Situation: The CEO of an early-stage software company has two versions of its software that they could launch. It has an alpha site set up and is configured to serve up to 10K simultaneous users. There are two beta versions that they could launch next. What software version do you launch first?

Advice from the CEOs:

• Use the more basic version for the Beta launch.
  • Restrict the Alpha to individuals within the company until the major bugs are resolved. Once this is ready, proceed to Beta launch.
  • The right target users will be both early adopters who are effective sneezers.
  • Select a segment of the market that is the home of both enthusiasts and sneezers – for example, if it were the music market target dance music – a crowd that is easy to attract.
  • Target a service that many in the game and related early adopter worlds like. At the right time they will sneeze frequently to their friends and contacts.
  • Let the creative audience know that the Beta version is an artist-centric site, but that it will be followed soon by a consumer link that they can tell their fans about.
• Assemble a knowledge bank of experts to guide the company as it progresses through Beta. These experts can and to help the company prep as fully as possible prior to launch.
• Crossing the Chasm – when the company is ready for this.
  • Find an appropriate venue that attracts target users. Again, as an example, in the music world this could be American Idol. Through American Idol, the play would be to allow fans to access and download the songs that their favorite contestants sang this week, plus other songs from their favorites.
  • An approach like this quickly opens a large market for a new app.

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