A new way to make great products

It is very risky for companies to launch a new product in the market. This can be the reason for its failure as well as for its success. However, many entrepreneurs find themselves faced with a sales objective that is not achieved and does not know the reason., Whether it’s poor targeting, a product that doesn’t meet any requirements, a poorly constructed sales funnel or just a message that has had no effect, Reverse launch avoids this kind of situation,

Disadvantages of traditional launch

A bad way to launch is to spend several months creating a product (or service), writing all the promotional messages that won’t be effective, eventually finding an audience to sell this product to.

By doing this, most businesses are left with a few sales in their pockets with their backs to the wall. The reason is simple: By doing this, brands act blindly on the assumption that a desire exists and that the product will find takers.,

Therefore, on the one hand, the risk is that several thousand euros have been invested in a product that does not find its own market, spending several months in its design, instead focusing on more attractive functions. ,

Marketing is about strategy. product focus In other words, a product-focused strategy. On the other hand, reverse launch is based on a strategy called “”. user centric », ie focuses on the user and his needs.

Another disadvantage of traditional launches is not anticipating demand. Two scenarios are possible:

  • Weaker than expected sales: The company ends up with large (and marketable) shares;
  • Sales exceeded expectations: As a result, either the brand has not manufactured enough products and many are missing from sales, or the brand does not know how to deal with such demand (logistics, after-sales service, etc.) and creates panic. it occurs.

Reverse Launch challenges this traditional approach by introducing another marketing model.

What is reverse launch?

The principle of reverse launch, as its name suggests, involves reversing the product-market process.

in a sentence: It is the market that makes the product, not the product that makes the market,

Its implementation requires 3 steps.

Step 1: Generate Audience

During this first phase, the brand must produce content related to its future product. The objective here is to build a community of worthy prospects,

In this way, the company should be able to answer these 3 questions:

  • Is there a potential market?
  • How big is this market?
  • Who makes this market?

In other words, is this market profitable and scalable?

To do this, there are several options: publish regularly on social networks, meet people on the street or in a cafe, create a blog, broadcast videos, launch online questionnaires, create a newsletter, etc.

By creating this audience, the company can better determine its customer avatar, get data on this avatar (needs, problems, objections, desires, dreams, etc.), and therefore optimize its future sales pitch. Is.

Step 2: Pre-sale

At this point, you have an audience that follows you and knows all the information needed to make a good sales pitch.

On the other hand, the pre-sale phase involves teasing the launch of the product and identifying the actual demand. ,How many people pre-ordered the product?) we are talking about planned launch : Generate desire even before the product is launched.

As a reminder, the product is not yet made: it will be in production once the first sales begin. Thus, if the company does not collect enough sales, it can cancel the project at any time and reimburse the first buyers.

Step 3: Product Design

If the project is very successful and the break-even point is reached, the product must be produced in sufficient quantities to meet all demands.,

Of course, the product being built to last, it will have to undergo prior modifications according to the target’s expectations and feedback.

Benefits of reverse launch

The first notable advantage of reverse launch is the rapid market penetration and thus avoiding delays on unimportant tasks.

Then, the brand is in direct contact with its potential customers who provide it with valuable information for the development of its product (feedback). That way, the end result will only get better.

The third advantage is that the product is sold, even if the product is not yet made. Thus, in case of failure, the company is satisfied with the reimbursement, and can quickly move on to another project.

The ultimate advantage is based on the fact that reverse launch makes it possible to anticipate demand and produce sufficient quantities of the product.

reverse launch example

(Source : bleakproject.com,

Famous YouTuber Squeezy released a comic in 2021 called “ colorless Inspired by his horror videos. To reach a record number of sales, youtubeur and his team launched a reverse.

Indeed, having built a community on YouTube and other social networks since 2011, Squeezy regularly tests various video formats, including the “horror” category.

After these types of videos found great success, the youtuber was the first to ask his community to find out if a book version would be of interest to him.

After verification, the site bleakproject.com was created, offering to pre-order the product for the following year. A well designed marketing campaign was carried out to promote the proposal and generate genuine enthusiasm for the project.

By doing so, Squeezy was able to estimate the number of possible orders, and therefore the number of books to be printed, both for pre-orders and on the official release day.

Result: The project was a hit, so much so that a second version was planned.

Thanks to Reverse Launch and in the event that Blake had failed, the YouTuber would not have found himself with thousands of books under his arms, with nothing he could do.


The reverse launch option is especially interesting for creators of innovative products. In fact, the latter have no certainty that their product will find a market. This is especially the case for start-ups and project launchers on platforms like Ulule or Kickstarter.

However, this process is also relevant for infopreneurs, coaches and e-merchants (creation of new training course, a new coaching session, release of a new range of products, etc.).

The moral of this article is that It is the desire that causes the purchase and not the other way around. : That is why the proposal must start from a deep need.

About the Author

Lucas Ricard – Freelance Copywriter: I help you sell more by making your texts engaging, engaging and persuasive.

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