(sometimes people forget this)

one of the many important aspects of a successful product launch has to do with creating a real "winning" product. Not winning in the hype or the sales process (though this is just as crucial) . But actually a winner in terms of its usefulness and value for people.

Taking on a theme by Kevin Kelly and his 1000 true fans rant
http://www.kk.org/thetechnium/archiv..._true_fans.php

I would say that for our industry, before you even think to go to pre-launch - first go and find 10... yeah just 10 true fans. Recruit from wherever you can, give them the product for free, hold their hand and walk em though until they see the value as you see it. These people can't be related to you and should really be previously impartial and have a need.

The bottom line is if you can't get 10 people to love your product , by giving it to them for free and walking them through it, then how can you expect to have a useful and successful (honest) product once you are putting out there for sale and without the hand-holding?

The first 10 may not bite, but keep recruiting until you get 10 that live and swear by your product. Once you are at this point, then you have positioned yourself well to move into pre-launch phase. (and this serves the dual purpose of giving you very powerful and honest case studies to use in your sales process)