“Launch Inception” (A Launch Within A Launch)

When taking an idea from concept to execution, things almost never go according to plan. Plenty of concerns pop up: When am I going to launch? How am I going to launch it? Will people even like it? Etc. Etc. Etc. Things can get even trickier when you throw in a launch inside of a launch (cue Inception sound effect). Each factor of the first launch affects countless factors of the second launch. This could include launch dates, methods of launch, audience you’re targeting, and so on.

In this particular case, the first idea we launched is called The ABC’s of STL Startups. It is a visual series highlighting startup platforms, organizations, and other resources in St. Louis, Missouri. The series is made up of animated “lumograms” that bring the logos and illustrations to life (more on that later).

The ABC’s of STL Startups

The process seemed fairly simple: choose a St. Louis-related startup resource for each letter of the alphabet, illustrate it and animate it. Little did we know that this was just the beginning. After all 26 subjects were animated, the real issue was how to launch them. Do we launch them all at once? One-by-one? On Twitter? Instagram?

The one thing we couldn’t forget was that these were meant to be resources for local startups and entrepreneurs. Keeping that in mind, we decided to link each animation to the site of the organization it featured. This way, viewers could find more information on each resource instead of ending their experience right then and there.

We also decided to include each organization’s Twitter handle so viewers could also reach out to them on their own. We wanted this site to be one that inspires, engages and allows for on-going communication. So far, there has been nothing but positive reception. However, this was only the first step.

The ABC’s of STL Startups was primarily meant to be a resource, but also a Trojan Horse that showcases effective motion design in the form of “lumograms.” The second launch I referred to earlier is for Lumogram, a brand new platform that makes motion design more accessible by bringing your logo to life. Behind the scenes, we are educating and employing motion workers who are always available to take on any job from our platform.

We were able to launch both of these in the matter of 30 days due to a few key reasons:

  1. Hustle — I have never been a part of a team that works harder, both individually and together. Since the day we started, we have been making huge leaps of progress. Whether it was throwing together a high quality, 30-second pitch video or launching a holiday-theme social media campaign, the time between concept and execution became shorter and shorter.
  2. Planning — Ideas are great, but without a plan, they remain ideas. Both launches included thoughtful planning from the timing to the method of launch. This also included clarity of roles and responsibilities. We made sure that there were never too many cooks in the kitchen at any one moment. There is also a fine line between planning enough and planning too much. We know from personal experience that spending too much time planning can result in paralysis of the idea.
  3. Execution — This is by far the most important reason. Ideas and teams can have potential, but without execution, neither make a difference. Countless excuses pop-up all the time but at the end of the day, all that matters is did you execute? This was made our first priority for both launches by implementing a countdown clock. We gave ourselves an internal deadline of 30 days and decided we would launch no matter what. No. Matter. What.

Now that the dust has settled, we have an imperfect product but a solid foundation to build from. It is better to launch an imperfect something than a perfect nothing. Using our talents and what we know, we were able to launch and validate one idea using another idea in the matter of a month. This quick validation has saved us time and money in the long run and has allowed us to build something that we know people want.

Arch Grants Lumogram (Before and After)

We will be completing Lumogram beta within the next week. If you would like to see our product in action, sign up for our private beta here.

Do you have personal experience launching one idea with another in a short amount of time? We’d love to hear about it! Feel free to message the Lumogram team at info@lumogram.com or on Twitter at @lumogram.

As always, you can reach me personally at @williamfrazr on social media and don’t forget to sign up for my private newsletter called The Imperfectionist.

I’m a designer and writer who enjoys making people smile. https://www.billyfrazier.is/

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