Marketing disaster: Going public to soon.

9 replies
We all know it, we made something new and we feel excited, this it is, after weeks, months or even years of preparation you did it, your new website, service or whatever is ready for the public. You tested it yourself and it works.

You take your list of prospects, email database and publish it to your 10.000 followers and friends on the social media. Let them come you are ready..... ARE YOU? Are you really ready?

It happened to me more as one year ago, I worked on this project for such a long time and when it went online I was excited, I was happy, I was feeling like a king, but I wasn't ready and made a very big mistake.

I invited all people that I knew, used all my databases and networks to tell the: "LOOK WHAT I MADE!!" "COME TO THE WEBSITE!!" and "START USING IT!!"

And then everything went wrong, people used the website not like I expected, went to other places, didn't login like I wanted, the 2 programmers went on holiday just hours after the launch and much more. Errors, Errors and more mistakes. It was the worse launch ever. I got a lot of complains and negative reactions. After one week my visitors dropped with 60% and it took me 4 months to get them back. It was the worse 4 months of my life, 4 months debugging, repairing trust and answering complains.

It was a hard lesson and made me understand one thing, if you make a project and you think it is finished, let it seriously test by other people. People who you not instruct. When they criticize you, it not means an attack on you, but they want to help you.

If I would have been more patience and do a much slower and rolling start, I would have found the bugs without the massive complains and loss of clients....

Now we are almost ready to launch a new part of the project, and I decided not to launch it 5 days before our main programmer will go on holiday. 2 weeks waiting and some extra checking can't harm anyone.

So my advice: Don't go public to soon, relax and double*double check. If your idea is really that good, it will still be good in several days.
#disaster #marketing #public
  • Profile picture of the author Joe721
    Some good advice there - I would add, and do this myself, that in the beginning I always release to a small subset of my group to get some initial reaction and feedback.
    Signature
    OptinPlayer: www.optinplayer.com
    The most Interactive web video player with
    events, a
    nalytics, security & much more
    Advanced DHTML Popup www.dpopup.com
    WordPress Popup Plugin www.wordpresspopupplugin.com
    {{ DiscussionBoard.errors[8313117].message }}
  • Profile picture of the author James Fame
    Originally Posted by allegandro View Post

    And then everything went wrong, people used the website not like I expected, went to other places, didn't login like I wanted, the 2 programmers went on holiday just hours after the launch and much more. Errors, Errors and more mistakes. It was the worse launch ever. I got a lot of complains and negative reactions. After one week my visitors dropped with 60% and it took me 4 months to get them back. It was the worse 4 months of my life, 4 months debugging, repairing trust and answering complains.
    Sorry that had to happen to you. I've had my own share of unfortunate events.

    What I learnt was to acquire some "beta testers" at a lower rate - they can help programmers uncover bugs at a faster rate too.

    James Fame
    Signature

    Fire me a pm if you have a question. I build businesses and provide consulting. I do not do finance/money/internet marketing niches. Fitness, self-improvement and various others are welcome.

    {{ DiscussionBoard.errors[8313120].message }}
    • Profile picture of the author allegandro
      Originally Posted by James Fame View Post

      Sorry that had to happen to you. I've had my own share of unfortunate events.

      What I learnt was to acquire some "beta testers" at a lower rate - they can help programmers uncover bugs at a faster rate too.

      James Fame
      Beta testers are absolutely a good idea. When you test yourself you go on autofocus and forget to do those things that "normal" people do.
      Signature
      Struggeling with multiple supplier feeds?
      DoeeX solves it!
      {{ DiscussionBoard.errors[8314581].message }}
  • Profile picture of the author cheddarben
    I think you right, but a person or organization also needs to balance careful preparation with Guy Kawasaki's advice "Don't worry, Be Crappy"... not that you should put out crappy products, but there is something to getting a product out. Even the most experienced and well stacked dev shops (like Microsoft) WILL encounter a major bug or two on many releases.

    I don't know how big of a group you are, but make sure to give yourself a bit of leeway. If you are a one man road show, it can be very hard to make a professional, complex item that is bug free. Considering the number of browsers, mobile browsers, tablet brosers matrixed with all of the Operating Systems... that variable alone can create a bajillion edge case situations where something does not go right.

    QA and testing is critical in the process and it sounds like you learned something along the way (thanks for sharing)... but don't kill yourself over small stuff either. Learn and plow on, my friend.
    {{ DiscussionBoard.errors[8314617].message }}
    • Profile picture of the author allegandro
      Originally Posted by cheddarben View Post

      Considering the number of browsers, mobile browsers, tablet brosers matrixed with all of the Operating Systems... that variable alone can create a bajillion edge case situations where something does not go right.
      Thanks for the long and clear answer and you are right the bigger the project gets, the harder it is to keep all going in the right way. That is why we decided to focus for now on the mainstream market and we not made an App yet. But also that has to come soon.

      We do much more step by step now, and test it 3-4 times, and ask other people to retest it also 3-4 times. But still sometimes you launch a new part and you want to scream it from the roofs. And that is what I do now, go to 10th floor and scream. But I don't tell other people about it yet.

      Originally Posted by owais211 View Post

      Great and fantastic information there
      Thank you for the advice.
      Cheers!
      You are welcome
      Signature
      Struggeling with multiple supplier feeds?
      DoeeX solves it!
      {{ DiscussionBoard.errors[8315037].message }}
  • Profile picture of the author owais211
    Banned
    Great and fantastic information there
    Thank you for the advice.
    Cheers!
    {{ DiscussionBoard.errors[8314642].message }}
  • Profile picture of the author JonP
    Excellent information to live by here and not something we all think of. I know that it's a good idea to "test test test" but I don't always think of that for every aspect of my business. Great feedback from all the poster's here, thanks!

    Jon.
    {{ DiscussionBoard.errors[8315108].message }}
  • Profile picture of the author Marc Rodill
    Well the good part is you survived it. It probably seemed a lot worse while you were going through that experience, but I'll bet in retrospect it wasn't that devastating.

    You probably learned a lot from it that will benefit you on every launch you do from now on. Well worth it in my opinion.

    Mistakes are just part of the game, your willingness to take risks is part of the success equation. Plus, now you got a good story to tell that shows you're humble ;-)
    Signature
    Long Lost Warriors! The Secret Sales System! Act Now! Buy Now! Right Now!
    {{ DiscussionBoard.errors[8315150].message }}
    • Profile picture of the author allegandro
      Originally Posted by Marc Rodill View Post

      Mistakes are just part of the game, your willingness to take risks is part of the success equation.
      Yes mistakes are a part of life, without mistakes no progress and learning moments.
      I just wished somebody told me: "WAIT, LETS JUST WAIT ONE MORE WEEKEND"
      Now all is fine, but I was really sick about it.
      Signature
      Struggeling with multiple supplier feeds?
      DoeeX solves it!
      {{ DiscussionBoard.errors[8315317].message }}

Trending Topics