All Segments
Kat Mañalac - How to Launch (Again and Again)
13 segments available
YC Partner Kat Mañalac presents on how startups should think about launching and why you should do it repeatedly. Transcript and lecture slides here: https://www.ycombinator.com/library/6i-how-to-launch-again-and-again This lecture is part of YC's Startup School, a free online program and global community of founders. Register and join the community at https://www.startupschool.org/ Timestamps 00:00 Expect to launch more than once 1:14 Ways to launch 1:35 Why launch continuously? 2:32 Types of launch 3:50 Friends and family launch 5:05 Launching to strangers 6:28 Online communities 10:20 No jargon 11:30 "Request access" launch 12:52 Social media 15:35 New feature launch 17:02 Build your own community
Segments Timeline
Rethinking Launching: A Continuous Process
Kat Mañalac challenges the traditional view of launching as a one-time event. She emphasizes that startups should expect to launch multiple times and that continuous launching allows for ongoing feedback and improvement. This segment sets the stage for understanding the importance of iterative launches in the startup lifecycle.
"I'm Timmy alikum and partner at Y Combinator and one of the things I helped founders do a lot is prepare to launch that is what I'm gonna talk to you about today so I want to change the way you think ..."
The Importance of Continuous Launching
Mañalac discusses why startups should launch continuously, even before having a fully functional product. She explains that early launches help refine pitches, test ideas, and identify the right user base. This segment highlights the benefits of launching early and often to gather valuable feedback.
"you do well and assuming you ship new products and new features you are never going to not launching so let's talk about all the ways that you can launch here are different opportunities to launch tha..."
Types of Launches: An Overview
In this segment, Kat outlines various types of launches that startups can utilize. She emphasizes that these launches should be integrated into the startup process, encouraging founders to think creatively about how and when to launch their products. This overview prepares the audience for deeper dives into specific launch strategies.
"to continuously launch so before you even have a fully functioning product you get a chance to practice your pitch and you can refine it you can a be test it and see how people actually respond to the..."
The Silent Launch: A Simple Start
Mañalac introduces the concept of a 'silent launch,' where startups can create a basic landing page with minimal information to gauge interest. She provides examples of how simple setups can effectively attract early users and emphasizes the importance of having a call to action. This segment encourages founders to take immediate action.
"while you're in start-up school and I'm excited to hear that you know a thousand of you have launched so far since the start of startup startup school that's incredible so I clicked on ten random star..."
Friends and Family Launch: Testing Ideas
Kat discusses the 'friends and family launch' as a way to test initial ideas and gather feedback. She shares insights from early-stage companies like Reddit, which initially shared their product within a small community. This segment highlights the value of leveraging personal networks for early user testing.
"and their call to Acton which is get in touch the call to action can be something like you know subscribe to our newsletter or subscribe to hear more when we launch product hunt for example has an act..."
Launching to Strangers: Real Market Feedback
In this segment, Mañalac emphasizes the importance of launching to strangers to validate product-market fit. She shares the example of the startup Lugg, which engaged potential customers directly in public spaces. This approach helps founders understand real user needs and refine their offerings based on genuine feedback.
"sometimes their feedback isn't quite as helpful as a real users is so for example you know if Alexis and Steve had show this with their parents their parents might have been like what the hell is this..."
Leveraging Online Communities for Launches
Kat highlights the power of online communities for launching products. She encourages founders to utilize platforms like Y Combinator's internal community and other forums to gain feedback and support. This segment illustrates how engaging with fellow founders can enhance the launch experience and provide valuable insights.
"we'll talk about online communities this is actually one of my favorite ways to launch um I think you should plan a launch for every single community that you are part so when a company goes through Y..."
Avoiding Jargon: Communicating Effectively
Mañalac stresses the importance of clear communication when launching in online communities. She advises against using marketing jargon and encourages founders to speak authentically. This segment underscores the need for genuine engagement to foster connections and receive constructive feedback.
"advice I have for launching on online communities is write like you talk do not talk like a marketing robot people hate that so don't use marketing language or deep jargon talk like a human one year w..."
The 'Request Access' Launch Strategy
In this segment, Kat discusses the 'request access' launch strategy, using the example of Magic, which successfully built anticipation through a waitlist. She explains how incorporating viral elements can enhance user engagement and spread awareness. This strategy is particularly effective for startups looking to create buzz.
"request for access launch the magic story that I share with you actually reminded me of this other type of launch you can do so when magic launched you know overnight they got 40,000 people signing up..."
Harnessing Social Media for Launch Success
Mañalac briefly covers the significance of social media in launching products. She shares examples of companies that effectively utilized social media to amplify their reach and engage with potential users. This segment highlights the importance of a strategic social media presence during launches.
"huge amount of time because like obviously social media and launching to bloggers is this huge long and well covered topic but I I wanted to skim them briefly and give you an example of a company that..."
New Feature Launches: Keeping Momentum
In this segment, Kat discusses the importance of launching new features to maintain user interest and engagement. She provides examples of successful companies that consistently launch updates, reinforcing the idea that launching is an ongoing process. This segment encourages founders to keep innovating post-launch.
"campaign and so of course there's a new feature or new product line launches so two very different companies that do this incredibly well are stripe and glossier so both companies are incredibly smart..."
Building Your Own Community: A Launch Advantage
Mañalac emphasizes the value of building a community around your startup even before launching. She shares insights from successful founders who cultivated relationships with potential users and investors. This segment highlights the long-term benefits of community engagement for future launches.
"before we jump into questions is while you're in start-up school you should start to build your own communities and you this you can do this even really pre product so there was one YC founder Gaddy A..."
Final Thoughts: Launching as a Continuous Journey
In her concluding remarks, Kat Mañalac reiterates the importance of viewing launching as a continuous journey rather than a single event. She encourages founders to embrace iterative launches throughout their startup lifecycle. This segment serves as a motivational call to action for entrepreneurs to keep launching and innovating.
"doing that now and so to sum up I want you to stop thinking about launching as this one moment in time I don't want you to spend all of start-up school getting ready for this one big day this one big ..."