top of page
  • Writer's pictureWinfrid Jonathan

Isn't it risky to launch a product before it's ready

Updated: Aug 24, 2023

The best time to start your start-up could depend on several factors, but it’s important to be aware that there is no one ‘right time’. Factors you should consider include seasonality, global events, and the spending power of your target market.

That said, there are a few things to keep in mind when launching your start-up. Firstly, in times of crises, consumers are more willing to change their spending habits and try new products. This opens opportunities for start-ups to launch innovative products and services that can help meet the needs of consumers who are looking for alternatives.

Secondly, businesses tend to innovate faster in times of need, so this could be a good time to launch a new business or product if you’re looking to disrupt an industry.

Finally, it’s important to pay attention to the seasonal changes in your target market. Launching at a time when your target market is most likely to want or need your product or service can be advantageous. For example, launching a physical product in the lead up to Christmas could be more successful than launching it in January when people may have less money available.

Overall, the key to launching a successful start-up is to listen closely to your customers and potential market and be ready to iterate or pivot based on their feedback. With the right approach, you can start building your business even when there may not seem like an ‘ideal’ time for start-ups.

Product-market timing

There is no one definitive answer to the question of when entrepreneurs should launch their start-up and product. However, understanding the factors that contribute to a successful launch will help you make an informed decision.

One key factor is whether there is demand for your product. Before launching, you need to understand if potential customers are ready to purchase your product. You can do this by testing your product and finding potential customers. However, it is also important to start working on your idea before launching in order to build a strong foundation for success. This might include preparing for market launch and getting early adopters on board.

Some entrepreneurs might argue that it is better to wait until you are fully prepared before launching. This may include having a minimal viable product (MVP) and a solid business plan in place. Others might argue that it is better to launch earlier and surpass the performance of your predecessors. There is no one right answer, so you need to weigh the pros and cons of each option and make a decision that best suits your start-up. Ultimately, it is important to have a solid market strategy and start-up plan in place to ensure the success of your product launch.

Macro-economic climate

When it comes to deciding when to launch your start-up and product, there is no one definitive answer. It depends on a variety of factors including the macroeconomic climate and your start-up's development stage.

In general, start-ups are more likely to succeed during times of strong economic growth, when consumers are more willing to spend and try new products, and when there are more external incentives to support growth. However, crises can also be a good time to start a business as consumers are more susceptible to change and innovation is accelerated in times of need.

Reflecting on the global financial recession of 2008/2009, we saw that it gave rise to new technologies and start-ups that are now household names like Airbnb and Uber. These new start-ups have also gone on to radically change consumer behaviour.

It is generally advisable to start your business during times of strong economic growth when conditions are favourable for start-ups and money is easy to raise from investors. However, you may also choose to start your start-up during a crisis if you believe that your start-up has the potential to innovate and disrupt in a meaningful way. Ultimately, it will come down to weighing the risks and rewards. Taking risks is the story of an entrepreneur and based on your vision deciding what is best for your start-up's needs.

Seasonal changes

When launching your start-up and product, it’s important to consider the time of year and how it will affect your target audience. Depending on the season, certain months or dates may be more or less advantageous for a launch.

For example, launching a product in the lead up to Christmas could be beneficial in societies that celebrate the holiday. On the other hand, launching in January when many people are low on disposable income could have a negative effect on sales.

Similarly, summer and winter offer different opportunities for start-ups. Launching a product during summer in Europe could be advantageous as it is winter in Australia and other regions. Keep an eye on the seasonal experience and challenges of your users, to be attuned to their wants and needs. This will help you to better meet their needs and build a successful start-up.


Ultimately, there is no exact ‘right time for start-ups to launch’. Start-ups need to listen to their customers and potential market before launching. Despite that, if we are subscribe to the ‘fail fast’ and ‘lean start-up’ methodology, founders can also benefit by launching as soon as they are ready instead of waiting till they think it’s the ‘right’ time.

By launching quickly, the most successful start-ups have refined their ideas, iterated, and even pivoted after launch because they realised the market and customer was not ready or interested in what they had to offer. Start-ups won’t ever know how to refine their ideas without launching and testing. The more time they wait to build their business, the more time is wasted that could have been spent growing it.

Start-ups should consider the spending power of their target market and whether there are any global events or seasonal changes that could impact their business. Secondly, businesses tend to innovate faster in times of need, so start-ups should consider whether economic conditions create an opportunity to disrupt an industry. Finally, start-ups should pay attention to the feedback of their customers and potential market to iterate or pivot their product or service.

Launching a start-up takes a lot of hard work and perseverance, but by paying attention to the factors above, entrepreneurs can increase their chances of success.


Recent Posts

See All


bottom of page