One day, I found this article on my Twitter timeline (I’m sorry I can’t remember from whom I got this link). The article sticks in my head because, not only because it’s interesting to think about, I’ve experienced something similar with the condition pictured in the article, I am from the media side.
One point that caught my attention from the article written by Tara Hunt is about the readiness of a startup that develops service or product to be covered by the media. That a premature service does not need media attention, the amount of media coverage sometime does not goes in proportion with the success of the service and that the quality of the product is the main thing. Startup should be able to focus on feature development and maximum service for user.
Then, how a startup must deal with media coverage? Is it better to stay away from the media or the otherwise? Should media attention be delayed as long as possible until the service is ready or the sooner the better to inform the media about it?
I’ve been in the same condition written in that article inside the Inc. site. There were a couple of startups or more precisely, project that I liked the idea, concept and prototype and I thought that it had a chance to be big. Then I tried to write about them in the media where I used to write. Now, some of those services are stuck. I’m familiar with some of the founders. I also know that the products are only suspended and still have a chance for development. While certainly not all, there are projects or services that I wrote about when they are still in their early stage and now are growing rapidly. Some even became a rapidly growing startup and is working on the global market.
The services that I wrote about some were in prototype stage and some other was already finished but the features were incomplete. My goals at that time were: trying to introduce the service as early as possible so the founder became more passionate to finish and develop the service. The second was trying to help finding early user as feedback data for development and to find those who were interested with the developed service, be it as a user, partner or could be as an investor.
The founder or the startup should determine meticulously the stages of development of its services. Provided service must be ready to use to the public if the feature is not complete. At least 2-3 major features should be able to be used by user. Services or products should also be able to leave an impression on the user so user can continue using and/or spreading the service/product to the public.
Faster release sometimes is fit for services in particular segment. User feedback is the biggest advantage a service can get but service eligibility is a non-negotiable default factor. Focus on 2-3 features that have been maximized and seeded. Develop them to be a factor that attracts customers and gives memorable experience, in a positive way. After the feature is ready, you can talk to the media or make a press release. Not necessarily has to be ‘launched’ as the service may be still in beta version or even still in closed beta version. You can wait for the right time to launch it or remove the beta label from your service. Give a detailed description to the media about the development stages from existing service, and make sure that no information is missed.
I also have had difficulty in obtaining permission from startup or founder who is still developing its service. A closed impression because it was not ready is often to be the reason. In some aspect, I understand this situation; that the media could be a bad factor when developed services are not ready yet. Consumers sometime do not want to know the stages undertaken by the service; whether it’s a private beta, beta stage or other development stage. They only want to use the product and get benefit from the service they try (exceptions can be granted for earlier adopter, which typically is used when a particular service has many bugs or incomplete due to early development stage).
But on the other hand, I, as someone involved in the media, see that indeed there are additional factors to consider on why a startup must remain open to the media. Technological developments are rapidly evolving, many services continue to emerge (although there are few of a good local ones), but the consumers, who can get information from any source now, will move faster. Their knowledge continues to be filled with a variety of products or services, locally and globally. Their need to use a service often cannot wait. It means that there are opportunities to be taken as early as possible, of course with all the calculations and preparation. And it’s not a good thing to simply follow the trend just because starting a startup or a product seems easy. Even though opportunities should be taken as soon as possible, providing a good service is not a negotiable price.
Opportunity sometimes does not come again and again. Preparation, calculation and data collection – either on market or other data, including readiness for media coverage – are required in preparing to enter the business because building a startup is building a company, building a business, not just building a product or a service.
The point is to find the appropriate way of communicating developed product/service to the media or the user. Media can help bringing the service to the user. Moreover, if the product/service/startup that developed was fine and cool, media will be competing to find information on the startup.
