Understanding Software Product Launch Cycles

By  Maham Qasim

February 23, 2022 11:57 pm EST

It’s known that there are quite a few folks out there competing for our time, attention, and money. Even with the internet making it easier than ever before to access the information, you could still be at risk of wasting your hard-earned cash on sub-par software solutions. 

Early Problems and Fixes

There are far too many software products out there that sound like they will be great at first glance – but once you’ve put your money down, things can all quickly change.

By learning how the typical software launch cycle unfolds for these products, you’ll be in a better position to spot when things aren’t going according to plan or if there are any signs of unethical behavior. 

#1: The Hype Stage:

‘Hype’ is probably one of the most overused words in the world today, but it’s still a highly effective way of describing this stage of the launch cycle. This is because, during the hype stage, the product suddenly becomes a hot topic of discussion among its target audience and anyone else who might be looking for a solution to a problem that’s similar.

If you’ve been following any marketing or advertising techniques, then you’ll probably have seen hype referred to in one way or another in the past. The most common example is when somebody is being paid to advertise a product by talking about it favorably through word-of-mouth style methods.

#2: The Set-Up Stage:

Once the software product’s hype has begun to build up, the next stage of the typical launch cycle is typically about planning out what will happen in the future.

You might see some people refer to this as a ‘soft launch’, but that’s not entirely accurate because it implies there won’t be any real marketing involved. In reality, what you’ll typically find is simply less of an advertising blitz than during the hype stage.

It takes from a few working days to a couple of weeks in many cases. During this time, the product’s creators might begin building up marketing materials and getting ready for things like an upcoming launch party or webinar.

#3: The Delivery Stage:

The delivery stage is where things begin to take off. It’s also the point at which you’ll see most people referring to the software product as having launched because after now, it’ll be readily available for anyone who wants to buy it.

What typically happens during this stage is that all of those ‘early-bird’ deals and bonuses offered as part of the set-up stage will start to expire.

In some cases, you might even see a new release or another bonus thrown in for good measure. But the most obvious sign that this stage has been reached is when those marketing materials that used to be made available exclusively on a paid-membership site are suddenly available for everyone to see.

#4: The Reaction Stage:

The reaction stage is where you’ll typically find the most unbiased information on what people think about the product in question. At this point, nobody will be feeling exceptionally positive or negative about it because they’ve already made their decision on whether they’ll be parting with any money to acquire it.

You’ll typically find that the most common reaction people have towards the product at this stage is indifference. After all, what you generally offer people here is something that’s either good enough for their needs or isn’t depending on whether they were able to get in on any of that early-bird action.


Maham Qasim

Maham is a copywriter and content creator who's always been drawn to the idea that there's more than one way of getting things done. Her writing career can be thought of as just another side hustle for her; when she isn't crafting content or reading Oscar Wilde, Maham often strategizes about how best to reach out with an engaging voice in this ever changing marketplace!

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