a new way to create the perfect product

Launching a new product in the market is a big risk for companies. It can cause its failure as well as its success. However, many entrepreneurs are faced with a sales goal that has not been met and the reason is unknown.. Whether it’s bad targeting, a product that doesn’t meet any needs, a poorly constructed sales funnel or just a message that doesn’t have an impact, reverse launch avoids this type of situation

The disadvantages of traditional launch

A bad way to launch is to spend months creating a product (or service), to write all the promotional messages that don’t make an impact, to finally find an audience to sell this product to.

In doing so, most businesses are left with their backs to the wall with little sales in their pocket. The reason is simple: in doing so, brands act blindly assuming that there is a desire and that the product will find takers.

Therefore, the risk is, on the one hand, to have invested several thousand euros in a product that does not find its market, but also to spend several months on its design instead of focusing on more useful tasks. .

Marketing is about strategy. product centric in other words, a product-centric approach. Reverse launch, on the other hand, is based on a technique called ” user-centric », meaning centered on the user and his needs.

Another drawback of the traditional launch is the lack of dependence on demand. Two scenarios are possible:

  • Sales were weaker than expected: the company ends up with large (and unmarketable) stocks;
  • Sales were higher than expected: Because of this, either the brand did not produce enough products and lost some sales, or the brand did not know how to cope with such demand (logistics, after-sales service, etc.) and panic was created.

A reverse launch challenges the traditional approach by offering another marketing model.

What is a reverse launch?

The reverse launch principle consists, as its name suggests, in reversing the product-market process.

In one sentence: it is the market that creates the product, not the product that creates the market.

Its implementation requires 3 stages.

Step 1: Build an audience

In this first phase, the brand must create content related to its future product. The goal here is to create a community of qualified prospects.

In this way, the company should be able to answer these 3 questions:

  • Is there a potential market?
  • How big is this market?
  • Who makes up this market?

In other words, is this market profitable and scalable?

To do this, there are several options: regularly publish on social networks, meet people on the street or in cafes, create a blog, broadcast videos, launch online questionnaires, create a newsletter, etc.

By creating this audience, the company can better identify its customer avatar, get data on this avatar (needs, problems, objections, desires, dreams, etc.), and therefore adapt its sales pitch in the future.

Step 2: Pre-sale

At this point, you have an audience following you and know all the information you need to come up with a great sales pitch.

The pre-sales phase, on the other hand, consists of teasing the product launch and identifying real demand. (how many people pre-ordered the product?). We are talking about organized launch : create desire even before the product is launched.

As a reminder, the product has not yet been produced: it is in production when the first sales are triggered. So, if the company does not collect enough sales, it can cancel the project at any time and return the first buyers.

Step 3: Product design

If the project is very successful and reaches the break-even point, then the product must be produced in large quantities to meet all demand..

Of course, the final produced product, it should undergo previous changes according to the expectations and feedback of the target.

The benefits of reverse launch

The first notable advantage of a reverse launch is to quickly gain a foothold in the market and thus avoid procrastinating on non-essential tasks.

Then, the brand communicates directly with its potential customers who offer valuable information for its product development (feedback). This way, the result will only be better.

The third advantage is that the product is sold even though the product has not yet been manufactured. So, in case of failure, the company is satisfied with the repayment, and can move on to another project quickly.

The last advantage is based on the fact that the reverse launch makes it possible to predict the demand and produce a sufficient quantity of the product.

Example of reverse launch

(source: bleakproject.com)

Popular youtubeur Squeezie released in 2021 a comic called “ It’s dark inspired by his horror videos. To reach a record number of sales, the youtubeur and his team performed a reverse launch.

In fact, after creating a community on YouTube and other social networks since 2011, Squeezie regularly reviews various video formats including the “horror” category.

This type of video met with great success, the youtuber first asked his community to find out if a version of the book interested him.

After verification, the bleakproject.com site was created, offering to pre-order the product for next year. A well-crafted marketing campaign followed to promote the offer and create real enthusiasm for the project.

By doing this, Squeezie was able to estimate the number of potential orders, and therefore the number of books to be printed, both for pre-orders, and for the official release day.

Result: the project was a hit, so a second version was planned.

Thanks to the reverse launch and if Bleak fails, the youtubeur will not find himself with thousands of books under his arms that he can’t do anything with.


Opting for a reverse launch is particularly interesting for creators of innovative products. In fact, the latter have no guarantee that their product will find a market. This is particularly the case for start-ups and project launchers on platforms like Ulule or Kickstarter.

However, this process is also relevant for infopreneurs, coaches and e-merchants (creating a new training course, new coaching session, releasing a new range of products, etc.).

The moral of this article is that it is the desire that causes the purchase and not the other way around : it is for this reason that the offer must begin with a deep need.

About the Author

Lucas Ricard – Freelance copywriter: I help you sell more by making your texts attractive, attractive and persuasive.

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