Introducing a new product or business ahead of its official debut 
Many entrepreneurs spend months or even years getting ready to launch their new business or product, yet they often recognise they don't have a solid plan to engage their target audience. It's crucial to have a pre-launch at this point!

1. The Significance of Pre-Launch 
 

Different businesses aim for unique goals after they start operating. Think about testing the practicality of your idea by launching the most basic version (a minimum viable product or service), examining your operations with a soft launch, boosting your capacity and cash flow through a gradual rollout, or even taking a daring step to surprise your competitors!

Explore further perspectives on setting launch objectives with 8 aims and goals for your business launch.

No matter what your launch objectives may be, grasping the following is crucial for a successful pre-launch:

Determine the specific audience you want to reach for your launch. Identify the most effective ways to connect with them. Tailor your business or product presentation to align with their interests and requirements.
Creating an audience that is truly interested and, preferably, eager to interact with you may require several months of effort. The pre-launch phase is essential in the preparations for launching a business or product. This approach creates excitement and curiosity, while also aiding in the collection of email addresses (with consent) and social media followers, enabling you to engage with them when you're prepared.

If you're just starting out and don't yet have a business to operate, you might be wondering what subjects you can talk about with others. We examine various methods to connect and build a relationship with potential customers in this discussion.

2. Creating your digital footprint 

Before starting your pre-launch activities:

determine the necessary platforms – such as landing pages featuring a sign-up form and/or a complete website, the tools required for their creation, and your chosen social media channels 
Select your business name, domain name, and social media handles simultaneously. It's essential to ensure that the name you choose is available across all platforms to avoid any issues later on.
Create a logo and favicon, establish your business email, and select an email marketing platform.
determine the methods for collecting and storing customer data and subscriber information, as well as your approach to ensuring compliance with GDPR 
This checklist is beneficial for new businesses establishing their online presence.

3. Leverage your network and create visibility 

Whom do you know 
After defining the personas of your ideal customers (considering factors like location, demographics, and attitudes), start connecting with contacts. Review your network, engage with friends on social media, and reach out in relevant social groups (when suitable). Additionally, utilise networking groups and share updates on your LinkedIn profile.

Consider the people you are already familiar with:

An individual who aligns with your ideal customer profile is actively involved in pertinent social media groups that attract potential clients. This person may be an “influencer” with a notable presence on social media or hold respect in a field relevant to your business and products. They might even run their own blog or podcast. It's important to prioritise instead. quality over quantity; even a “nano-influencer” with approximately 1,000 followers can provide significant value if their audience closely 
possesses relevant experience in the sector you are entering (and is not a direct competitor) 
has previously introduced a business or product in the local market 
Contact us 
Now is the moment to reach out to those individuals and request a few minutes to discuss your plans. Check if they can assist you in locating the groups you should join and if they can suggest anyone else you might talk to. Connect with new individuals and seek their feedback on your ideas. Share samples for their review, or if that's not feasible, send images and videos instead. 

Link 
After engaging in direct conversation and receiving a positive reaction (or adjusting your method according to their input), extend an invitation for them to follow your new social media account. You can keep them informed with brief news updates and visuals regarding the preparations for your launch, such as signing the lease contract for your location, receiving your initial prototype, or completing the design or filming of the first part of your new digital product.

Reply 
Always acknowledge and express gratitude to individuals for their comments and the time they took – even if their input is limited or if they share perspectives that may be difficult to accept.

Believe in yourself 
Numerous start-ups find it necessary to push themselves to achieve this. It could be a situation of battling self-doubt, often referred to as “imposter syndrome,” where they question their ability to reach the launch stage, or perhaps it's simply a matter of not having enough time. To navigate this frequent challenge, it's essential to keep in mind that your chances of launching increase when you enlist others to assist with your word-of-mouth marketing. Additionally, many individuals appreciate being asked for their thoughts or guidance.

Another obstacle is the fear that competitors will replicate their ideas. Some businesses and products may face risks, but typically, the key to success lies in the ability to sell swiftly after a proper launch. Most other businesses are focused on their own operations and lack the time to quickly adjust to imitate others. It's important to rely on your own judgement here.

4. Increase your follower count 

Choose your main social media platform(s) 
Once you've built a small following on social media, it's important to grow this audience by implementing a well-organised content plan and allocating a specific budget for advertising. Although it's advantageous to have a presence across all relevant platforms, it may be wise to focus your efforts on a single platform at first—particularly the one where your audience engages the most. This method enables you to efficiently handle different elements of starting your business or enhancing your product at the same time.

Selecting the appropriate social platforms demands thoughtful evaluation of what resonates most with your audience and the nature of your content. Start your research, but to begin with:

For those in a B2B market, LinkedIn stands out as the obvious choice.
Instagram serves as a perfect venue for products that boast visual appeal or focus on lifestyle themes.
Facebook is a powerful platform, particularly beneficial for local businesses or those looking to reach a wider audience.
Twitter might be a viable choice, based on your intended audience and objectives. If you seek investment or represent a tech startup, this platform could be quite beneficial for you.
Further information about social commerce can be found here.
Produce engaging material 
Once you've set up your presence on your chosen platforms, it's crucial to share engaging and consistent content. It may be beneficial to set aside a promotional budget to increase the visibility of these posts and engage with a wider audience. A varied content calendar is crucial.

Consider carrying out simple surveys to gather feedback while also boosting awareness of yourself and your business. Gather feedback by using tools such as Facebook polls in stories or groups where you are actively involved, or through services like SurveyMonkey. This method frequently motivates people to express more ideas in the comments section. Make use of these for:

Determine customer needs to enhance your product: “Which presents a bigger challenge for you – option a or option b?” “Which choice would greatly ease your daily routine, x or y?” ” 
Elevate your offerings by asking questions such as, “Which colour stories would beautifully enhance your home?” Which of these options should I focus on for launch? In your view, which is more effective for displaying products in my new store: these shelves or those units? ” 
Share updates on your advancements by posting photos of your newly decorated spaces, the installation of your new signage, or exclusive previews of visually appealing products and services through Instagram or Facebook stories. 

Share blog posts or video stories that highlight your identity and the reasons behind your launch.

Organise contests and promotions, including opportunities to win your own or similar products, as well as early bird discounts, among others.

Explore broader advertising options 
At this point, many new small businesses may find their budget for social media advertising or paid influencer marketing to be quite limited. However, depending on your objectives, it might be necessary to consider running ads, even temporarily, to connect with a broader segment of your audience. Conduct thorough research and evaluate the potential benefits of collaborating with a specialist.

For established businesses introducing a new product or service, it may be beneficial to explore the intricacies of influencer marketing, including how to pinpoint suitable influencers and the potential expenses involved. This could range from providing a complimentary product to fees starting at £80 per post for influencers with a following of up to 10,000, with costs escalating for those with larger audiences. Engage with social media platforms, or explore influencer marketing platforms to discover potential collaborations with individuals who can connect with your desired audience.

Share updates on your advancements, including images of your newly adorned space, the installation of your new signage, or exclusive previews of visually driven products and services through Instagram or Facebook stories.

Share blog posts or video stories that highlight your identity and the motivation behind your launch.

Organise contests and promotions, including opportunities to win your own or similar products, as well as early bird discounts, among others.

5. Create a database 

Make sure that every piece of content you produce across any platform directs users to a landing page designed to capture email subscribers. These subscribers will be interested in receiving more information from you and will serve as your “warm leads” when you officially launch. It is essential to provide a compelling reason for individuals to subscribe, as this will propel you into the next phase of your content creation and basic promotional efforts:

Be among the first to receive updates about your launch. Enjoy a special discount on your initial order once we go live. Participate in a competition for a chance to win a complimentary product or service. Take advantage of giveaways, including free consultations or digital downloads of premium content. It's essential to comply with data protection regulations and follow all privacy laws and GDPR guidelines.

6. Assess your communication and perform an evaluation 

Be sure to take the time to evaluate engagement, reactions, and click-through rates from all your pre-launch emails and social media posts. Examine the reach, likes, comments, and other metrics of your social media posts in the 'Insights' section of your platform, and review any email data, including open rates and click-through rates.

Explore various methods to articulate the distinct features of your product or service and incorporate visual elements effectively.

Is it more effective to describe the issues it addresses, the advantages it offers to customers, or the different features it includes?
Consider the tone of voice – does your audience appear to engage more with a natural or conversational style, or do they prefer a formal and authoritative approach?
Which types of visuals are most effective – diagrams, infographics, or photographs?
Does incorporating video enhance engagement, and if it does, what duration is most effective?
This is an excellent opportunity to try new things and gain knowledge.

7. Start accepting pre-orders 

As you approach the final weeks before your official launch, reaching out to your email list and social media followers to offer exclusive pre-orders can be an excellent way to show appreciation to your early supporters. Establish the foundational elements of your online store by featuring one or two essential products, or showcase your main service on your website or social media business page.

Advantages of pre-orders 
There are several advantages to consider when it comes to implementing pre-orders for your business.

Confirm that there is a need. Pre-orders allow you to verify that there is sufficient interest in your product or service. Despite extensive market research, there can still be a disconnect between what consumers express (“yes, we like the product and we’ll buy it”) and their actual behaviour (following through with a purchase).
Evaluate your procedures. This will allow you to evaluate the operational logistics during the initial phase of your business, covering aspects such as your order process, payment processing, fulfilment, and return policies.
Fluid cash flow. When you purchase a set of materials for your product or invest in technology to provide your service, you can be assured that income will come shortly thereafter.
Considerations to Remember 
Prior to starting to accept pre-orders, there are a few crucial aspects to consider.
 

Considerate dialogue. It is crucial to notify customers that these are pre-orders and to explicitly convey any longer delivery times to avoid any possible frustration. Make sure your customers are regularly updated on the progress. Customers frequently show patience and understanding, acknowledging that with a new business or product, perfection is not always expected. At this point, it's crucial to set realistic expectations about when your orders will be delivered. Steer clear of commitments you cannot fulfil, and inform others of any alterations as soon as you notice them.
Offering incentives. Think about offering a minor incentive for pre-orders, such as a price reduction on the product or free shipping.
Handling transactions. Decide whether you will need complete payment upfront, accept a deposit with the rest payable upon shipment, or collect payment solely at the time of dispatch. When using an online marketplace rather than your own ecommerce platform, it's important to follow their specific policies closely.
Anticipated financial results. When performing financial calculations, remember that with your pre-orders of standard products or services, there may be cancellations, along with returns and refunds. It's advisable to exercise caution when considering these factors and establish a clear policy for managing these scenarios. The return policy varies depending on whether your items are standard or custom-made to order. During the early phases, it’s crucial to stay as flexible as possible to cultivate positive relationships.

8. Ultimate release 

As mentioned earlier, there are several possible goals you could aim for with the launch.
To achieve a notable impact and quick sales, hosting an event while securing local press coverage would be a fantastic approach.
One alternative is to think about a soft launch, which enables you to start trading slowly and confirm that your operations are adequately set up to manage the process. To achieve your profile without becoming overwhelmed, think about using any limitations as advantages. Think about introducing a restricted first batch of products – once it's gone, it won't be restocked. As another option, think about taking on a restricted number of appointments for services.
Once your operations are in place, encouraging reviews and creating word-of-mouth referrals will be essential for the organic growth of your business. An outstanding product or service, when executed well, can often succeed with little effort from you!

Obtaining customer case studies can be highly advantageous for more complex products and services. Many businesses achieve this by using review platforms and encouraging customers to provide their feedback, helping a new business or product establish credibility quickly. This manual for handling online reviews aims to help you begin your journey.