Go-to-Market: A Launch Is Not a Strategy

Two founders build compliance software for small accounting firms.

Founder A spends three months prepping a splashy launch: Product Hunt, a press push, a party. Launch day brings 4,000 site visits, 90 signups, and — four weeks later — zero paying customers.

Founder B skips the launch. She pulls a list of 300 accounting firms in one state, emails 40 managing partners a week with a message about their specific audit deadline, and does every demo herself. In the same four weeks she closes 6 paid pilots.