Unsuccessful Online Launch? That’s Ok.

A majority of online launches are underwhelming. When people start businesses and podcasts, they’ll often tease the new project, generate a little hype, and then end up with 84 followers. Maybe less. 

There’s no reason to be disappointed about an underwhelming online launch. 

There would be a reason to be disappointed (and concerned) if your brick and mortar launch was unsuccessful. In the world of brick and mortar businesses, there’s a high built-in overhead. You have to keep the lights on. This is why restaurants do soft launches with friends and family. It’s why ice cream shops like Salt and Straw give out free ice cream for a week. This is why people rent massive vinyl “Grand Opening” banners. They have to get people in the door. 

With an online launch, however, overhead is usually much less than a brick and mortar store. So instant success isn’t necessary. Slow growth is possible. It’s the most common route. Don’t take it as a bad sign if your online project isn’t an instant success. Stay the course, keep working, and be grateful you didn’t have to sign a 24 month lease at $3,500 per month. This is the gift of retailing online. 

That said, if you are launching an online project, take a queue from brick and mortar stores. Maybe a soft launch, free product, and a vinyl banner aren’t such bad ideas…

Happy Thursday.