Title: Getting to know Soft Launching which is very important for prospective entrepreneurs
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So that a product can be launched on the market better and optimally in the future, one of the important steps that a company needs to take is to carry out a soft launch. This type of launch is often called a trial because the product or service is presented briefly to get feedback on the first version.
Understanding Soft Launching
As the name suggests, soft launching can be said to be an attempt by a company or startup to introduce its product to the market quietly, without attracting the attention of many parties. Usually, soft launches are aimed at a small part of the target audience or in a limited geographic area. The purpose of a soft launch is to test whether you need to make changes to the product before launching it in all markets around the world.
An example of a soft launch that was quite successful and immediately hit the market was the launch of a game application called Pokémon Go in 2016. When its populerity skyrocketed in a very short time, in short, Niantic as the developer immediately skyrocketed. launched its products on a large scale. comparison. in just a few minutes, one day after the soft launch. Soft launch is also commonly known as product beta testing. This means that the company will present and announce what will be in the final stage of its product.
Soft Launching for prospective entrepreneurs:
Soft Launching Goals
Although there are differences in the objectives of each company, the overall objectives of the soft launch are as follows:
1. Get insight into customer habits
With this soft launching, it is hoped that customers can provide input regarding the development of the final product and its complete version. This soft launch will help business people understand customer habits regarding the use of their products or services.
2. Optimize offers
From the experience and input gained through product use, the company will improve its product offerings. Often, from a soft launch, customers can identify product weaknesses that were overlooked during production. As a result, the company will be able to better optimize its offering and its value will be highlighted upon full launch.
3. Develop an effective marketing strategy
In addition to receiving feedback on the product, by testing it, brands can determine what types of marketing strategies will be effective to use in the future. So a soft launch requires little marketing effort. After knowing the values that will be highlighted, the company can create promotions that attract more customers.
4. Create a buzz
Buzz in marketing is word of mouth advertising. Of course, every business has its own sales strategy to attract customers. With a soft launch, companies can use go-to-market tactics to introduce their product and create buzz around it.
5. Plan for product success
Soft launching can help businesses see how successful their products and services are in the market. This will help companies plan and estimate demand for the products they will offer and how their official launch will take place.
Benefits of Soft Launching
In an era where everything is digital, a soft launch can provide a good first impression for customers. There are many advantages and benefits that can be obtained through a trial launch, especially the following:
1. Low cost
As we mentioned before, start smoothly with minimal effort. So a soft launch won’t cost much. However, the product will still be marketed well and introduced by the company to customers.
2. Get additional trials/testing
A soft launch will be an additional way to test a product or service. When a product or service enters the soft launch phase and is used by selected customers, this can be a good testing strategy. Apart from that, it will also reduce the risk of losing brand reputation because of the product.
3. Get more professional feedback
By allowing select customers to test the product, companies can make changes. The presence of feedback means that these changes can be applied to product development or realized in the development of other products. Through a soft launch, companies will receive feedback, prioritize changes, and maximize user experience.
4. Attract customers
The aim of marketing a product or service is of course to encourage customers to make purchases. If a company holds a soft launch, customers will be interested to know what changes and product developments will be made during the official launch. So this is where the soft launch marketing strategy will be successful because there will be more interest during the hard launch period.
5. Eliminate product deficiencies
The feedback received is the company’s main and best weapon to overcome deficiencies and problems in products and services. Apart from that, the results of the test launch can also cancel a project if it is felt that it does not reach the desired target audience.
Difference between soft launch and hard launch
There is a soft launch, of course there is also a hard launch, and both are different. However, between the two delivery methods, businesses can benefit. In marketing, it is necessary to understand the difference between soft opening and hard opening to be able to determine which strategy is appropriate.
Soft launch
- Used when the product or service does not need to attract a lot of attention quickly.
- The company focuses solely on updating marketing and sales materials.
- Marketing tactics are used more freely but on target.
- A soft launch allows time to train and prepare staff to handle customers more comfortably
- During the soft launch, only a handful of people were present as testers
- Soft launch publications are limited
- Soft launching is carried out first before hard launching is carried out.
Hard Launch
- Used to make a big breakthrough. Generally for new products or those that have new breakthroughs.
- A company is more directed towards large profits. Large sales are the main thing to aim for.
- The tactics used are more aggressive because the aim of the hard launch is to gain a lot of profit.
- Hard launch requires employees to be proficient in conducting interviews, presentations, and product demonstrations in front of customers.
- In a hard launch, there are many people present, general in nature, because the orientation is towards sales.
- Hard launch publications are broader, aiming to bring in many people.
- Companies can immediately carry out a hard launch without the need for a soft launch.
Things that need to be prepared for the soft launch
In a marketing context, a soft opening must be carried out in a structured manner so that the release objectives can be achieved. For this reason, there are several things that need to be prepared before the soft opening, including the following:
1. Prepare the necessary items
The first soft launch preparation is to place various items related to release requirements. You need to understand what the basic requirements are for a soft launch event. The most important need is the first version of the product or service. Apart from that, you must also be able to display and introduce your products or services. It is also necessary to master the ability to deliver products during the exhibition period.
2. Create a catalogue
To make the introduction of new items during the soft opening more efficient and save energy and time, catalogs play an important role. You might think that preparing your brand ambassadors is the most important thing. In fact, the role of the catalog is as important as BA because it is a special attraction for consumers.
By browsing the catalog, consumers can find out the quality of the product. Catalogs can be used as a means of illustration. Catalog preparation must also be thorough, and even requires a special team. Choose a good directory creation service to use. Also make sure all products are clearly visible so you don’t forget them.
3. Prepare the marketing team
Even though a soft opening is not as exciting as a hard launch, the marketing team still needs to prepare carefully. You need to have a marketing team that can be trusted to respond to comments. Then use the team to retrain so that during a difficult launch, the marketing process can be easier. It’s true that soft launching is not always about big profits, but marketing with a trustworthy team is very important.
4. Determine the right moment
Technical preparations are complete, it’s time to determine the time. Slight opening may occur along with the product. For example, laptops specifically for students could of course be launched on the market ahead of the new school year. The right motivation will support high interest in a product. Minimum 90 days after all preparations have been maximized for a smooth launch.
After understanding the meaning of soft launching, even the difference between it and hard testing, if you look at it at first glance, soft opening feels the same as beta testing, even though these two terms have striking differences. Beta testing is a series of product tests before being launched on the market, either in the form of hardware or software launches. Beta testing is carried out to detect problems when using the product. Ultimately, companies may find suitable uses or other solutions. It is hoped that the quality of the products produced can be maximized through beta testing.
Beta testing is often done for new products. There is also something to be done with modified products. On the surface, Beta testing and soft launching seem similar, but they are clearly different. Beta testing is carried out before the product is launched. Beta testing is carried out at the final completion stage. Products and apps that are 90-95% complete will move to beta testing. Meanwhile, during the soft launch, the product was considered complete. Indeed, the number of people who tried it during the soft launch was the same as during the beta test, both were limited.