How to Start and Launch a Startup with Advice from Real Entrepreneurs

Launching a startup can be exciting and terrifying at the same time. Thousands of people dream about seeing their ideas turn into real successful companies, yet the journey to achieving this goal can be a steep climb.

What does it take to launch your business from scratch? And where do you begin? Your rise to the startup "Everest" will start with initiating the idea and validating the concept, then continue with lots of other route points like putting together a team, finding the funding, building the product, attracting customers, stumbling, learning, and upgrading your offering. There are numerous steps involved in bringing a startup to life, but you'll be the one to find the optimal path.

On this page, we'll walk you through how to start a startup, sharing practical advice and specific steps to follow from our "start a new business checklist".

What Is a Startup?

Before we move on to the peculiarities of launching a startup, let's set things straight regarding what a startup is anyway. There's no single startup definition, however, we can outline a few fundamentals.

A startup can be defined as a young company or a business venture that's new or at an early stage of development. Generally, its main focus is novelty, so a startup works on creating a new unique product or service that solves a user problem and brings value. It doesn't necessarily have to deal with tech.

As a rule, startup teams are small, with up to 30 people on board. They can be comprised of as little as a solo founder without a team or a partnership with a couple of co-founders. For some people, the project could be a side hustle, while for others, it's a life-long journey devoted to bringing a vision to life. Nonetheless, this implies that, at times, a single person has to take on several roles to keep the project running or that the founders decide to join a startup incubator or accelerator to obtain the missing knowledge and get support from the experts.

What's for the financial side, these young companies are frequently self-funded. Yet, some organizations manage to obtain funds from venture capitalists, get loans to launch a startup, or are built thanks to bootstrapping.

Oftentimes newly formed startups revolve around building something from scratch and are usually associated with innovation and pushing boundaries. Such passionate entrepreneurs, out-of-the-box thinking inventors, and dedicated groups of people are on a mission to bring change and deliver a solution to advance the traditional way things work, attempting to do what no one else had done earlier.

It is also common for startups to operate based on the lean methodology, which has a flexible nature, allowing teams to build an agile minimum viable product and quickly adapt together with the changes. It highlights the need to constantly conduct tests, run experiments, learn, and iterate based on the findings. This way, the teams gradually mold the idea, turning it into a product from a concept.

Even though the user base might not be large, teams invest significant time and resources in research, idea and hypothesis validation, tracking metrics, and analyzing data to find the most optimal startup tools, streamline processes, and maximize efficiency. Ideally, they strive to:

• learn more about the target audience and the demand;
• fill a gap in the market;
• build a product or service that would live up to user needs;
• find product-market fit.

Finally, startups are characterized by their rapid growth and willingness to take risks. It's a highly competitive field, but most of these independent companies don't plan on staying small for eternity. On the contrary, unlike many small businesses (say, tiny shops selling homemade candles), they want to mature and do whatever it takes to become sustainable, capitalize, win over a larger market, and possibly even make an exit in the long run (e.g., get merged, acquired, or bought out by the bigger fish in the sea).

Of course, this isn't a one-size-fits-all explanation. There's no golden rule, as a lot depends on the individual startup company's goals, aims, and focus.

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Types of Startups

Since lots of spheres have room for innovation, it's no surprise that all kinds of startups keep on emerging around the world. What are the different types of startups? Frankly, there's no strict classification, but let's go over a few notable types.

Firstly, startups could be categorized by industry, for example:

• SaaS startups;
• technology-based firms;
• based on AI product ideas;
• healthcare startups;
• marketing and advertising startups;
• insurance startups;
• real estate startups;
• educational startups;
• social enterprise startups (e.g., environmental ones);
• fintech startups (such as blockchain and crypto);
• among others.

Next, startups can be classified according to their current life stage. As such, there are the following startup stages of development: early-stage startups, growth-stage startups (often venture-funded), and late-stage startups.

Moreover, here are a couple more types of startups worth mentioning:

• Buyable startups (products built with the aim to be sold for a profit);
• Non-profit startups (created with the goal of supporting a charitable organization or social cause);
• Spin-off startups (built as a result of an offshoot of an existing company, e.g., a side product can be branched off as a separate business entity);
• Copycat startups (create services or products based on existing ideas instead of starting from scratch);
• Necessity-based startups (initiated by entrepreneurs who were pushed to start a business due to a layoff at work or other circumstances).

Major Reasons Why Startups Fail

Although it's quite clear why thousands of people take the risk of starting a startup, sadly, not all of them manage to succeed.

Based on recent findings, about 1 in 10 startups don't make it already during their first year, whereas the failure rate for companies that are 2 to 7 years old is 70%. The source also states that the overall failure rate for new ventures is currently 90% and that first-time entrepreneurs manage to succeed only in 18% of the cases.

Interestingly, according to recent data, as little as 1% of startups become unicorns. That is, there's an average of a 1 in 100 chance to become a highly successful company such as Uber or Airbnb, which is rare. This popular startup term also implies that the startup valuation is over 1 billion USD in terms of venture capital. 

So, why do startups fail? Here's a compilation of curious startup failure rate reasons and statistics collected from multiple sources.

According to CB Insights, 47% of failures are attributed to a lack of financing or support from investors, 44% of startups close down because they can't plan their finances well enough and run out of money, and 33% couldn't recover after the COVID-19 pandemic consequences.

Another resource indicates several more major reasons for startup failure (apart from running out of cash):

• going after the wrong market;
• lacking decent research;
• choosing a bad partner;
• having poor marketing;
• not enough expertise in the chosen field.

Plus, statistics note that 35% of startups also fail because there's no need for their product, while 20% can't handle the competition. Topping that, 19% have the wrong business model, 18% face legal issues, 15% have an inappropriate pricing model, 10% choose a bad time for the product or MVP launch, and 8% have poor product quality.

Sounds harsh, right? Well, starting a tech startup (or a non-tech-related business) isn't as simple as it seems. Numerous things need to be taken into consideration. You need to pour in a lot of effort and find the right team, plus, a lot depends on luck.

How to Start a Startup in 11 Steps

If you've decided to give your own project a shot, rub your hands and do your stretching, as there's a lot of work you'll have to cover. Consider this as your startup business checklist.

Step 1: Generating and Validating an Idea

It most likely doesn't make sense to launch a startup if you don't have a clue about what you're planning to accomplish. There are plenty of non-tech and tech startup ideas in various sectors and industries. The best advice here is to try to find a solution to an existing problem. A good cause could serve as a great reason to launch a startup.

Do specific groups of people face a challenge or roadblock that you can solve? Maybe there's a way to enhance or innovate an existing feature or product to deliver a drastically better experience and help others. Do your research, ask around, find market gaps or areas that desperately need innovation, and jot down those ideas that you feel most excited about.

But after brainstorming and shortlisting those that caught your eye, it is crucial that you thoroughly do your research to validate their feasibility. How do you approach proof-of-concept? Research is key. You have to devote lots of time to finding out:

• whether the idea has analogs;
• if there's a market need for such a solution;
• whether it's "doable";
• who this solution is for;
• if people will be ready to pay for it (in case you're aiming at making a profit).

Although you might be psyched about the idea, it's very important that you get a hold of the data proving that it's worth a shot early on. You need to dig deep, study your competitors, and do market research, as a lot is at stake.

In too many scenarios, those who rush into development without meticulous fact-checking end up building a product or service that no one cares about. Obviously, this is a huge waste of resources, leading to disappointment. So, if you have a unique idea, validation shouldn't be skipped.

Once you've collected enough information, you can move on to the discovery phase. At this step, you should outline your objectives, goals, user pain points, and basic requirements.

Step 2: Crafting a Business Plan

Of course, your project needs consistent planning. You'll need to document the vitals of your project. Think of this as a detailed description of what you want to accomplish, including a blueprint with your:

• product name (consider using a brand name generator to generate a unique and catchy name effortlessly);
• mission, vision, and concept;
• the problem to solve;
• goals;
• market size;
• targeted market;
• research;
• suitable startup tech stack;
• planned work scope;
• projections in terms of financing;
• and other fundamentals.

This is a good time to work on feature prioritization, picking the things you'll work on first and what to save in the backlog for later. You can also think through how you'll bring the idea to life (such as opting for no-code builders or going for custom software development). And if you can't make some decisions on your own, there's an option of turning to an outsourced CTO for a consultation.

Surely, the possible monetization path and overall strategy have to be taken into account too. As a result, you'll have a draft of your future project. Your executive summary has to outline where you're going in the nearest future and at least a sketch of where you want to be later on. Crafting a business plan from scratch may seem a lot of work, but there are many sample business plans available online providing the basic layout to help you get off the mark. This layout will help you stay organized, find people to help you put the product in motion, and will be handy when seeking investors.

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Step 3: Calculating the Budget

By this point, you should have a clearer picture of what you're aspiring to achieve. However, you'll need to run the numbers to calculate the cost of a startup in order to know how much money and other resources you'll need.

Sadly, there is no standard estimate in this respect, so you need to calculate the budget individually. Moreover, consider using a utility bill management software for tracking your expenses and get an accounting tool for bookkeeping.

As a rule, during the so-called pre-seed stage, most startups begin with as little as the founders' personal savings or money from family and friends. Others have angel investors or get loans to get started. But money is always a concern, that's why many startups are run from home (to save on rent and invest these resources in other vitals).

In any case, to ascertain your cash flow, you have to know your operating costs. Count in various expenses like equipment, insurance, licenses, payrolls and labor costs, marketing, taxes, and other must-haves that may differ based on where you are located and what kind of startup you are going for. Setting some money aside to keep the business afloat for some time is also wise, so consider emergency costs as well.

For startup owners managing finances effectively while avoiding unnecessary expenditures is paramount. Opting for business credit solutions with no annual fee can be a smart move to minimize costs. Such financial instruments not only provide essential liquidity but also bring rewards and benefits without the burden of an annual fee, freeing up more resources for growth-centric investments.

Plus, you'll need to take the project cost estimation process seriously. Do your best to come up with realistic numbers on how much money you'll have to spend on making an early version of your product, regardless of whether you're launching a tech startup or not.

On another note, if there are several founders, you have to decide on fair equity distribution and document your agreement. If you are offering other non-founders startup equity, you'll have to keep track of such changes too.

Step 4: Registering the Business

You've already accomplished a lot by now and are more certain about making the startup official. Depending on the policies of your region, you'll have to handle the legal side and register the startup so it can officially be considered a company.

Once again, do your research regarding the existing regulations and startup incorporation policies. The same applies to permits, business licenses, name registration, getting a bank account, an Employer Identification Number, insurance, etc. Note that there will likely be incorporation fees (e.g., based on what you select, an LLC or corporation). If you choose an LLC as your company structure, you may need to undergo a slightly different business registration process. As such, we recommend hiring LLC formation services providers like ZenBusiness or LegalZoom to help you out. You can read the GovDocFiling comparison guide to understand these agencies' features in more detail.

This is also the stage at which other formalities need to be handled, albeit internally. For instance, drafting an operating agreement for your LLC ensures every stakeholder is up to speed with everything from how you intend to handle day to day duties to what steps are involved in leaving the LLC down the line.

Step 5: Hiring Developers and Other Team Members

Although there are many cases of startups founded solo, ordinarily, there's more than one person behind the startup. This means that you'll have to devote time to hiring developers for a startup, as well as other vital members like a project manager, data analyst, accountant, and others. Likewise, you'll have to invest time in defining the fundamentals of your startup culture that'll determine what kind of people you want onboard.

As briefly mentioned earlier, it is quite normal if one person has to take on several roles at the beginning. But it's the people that can get the product off the ground, moving it from the idea stage. However, recruitment is time-consuming and effort-intensive, especially when it goes down to assembling teams. Even if you're searching for freelancers, the process of screening, interviewing, and onboarding can drag on for months before you find all the right people.

For instance, the web development team structure may entail having versatile specialists (hiring a CTO, front-end developers, back-end developers, QA engineers, designers, etc.). Because startups usually don't have the perks to offer like many enterprise-level companies, it may be tough to get qualified specialists on board.

Since startups are often time-sensitive (as founders always face the risk of a competing company releasing something similar), we can give a great tip on how to start a tech startup without a team. One of the loopholes is not hiring internally. If we compare in-house vs. outsourcing software development, one of the biggest advantages of teaming up with a vendor is getting a hold of an experienced team really quickly. You may even get to select specialists from the vendor's talent pool. You will get the additional benefits of not having to issue salaries and paid time off, buy equipment, rent office space, pay taxes, and all the corresponding burdens of internal hires.

Bottom line: teaming up with a trustworthy external contractor may be a good move that can set the development in motion and help you hit the market faster with a quality product. You can read reviews, browse portfolios with similar projects, and get to know the team as you choose an appropriate partner, and may negotiate the terms while you discuss your vision and deliverables. In the future, if the MVP kicks off and you start making money off the product, you're free to hire your own team or continue your collaboration by entrusting the partner with additional work, like building new features, or enforcing your startup team structure.

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Step 6: Building a Minimum Viable Product

Now it's time to move on to creating your product. There are many MVP types that you can apply for testing the waters, but essentially you need a working version of the solution, even if it'll be simple with basic functionality. Ordinarily, once you have a precise plan of what you want to make, you'll have to move from prototype to MVP.

The general algorithm is as follows: you'll need to outline the features using wireframes and mockups, make user maps, and craft mockups. Then, the MVP design can be passed on to the developers who'll build the product and thoroughly test it.

If you lack your own team or don't have the resources or knowledge to make it happen, there are many MVP development companies that you can turn to for assistance. Experienced teams can help you reach the market faster and make a solution that'll be able to handle the scaling you have in mind for the future.

The MVP development process will definitely go faster if you've done your homework and taken the first two steps of this startup business checklist seriously. Surely, the time it takes to finalize the product will greatly depend on the team size, scope, and feature complexity. Yet, on average, it's possible to get things done in about three months.

Step 7: Launching the Product (In Directories and Listings Too)

After you've gone through the final regression QA testing and are sure your solution is free of glitches, you can continue with the actual product launch. Make sure to check that everything is working properly after the release and make fixes if necessary.

As early adopters begin getting acquainted with and using your product, your customer base will start growing. Collect this data and ensure that you're keeping it safe from theft, as this can lead to large fines, lawsuits or legal trouble, and other unpleasant consequences.

On a similar note, you can take your chances at a Product Hunt launch or make an effort to list your new product on popular startup directories and niche-specific platforms. Startup groups will help you spread the word about the solution, expand your online presence, find early adopters, and get feedback. If you're lucky, you might find valuable connections, including potential partners, customers, or even interested investors.

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Step 8: Raising Funds

Securing capital is crucial. That's why many young companies have to undergo an extensive startup funding process or consider crowdfunding. Depending on the sources you've had initially, you can currently be in various stages, but, most probably, you'll already be past the pre-seed and seed stages, approaching series A or B rounds.

How do you convince investors to believe in you? It's very likely that many of them receive dozens (if not hundreds) of applications monthly. So you have to pay serious attention to pitch deck creation, polishing every slide to stand out and show your startup and its potential from the best angle. 

Importantly, VCs usually care about proof-of-traction and need some guarantees for return on investment. Moreover, they are more willing to consider your startup if you have a working product rather than just an idea. These are crucial points to keep in mind when pitching to investors.

If they decide to hear you out, be consistent, open, and prepared to answer the tough questions, like who your competitors are, what you need the money for, and how you're planning to use it. So, show them real numbers, why your product is the next breakthrough, and give a sneak peek at your solid plan for growth. Only then can the presentation stand a chance for further discussion.

In any event, you have to keep in mind that investors usually don't give away money for free out of kindness. Most of the time, they have a hidden agenda (well, sort of). For starters, you'll need to give equity or ownership of shares in exchange for the funds, and you'll most likely have to provide various reports to the new stakeholders who may be willing to participate in fundamental decision-making processes.

Not to mention that they might request a technical due diligence checkup before giving you money to ensure that your product is of good quality and that all the necessary documentation is present. The compliance audit procedure might be nerve-tingling, but it is a common practice that you also have to be prepared for when starting a tech startup.

Step 9: Marketing the Product

Some startups wish to cover every step of their product creation process and thus choose to build in public, creating hype online way before launch. This isn't obligatory, but growing your audience and having a solid presence online is vital for startup branding and boosting awareness. After all, if no one knows about your product, how do you expect to acquire users?

This can be your chance to refine your messaging, finalize the tone of voice, and run tests (such as multivariate or A/B) to find out what resonates with your users. Test your startup digital marketing strategy and analyze which channels or tactics are working best. You can apply various methods to reach your target audience, including utilizing:

• your own website (say, with a blog and valuable resources);
• social media channels;
• email marketing;
• cold emailing (for which you can use cold email software);
• thematic forums and chats;
• paid advertising;
• and many other techniques.

No matter what method you use, the core of your marketing strategy should be a Unique Selling Point and differentiation because that’s what sets you apart in the eyes of the buyer.

Step 10: Harnessing Analytics

You won't know for sure if your marketing and sales tactics are bringing in the expected results if you don't track product performance metrics. Without analytics, you may be draining lots of time and effort on useless things that don't deliver.

Remember, too many startups fail to exist in just a year. Hence, you must carefully choose your KPIs and OKRs and monitor the trends and changes all the time. Look into your traffic sources, average session duration, and lots of other metrics that can help you find out what users like, at which point of the sales funnel they flee, or how to improve your offering.

The only right way to grow is to use startup analytics to base your decisions on facts instead of guesses or intuition. Therefore, you have to invest lots of your time in analyzing how well you're progressing toward your set goals.

What tools can you use? Apart from Google Analytics and SEO tools like ahrefs, you may also use Mixpanel or Amplitude to keep track of various incoming data and track your rank on Google.

Step 11: Learning and Improving the Product

The answer to how to found a startup that'll be a success lies in constant learning and adaptivity. It's perfectly fine to make startup mistakes as you develop a product, and there's a high chance that you won't get it all right from your first attempt, so you'll need to make a startup pivot or two before you find your niche.

How do you achieve product-led growth? You have to be open to change and ready to iterate when the market or circumstances dictate such a need. That's what lean startups do: they analyze, look into feedback, learn, and modify the plan to get one step closer to building a fantastic product and hitting the target. If they pull it off, people start recommending the solution to friends, the customer base grows thanks to referrals, and the product basically begins to sell itself.

This is one of the ultimate dreams and goals of many entrepreneurs, but it's accomplishable if you're willing to leap over a few obstacles. And if you're fortunate enough to see a steady cash inflow and a visibly growing customer base, you might be ready for startup scaling.

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Advice on How to Start a Tech Startup from Real Entrepreneurs

What do startup founders who've passed this journey recommend? Upsilon has been interviewing startup owners and aspiring entrepreneurs for quite a while now. Here's a collection of actionable advice on launching a startup from our favorite Startup Stories episodes:

"My only advice is to give it a go! You'll learn a lot by doing it. If you are a technical person, learn sales. If you are a salesperson, learn a bit of technology. Today it's so easy to upskill yourself in any area." — Alyona Medelyan, co-founder and CEO of Thematic.

We hate to break it to you, but the lives of startup founders usually aren't all Malibu in the early days, and success doesn't happen overnight. Here's what Julien Quintard, co-founder of Routine says:

"Most people nowadays are going into entrepreneurship because it's shiny, it feels cool to be an entrepreneur and maybe to raise a few million dollars. But actually what you do on a daily basis as an entrepreneur is managing and solving problems. You're trying to find the solution quickly with as little information, time, and resources as possible. It's really complicated. Not shiny at all."

Likewise, when it comes to partnerships, it is crucial to be selective. This is what Max Brenssell, co-founder and CEO of Spoke.ai, has to say:

"I would recommend not to underestimate who you partner with as your investors. People you're getting as co-founders or investors, or early employees might be with you for the next 7 to 10 years. So don't underestimate this kind of commitment in terms of the time horizon."

Is it obligatory to raise funds if you decide to launch a startup? Two founders of startups have interesting opinions on the matter:

"Fundraising is not a necessity. We decided to wait to take on venture capital money until we needed it. Because once you go down the venture route, you commit to the venture game. We wanted to wait and see how far we could get with bootstrapping. If we hit a wall, we would probably go for raising money. We haven't hit that wall yet." — Jan-Philipp Peters, co-founder at BitsForDigits.

"If I had the capacity and the possibility to do it without fundraising, I would prefer bootstrapped. We are in the capital market. People and companies can build the exact product you're making and beat you before you even grow. Of course, if you go bootstrap, you have a lot of advantages too, but you need to build a lot of things yourself. And if you raise funds, you're going to lose part of your company, but, on the other hand, you can go fast and be surrounded by the right people." — Chafik Belhaoues, founder of Brainboard.

If you do decide to secure funds, what's the key to convincing investors? Chris Priebe, founder of Zelt, gives the following advice:

"Investors look at pitch decks every day, and if it's not in a format they're used to, it confuses them. They need to be able to find out within 20 seconds whether something is interesting or not. From my experience, the likelihood of closing an investor if it came through a warm introduction is 3-7 higher than if you sent an email and reached out to them."

Finally, Justin Wiley, Chief Business Officer at Replo, has something to say regarding the importance of people and building a community in the startup success formula:

"From the outset, our emphasis has been on fostering a strong community, as we believe that a company's most valuable asset is its customer base and the community it serves. Successfully growing a community revolves around consistently delivering value to its members. To achieve this, it's crucial to have a deep understanding of who your customers are, their needs, and how best to support them."

Extra Tips on Starting a Startup

You have to have the guts to take the risk of starting your own business. You'll have to change your life and be strong enough to live through the journey, which may be strewn with frustrations. We've outlined the basics of how to launch a startup, but here's some additional advice that you might find helpful.

Have Faith When Others Doubt You

People will likely try to talk you out of launching a startup, encouraging you to stick to your regular income at a steady job. But you must believe in yourself and the value of your idea, even if others tell you that you've lost your mind and there's no way you'll pull it off.

The most important point here is that your idea is backed by research. If you've input enough time in feasibility testing and know that your solution will solve an existing problem, it won't be such a shot in the dark.

Don't Procrastinate

The clock is always ticking in the startup world, so don't be afraid to take the leap and get going. There's always a chance to make it.

Don't be afraid that you don't know how to start a tech startup company, you'll get to learn a lot during the process. It'll take a lot of effort, but if your progress gets smeared, you'll never be safe from another team releasing something alike before you do. That's why it makes sense to begin with a minimum viable product instead of a full-fledged one with lots of features and an intricate design.

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You'll Probably Make Sacrifices

Choosing to make a startup is often a long-term commitment. You have to be prepared to invest your own money, sacrifice a 9-to-5 job, or give up something else you care about. Building a new product takes lots of effort and contribution, so even if you're self-funded at first, you can stretch the dollars and try to make the most of your resources.

Plus, you could always search for various workarounds and ways to cut costs. For example, many tools offer startup discounts, so you may definitely shop around before signing up for costly subscriptions.

Be Ready for the Disappointments

As you're trying various approaches and looking for how to launch a startup best, you might be on a bumpy ride. Some ideas don't justify themselves, the effort may not pay off, and certain shifts can even take you back a few steps.

It's tough to digest, but you'll have to learn to tackle challenges, overcome obstacles, and get over disappointments. Entrepreneurship is about pressing ahead and being persistent. As business is a fast-paced and often-changing organism, you must question the things you think you know for sure and continue learning. You'll go a long way if you react to the losses as lessons.

People Are Invaluable

Your team is among the biggest assets that determine how successful your project will be. Regardless of who you hire (in-house employees, remote workers, part-time contractors, or external partners), you need to find future-oriented thinkers and reliable people who are proactive.

The same goes for constant networking (put this point high on your business startup checklist). You need to expand your base of potential partners who you can collaborate, exchange ideas, and grow together with.

Similarly, your clients are priceless too. You have to get to know your target audience better and try to connect with them to make things work. Look into feedback and consider their opinions when making decisions, as, ultimately, they are the ones you're building the product for. And don't forget that loyal customers are helping you make money, so show them your appreciation and go the extra mile to provide them with a high-quality service.

Don't Be Shy to Consult with Experts

No one expects you to be a guru in all fields. So if you feel that you need more knowledge on a subject, be it legal matters, intellectual property (including patents, copyrights, trademarks, etc.), making contracts and NDAs, financial advice, or technical skills, the smartest thing to do is turn to the pros for a consultation. It's okay not to know something from the get-go, and it's wise to expand your staff with professionals when the time is right to scale a startup team.

Final Thoughts on Launching a Startup 

Going to great lengths to build a startup takes a lot of determination. It's not a one-time action but an ongoing adventure. The process is overwhelming, challenging, and thrilling. It requires consistency and a combination of vision, knowledge, and persistence. By focusing on customer needs, assembling a solid team, and being agile, you'll grow your chances of success.

So prepare to continue iterating, learning, and adapting as you grow your idea into a thriving business. And if you need a reliable partner to help you build your product, feel free to contact Upsilon. We've provided dozens of startups with MVP development services, helping them launch products within three months!