How to Launch by Yourself

Every year, Hollywood studios spend $100 million or more to produce a single blockbuster film. They know they've got a limited window for a big hit. They know some people decide at the cinema, but lots of people go to see a particular movie. If they've been hearing about it in advance, building anticipation, they're all the more eager.

Proof that this works: $185,755 in 72 hours

Karol Gajda had recently finished an engineering degree from the University of Michigan. He'd never worked as an engineer. Instead, he got an idea from a 90-year-old marketing book called Scientific Advertising by Claude Hopkins. The concept: fire sales.

Karol and his partner Adam Baker were in information publishing. They approached 25 colleagues with a proposition: contribute your products to a bundle sold for a low price during a limited time. Promote it to your audience and earn 80% commission. Twenty-three of twenty-five said yes.

The total package was worth $1,054 at retail. They sold it for $97, less than 10% of the full value. And it was available for only 72 hours. After that, no packages would be sold again. Period.

Launch day arrived. For ten minutes, nothing happened. Karol was in Austin. Adam was in Indianapolis. Then a trickle became a stream. Then a flood. Gmail refreshed "Notification of payment received" over and over.

The flood continued through day one, slowed on day two, then picked back up at the end of day three. The pattern was textbook, and you'll see why in a moment.

Total sales: $185,755 in three sleep-deprived days.

After the 72 hours ended, they received numerous requests to buy. They politely declined every one. Keeping their word was the whole point.

That launch wasn't random. It followed a specific sequence. And it's a sequence anyone can use.

The 8-stage pre-launch sequence

A good launch blends strategy with tactics. Strategy is the "why": the story, the offer, the long-term plan. Tactics are the "how": the timing, the price, the specific pitch. The eight stages below cover both. If you've already written your one-page business plan, you're ahead of most people.

1. An early look at the future

"Hey, I'm working on something interesting. It's going to be a big deal when it's finished, but for now I'm just letting you know that it's coming down the line." That's it. No hard sell. The goal is to slowly build anticipation. Plant the seed and let people start paying attention.

2. Why this project will matter

This is the most important early message. "This is why this project will be a game-changer, here's how people will benefit, and here's why you should care." You're making the case for relevance. If people don't understand why it matters to them, none of the other stages will work.

3. The plan for the big debut

When will it launch? How will it work? Is there a bonus for early buyers? What do people need to know? You're converting vague awareness into concrete expectations. This is where people start marking their calendars.

4. Whoa, we're almost ready

Right before launch. "This is the calm before the storm." The goal here is to convert anticipation into an actual decision. You want prospects to decide in advance that they're going to buy. By the time the launch arrives, many of them should already be reaching for their wallets.

5. OMG, here it is

"It's finally here, everyone has been waiting, and now we're ready to go." This message is shorter than the others. If you've done your job in stages one through four, many buyers are already prepared. Give them a link and encourage action.

6. Here's how it's going

Address anything that went wrong. Share stories of happy customers. "Look at all these people who are already benefitting." Social proof is powerful here, especially for people who were on the fence.

7. The clock's ticking

Before the offer ends, bonuses are removed, or the price goes up: "It's almost over. Here's your last chance." This isn't false urgency. It's real urgency, tied to a real deadline. If there's no real deadline, you shouldn't be sending this message.

8. "I'd like to thank my mother"

The closing period. "It's all over now. Thanks everyone. Here's what's coming next." Gratitude, a recap, and a look forward. This message protects your relationship with everyone who didn't buy, because the goal of a good launch isn't just to convert. It's also to preserve your relationship with other prospects and increase your influence.

The launch cycle

If you're watching sales come in during a launch, here's what to expect. Strong response on days one and two. Then a significant downturn in the middle. Then a big uptick right before the close.

That's exactly what happened to Karol and Adam. Flood on day one, slower on day two, surge at the end of day three.

Here's the part most people miss: without a closing, you won't see the uptick. If your offer is available forever, there's no reason for anyone to act now. The deadline is what creates the final wave. It's not a gimmick. It's how buying decisions work.

This is true whether you're launching for the first time or running your fifth launch.

The Empire Builder launch

My most important launch was for an online business course called the Empire Building Kit. I'd been procrastinating on setting a date. Then, while planning a trip to Europe and West Africa, I checked the Amtrak schedule on a whim. The train from Chicago to Portland was called the Empire Builder.

Then UPS delivered a free messenger bag from the Tom Binh company. The bag's name? Also the Empire Builder.

I took the hint. I decided to launch the Empire Building Kit live from the Empire Builder train, on my birthday. I asked my friend J.D. Roth to come along. We set up a "blogger's lounge" in the Amtrak viewing car with Apple products, amusing the elderly sightseers.

I'd been telling my community about it for weeks with a mixture of excitement and dread. There was no flexibility on the date. No backup plan. I finished the final copyedits on a Lufthansa flight to Chicago.

The launch went out to hundreds of eager buyers from the pre-launch campaign. I cleared over $100,000 in sales before turning it off exactly 24 hours later, as the train rolled through Washington state into Oregon. The deal was over when we hit Portland.

My favorite part? Receiving emails from people who said they weren't interested in the course but had been enjoying the story of the train ride. The launch itself became content. The story became part of the offer.

Launching from a departure lounge

Andreas Kambanis spent six months after university struggling to build an iPhone app and guide to London cycling routes. He'd used the "London Cyclist" name before realizing another publication had it. He got an angry letter and a threat of lawsuit. His friends had jobs and money to go out. Andreas stayed home.

His partner dropped out weeks before launch. So Andreas launched the app alone, from the Heathrow airport departure lounge, thirty minutes before boarding a flight to Brazil. Then he settled into Economy Class for eleven hours with no in-flight internet.

After landing in São Paulo, he checked his phone. Bleary-eyed in his cramped window seat, he saw a pile of orders flooding in. It wasn't a fortune. But in the time he'd been flying, the launch had paid for his plane ticket and his first week of lodging.

"It's hard to put into words why the physical deadline was such an important part. I think it was so motivational because it seemed impossible to achieve, and it made me kill everything that didn't add to the project being finished."

Physical deadlines work. Whether it's a train arriving in Portland or a flight departing for Brazil, tying your launch to something immovable forces you to ship. If you're the kind of person who's been building a side hustle and keeps postponing the launch date, consider booking a flight.

An offline launch that worked

Anastasia Valentine publishes children's books. She used to work with big companies that had gigantic marketing budgets. She didn't have those same resources for her own launch. But she knew enough to create anticipation over time.

Her first move: start with the ask. "We weren't sure how to filter our requests," she said. "So instead of filtering, we just asked everyone for everything. We asked for newspaper coverage, TV appearances, endorsements, donations for a big party, and anything else we could think of."

She got a positive response to almost everything. The line went out the door. She created a good experience for the people who showed up, with coloring spaces and "pin the tooth on the crocodile" for kids.

Results: web traffic increased 267%. Her mailing list doubled.

"People we didn't think would have the slightest interest showed up... with friends! Meanwhile, people who we thought were totally interested never even RSVP'd. The lesson was, don't assume someone isn't interested or won't attend or won't buy."

That last line is worth remembering. You can't predict who'll care. Ask broadly. You'll be surprised. If you need ideas on what kind of business to start for $100 or less, there are plenty of options that lend themselves to this kind of launch.

The 39-step launch checklist

I put together a checklist for launches based on everything I learned from the case studies in The $100 Startup. Here are the sections. (You can download the full checklist in the free resource library.)

The big picture (steps 1-9)

Start with a clear value proposition. Offer bonuses for early buyers. Make the launch fun, even for non-buyers. Use video or audio to complement your copy. Build anticipation. Build urgency, but make it real, not false. Publish the time and date in advance. Proofread everything. Check all web links.

Next steps (steps 10-16)

Set up your shopping cart. Test every step of the order process. Register any domains you need. Upload your files. Review the order page. Read your important copy out loud, because you'll catch things your eyes won't. Create custom graphics.

Money matters (steps 17-21)

Set a clear monetary goal. Advise your bank of incoming funds so they don't freeze your account. Have a backup payment plan. Offer an additional payment option. For high-priced products, offer a payment plan.

The night before (steps 22-25)

Clear your email inbox. Write a strong launch message. Prepare your blog and social posts. Set two alarm clocks. Not one. Two.

The big morning (steps 26-29)

Schedule the launch for your audience, which is usually East Coast morning in the U.S. Do a soft launch ten minutes early to catch any last-minute problems. Write personally to your first three to five buyers. If possible, send a personal note to every buyer.

Promotion (steps 30-33)

Ask for help spreading the word. This is the most important step of the whole checklist. Write to affiliates. Write to journalists. Post on social networks you already use.

Follow-up (steps 34-36)

Send a general thank-you message. Write the first email follow-up. Outline additional content you'll share.

Going above and beyond (steps 37-38)

Overdeliver with an unadvertised benefit. Something people didn't expect. For high-priced products, send postcards. For the really special customers, make phone calls.

Celebrate (step 39)

Go to your favorite restaurant. Have a glass of wine. Buy something you've had your eye on. You earned it.

Then plan the next launch (step 40)

What can you build from this one? What did you learn? Many of the customers from your first launch will support you for life, if you keep delivering value.

After the launch

A launch is a moment. What you do after it determines whether you've built something lasting or just had a good week.

Always return to the all-important value question: how can you help people more? The best one-person businesses aren't built on a single launch. They're built on the trust that comes from consistently showing up and delivering.

If you can admit to a flaw or weakness in your product after launch, this will likely help instead of harm you. When we evaluate a purchasing decision, we like to consider both strengths and weaknesses. Honesty after the sale is just as important as honesty before it.

Review what worked. Look at the key lessons you've absorbed. Then start building toward the next one.

If you want to test your next idea before committing to a full launch, that's smart. The lessons from your first launch will make the testing process faster.

Frequently asked questions

Do I need a big email list to have a successful launch?

No. Karol Gajda and Adam Baker pulled off a $185,755 launch by partnering with 23 colleagues who each promoted to their own audiences. You can launch with a small list if you've built real anticipation, have a compelling offer, and give people a reason to act now rather than later.

How long should a launch window stay open?

It depends on the product, but a defined closing point is essential. Karol and Adam's bundle sold for exactly 72 hours. My Empire Building Kit was open for 24 hours. Without a closing, you won't see the end-of-launch uptick that often accounts for a big chunk of sales.

What if I don't have a team to help me launch?

Most of the launches in The $100 Startup were run by one or two people. Andreas Kambanis launched his cycling app alone from an airport departure lounge. Anastasia Valentine ran her children's book launch by simply asking everyone for everything, and she got a positive response to almost all of it.

Is it okay to admit weaknesses about my product during a launch?

Yes, and it might actually help you. When we evaluate a purchasing decision, we like to consider both strengths and weaknesses. If you can admit to a flaw or weakness in your product, this will likely help instead of harm you. People trust honesty more than perfection.