How to Launch a Thematic Product

You need to have a lot of your game plan figured out before you launch the product. It's tough to make changes on the fly once the product's out there. So much of what's really important is kind of building a strong foundation. When creating UFO, we made sure that there was an individual with a significant depth of knowledge in the space industry. And so if you don't use having a ticker as kind of a marketing opportunity, it's a missed opportunity.