How to launch a new software product in market?

The tricky thing about launching software is that the only fanfare you'll get is the fanfare you've spent time and resources building. This is super important to understand. The difference between a launched product and not is really whether you're taking user signups - and that's kind of it. The "conventions" that exist are pretty broad - build media lists, build email lists, develop a marketing and communications strategy, develop an onboarding strategy, etc. These aren't generic - these are time-consuming efforts that require a tremendous amount of consideration and thought, and can take a long time to develop if all done depending on the complexity of your product and the amount of depth you want.So, rather than detail any of that (because, let's be honest, there are books, experts, and countless articles on these things - and we don't want that stuff), here's a list of things that are questionably legal, of varying budget needs, and certainly not at all sustainable - one-off things you could do that are... "unconventional": Wear a sandwich board with a QR code while riding a horse in the middle of a busy street - preferably while wearing as little clothing is as still legal. Preferably in an intersection/area not dangerous to your horse. Coordinate the purchase and release of thousands of balloons in an urban center at various locations within that center, all with the name of the product emblazoned in such a way that viewing it from hundreds of feet away is possible. Pray that authorities don't get worried you're actually attempting a biological attack of sorts. Go to a large televised sporting event and streak across the field with the product name on your back/stomach, and run for as long as possible until you're tackled and arrested. Please make sure to tell them that this was your idea, not mine. Break out a phone book, pick a letter, and start dialing - telling every single person you call about your product. Pay no attention to what they are saying. You shouldn't care. Also, do this preferably during sleeping hours. This is growth hacking. Order pizzas to all of your prospective clients and then call them telling them you've ordered them lunch and would like them to buy your software. Don't pay for the pizzas. Let them. Pick a small city with billboard advertising, and buy all of the billboard space  that's available, for at least 3 months. Also get radio ads, and if possible, bus ads. Get them all to launch at the same exact time. Get the entire city to talk about your product. From local news, to people in the street, etc. If there is an ice cream store, get the owner to name a flavor after your product. Talk to the mayor. See if they will name a park, street, and or avenue after your product. Make edits in Waze maps to reflect this new landmark. I can say that I've never, ever, not once, ever, considered any of these ideas (except a variation of the balloon one - I've actually begun the logistical planning on that... it's daunting). But, there you go. Unconventional.Good luck!

Not knowing your software product, it’s almost impossible to answer the question. That being said - you’ll have a better chance of “getting unique”; leading rather than following; or just being a mimic - if you have the following information:Conceptually, launches not a difficult thing to get your head around, in essences, it’s just releasing your product into the market. That being said, here are a few of the “critical path” steps involved …1. KNOW (or at least have a really good idea) who is going to pull money out of their pocket to buy your product. This is first, because there are lots of people that jump right into building their “great idea” only to find out no one cares, and you are solving a problem no one wants solved. Solar is perfect example - is it a great idea? Yes. Can it help the planet? Yes. Do most people really care? No. In this case, the problem is solved for most people - so you have to figure out - who cares first, then who cares enough to spend money on it. If you haven’t thought through this, it is absolutely impossible to gain traction with your product launch - because EVERYONE is not a market - it’s a dream.2. WATCH how your primary market acts with regard to “buying”. Once again, products don’t sell themselves, people buy them. Unless you are the federal government and force someone to do something by law, someone will have to decide to buy - as opposed to do nothing (no immediate need), do it in a different way (alternatives available), or do it with someone else (similar or competitive products available). If you have an enthusiastic market, and buying decisions are made quickly, then it’s about getting as much emotional messaging as possible out there about your product; if on the other hand, it’s a long sales cycle, with lots of people involved - you will need to be more attuned to logical side in message development.3. LEARN where your market gathers. Prior to launching a product, think of yourself as the Master Hunter - it is imperative you know as much about this market as possible. Where do the gather (online and off); with whom do they associate; How often are they available; are there any identifiable traits for the best buyers? Think through everything you can, get inside their head, learn about their patterns. 2 + 3 will give you a huge leg up on the actions you take, the messages you create, the sales approach, pricing, almost every aspect of “how to find and how to attract” the buyer.4. ACT, EVALUATE, ITERATE. this one is not rocket science, but understand, almost everything you BELIEVE to be true, will only GENERALLY be true; and a lot it will completely wrong. Launch a product is a process, but successful launches are based upon quick action, quick evaluation and quick course correction. If you know American Football - think of you as the Running Back and your product as the football. You can plan all day long, but until you actually have the ball in your hands, the goal in mind, and moving forward - it’s all just a thoughts in your head. Once you launch, nothing is actually scripted, it’s up to you to navigate through the obstacles, correct your course and move forward.To break it down … here it is (with the actually steps to follow):* Know your market* Know the buyer* Bring value* Be flexibleOnce you have all those things nailed down … the tactics you use, will be completely up to you. Creating unique one, will be much easier.One other thought … Find something that is completely opposite of your software product … either the general idea, the market, or that it’s a physical product. Then think of the wackiest ideas to market it … Example: An everyday normal toilet. It’s your job to increase toilet sales - how would you do it? One way would be to set one up on the entrance to a new neighborhood and have someone sit on, with a phone number for complaints. It doesn’t matter - it has to be wacky, it has to be something that is opposite - not something you’d do for your product. After you have a couple idea (don’t spend too much time), switch back to your product. This does two things: It gets you out of your own head, worrying about your product It engages your imagination. Now write down a few unique ideas of your own - pick one and take action. Not rocket science. It either works or doesn’t. Set a very limited goal - timeframe and number of something - track it. If it worked, maybe explore it further. If it didn’t work, think through alternatives. If it absolutely didn’t work - dump it and pick another.