LaunchEmerging Pattern

Leverage media connections for launch coverage to generate initial traction

Insight from Gagan Biyani

When to use

When planning go-to-market launch

Don't do this

Launching without a clear distribution plan

2 Founders Who Did This

1
Udemyby Gagan Biyani

Leverage media connections for launch coverage. Biyani used his TechCrunch contacts from when he worked there to secure launch coverage, generating initial traction and credibility without paid marketing.

Result:Applied by Gagan Biyani at Udemy
2
Hush Blanketsby Aaron Spivak

Appeared on Dragon's Den, became first pitch in 14 years to increase valuation on live TV. Episode went viral on Netflix.

Result:Massive brand awareness boost and credibility from viral TV appearance
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