Launching your startup is one of the most defining moments for any founder - and you only have one chance to get it right. Greylock marketing leaders Elisa Schreiber and Kaitlin Durkosh break down the key priorities for a successful startup launch. 🚀
Founders: You only have *one shot* to launch your startup. After helping hundreds of startups with their "Hello World!" moment, we have some hard earned lessons to share. From our experience, three key pillars are essential for a successful startup launch: Narrative, Timing, and Distribution. 1/ Narrative A clear, concise, and differentiated narrative is critical, serving as the foundation for all your communications. It should answer key questions: -Who are you? -What do you offer? -To whom? -What makes you different? -Why does the world need your product now? -How does it fit into the broader context? While fundraising can be part of your narrative, it’s not the central story. Customers and recruits are more interested in the product's potential, any early traction, and the team behind it, not just the amount of money raised. Your narrative should place your startup in the broader industry context, showing why it’s the right solution for today’s challenges and a key to a better future. 2/ Timing The timing of your launch is as important as the narrative. You need to answer, “Why launch now?” for both your company and the market. While speed is critical, being thoughtful about readiness is crucial. A typical launch can be planned and executed in 8-12 weeks, allowing time to coordinate PR, social media, websites, videos, and influencer campaigns. Align your launch with your business goals. For instance, if you want to build a waitlist, influencer marketing might be key. If your product is ready for customers, emphasize beta users and customer success stories. Most importantly, don’t let competitors dictate your timing. Competitor activity should inform but not control your launch. Launch when you’re ready and when it aligns with your goals. 3/ Distribution Successful launches prioritize distribution. The responsibility to drive eyeballs to your company is yours. And you can do this via both people and channels. Engage your investors, employees, early adopters, and beta users as amplifiers. Use social media platforms like LinkedIn, X. Publish founder-authored blog posts, appear on podcasts, and leverage platforms like Product Hunt or Hacker News where appropriate. While traditional media can help, direct channels—such as social—can be equally powerful. For example, Resolve AI’s launch video on X generated millions of impressions in just one day. - The launch of a startup often follows months - or even years! - of behind-the-scenes work. A successful launch will attract customers, talent, and follow-on investment. When you get the narrative right, nail the timing, and strategically distribute your message, the impact can be game-changing. So, what’s your secret ingredient for making a startup launch truly unforgettable? Co-authored by: Kaitlin Durkosh
