How to launch a product or feature to maximize growth

"It is critical to design a process that allows you to launch vastly different product experiences within specific communities so your product can reach critical mass."

4 reasons why most product launches hurt growth

  1. You kill your most valuable channel (WOM)

    • WOM - user tried the product → exceeds expectations → tells others — "Holy shit this is awesome!"

    • Who you expose the product to is the other half of the equation. An un-targeted launch exposes the product to users for whom the product hasn't been built, they will have a negative experience, killing WOM

  2. You slow down validating your product/feature hypothesis

    • Qualitative - NPS

    • Quantitative - flat retention curves

  3. You deplete your ability to get your audience's future attention

  4. You fail to set yourself up for continued success

    • Think about the machine (loops) that will keep on growing even after the launch

How to Launch A Product or Feature To Enable Growth

  1. Scope: narrow down to a specific target audience

  2. Figure out access

  3. Filter: existing usage data, user submitted, and passive data

  4. Search for success signals

    1. Qualitative: NPS, surveys

    2. PMF: high retention curves

    3. Feature/product fit

  5. Leverage

Author: Brian Balfour

Source: https://brianbalfour.com/essays/how-to-launch-a-product-or-feature-to-maximize-growth

Rohan KatyalGrowth, Launch