prelaunch

Prelaunch is the phase that occurs before the official release of a product, service, or mission, during which planning, development, testing, and marketing activities are conducted to prepare for a successful launch. In product development, the prelaunch aims to validate demand, refine value propositions, and align features with user needs. Activities typically include market research, defining the minimum viable product, building prototypes, internal and external testing (such as alpha and beta programs), and developing a go-to-market plan.

Marketing teams use prelaunch to build awareness and capture interest. Common tactics include creating a landing page, collecting email signups or waitlists, releasing teaser content, and coordinating outreach with potential partners or influencers. A well-executed prelaunch can validate demand, optimize messaging, and set expectations for the launch date and pricing.

In software and apps, the prelaunch may involve feature freezes, release candidates, and controlled or soft launches to monitor performance and collect user feedback. In hardware or space ventures, prelaunch activities center on safety reviews, supply chain readiness, manufacturing scale, and countdown procedures toward a launch window.

Key outcomes of a prelaunch include a validated market case, a prepared operations plan, and a reservoir of engaged potential customers. Common challenges include delays, information leaks, hype that outpaces readiness, and misalignment between product capabilities and market needs.