This is the second installment in a three-part series to help you pivot your business. Check out the first article on planning, and subscribe to get the final installment!
Part Two: Launching
Why am I jumping from market research to launching? Every business is different, which means I can’t tell you how to implement your market research. I can suggest that you will want your mentors (if that’s me, great!) and staff involved in processing the information you gather and setting it in motion. In between week one and week two comes a lot of planning, strategizing, and developing new systems.
When that’s all complete, it’s time to implement and publicize the pivot. Just as when you founded your business, you need to publicly launch your pivot. Many of the tactics new businesses use to launch will be useful at this stage. Here are a few ideas for getting the word out.
1 – Throw A Party
Parties set the public stage for a pivot. Though internal company changes can be scary, a party says you’re excited, and your customers should be, too. If you are a brick and mortar location, this is a great start. Provide some sort of raffle, test station, or maybe just treats if you don’t offer a physical product. Everyone likes free stuff, and if you give away product that is involved in the new business model, your public has the opportunity to check it out without risk.
2 – Digital Launch Week
Whether you’re a digital company without a physical space for an event, or you’ve done the event but want to carry on the momentum, a digital launch week can make a great splash. This is where your email list comes in handy. On the Thursday or Friday before Launch Week, announce it via email and social media. Send a reminder on Monday / the start day, and the morning of the last day. Why would they care? Well, Launch Week can involve giveaways, discounts, or a slow roll out of features that your following will want to take advantage of. If you have a physical product, the holiday season offers a special advantage for this kind of launch strategy.
3 – Get Them Involved
Your customer base follows you for a reason. They are happy to support your brand. Thus, if you’re making a visual decision (brand design, paint colors, etc), offer them the chance to further voice their opinion. Facebook polling is useful in these cases, but you can also use a system like Typeform to gather longform input. Make sure you track who is involved so, at the end of the month, you can pop some virtual champaign, say thanks, and show them the final decision.
Note that each of these suggestions keep your audience involved. That is critical to a successful pivot launch. Stay tuned for the third installment of this series — the post-launch work.