When my start-up’s product launched, we hit 6.7 million impressions. We landed on national TV, radio, and newspapers, with international coverage from LadBible and Australian morning shows. It was the kind of visibility every founder dreams of.
But here’s the truth: We were not ready.
Despite the massive attention, we converted just 12 customers. That’s because success without a system in place can quickly become a nightmare. Here’s the product launch mistakes I made and what I’d do differently if I could start over.
Table of Contents
What Went Right
The Idea
The concept was straightforward yet powerful: a QR code paired with software to create a memorial page for a loved one, whether living or passed away. This QR code could be placed on a grave, providing visitors with access to stories, photos, and cherished memories.
Emotional Resonance
We knew the idea had emotional impact, but the response surpassed our expectations. The product struck a deep chord with people, generating a profound connection.
Leveraging Digital Channels and PR
Our team used digital channels and PR effectively to launch the product, securing a TV spot that we initially thought would be a one-time appearance. Instead, the campaign gained significant momentum, spreading across Ireland and beyond.
Effective Use of Video
We used a video to explain what the product does, why it matters, and how it works. It was incredibly effective. It helped us build trust quickly and communicate complex ideas with clarity. This was instrumental in getting the impressions we did. As the product evolved, the video could have been updated to stay relevant.
What Went Wrong
Here are some of the biggest product launch mistakes I made:
1. A Broken Lead Capture System
Our CRM of choice, Wix, wasn’t equipped to handle the sudden influx. Leads came in with varying levels of information – some included phone numbers, others didn’t. There was no standardisation, no clear process for qualifying or prioritising inquiries.
2. Delayed Follow-Up
By the time we realised the scale of interest, it was already too late for many leads. Some people didn’t hear from us for a week. And as any founder knows, time kills deals. A study by Harvard Business Review found that responding to leads within 5 minutes increases close rates by 400%. We missed that window.
3. No Ideal Customer Profile (ICP)
We didn’t truly know who our audience was. The leads were a mix of older and middle-aged people: some planning ahead for themselves, others for their parents, and some for children. Without a clear ideal customer profile (ICP), we didn’t know how to tailor our messaging or prioritise outreach.
4. Overwhelmed and Reactive
The sheer volume of attention caught us off guard. Instead of being proactive, we spent the campaign reacting. We couldn’t capitalise on the momentum because we lacked the systems and clarity needed to grow sustainably.
What I’d Do Differently
If I could redo this launch to try avoid the product launch mistakes I made, here’s how I’d approach it:
1. Build in Public
Before the launch, I’d build a small but engaged audience by sharing the journey. Documenting the product’s development would have helped us identify early adopters and gauge demand before going live.
2. Conduct Pre-Launch Customer Interviews
Instead of waiting for leads to come to us, I’d interview potential customers as we built the MVP. This would have given us valuable insights into who cared most about the product and why.
3. Create a True Believer List
Email is still one of the most effective ways to launch a product. By building a list of invested followers and offering them a pre-launch incentive, we could have ensured a more engaged and qualified initial customer base.
4. Implement a Robust Sales System
Fast follow-up is non-negotiable. I’d set up a system to ensure every lead was contacted within minutes, not days. This would include auto-responders, clear workflows, and dedicated team members for outreach.
The Takeaway – Avoid Product Launch Mistakes
If you’re not prepared, product launch mistakes can kill your business before it starts. Instead of focusing on launching like a rocket, I’d prefer to build an engine. An engine may not be as fast as a rocket, but it’s consistent and keeps going. Slow, steady growth prevents the overwhelming highs and lows of rapid success and failure.
For us, the 6.7 million impressions were a wake-up call. It showed us the power of our product but also the dangers of not being prepared to handle success.
If you’re planning your own launch, take these lessons to heart. Use them to avoid your own product launch mistakes. Build your systems early, know your audience inside and out, and don’t let momentum slip away.
Want to chat about how to get it right the first time?
Let’s talk – get in touch today.
