Many developers and software owners overlook a big question while planning and researching their software or app development: What happens after it’s built?
In other words, how are they going to launch it into the market and get their target audience to actually use it in their daily lives?
Development of the software product is just one part the rest is to get the software system out in the market and get the people to download the app.
One of the main reasons why 95% of software fails isn’t because it’s poorly built, it’s because the team or owner behind it doesn’t know how to successfully introduce it to the market.
Let’s be honest: if people don’t know about your app or why they should download it, it’s game over.
There are different approaches to developing software—like Waterfall, Agile, Scrum, Kanban, Lean, or RAD—the way you launch your software also comes with options. You have two main paths: a soft launch or a hard one.
Both are unique in their style, purpose, and benefits, and they play a big role in how your product enters the market.
Choosing the right one can make all the difference in setting the stage for your software’s success.
What Is a Hard Launch?
A hard launch is when you roll out a fully developed software product or app to the market. This happens only after the development team has wrapped up the project, put it through rigorous testing, and squashed all the bugs and errors. Basically, it’s when the software is polished, perfected, and 100% ready for end users.
A hard launch is all about going all in with your marketing efforts and pulling out all the stops. You’re investing everything you’ve got because this is your big moment to grab attention and bring in as many users as possible.
What Does Hard Launch Mean?
A hard launch is a “go all out” strategy. As an app owner, you pull out all the stops—investing every ounce of effort, resources, and creativity to ensure your app becomes a smashing success.
But here’s when the problem starts: if the app doesn’t hit the mark or fails to attract downloads, it can feel like all that time, money, and energy went down the drain. It’s a high-stakes move where there’s little room for second chances.
Advantages and Disadvantages of Hard Launch
The hard launch has its own benefits and pitfalls. If you’re considering choosing the hard launch approach make sure you read both advantages and disadvantages before making a decision.
Advantages of a hard launch
Get leads faster
The biggest benefit of a hard launch, which motivates many software or application owners to adopt this strategy, is that the target audience starts downloading the app right from the initial release. For example, if your app solves a common problem and effectively addresses those issues, then with the right marketing strategy, you’ll notice people downloading the app as soon as they learn about it. This can result in revenue starting to roll in for your business.
Guerilla Marketing
Another significant advantage of a hard launch is the ability to build anticipation among your target audience. With a solid marketing strategy, you can start a brand awareness campaign days before the official launch, letting people know that something big is on the way. When you create excitement and make people feel they don’t want to miss out, it generates buzz in the market. As a result, right after the app is launched, you’ll see people downloading it one after another.
People prefer to download the fully built-app
You adopt the hard launch strategy when you are confident that the app or software is fully developed. This means all features and functionalities are integrated into the app. By rolling out a complete app with all features in place, you are likely to see more downloads, a higher retention rate, and a lower bounce rate.
Disadvantages of hard launch
Increased likelihood of failure
The hard launch strategy is often referred to as “Go big or go home.” This means that if the app or software fails to achieve its goals or attract enough downloads, it can result not only in financial losses but also in damage to the business’s credibility.
Resource Intensive
A hard launch means you have to “hit it with everything you’ve got.” This approach requires considerable investment, effort, resources, and a full-fledged team. For businesses with limited budgets and startup ventures, adopting a hard launch strategy can be quite challenging.
No Early-stage Evaluation
In a hard launch, you release the app directly to the entire market for download. This means end users will interact with the app for the first time, and you have no prior feedback since the app hasn’t been tested with a portion of the target audience beforehand. In this scenario, if something goes wrong with the app or software, you may receive a flood of negative comments, potentially harming your business reputation.
Popular Examples of Hard Launch
In this part of the blog post, we have shared some of the top examples of hard launches in the past.
Tinder
One example of a successful hard-launch app is Tinder. They officially launched the fully functional app, integrated with all its features, at the birthday party of a student from the University of Southern California. The attendees were required to download the app before entering the party.
Microsoft
Microsoft launched the full and complete version of Windows 7 as a hard launch event. It was important to go with a hard launch because, at the same time, their competitors Google and Apple were preparing to launch the Chrome Operating System and Snow Leopard. Had they adopted the soft launch method, it would have taken much longer, and their idea might have been stolen.
YouTube
One of the most popular mobile applications, and arguably the most used and downloaded video content platform, YouTube, was also rolled out in the market through a hard launch event. The hard launch was very successful because not only was the idea unique, but the product also solved a major problem faced by users.
TikTok
TikTok was also launched through a hard launch event after merging with Musical.ly. Musical.ly was a well-known app at the time, but it wasn’t gaining the popularity and downloads that were expected. The team developed an app that addressed all the issues users were facing and added many new features, which took the app’s popularity to the next level after launch. The platform ran a huge marketing campaign across multiple channels and achieved rapid growth.
When should you consider hard launching?
If you’re considering a hard launch, you need to ensure that your business or app situation aligns with one of the scenarios mentioned below.
Scenario #1: If there is an existing problem or issue in the market, and your app is designed to fix or address that specific issue, it’s better to go with a hard launch strategy. People are more likely to download the app once they learn that it solves their specific problem and helps them overcome the challenge.
Scenario #2: You have built a complex app, integrated with all the features and functionality, fully crafted interface and layout, and ready to roll out in the market.
Scenario #3: If you have a well-funded investment, a full-fledged team, complete resources, and solid marketing plans that make sure that the hard launch will never be a failure.
Scenario #4: In case you’re an established business with a large and loyal customer base, you can adopt a hard launch strategy. This approach allows you to create a buzz in the market through your loyal customers and achieve a successful app release.
Scenario #5: Last but not least, if your app idea has been leaked or you suspect that one of your competitors might steal your idea, develop an app, and release it before you, adopting a hard launch strategy can put you ahead of your competitors and secure your market position.
Soft launch vs Hard launch
So, here is the key difference between a soft launch vs hard launch.
Factors | Soft Launch | Hard Launch |
Budget | If you have a limited budget, consider a soft launch, as you won’t need to invest heavily in marketing. The app will be released gradually, allowing you to adjust as you go. | For a successful hard launch, you need a significant investment. Since the entire app will be launched all at once, you must ensure that it gets as many downloads as possible. |
Development time | A soft launch, on the other hand, allows you to release with limited features, which means the time required is considerably less. | For a hard launch, the app must be fully developed. It should have a complete interface and layout, all features integrated, and be thoroughly tested for bugs and errors. This entire process can take a significant amount of time |
Audience reach | In a soft launch, the app is first released to gather basic feedback and continue development. Therefore, the app is launched to specific users and locations. | In the hard launch method, you release a fully built app. You need to ensure that as many users as possible can download the app, so extensive marketing campaigns are implemented to target the entire audience. |
Risk Involve | In a soft launch, the risk is lower. After the initial release, app developers gather feedback and reviews from end users, which allows the app to be refined based on their preferences, making it more user-friendly. | In the hard launch approach, the risk is higher since the app is developed based on research rather than direct involvement from end users. |
Time For Success | With a soft launch, the chances of success are higher, but the time it takes is considerably longer. This is because the app is released in parts, allowing developers to gather information and feedback before moving on to the next release. | The chances of success are slightly lower than with a soft launch because you are building the app based on research rather than end-user feedback. However, with the right strategy, in-depth research, and solid marketing, you can achieve ultimate success in a very short period of time. |
Conclusion
If you’re thinking about going with the hard launch approach, make sure you have a considerable budget in hand, a full-fledged marketing team familiar with all online marketing strategies to create awareness, and a fully built mobile app or software. A hard launch approach can be an excellent choice if you have developed a mobile app that addresses real-life issues customers are currently facing.
Quanrio is a leading mobile app development agency in the US, specializing in crafting feature-rich mobile applications for a variety of industries. If you’ve identified a problem in the market that can be solved through a mobile application, we would be delighted to collaborate with you and bring your vision to life.
FAQs
1. What is a hard launch?
A hard launch is a way to launch a mobile app or software into the market after it is fully developed and ready to use.
Why hard launch is better than a soft launch?
Yes, in some scenarios, a hard launch is better than a soft launch. The first scenario is when your application is unique and addresses a real-life problem faced by customers. The second scenario is when you’re already a well-established business in the market. With the hard launch approach, it’s easier for you to get a good number of downloads from the start. The third scenario is when you’re going all-in with marketing and have successfully created a buzz in the market.
Can a soft launch turn into a hard launch?
Yes, a soft launch can be turned into a hard launch after it is initially released to specific users or locations. After gathering data and end-user feedback, you can make changes and improvements to the app. Then, you can proceed with the hard launch approach, backed by strong marketing strategies to achieve the desired results.
What types of products are best suited for a hard launch?
Any type of product can be well-suited for a hard launch, but the key condition is that it must be fully developed and ready to use. However, the best products for a hard launch are those that address or solve a specific problem or issue. With the hard launch approach, the chances of finding success are higher.
How does a hard launch impact marketing strategies?
When launching an app using the hard launch approach, you must be extremely aggressive with your marketing and advertising strategies. The marketing goal here is to create as much awareness as possible and drive as many downloads from the start. You can leverage multiple marketing platforms and techniques, such as social media, word of mouth, ad campaigns, press releases, and more.