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[StartupSchool] How to Launch

[StartupSchool] How to Launch

How to Launch (Again and Again) : YC Startup Library | Y Combinator
Kat: I'm Kat Maรฑalac. I'm a partner at Y Combinator, and one of the things I help founders do a lot is prepare to launch. That is what I'm going to talk to you about today. So, I want to change the way you think about launching.
How to Launch (Again and Again) : YC Startup Library | Y Combinator
https://www.ycombinator.com/library/6i-how-to-launch-again-and-again
How to Launch (Again and Again) : YC Startup Library | Y Combinator
  • ๋Ÿฐ์นญ์€ ์•„๋ฌด๋„ ์‹ ๊ฒฝ์“ฐ์ง€ ์•Š๋Š”๋‹ค
  • ๋Šฆ๊ฒŒ ๋Ÿฐ์นญํ•˜๋ฉด ๊ธฐํšŒ๋ฅผ ์žƒ๋Š” ๊ฒƒ์ด๋‹ค
  • ๋Ÿฐ์น˜๋ฅผ ์ง€์†์ ์œผ๋กœ ํ•ด์•ผํ•˜๋Š”์ด์œ 
    • A/B test์— ์ข‹๋‹ค
    • ์œ ์ €๋“ค์ด ์–ด๋–ป๊ฒŒ ๋ฐ˜์‘ํ•˜๋Š”์ง€ ์•Œ ์ˆ˜ ์žˆ๋‹ค
    • ๋‹ค๋ฅธ ์—ฌ๋Ÿฌ ์œ ์ €๋“ค์—๊ฒŒ ํ…Œ์ŠคํŠธํ• ์ˆ˜ ์žˆ๋‹ค.
      • ์ œ๋Œ€๋กœ ๋œ ์œ ์ €๋ฅผ ํƒ€๊ฒŒํŒ…ํ•˜๋Š” ์ค‘์ด ๋งž๋‹ˆ??
      • ์ฒด๋„๋งˆ๋‹ค ์‘๋‹ต์ด ๋‹ค๋ฅผ ์ˆ˜ ์žˆ์Œ
  • Silent launch
    • ์กฐ์šฉํ•œ ๋Ÿฐ์น˜ โ€ฆ
    • ๊ทธ๋ƒฅ ๋„๋ฉ”์ธ์— ์ด๋ฏธ์ง€ ํ•œ์žฅ, ์„œ๋น„์Šค ์„ค๋ช…, ์—ฐ๋ฝ์ฒ˜ ๊ฐ™์€ ์ฝœํˆฌ์•ก์…˜ํ•˜๋‚˜ ๋„ฃ๊ณ  ๋Ÿฐ์น˜ํ•˜๋Š” ๊ธฐ๋ฒ•
    • ํฌํ…์…œ ์œ ์ €๋ฅผ ๋ชจ์œผ๋Š” ์˜๋ฏธ๊ฐ€ ์žˆ์Œ
    • ์Šน์ง„๋‹˜์ด ํ† ์Šค์—์„œ ์‹ ๊ธฐ๋Šฅ ํ…Œ์ŠคํŠธ ํ–ˆ์„๋•Œ ์ผ๋˜ ๋ฐฉ๋ฒ•์ด๋ž‘ ๋น„์Šทํ•œ๋“ฏ
      • ๊ด‘๊ณ ํŽ˜์ด์ง€ ํ•˜๋‚˜ ๋งŒ๋“ค๊ณ , ์„ญ์Šคํฌ๋ฆฝ์…˜ ๋ฒ„ํŠผ๋งŒ ๋งŒ๋“ค๊ณ  ๊ด‘๊ณ ๋Œ๋ฆผ
        • ์ง€๊ธˆ ์‚ฌ์ „์˜คํ”ˆ ์‹ ์ฒญํ•˜๋ฉด, ํ† ์Šค ๋Œ€์ถœ ๋Ÿฐ์นญ ํ›„ ์–ด๋–ค์–ด๋–ค ๋ฆฌ์›Œ๋“œ ์ฆ์ •์ด๋ผ๋Š” pre-launch ํŽ˜์ด์ง€๋ฅผ ๋งŒ๋“ฌ (๋ฐ‘์— ์กฐ๊ทธ๋งŒํ•œ ๋ฌธ๊ตฌ๋กœ ์‹ ์ฒญ์ผ๋ฏธ์ •๋“ฑ ํ•„์š”ํ•œ๋“ฏ โ€ฆ ?! ๊ทธ๋ฆฌ๊ณ  ํ† ์Šค ์ด๋ฆ„ ์•ˆ์“ฐ๊ณ  ๊ด‘๊ณ  ๋Œ๋ฆฐ๊ฒƒ๋„ ์žˆ๋Š”๊ฑธ๋กœ ๋ณด์—ฌ์ง โ€ฆ . ํ•ด๋‹น ํŒ€ ์ด๋ฆ„์ด ๊ทธ๋กœ์“ฐํ•ดํ‚นํŒ€์ด์—ˆ์Œ )
        • ๊ด‘๊ณ  ๋ฉ”์„ธ์ง€, ๊ด‘๊ณ  ํƒ€๊ฒŸ์„ ์„ธ๋ถ„ํ™”ํ•ด์„œ ์–ด๋–ค ๋ฉ”์„ธ์ง€, ์–ด๋–ค ํƒ€๊ฒŸ์—๊ฒŒ ํ•ด๋‹น feature๊ฐ€ ์œ ์˜๋ฏธํ•œ์ง€ ์ฐพ์•„๋ƒ„
        • ์œ ์˜๋ฏธํ•œ feature๋งŒ productํ™”, ๊ด‘๊ณ  ๋ฉ”์„ธ์ง€์˜ hooking point์— ๋”ฐ๋ผ์„œ ํ–ฅํ›„ feature ์„ฑ์žฅ ์ „๋žต ๋ฐ ๋งˆ์ผ€ํŒ…์ „๋žต ์ˆ˜๋ฆฝ, ์œ ์˜๋ฏธํ•œ ๊ด‘๊ณ  ํƒ€๊ฒŸ์— ๋”ฐ๋ผ์„œ ํŽ˜๋ฅด์†Œ๋‚˜ ์ •๋ฆฝ
  • Friends and family launch
    • reddit์ด ๊ทธ๋žฌ์Œ
    • ๊ทธ๋“ค์ด ์–ด๋–ป๊ฒŒ ์‚ฌ์šฉํ•˜๋Š”์ง€ ๋ณด๊ณ  ํ”ผ๋“œ๋ฐฑ์„ ์š”๊ตฌํ•ด๋ผ
      • ํ•˜์ง€๋งŒ ๊ทธ๋“ค์ด ์•„์ด๋””์–ผ ์œ ์ €๊ฐ€ ์•„๋‹์ˆ˜ ์žˆ์œผ๋ฏ€๋กœ ์กฐ์‹ฌํ•ด๋ผ
      • ํ”ผ๋“œ๋ฐฑ์ด ํฌ๊ฒŒ ์˜๋ฏธ์—†์„์ˆ˜ ์žˆ์Œ
  • Strangers
    • lugg์˜ ์˜ˆ์ œ
      • ์˜จ๋””๋งจ๋“œ๋กœ ์ง์„ ๋‚ ๋ผ์ฃผ๋Š” ์•ฑ
      • ์ด์ผ€์•„๊ฐ€์„œ ์ง์„ ๋‚˜๋ฅด๋Š”๊ฑธ ์–ด๋ ค์›Œํ•˜๋Š” ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์ง์ ‘ ๋ฌผ์–ด๋ณด๊ณ  ์•ฑ์„ ์“ฐ๊ฒŒ ๋งŒ๋“ค์—ˆ์—ˆ์Œ
    • ์‚ฌ๋žŒ๋“ค์ด ์ง์ ‘ ๋‹ค์šด๋กœ๋“œ ํ•˜๋Š”๊ฑธ ๋ณด๊ณ  ํ”ผ๋“œ๋ฐฑ ๋ฐ›์„์ˆ˜ ์žˆ์Œ
  • Online Communities
    • ์—ฌ๋Ÿฌ ์ปค๋ฎค๋‹ˆํ‹ฐ ์ฒด๋„์— ๋Ÿฐ์นญํ•˜๋Š” ๊ฒƒ
    • ์ปค๋ฎค๋‹ˆํ‹ฐ ์˜ฌ๋ฆฌ๊ธฐ์ „์— ๋ชจ๋‹ˆํ„ฐ๋ง์ด ํ•„์š”ํ•จ
      • ํ†ค์•ค๋งค๋„ˆ๋ฅผ ์•Œ ํ•„์š”๊ฐ€ ์žˆ์Œ
      • ํ•„์š”ํ•˜๋‹ค๋ฉด ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ๋ฌผ์–ด๋ณด๊ณ  ๋Ÿฐ์น˜๊ธ€์„ ์จ์•ผํ•จ
      • No jargon(๋น„์ฆˆ๋‹ˆ์Šค ์€์–ด)
      • No Marketing language
    • ์‚ฌ๋žŒ๋‹ต๊ฒŒ
      • ์ž๊ธฐ์†Œ๊ฐœ๋ž‘ ํšŒ์‚ฌ์†Œ๊ฐœํ•˜๊ณ 
      • ๋ฌด์—‡์„ ๋งŒ๋“œ๋Š”์ง€
      • ๋ˆ„๊ฐ€ ๋งŒ๋“œ๋Š”์ง€
      • ์™œ ๋งŒ๋“œ๋Š”์ง€
      • ํฅ๋ฏธ๋กœ์šด ์ •๋ณด๊ฐ€ ์žˆ๋‹ค๋ฉด ์ถ”๊ฐ€ํ•ด์„œ ๊ด€์‹ฌ์„ ๋Œ ๊ฒƒ
  • Request access
    • ์นœ๊ตฌ/๋ ˆํผ๋Ÿด ์ดˆ๋Œ€๋ชจ๋ธ
    • ๋ฐ”์ด๋Ÿด์„ ์œ ๋„ํ•  ์ˆ˜ ์žˆ์Œ
  • Social media/blogger
    • ๊ตฌ๊ธ€๋ง์—์„œ ์ž์‹ ๋“ค์˜ ์‚ฌ์—… ์˜์—ญ์„ ๋‹ค๋ฃจ๋Š” ๋ชจ๋“  ๋ธ”๋กœ๊ฑฐ๋“ค์—๊ฒŒ ์ „๋ถ€ ๋ฉ”์ผ์„ ๋ณด๋ƒ„
    • ๊ทธ๋“ค์—๊ฒŒ ์šฐ๋ฆฌ์„œ๋น„์Šค๋ฅผ ์“ฐ๊ณ  / ํ™๋ณดํ•ด๋‹ฌ๋ผ๊ณ ํ•จ
      • ์ดˆ๊ธฐ์—๋Š” ๋ˆ๋‚ด๊ณ  ํ•˜๋Š” ๊ฑฐ๋Š” ์ข‹์ง€ ์•Š์„์ˆ˜ ์žˆ์Œ
        • ๋ˆ์ด ์—†์–ด์„œ
  • Pre-order
    • ํ•˜๋“œ์›จ์–ด๋‚˜ ํ”ผ์ง€์ปฌ ์ œํ’ˆ์ด ์žˆ๋‹ค๋ฉด ์ข‹์Œ
  • New feature/product launch
    • ์ŠคํŠธ๋ผ์ดํ”„
      • ์ƒˆ๋กœ์šด feature๊ฐ€ ๋‚˜์˜ฌ๋•Œ๋งˆ๋‹ค ์ง€์†์ ์œผ๋กœ ์—ฌ๋Ÿฌ ์ฒด๋„์— ๋ฐฐํฌํ•จ
      • ๊ฐ ์ฒด๋„๋“ค๋งˆ๋‹ค ์ŠคํŠธ๋ผ์ดํ”„๊ฐ€ ์‹ ์ œํ’ˆ์„ ๋ƒˆ์—ˆ๋˜ ํžˆ์Šคํ† ๋ฆฌ๊ฐ€ ๊ด€๋ฆฌ๋˜์–ด์„œ, ์–ด๋–ค ์ฒด๋„์ด๋“  ์ŠคํŠธ๋ผ์ดํ”„์˜ ์ œํ’ˆ ํžˆ์Šคํ† ๋ฆฌ๋ฅผ ๋ณผ ์ˆ˜ ์žˆ์Œ
        • ๊ฒฐ๊ตญ ๊ธฐ์—… PR๊ด€๋ จ์˜ ํ•ต์‹ฌ์ผ์ง€๋„ โ€ฆ ?!?
    • Glossier
      • ์‹ ์ œํ’ˆ ์‚ฌ์ดํด์ด ์žˆ์Œ
    • ๋‰ด์Šค๋ฃธ์—๊ฒŒ ์˜๋ฏธ์žˆ๋Š”์ •๋ณด์ผ์ง€๋„ โ€ฆ ?!
  • Build your own community
    • ์ด๋ฉ”์ผ๋ฆฌ์ŠคํŠธ๋ฅผ ๋งŒ๋“ค๋˜์ง€?
      • ์šฐ๋ฆฌ๊ฐ€ ์ˆ˜์ง‘ํ•˜๋Š” ๋ชจ๋“  ๋ช…ํ•จ๋“ค์„ ์ˆ˜์ง‘ํ•ด๋†“์•„๋ณผ๊นŒ???
      • ๋ˆ„๊ฐ€ ์–ด๋–ค ๋ช…ํ•จ์„ ์ˆ˜์ง‘ํ–ˆ๋Š”์ง€ ๊ณต์œ ํ• ์ˆ˜ ์žˆ๊ฒŒ???
      • ์ฝœ๋“œ๋ฉ”์ผ์ด ์•„๋‹ˆ๋ผ, ๋ˆ„๊ฐ€ ์ˆ˜์ง‘ํ–ˆ๋Š”์ง€ ์•ˆ๋‹ค๋ฉด, ์ˆ˜์ง‘ํ•œ ์‚ฌ๋žŒ์˜ ์ด๋ฆ„์œผ๋กœ ์ด๋ฉ”์ผ์ด ๋‚˜๊ฐˆ์ˆ˜ ์žˆ์ง€ ์•Š์„๊นŒ?
      • ์ปจํƒํฌ์ธํŠธ๋ฅผ ๋งŽ์ด ๋งŒ๋“œ๋Š”๊ฒƒ์€ ์ข‹์ง€ ์•Š์„๊นŒ?
  • ๋Ÿฐ์นญ์€ ํ•œ๋ฒˆ์˜ ์ˆœ๊ฐ„์ด ์•„๋‹ˆ๋‹ค
    • ์›๋น…๋ฐ์ด ์•„๋‹˜, ์ง€์†์ ์œผ๋กœ ํ•˜๋Š” ํ”„๋กœ์„ธ์Šค๋‹ค.
ยฉ 2023 Juyoung Lee
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