Emerging from Stealth: A Daunting Task
Emerging from stealth mode is a pivotal moment for any startup. It’s a bit like stepping out of the shadows into the harsh light of day. While it's a necessary step, it's also a complex and emotional process that you want to get right - because you can only make one first impression.
The Big Questions
As a startup founder, you're likely grappling with a host of questions:
Timing: Is now the right time to unveil our company? Should we wait until we have a referenceable customer?
Messaging: What's the best way to communicate our mission and vision? How much should we share?
Spokesperson: Who should be the face of our company?
Newsworthiness: Is our story compelling enough to generate media interest?
External Help: Should we hire a PR firm or other external support?
Internal Support: Should we leverage the expertise of our early investors, board members, advisors, or bring in consultants?
Navigating the Unknown
The decision to emerge from stealth is a significant one. It requires careful planning and execution.
Here are a few tips to help you navigate this challenging process:
Define Your Narrative: Develop a clear and concise story about your company. What problem are you solving? What makes your solution unique?
Identify Your Target Audience: Who are you trying to reach with your announcement? Is it investors, customers, or the general public?
Crafting the Right Message: Messaging is key as it shapes how you will be seen by infuencers and the market at large. Get it right!
Choose Your Channel: Determine the best way to share your news. Is it a press release, a blog post, or a social media campaign? (Or a concerted effort using all available “channels”)
Prepare for Questions: Anticipate the questions you may be asked and develop thoughtful answers. Create and refine an FAQ document that will evolve over time with the business.
Practice, Practice, Practice: If you're planning on doing media interviews, practice your pitch and Q&A sessions. Consider a media training session with a Communications Professional with knowledge of your market (tech, consumer, etc).
A Startup that just Emerged from Stealth
After more than a year of development, this week JigsawML has emerged from stealth, strategically launching after the election to avoid the massive news clutter. Founder and CEO Pracheer Gupta led a multi-channel approach, including website updates, a press release distributed via wire service, blog post, email and social media. JigsawML aimed to make a strong initial impact while anticipating gradual media interest. The launch highlighted the platform’s advanced AI capabilities, offering an interactive view of cloud architecture that enables teams to manage interdependencies with clarity. The team has determined that emphasizing the solution's uniqueness and "deep tech" value should be a key theme in the launch and ongoing marketing communications.
A Final Word
Remember, emerging from stealth is just the beginning. The real work starts after you've stepped into the spotlight.