What If!?Launching Your Start-Up at The Superbowl
By: Jeff Reekers 01/30/2014
Play along for a moment: You’re a startup. Last night you had a dream that you doubled (or quadrupled)-down on a Superbowl commercial and your business won big. The next morning, you decided to put down $3M on that very Superbowl placement and signed away your money. Today, you are breaking down in tears. What have you done!?What if it fails? You’ll be ruined!
What would you do!?
Though the contents may differ, I can tell you one thing: you would make that commercial utterly stunning. Every detail, every second, every color… everything would be the exact way you wanted it: no regrets and you would find a way to not only make it work, but make it work BIG.
How come, then, so many entrepreneurs spend months, years, or even decades of their lives developing a product, only to have a quiet and “soft-launch”? After all, the accumulation of all this time and effort comes to a near equivalent cost for many of us. So why don’t we treat it as such? Too often, this can result in haphazard planning, where the core of the launch is about Googling “Go-to-market strategy” and following some bozo plan.
Where’s the fun in that? Where’s the pride?
You only get one life and one chance to do something unbelievable. Too often many of us have this attitude, and then when it comes time to share it with the world, we revert to self-doubt: What if others don’t like it? What if I fail? What if I get embarrassed?
I encourage everyone that hasn’t read the story of Bill Zanker, the founder of the Learning Annex, to grab Donald Trump’s In this book, Zanker provides insight on how he double-downed multiple times (successfully) to hire Trump for ridiculously expensive speaking engagements and re-launch his platform.
So what is your go-to-market strategy like? Are you doing a soft-launch and rationalizing that this is the best way to “test the market”? Or, are you prepared to make sure every detail of your strategy is utterly perfect, wow an entire market with its perfection, and ?
Treat everything you do as though it was costing you a Superbowl ad spot. It’ll pay off.
Written by Jeff Reekers,
Director, Marketing at Datahug