Developing and getting a product ready is just half the job done! The remaining half is all about knowing how to launch that product in the market so that it creates the desired impact and results in your expected success and profits. Typically, there are two launch approaches that you can opt for – soft launch and hard launch. Both these launch approaches have their own purpose, impact, advantages, disadvantages, etc. So, how do you know which approach is the best for your product? Well, this depends on various factors, especially your product and what you want to achieve out of it.
In this blog post, we will explain in detail about each of these launch approaches, when to choose soft launch and when to choose hard launch and provide a comparison table between the two. By the end of this post, you will have a better understanding of which launch approach is suitable for your product.
Table of Contents
Soft Launch Definition
A soft launch is the launching of a product or service for the first time in the market to a limited audience or geographical location with little or no formal announcement. It is seen as a controlled roll-out of the product or service or in other words it can be seen as a preview launch of the product to see the target audience’s reaction and to get an understanding of how the product is being perceived.
Some of the reasons why companies prefer opting for a soft launch is because it allows them to collect user feedback, test the product for any potential bugs and fix them before rolling it out full-scale. Since a soft launch is specific to a limited audience or it is done in stages, the expectations of the customers are also low as they understand that the product or service is still in the initial stages and will improve over time. A soft launch is also considered as an impactful way to create some buzz about the product before it is launched for the wider audience.
Here are some examples of successful soft launches:
- Airbnb – Airbnb had initially started off their home rental offerings as a soft launch at the 2008 Democratic National Convention. The insights and feedback from the event helped them to finetune their offering which allowed them to make a successful entry into the global market.
- Spotify – Spotify started with a soft launch in a couple of European countries. With the feedback they received, they were able to improve their service, resolve licensing agreements, and also create enough buzz which resulted in its huge success when it entered the wider market.
- Dropbox – Dropbox, one of the leaders in cloud storage, also started off with a soft launch by releasing a beta version for a selected group of audience. The user feedback helped them to improve their offerings and also resulted in a viral referral program. All these helped them to achieve a higher user count when they launched officially.
Hard Launch Definition
A hard launch refers to the launching of a product or service in the market with full force and to the entire target audience at once. It is the official launch of the product which means that it is completely ready for use by the consumers. There is typically a formal announcement involved and lot of PR strategies are used to make the general public aware about the product launch. This means that more and more people are aware of the product in advance and are anticipating its release.
A hard launch is the complete opposite of a soft launch. It is all about making an immediate impact, grabbing attention and penetrating the market as much and as soon as possible. Hard launches are often accompanied by top-notch marketing campaigns across various platforms, such as press, social media, ad campaigns, celebrity-led launch parties, etc. The primary purpose of businesses opting for a hard launch is to get as many customers as possible on board and create a buzz about their products right from the get-go.
Here are some examples of successful hard launches:
- Apple iPhone – Apple is of course one of the top brands in the world and they don’t really have to rely on soft launches when it comes to launching their products. They fix a date and build up all the hype with slick media events and flashy campaigns. All of which results in great sales and success of the product.
- Microsoft Windows 95 – Microsoft left no stone unturned when they debuted Microsoft Windows 95. They invested in a globally broadcasted launch party and massive advertising campaigns which of course brought them an avalanche of sales.
- Tesla Model 3 – During the launch of its Model 3 electric car, Tesla went down the hard launch route and once they revealed their product, pre-orders started pouring in immediately with all the media outlets picking it up and boosting the reservations.
Soft Launch vs. Hard Launch Comparison
Below is a comparative table between soft launch and hard launch.
| Category | Soft Launch | Hard Launch |
| Product Readiness | Soft launch is used when the product is still not fully developed, is in the beta stage, or requires further improvements. | Hard launch is used when the product is completely developed and ready for use by the customers. |
| Timing | Soft launch is a preliminary release of the product, and it occurs before a hard launch. | Hard launch is a full-scale launch of the product on a specific date, and it is widely promoted. |
| Scope | The scope of a soft launch is typically a smaller group of select customers based on various demographic factors. | The scope of a hard launch is often the entire target audience of the intended market. |
| Goals | The primary goal of a soft launch is to see how the product is performing in real-time environment and gather feedback to identify issues and make necessary improvements. | The primary goal of a hard launch is to create an instant impact and generate as many sales and attention as possible. |
| Marketing | A soft launch’s marketing efforts are more controlled and are towards the specific target audience. | A hard launch’s marketing effort are more elaborate, aggressive and flashy with the intent to create awareness and buzz about the product on a large scale. |
| Resourcing | Soft launch is used when you have limited resources, and your focus is on product development and receiving feedback. | Hard launch is used when you have sufficient resources to carry out full-fledged marketing campaigns, PR activities, product promotions, etc. |
| Feedback | When receiving feedback is one of the key priorities, then opting for a soft launch is the best bet. | If your product doesn’t really require any significant post-launch changes, then hard launch is a good option. |
| Revenue Generation | With soft launches, immediate revenue generation is not a key priority. | With hard launches, one of the key priorities is to gain immediate revenue generation. |
| Market Competition | Soft launches are ideal when the market competition is not much. | If your product is being launched into a highly competitive market, then hard launches are crucial. |
When to Choose a Soft Launch?
As mentioned earlier, choosing the right type of launch primarily depends on your product/service and what you want to achieve out of the launch. Here are some of the top reasons when you should consider going ahead with a soft launch.
- You should think of opting for a soft launch if you wish to test the performance of just a couple of features of your product or application before you release it to the wider intended audience.
- If you are introducing a new application but you don’t want it to have any impact on your current retention rates, then it is best to go for a soft launch without too much fanfare or publicizing of the new application.
- Cost and budgeting also play a huge role in helping businesses determine whether they should go for a soft launch or a hard launch. If you have your product ready but are still not sure about the monetization strategy, then it is best to go for a soft launch by introducing a free, basic version of the product or application. Once our customer base is set, you can introduce paid plans which offer more advanced features and convince your customers to upgrade to those paid plans.
When to Choose a Hard Launch?
With hard launches, you need to ensure that you have a 100%, bug-free product ready for use. If not, it can definitely have a negative impact on you. Here are some of the top reasons when you should choose a hard launch.
- If you are launching a mobile application and you are all set with all the features and functionalities and you have insights and analysis done to predict its impact in the market, then hard launch is the way to go.
- Staying ahead of the competition is always one of the key priorities for every business. If you think that your new product’s idea can be stolen or executed by your competitors, then you should opt for hard launch to combat your competition.
- A hard launch often involves high amounts of investments, strong marketing plans, a robust PR team, impactful campaigns, etc. If you believe that you have a strong team capable of carrying out all these activities successfully, then you can opt for a hard launch.
- Hard launch is often the preferred option if you are an already established brand in the market or if you know that your product can be a strong contender for the existing businesses in the intended target market.
FAQs
How long should a soft launch last?
There is no definitive answer on how long a soft launch should last. It can either last for about three to four weeks or it can last up to three months. The ideal timeline will depend on whether you have been able to gain the required insights from your soft launch to improve and finalize your product. You also need to consider adding in some delays to your timeline. Remember that having a dedicated timeline is important; however, you should also be ready to adapt if required.
Can a soft launch turn into a hard launch?
Yes, a soft launch can definitely turn into a hard launch. Businesses can use a soft launch to create some buzz and generate initial excitement and curiosity about the product. This buzz and excitement can then be optimized and further enhanced to boost the hard launch of your product so that it makes the desired impact.
