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DEADLY MISTAKES
MOST STARTUPS MAKE
WHEN THEY launch
Ross Simmonds | rosssimmonds.com | @TheCoolestCool
Have you ever wondered
why some startup launches
are things of beauty,
while others fail to meet
the mark? 
Could it be the fault of the
founder for not planning
well enough in advance?
Or is it their PR teams
fault for not positioning
them correctly?
The reality is, not all
launches are created equal…
HOT NEWS
Some get more
media than others.
Some get more social
shares than others.
Some have to go back to
the drawing board.
HOT NEWS
Some get more
media than others.
Some get more social
shares than others.
Some have to go back to
the drawing board.
TEST
Through all of my research on this topic, and
through experience with several successful
and failed startups alike, there are a few things
I’ve learned over the last few years.
TEST
Through all of my research on this topic, and
through experience with several successful
and failed startups alike, there are a few things
I’ve learned over the last few years.
In this deck, you’re going to learn
4deadlylaunchmistakes
and how to avoid them…
DeadlyMistakes
for Startup Launches
1 Using Sign Ups As Your
Only Metric
2 Not Planning Your Media
Strategy Before Launch
3 Not Asking For Help
From Others
4 Thinking Of Launch Day As a
24 Hour Event
Seasoned marketers know this quite well -
you’re not going to acquire every single
person that visits your site at launch.
It should also be pretty obvious that the
majority of your customers aren’t going
to come from a single 24-hour bump in
traffic.
UsingSignUpsAsYourOnlyMetric
TOTAL VISITORS
NEW CUSTOMERS
You need to recognize that your
customers have a lifecycle, before they
actually buy your product or sign up.
During the launch, you may have captured
their curiosity, but until they give you
their email or credit card – you don’t have
their complete attention.
UsingSignUpsAsYourOnlyMetric
TOTAL VISITORS
NEW CUSTOMERS
LEAD
GEN
It’s important that you recognize that
your customers have a lifecycle, before
they actually buy your product or sign up.
It’s your job to help move them through
that life cycle and get closer to actually
buying your product or signing up.
During the launch, you may have captured
their curiosity, but until they give you
their email or credit card – you don’t have
their complete attention.
UsingSignUpsAsYourOnlyMetric
It’s important that you recognize that
your customers have a lifecycle, before
they actually buy your product or sign up.
It’s your job to help move them through
that life cycle and get closer to actually
buying your product or signing up.
During the launch, you may have captured
their curiosity, but until they give you
their email or credit card – you don’t have
their complete attention.
UsingSignUpsAsYourOnlyMetricYou want them to say
Rather than solely focusing on new
customers, focus on using your launch to
capture emails of relevant leads.
Create content that is relevant to their
interests and align with your product
offering.
UsingSignUpsAsYourOnlyMetric
TOTAL VISITORS
NEW CUSTOMERS
LEAD
GEN
For example, if you’re in Accounting Software, create
an eBook or course that your target audience would
be interested in downloading.
Ask for first name
(for personalization)
& email for outreach.
The Ultimate Guide
to Managing Your
Finances Without
An Expensive
Accountant
FREE:
Five Week Course
How To Charge More
Than Your Competition
And Win Business
This is a big one.
Planning your media outreach the day
before launch is a one-way street to
mediocre coverage and results. 
NotPlanningYourMediaStrategyBeforeLaunch
If you have a product or service
that you’re planning to launch
within the next twelve months,
start planning your media
strategy NOW.
Generating press and earning
mentions on influential blogs
isn’t a 24-hour game. 
NotPlanningYourMediaStrategyBeforeLaunch
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JULY 20151
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JULY 2015
START
NOW
For brands that are relatively unknown and new to the market, success in
generating buzz will take time and a rigorous effort.
First, it’s important to figure out exactly what your key message is.
Here are a few stories that tend to resonate with journalists and press:
NotPlanningYourMediaStrategyBeforeLaunch
Game changing
product
Accepted in
accelerator
Already
Successful
Founder
Raised
$500K+ VC
Founder Has
Unique Story
Relevant To
Current Issues
Once you’ve uncovered your story, it’s time to start pitching media with
the goal of landing a big story. If no one bites, it’s time to go after some
smaller fish in the sea.
Another great launch strategy is leveraging sites like:
NotPlanningYourMediaStrategyBeforeLaunch
ProductHunt
BetaList
ShowHN
Mashable
CrunchBase
Reddit
(Trust me)
Once you have a clear understanding
of the story you’re hoping to tell, it’s
time to start finding the right media
outlets and journalists to establish
rapport with. 
Dmitry Dragilev calls it the Hit List.
NotPlanningYourMediaStrategyBeforeLaunch
The hit list is the list of reporters and journalists you need to connect
with before and during your launch.
This process starts with a quick visit to Google, selecting news, and typing
in keywords using the following formulas:
NotPlanningYourMediaStrategyBeforeLaunch
[Your Industry] [Startup]
[Competitors Name]
[Your Industry] [Launch]
[Your Industry] [Investment]
Another great approach to finding sites
worth pitching is using Google image
search to track competitors’ primary
photos. 
Start by finding one of the most recent or
popular stories that were used in one of
your competitor’s content.
NotPlanningYourMediaStrategyBeforeLaunch
COMPETITOR CONTENT
Upon finding this image, you would take it
over to Google Image Search and see what
other blogs or influencers used that image
in their content.
Once you drop it in, Google will give you a
list of articles and Twitter users who shared
the image.
NotPlanningYourMediaStrategyBeforeLaunch
COMPETITOR
CONTENT
COMPETITOR
CONTENT
COMPETITOR
CONTENT
COMPETITOR
CONTENT
COMPETITOR
CONTENT
COMPETITOR
CONTENT
Your next step is to find out who authored
these articles and start building a
relationship.
It could start with a simple back and forth
exchange over Twitter or LinkedIn. From
there, it should be taken into email where
you can start to explain what you do and
what problem your product is looking to
solve.
NotPlanningYourMediaStrategyBeforeLaunch
Click for more on
this from Dmitry Dragilev
Your next step is to find out who authored
these articles and start building a
relationship.
It could start with a simple back and forth
exchange over Twitter or LinkedIn. From
there, it should be taken into email where
you can start to explain what you do and
what problem your product is looking to
solve.
NotPlanningYourMediaStrategyBeforeLaunch
Butdon’tstopthere…
Game changing
product
Game changing
product
This is really just the beginning.
The key is to recognize that this is about
establishing a relationship, nurturing that
relationship, and having a story worth
writing about when you make the request.
NotPlanningYourMediaStrategyBeforeLaunch
Don’t be afraid to reach out to your those
in your circle for help.
Don’t be afraid to ask investors, partners,
clients, or past colleagues to support your
launch.
If you have built strong relationships, this
isn’t going to feel like an annoyance to
your network; it’s going to feel like a
friend or someone they like is simply
asking for a favour.
NotAskingForHelpFromOthers
If someone doesn’t want to support your launch, it’s likely that you simply
don’t have that strong of a connection yet.
NotAskingForHelpFromOthers
If someone doesn’t want to support your launch, it’s likely that you simply
don’t have that strong of a connection yet.
NotAskingForHelpFromOthers
Plus, the people who have your back
when you need it are the people who
you’ll know to support when
they need you. (Tweet This)
Build a real connection.
Add value to their life before
you need something.
Develop that bond.
Don’t be afraid to get personal
and hang out.
And don’t be afraid to ask for
help.
S.O.S
Your launch isn’t a one time thing.
ThinkingOfLaunchDayAsa24HourEvent
24-7-365
your launch is happening
You’re always
launching.
ThinkingOfLaunchDayAsa24HourEvent
You’re always trying to
get buzz.
You’re always trying to
drive more sign ups
& generate leads.
! SIGN UP
ThinkingOfLaunchDayAsa24HourEvent
For some reason, a lot of founders crack a
bottle on launch day and think it’s over.
In reality, the launch “day” should actually
be an entire month of effort and push.
ThinkingOfLaunchDayAsa24HourEvent
It’s not over when TechCrunch writes about you.
It’s not over when you’re number one on ProductHunt.
It’s not over when the folks at Shark Tank reach out to you.
$
It’snotoveruntilyou’vesuccessfully
builtathrivingandconcretebusiness.
$
$
$
$
ThinkingOfLaunchDayAsa24HourEvent
You need to now start looking at how you
can get an endorsement from a relevant
industry blogger.
You need to start thinking about how you
can land an interview on a very targeted
podcast.
You need to start building connections
with relevant influencers who would
benefit from using your product.
Keep that Momentum. Keep Launching. Keep Hustling.
$$
For additional tips on how to
successfully launch a startup, check
out my book - Stand Out: A Content
Marketing Guide for Entrepreneurs
www.standoutguide.com
@TheCoolestCool
www.rosssimmonds.com
Ross
Simmonds

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4 Deadly Mistakes Most Startups Make When They Launch

  • 1. DEADLY MISTAKES MOST STARTUPS MAKE WHEN THEY launch Ross Simmonds | rosssimmonds.com | @TheCoolestCool
  • 2. Have you ever wondered why some startup launches are things of beauty, while others fail to meet the mark? 
  • 3. Could it be the fault of the founder for not planning well enough in advance?
  • 4. Or is it their PR teams fault for not positioning them correctly?
  • 5. The reality is, not all launches are created equal…
  • 6. HOT NEWS Some get more media than others. Some get more social shares than others. Some have to go back to the drawing board.
  • 7. HOT NEWS Some get more media than others. Some get more social shares than others. Some have to go back to the drawing board.
  • 8. TEST Through all of my research on this topic, and through experience with several successful and failed startups alike, there are a few things I’ve learned over the last few years.
  • 9. TEST Through all of my research on this topic, and through experience with several successful and failed startups alike, there are a few things I’ve learned over the last few years. In this deck, you’re going to learn 4deadlylaunchmistakes and how to avoid them…
  • 10. DeadlyMistakes for Startup Launches 1 Using Sign Ups As Your Only Metric 2 Not Planning Your Media Strategy Before Launch 3 Not Asking For Help From Others 4 Thinking Of Launch Day As a 24 Hour Event
  • 11. Seasoned marketers know this quite well - you’re not going to acquire every single person that visits your site at launch. It should also be pretty obvious that the majority of your customers aren’t going to come from a single 24-hour bump in traffic. UsingSignUpsAsYourOnlyMetric TOTAL VISITORS NEW CUSTOMERS
  • 12. You need to recognize that your customers have a lifecycle, before they actually buy your product or sign up. During the launch, you may have captured their curiosity, but until they give you their email or credit card – you don’t have their complete attention. UsingSignUpsAsYourOnlyMetric TOTAL VISITORS NEW CUSTOMERS LEAD GEN
  • 13. It’s important that you recognize that your customers have a lifecycle, before they actually buy your product or sign up. It’s your job to help move them through that life cycle and get closer to actually buying your product or signing up. During the launch, you may have captured their curiosity, but until they give you their email or credit card – you don’t have their complete attention. UsingSignUpsAsYourOnlyMetric
  • 14. It’s important that you recognize that your customers have a lifecycle, before they actually buy your product or sign up. It’s your job to help move them through that life cycle and get closer to actually buying your product or signing up. During the launch, you may have captured their curiosity, but until they give you their email or credit card – you don’t have their complete attention. UsingSignUpsAsYourOnlyMetricYou want them to say
  • 15. Rather than solely focusing on new customers, focus on using your launch to capture emails of relevant leads. Create content that is relevant to their interests and align with your product offering. UsingSignUpsAsYourOnlyMetric TOTAL VISITORS NEW CUSTOMERS LEAD GEN
  • 16. For example, if you’re in Accounting Software, create an eBook or course that your target audience would be interested in downloading. Ask for first name (for personalization) & email for outreach. The Ultimate Guide to Managing Your Finances Without An Expensive Accountant FREE: Five Week Course How To Charge More Than Your Competition And Win Business
  • 17. This is a big one. Planning your media outreach the day before launch is a one-way street to mediocre coverage and results.  NotPlanningYourMediaStrategyBeforeLaunch
  • 18. If you have a product or service that you’re planning to launch within the next twelve months, start planning your media strategy NOW. Generating press and earning mentions on influential blogs isn’t a 24-hour game.  NotPlanningYourMediaStrategyBeforeLaunch 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 Su Mo Tu We Th Fr Sa JULY 20151 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 Su Mo Tu We Th Fr Sa JULY 2015 START NOW
  • 19. For brands that are relatively unknown and new to the market, success in generating buzz will take time and a rigorous effort. First, it’s important to figure out exactly what your key message is. Here are a few stories that tend to resonate with journalists and press: NotPlanningYourMediaStrategyBeforeLaunch Game changing product Accepted in accelerator Already Successful Founder Raised $500K+ VC Founder Has Unique Story Relevant To Current Issues
  • 20. Once you’ve uncovered your story, it’s time to start pitching media with the goal of landing a big story. If no one bites, it’s time to go after some smaller fish in the sea. Another great launch strategy is leveraging sites like: NotPlanningYourMediaStrategyBeforeLaunch ProductHunt BetaList ShowHN Mashable CrunchBase Reddit (Trust me)
  • 21. Once you have a clear understanding of the story you’re hoping to tell, it’s time to start finding the right media outlets and journalists to establish rapport with.  Dmitry Dragilev calls it the Hit List. NotPlanningYourMediaStrategyBeforeLaunch
  • 22. The hit list is the list of reporters and journalists you need to connect with before and during your launch. This process starts with a quick visit to Google, selecting news, and typing in keywords using the following formulas: NotPlanningYourMediaStrategyBeforeLaunch [Your Industry] [Startup] [Competitors Name] [Your Industry] [Launch] [Your Industry] [Investment]
  • 23. Another great approach to finding sites worth pitching is using Google image search to track competitors’ primary photos.  Start by finding one of the most recent or popular stories that were used in one of your competitor’s content. NotPlanningYourMediaStrategyBeforeLaunch COMPETITOR CONTENT
  • 24. Upon finding this image, you would take it over to Google Image Search and see what other blogs or influencers used that image in their content. Once you drop it in, Google will give you a list of articles and Twitter users who shared the image. NotPlanningYourMediaStrategyBeforeLaunch COMPETITOR CONTENT COMPETITOR CONTENT COMPETITOR CONTENT COMPETITOR CONTENT COMPETITOR CONTENT COMPETITOR CONTENT
  • 25. Your next step is to find out who authored these articles and start building a relationship. It could start with a simple back and forth exchange over Twitter or LinkedIn. From there, it should be taken into email where you can start to explain what you do and what problem your product is looking to solve. NotPlanningYourMediaStrategyBeforeLaunch Click for more on this from Dmitry Dragilev
  • 26. Your next step is to find out who authored these articles and start building a relationship. It could start with a simple back and forth exchange over Twitter or LinkedIn. From there, it should be taken into email where you can start to explain what you do and what problem your product is looking to solve. NotPlanningYourMediaStrategyBeforeLaunch Butdon’tstopthere…
  • 27. Game changing product Game changing product This is really just the beginning. The key is to recognize that this is about establishing a relationship, nurturing that relationship, and having a story worth writing about when you make the request. NotPlanningYourMediaStrategyBeforeLaunch
  • 28. Don’t be afraid to reach out to your those in your circle for help. Don’t be afraid to ask investors, partners, clients, or past colleagues to support your launch. If you have built strong relationships, this isn’t going to feel like an annoyance to your network; it’s going to feel like a friend or someone they like is simply asking for a favour. NotAskingForHelpFromOthers
  • 29. If someone doesn’t want to support your launch, it’s likely that you simply don’t have that strong of a connection yet. NotAskingForHelpFromOthers
  • 30. If someone doesn’t want to support your launch, it’s likely that you simply don’t have that strong of a connection yet. NotAskingForHelpFromOthers Plus, the people who have your back when you need it are the people who you’ll know to support when they need you. (Tweet This)
  • 31. Build a real connection. Add value to their life before you need something. Develop that bond. Don’t be afraid to get personal and hang out. And don’t be afraid to ask for help. S.O.S
  • 32. Your launch isn’t a one time thing. ThinkingOfLaunchDayAsa24HourEvent 24-7-365 your launch is happening
  • 33. You’re always launching. ThinkingOfLaunchDayAsa24HourEvent You’re always trying to get buzz. You’re always trying to drive more sign ups & generate leads. ! SIGN UP
  • 34. ThinkingOfLaunchDayAsa24HourEvent For some reason, a lot of founders crack a bottle on launch day and think it’s over. In reality, the launch “day” should actually be an entire month of effort and push.
  • 35. ThinkingOfLaunchDayAsa24HourEvent It’s not over when TechCrunch writes about you. It’s not over when you’re number one on ProductHunt. It’s not over when the folks at Shark Tank reach out to you. $ It’snotoveruntilyou’vesuccessfully builtathrivingandconcretebusiness. $ $ $ $
  • 36. ThinkingOfLaunchDayAsa24HourEvent You need to now start looking at how you can get an endorsement from a relevant industry blogger. You need to start thinking about how you can land an interview on a very targeted podcast. You need to start building connections with relevant influencers who would benefit from using your product.
  • 37. Keep that Momentum. Keep Launching. Keep Hustling. $$
  • 38. For additional tips on how to successfully launch a startup, check out my book - Stand Out: A Content Marketing Guide for Entrepreneurs www.standoutguide.com