Waitlist launch

The talk argues that startups should launch early and repeatedly, using feedback to test whether they are solving a real problem and to find a small group of users who love the product. Founders should explain their company in one clear, concise sentence that says what it does and whom it serves, without jargon or a long backstory. It outlines launch paths including a landing page, friends and family, potential customers, online communities, preorders, and waitlists. Founders should build their own community and keep launching through it; press is unreliable as a source of sustained growth.

Kat Mañalac argues that launching should be a continuous process throughout a startup’s life, rather than a single high stakes event. She describes ways to test ideas and reach users, from landing pages and friends and family to strangers, online communities, waitlists, bloggers, and preorders. Examples such as Lugg, Magic, and Joy show how founders can learn from early users and find traction through different channels. She also recommends building a community over time, speaking plainly, and repeating launches as products and features evolve.