The cool thing about today's business environment is that you're able to do things quick and cheap. I constantly talk about the importance of getting projects to market as fast as possible and then begin learning and optimizing in a real time environment.
So when launching a new campaign, start with a simple beta version (and yes, you can have beta marketing campaign, blog, paid search campaign, banner ad, etc) and then learn from consumers voting with their wallets. If they're voting in your favor, scale your initiatives and pump your revenues back into such. If things aren't working, analyze the situation and then make the changes necessary.
Microsoft takes years to launch a new operating system or office tool. Google releases beta versions of its many popular products, services and features. Initial beta versions might not have all the bells and whistles, but scaled if the concept is well received by users. No project launch takes more than three months.
Don't:
- worry about solving all your problems in launch number one
- blow your entire budget to launch once
- think you know what consumers want
Do:
- scale down your features/goals for a beta launch
- build a financial model that allows you to re-invest initial revenues into continuous improvement
- spend 80% of what you were planning to spend in development and invest the other 20% in marketing it
[ratings]