The Valley of Death

The launch phase is the moment of truth. There is a reason why a lot of people refer to the first year, year and a half in business as the Valley of Death. It's because it don't matter how much like hard work and research and everything that you put in, you do not know how this company is going to be received by consumers until you get into market. And for us, it's not about getting out to market and launching and hoping it works. It's about doing deep audience development ahead of actually launching, developing and creating a strategy.