Before you build it: How to prepare to launch anything new.

I'm writing this overlooking the first golf club I joined many years ago, with the idea that golf, not only an outdoor pursuit to provide me with valuable time in nature and exercise, would also be an awesome breeding ground for business opportunities and partnerships (after all you are spending over 4 hours with a group of people and there is nothing quite like seeing how they handle pressure and frustration before deciding if you want to work with someone!).

It's sad to say that the club isn't what I remember.

The nearby airport has purchased half of it to literally 'pave paradise and put up a parking lot'. The club has come into money as a result and reduced from a full 18 holes to 9 played twice. The new committee are focused on building a driving range, pitch and putt and a brand new clubhouse only open to the public (the golfers have been moved to a shed )to attract a new clientele. The idea being, to lure people travelling via the airport, to stop in and hit a few balls, and have a drink or three while they wait for their flight...

... except we all know that won't happen.

People in an airport, stay in the airport. They get a highly priced coffee or sit in the lounge. and want to be close by the announcement board to make sure they don't miss their flight. The airport is called the terminal (meaning connection point) even though it may seem like a slow death when flights are delayed, people don't really want to be there, they have to be there.

Sadly, the golf club haven't even surveyed those already in the airport to see if anyone would like to use what they are building. They have pitched the concept to the members and put up lovely architectural drawings, full of happy, smiling people, sipping lattes and having meetings.

My prediction? It's not going to happen.

In the movie Field of Dreams, Kevin Coster's ghostly companion says "If you build it, they will come'...but that's not entirely true. First, you need to know people want it, and you need to know you are going to have customers!

Are you developing a new product, service or solution?

Perhaps you're writing a book, or creating a program or training course?

Something you may not have yet considered, especially if you are in creative flow, trying to map out your approach or process, getting funding or simply trying to choose the best platform or the right publishing partner, is that while you build it, you also need to be building towards launching it.

Launching something new is much like learning to ride a bike. You need two wheels working in tandem to move forward.

One wheel represents the product itself – the book you're writing, the podcast you're creating, the product you're engineering or manufacturing, the service you're packaging.

The other wheel, often neglected, is your profile, your brand's visibility, and your audience - who you are going to sell it to.

Many entrepreneurs focus intently on perfecting the first wheel, only to scramble at the last minute to inflate the second, often with disappointing results.

A launch without a pre-existing audience is like trying to ride a bike with a flat tyre – a hard, frustrating slog.

Building a strong profile during product/service development is essential for a successful launch. It's not enough to simply have a great solution; you need people to get excited about it.

Here are some real-life practices to help generate pre-launch buzz:

• Define Your Unique Profile Position (UPP): Before anything else, clarify what makes your brand unique, different, and meaningful. Who is your target audience? What is the problem you are solving for them? Understanding your UPP allows you to tailor your pre-launch marketing messaging and stand out from competitors when you do launch. It can be incredibly costly to launch without it but so many fail to recognise this vital starting point.
• Demonstrate Proven Value (Even Pre-Launch): Showcase the value of your product or service before it's available. This might involve sampling tangible products or beta testing programs or services and gathering reviews. You should also consider entering relevant awards for concept, innovation, or thought leadership - yes you can enter awards before you launch! Winning or even being a finalist for such awards provides powerful evidence of your value and builds credibility by associating your new solution with award-winning success.
• Strategic Profile Building: People want to know who is behind the brand. Create valuable content that resonates with your target audience and showcases your understanding of their pain and problems, while outlining your area of expertise and real concern for their situation. This could include blog posts, articles, videos, or getting on podcasts – anything that provides genuine value and positions you as a thought leader or service provider with insight and innovation.

These strategies aren't quick fixes; they require consistent effort and a long-term perspective. Nothing will work if you haven't first worked out the value proposition and had some sort of evidence that there is a minimal viable product - people want it or even better, someone has put in an order for it!

But by focusing on building a strong profile while developing your service, product or solution, you ensure a smoother, more impactful launch.

It’s about creating two fully inflated wheels, not just for a successful launch, but for a sustained, smooth ride. After all, who wants to be stuck with training wheels when you can be cruising?

The Audacious Agency are the premier award writing specialists and profile-building experts, helping entrepreneurs and business owners who are sick of being the world's best-kept secret, to boldly stand out from the competition by building profiles to be visible, credible, and profitable.

www.theaudaciousagency.com