Today’s question comes from Samuel. Can you recommend a staged roll out plan for a startup? I don’t want to activate everyone that’s signed up, but I want to test my new app with a few users first before rolling out to everyone. Is there an easy way to do this?
Why do a Staged Rollout?
A staged rollout plan is something we recommend. Essentially, it means you aren’t trying to launch to every potential customer right away. For example, Facebook launched on a small set of college campuses before rolling out further and Uber launched in a few cities before going national.
It’s expensive to launch in any market. Some startups use their local area for their staged rollout and base it on location. Doing this allows you to get users and feedback and create a buzz that helps you raise revenue and funding that gives you the capital to launch to others.
The other type of staged rollout plan is based on demographics. For example, let’s say you are launching a babysitting app. You could only try to market to mom’s with one child between 25-35, are married, and are interested in Starbucks. Is that the entire potential customer base? No. But keeping it to a subset of the total potential users you can maximize your capital.
Benefits of Staged Rollouts
If you launch in your local area you can get face-to-face time with your user base. With a demographic rollout plan it’s easy for you to find out quickly which demographic is most interested in your app and is most likely to use it.
If you do a local rollout it may take longer to find your best type of customer but the feedback mechanism is easier to use.
Demographic rollouts are more reliant on digital marketing whereas with a local rollout you could rely on being physically present or doing other types of physical market.
The type of rollout plan you use depends upon what you are trying to create.
A B2B app would benefit from a demographic rollout whereas a B2C app usually benefits from localized rollouts.
Finding your competitors is a great way to figure out which type of rollout plan you should use. If they went down one path and had success then it will likely be the best option for you, too. It’s a difficult process, but if it was easy everyone would be doing it.Doing a local rollout allows you to get users and feedback and create a buzz that helps you raise revenue and funding that gives you the capital to launch to other areas. Click To Tweet
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