3 builders who never spoke to each other · contested
Time the launch to your buyer's calendar
Buying happens on the customer's schedule: a clean slate at the top of a year or a week, a season when the budget exists, or the quarter when they are preparing for their own busy period. Katelyn Bourgoin cites diet searches climbing 82% as a year opens, Tyler Tringas puts part of a 50% growth quarter down to merchants getting ready for the holidays, and Nathan Barry watched teacher sales sag every weekend. Andy Bowie deliberately did the opposite.
Where this splits
Three members time the launch for peak buying appetite, while Andy Bowie picked a deliberately quiet window so the operation could be debugged before real volume arrived.
3 claims against 1
Katelyn Bourgoin · Nathan Barry · Tyler Tringas
Launch when your buyers are ready to spend
- 01Time the offer to a calendar boundary, the start of a year, quarter, month or even a plain Monday, because the moment people feel they get a clean slate is when they commit to new things.
- 02Fit the launch to your buyers' buying rhythm: both the week and the budget year.
Launch in a quiet window and debug the operation
Time the launch for a slow period on purpose so you can debug your operations before real volume shows up.
- 03Time an e-commerce product's launch for the third quarter, when merchants are actively preparing for the holiday rush and readier to spend on anything that helps them capitalise on it.
What it returned
- 82.1%
Searches for the word diet climb 82.1% as a new year opens, and the next biggest jump comes at the start of any week. Behavioural researchers put the lift in commitment to new goals around a new year at 145.3%.
- 50%
The author partly attributes a quarter of 50% recurring revenue growth, taking Storemapper past $80,000 a year, to this seasonal effect
- 2020
My Auto Shop went live in January 2020 in a deliberately quiet window, then unexpectedly got covered by the national newspaper and spent a frantic fortnight handling the jobs that came in.
Teachers barely buy online at weekends so sales sagged Saturday and Sunday and recovered on Monday; she wants to time the next launch around school budget cutoffs
Sources
- Fresh Start Effect - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · The Psychology of the Fresh Start Effect · undated
- How a music teacher used Authority to make $34,500Nathan Barry · nathanbarry.com · How were the revenue and sales from the book? · 2015-06-02
- Storemapper Update: 50% revenue growth in 3 months - Tyler TringasTyler Tringas · tylertringas.com · 50% QoQ growth · 2014-11-06
- Building and Growing the Airbnb for Car MaintenanceAndy Bowie · failory.com · How did you go from idea to product? · undated · dissenting
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in other
- Aim at early profit rather than at an exit7 unconnected
- Pick the two numbers you will actually act on6 unconnected
- Price the platform's power to end you6 unconnected · contested
- Weigh one loud launch day against a quiet build6 unconnected · contested
- Go deeper on whatever brought the first customers5 unconnected
- Pick a few channels and skip the rest on purpose5 unconnected · contested