Saturday, 21 May 2011

Preparing for take off

I love launching new companies. It's exciting and scary at the same time.

And now I am weeks away from launching another major new venture. It's got to the stage when everyone's heart starts to beat a bit faster and your palms becomes a bit clammy as you realise that the months of effort and planning are about to be exposed to the world.

We have been working on this new venture for nearly nine months.

We started by reviewing the market and conducting extensive consumer research. We made no assumptions about what direction the venture would take. We wanted to be driven by what consumers were telling us and the opportunities in the marketplace.

A proposition started to emerge and we kept testing it with consumers, in small, qualitative research groups. We tuned the proposition, focusing on what we were being told and we started to narrow down our target market.

We decided we needed a new consumer brand and went through a fun process of creating the brand. Three great brands emerged. We tested them with our target market and were left with two options. It was a tough decision but we made our choice and have ended up with a brand that will stand out in our market.

Meanwhile, we were going through cycle after cycle of business planning, presenting to the money men, refining the model, cutting out cost, reducing risk until we felt we had a model that works.

We put together a small, expert development team alongside one of the best user experience designers in London and they worked flat out to bring the proposition to life.

Now we are nearly ready. There is still a ton of stuff to be done .We have To Do Lists as long as your arm. But we've picked our date and we will be ready to go.

We will work and work and work and then it will go quiet. The calm before the storm.

And then we'll launch.

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