3 Benefits of Launching in Beta
There are a couple reasons that launching in beta is a good idea. One, it allows you to go “public” and get immediate feedback from you distributors and customers on what’s working and what’s not. That crazy six-month development project that the entrepreneur in you dreamed up as being a “billion-dollar” idea may seem silly to the field and not gain an ounce of traction. Or likewise, that killer idea that the big Kahuna in the field is telling you that you must accomplish before you go live might vanish in a puff of smoke when rolled out… been there, done that, right?
The second reason why it’s smart to launch “lite and lean” is simply cost savings. Custom development is expensive no matter who your software provider is. I don’t care if you’re getting it all done in Mexico or India… there is an opportunity cost to everything.
Finally, there’s the psychological aspect. Climbing a mountain is hard work and if the peak keeps getting further away no matter how hard you’re climbing, the exhausting toll this takes on your psyche has very real implications. I’ve seen companies spend so much time in pre-launch phase because they keep adding new and “innovative” ideas that the distributors get tired of waiting and move on to the next “big” thing. Unfortunately, this happens all too often in our industry.
So in my experience it’s smart to take baby steps, do things in phases, test things out, and work towards your minimum viable product with every proposed marketing initiative or product release. Launch in beta and learn to manage the expectations of your corporate team and the field. Doing so will yield big dividends and could even be the difference between your ultimate success and failure as a company.