Comments on: Why you shouldn’t launch your startup in the press

By: Todd Martin

Todd Martin — Fri, 23 Dec 2011 06:23:46 +0000

Robert’s suggestion to show a product to the press early is good for polished or large scale products, but it will be hard for a lean startup in the early days to get the attention of a busy reporter. I guess this is where companies need to get creative.

By: Joshua Ledgard

Joshua Ledgard — Wed, 21 Dec 2011 04:16:38 +0000

The other reality is that most startups don’t have the option to “launch in the press”. Getting into a position to do so is sort of like spending your time trying to get funded instead of trying to get traction. That’s why we tend to tell our customers to work on their traction first so they can build a base of customers that will become your press.

(NOTE: Our business, http://www.kickofflabs.com, is in the business of generating customer referrals… so I may be a little bias towards this approach. )

By: Jeremy Toeman

Jeremy Toeman — Tue, 20 Dec 2011 22:47:51 +0000

Just as a bit of a counterpoint here – there is such a thing as “just build it right the first time, then launch to the press”. Not *every* single product is crappy from the start. I think the real message/point that entrepreneurs should take home is “launch only when it’s ready” – whether that requires months of A/B testing and beta programs or not.

By: Anne Steinberg

Anne Steinberg — Tue, 20 Dec 2011 16:43:46 +0000

We work with a lot of startups and encourage them to test their product and get some customers first. The press likes new ideas, but also likes to hear how customers feel about it too. Get your evangelists in place, then start talking. And, never get your product reviewed unless it is game ready. Be patient.

By: Susyn Elise Duris

Susyn Elise Duris — Tue, 20 Dec 2011 16:29:27 +0000

Amen, Shayn. I think if you state beta in your announcements, or somewhere on your website, media and public are more forgiving.

By: Catarino™

Catarino™ — Tue, 20 Dec 2011 14:03:20 +0000

test

By: Catarino

Catarino — Tue, 20 Dec 2011 13:39:36 +0000

I agree only if you’re referring to badly tested or big ego-hyped products.

In my experience launching Weddar, if it wasn’t for our press launch in Wired, mashable and GigaOM (among other known press), we would probably go unnoticed and have a community of hundreds of people. We actualy have 50.000 doing weather reports across the world.

So, it depends fron which perspective you are seeing this “issue”.

By: Alan Weinkrantz

Alan Weinkrantz — Tue, 20 Dec 2011 02:51:43 +0000

Last week, I gave a presentation to a group of 35 startups in Israel last week and my message was “follow the media….” but don’t pitch them before you’re really ready. I advised them to make a wish list of journalists / bloggers they think should know about them, and start reading their content so they would understand the editorial fabric of what they cover. Presentation is here: http://www.alanweinkrantz.com/presentation-pr-strategies-for-startups

By: Revisu

Revisu — Tue, 20 Dec 2011 01:10:46 +0000

Very good point. We’ve been building our product for three months, and we’re finally to a point where we’re not absolutely embarrassed at certain UI and visual elements.

The incubator we’re in had some sort press embargo to allow a specific tech blog priority over the big announcement of the incubation round, which hindered our ability to use the incubator’s name to help further our own until that story went out–several weeks into the round. Another way the press can kind of mess with you. Wasn’t worth it.

By: Alain Raynaud

Alain Raynaud — Tue, 20 Dec 2011 00:53:45 +0000

Yes, except be careful what you mean by “casual”, as some press will want to be first with a scoop (if you are newsworthy in any way).