more complete editions, until a “finished” book is achieved and printed.

 

One mantra then that come through loud and clear is “release early, release often” which is a concept borrowed from the tech industry.

 

Sattersten’s book is being published in small chunks, with each available via e-reading (ePub, Mobi, or PDF) at a low price. The premise and promise is that feedback from early readers will shape subsequent and more complete editions, until a “finished” book is achieved and printed.

 

So the question that you should be asking yourself isWhat is the absolute smallest product feature set that can be launched on to the market with a view to getting feedback from real customers?”

 

This beta product launch will allow you to validate your market research, refocus as necessary and add what customers obviously want before immediately moving to the second launch in your sequence.

 

This constant interaction with your customers is best enabled using social media as both Erik Deckers and Michael Stelzner are doing in launching their books.

 

My post yesterday suggested how you can use rapportive.com to locate your customers online.

 

Today, may I direct you to the playground at http://research.ly/ where you can find potential customers using keywords and hash tags

 

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Rory Ramsden