I am excited to announce the publication of my latest book, Launching for Revenue: How to Launch Your Product, Service or Company for Maximum Growth, due in March 2018.
If you are launching a new company or brand, the odds are definitely against you. Research shows that up to that anywhere from 35 – 80% of launches fail. The numbers are notoriously hard to measure, leading to controversy about the exact percentage. Even at 35%, however, that is a substantial and unacceptable failure rate, especially given the significant resources required for each company or brand launch.
Launches fail for a variety of reasons and at a variety of times, sometimes shortly after launch, sometimes within the first year and sometimes even before launch even happens.
While these statistics apply specifically for product launches, the most well studied form of launch, one can easily extend these numbers to hypothesize that these percentages would apply equally to service and company launches. In fact, the failure rate for all new U.S. companies is 50% within their first five years. Within the startup community, the failure rate is much worse, at least for high growth tech startups, at 92% failure rate within the first three years. These are not heartening statistics.
But … there is good news. The market is full of new products, services and companies that are changing our lives in big and small ways. Clearly some launches are successful, despite the overwhelmingly negative odds.Announcing the publication of Launching for Revenue: How to Launch Your Product, Service or Company for Maximum Growth, due in March 2018. Click To Tweet
The Line Between Success and Failure in a Launch
So what makes the difference between failure and success? That is a question I have been obsessed with for over two decades now.
After leading and participating in dozens upon dozens of launches, commissioning proprietary research here at ThinkResults about the launch process, and being a very keen observer of both successful and failed launches, it is clear to me that the reasons for the high failure rate can be identified, isolated and controlled.The reasons for the high failure rate of up 92% of launches can be identified, isolated and controlled. Click To Tweet
Once I realized this, I made it my focus to get this information into as many hands as possible, hence the genesis for the book I am releasing soon: Launching for Revenue: How to Launch Your Product, Service or Company for Maximum Growth.
As a result of this studying and analysis, we have also developed the ThinkResults Launch Readiness Assessment method, which isolates and identifies the top 10 most critical elements of a successful launch.
This method reveals how ready a company is to launch, and isolates the biggest areas of risk for the launch. As a result, companies can predict and course correct their launch plan to maximize their chances of launching successfully.
If this sounds like something that would be helpful for you, head on over to our site and start with our free Launch Readiness Assessment Quiz. It takes less than five minutes and will give you a high-level analysis of how ready your brand or company is to launch successfully (hint: that means to drive revenue). It will also give you some tips on where to focus your time, money and energy to optimize your chances of success. Enjoy!
And did I mention it is completely free?!
While you are on the site, be sure to sign up for the pre-release announcement of the book and some special goodies we have planned for our early supporters, and check out Jenn’s recent interview with Linda Popky where she discusses why so many launches fail. Let’s Do Launch: How to Ensure Your Next Launch Soars