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The Big Bang Of Start-Ups.

Launching your start-up is one of the most exciting days of your life. It’s the culmination of months or years of hard work. This is your shining moment and just about everyone is going to be talking about you.

This can go 1 of 2 ways.

  1. Kaput!— You get some press but dont generate anywhere as near interest as you thought you would. You start to panic.
  2. Boom!— You generate the massive amount of interest that you thought you would and you can’t handle the volume. Users have a horrible experience. You panic.
  3. Cha-ching! — I know I said 2 but this 3rd is about as likely as Donald Trump becoming president so it doesn’t really count. You generate a massive amount of interest. Everything goes smoothly and everyone loves your product. They tell everyone they know about it and your product goes viral. You exit for 10 figures & live happily ever after.

I’ve seen this across industries and scales of businesses and from personal experience as well.

  • Kaput! — Launch day at a start-up I worked for was underwhelming. We got a tiny bump in traffic and all of 1 order.
  • Boom!—Launch day at my franchised restaurant was an unmitigated disaster. The kitchen simply couldn’t handle the volume and imploded.

As I read more about bringing a product to market, I’ve come to realise the value of the iterative product phase. When launching a new product, its safest to assume that you won’t have the perfect product fit right out the gate.

Now, I’m pretty sure their ideas didn’t simply suck. 42% of failed start-up founders cite the lack of market need for their product i.e. they make products no one wants.

You may strike the lottery (Cha-ching!) and have a hit immediately but it’s more likely that you will spend an undefined period of time engaging users and evolving your product to better meet their needs & deliver value to them. Or you should anyway.

Whilst this means slower speed to market, it increases the odds of a successful launch and saves you from incurring unnecessarily high burn whilst iterating your product (or trying to figure out why the hell you can’t get any traction).

I’ll be exploring the specifics of running a beta (private launch) over the coming weeks with one of the start-ups I’m engaged with at the moment. Lots of moving parts but with the strength of the team in place and the focus on product/market fit, I’m confident success is in view.

By Rohit Mulani

Reach me at or Twitter: @RohitMulani

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