Startups can push products to market in record time. Compared to larger firms, who often plan their launches a year in advance, startups can rush products to market numerous times a year. This seems like a competitive advantage, right? Not so fast.
Small companies are limited by a lack of predictability – both in terms of assessing risk and in planning product launches. With no launch deadline, everything is done in a hurry. The PR team is unable to land great press; the marketing team is running short campaigns without success; there is no coordination between a launch and new hires, and the sales team is left struggling to push products no one cares for. Laying the groundwork
for a launch is as essential as the product itself - but getting there requires planning, organization, and predictability.