Launching a Product? Here’s What You Can Expect

If you’re planning on launching a product online, then you ought to know what you’re getting into.

Product launches are a funny beast, they tend to take a lot of effort, bring a lot of rewards, and leave you wondering exactly what just happened.

That’s why I liken launching a product with riding a roller coaster at the amusement park: it’s quite the ride, there are ups and downs, and when you’re done you usually want to go again.

Launching a Product – Safety Requirements

Launching a product

Before you decide to launch a digital product or group program, you need to run through the safety requirements, just like a roller coaster.

Instead of asking yourself if you are tall enough to get on the “launch” ride… You need to check your ideas against the measuring stick.

Have you proven your business idea by talking to interested buyers or doing a paid prototype before launching a new product?

Have you successfully sold a related service or product before?

If yes, then you meet the safety requirements and we can start the on boarding process.

The Product Launch Roller Coaster

1. Anticipation Before Launching a New Product

Before you start creating or setting up your product launch plan, there’s so much anticipation and the ideas are flowing.

Maybe you’re a little anxious, not too sure how it’s all going to pan out, or what to expect.

You’re hopeful, and you know product launch activities are going to take up a lot of time and energy.

2. Exhilaration

Once the launch is underway, you’ll feel the wind in your hair, and like you’re on top of the world.

It feels amazing to be sharing your message with the world, getting the word out about your product, and getting to interact with more people around your work.

3. Fear During The Product Launch Process

Then you hit a downward segment: something unexpected happens during your launch, like a promotional partner backing out, a lack of sales, or tech systems breaking down.

It happens to all of us, and this doubting stage of a launch is something that most people don’t talk about openly.

You will sit at your computer obsessively refreshing your statistics to see how many visitors, email opens, and sales you’ve got… and worry that the number isn’t matching up to expectations.

You might lose sleep over a faulty tech set up, or your website going done, or an inordinate amount of support queries coming in. It’s normal.

4. Let’s go again

Then, after all of these ups and downs, you still want to do it again. There’s a certain “addiction” factor to launching. Launches tend to be high risk, high reward, and when your message and product lands on the mark it can feel incredible, like a business high.

That’s why people keep launching, and keep looking to re-launch. You’ll learn so much from your first launch that you can use to improve your next round, so it’s well worth getting the anticipation going for the next time!

Is This The Right Ride For You?

One thing to considering when launching a product is what type of ride you’re really going on…

You might have seen people in the industry going on big roller coasters, but maybe you’re more of a log ride or Ferris wheel fan. Maybe the product that you’re launching could do with a little less velocity and a little more intimacy with the others on the ride.

Right now all eyes are on Marie Forleo and her launch, and you’ve probably witnessed many other big internet marketing product launches… but you need to remember that Marie has years of experiencing going on these roller coasters, and she’s not going it alone: she has a team riding it with her.

Consider what type of ride and launch will best fit your personality and your business model.

Launching a Product While Staying Sane

Here are my recommendations for launching a product online without tossing your cookies:

  1. Take exquisite care of your body: sleep enough, hydrate, eat well, exercise, go outside.
  2. Disconnect from the web as much as you can, and have a team member to help with communications, tech systems, etc… so that you’re not the only person on call if something goes down during the launch.
  3. Have someone on your side who has done a launch before and can tell you when you hit certain “roller coaster” points and how to keep going. For example, riding a coaster with my dad or my older cousins was a lot less stressful and enjoyable!
  4. Plan ahead as much as humanly possible.
  5. Be willing to chuck your plan out the window, extend deadlines, and shift things based on how your launch it unfolding.

Launching a product soon? Already launched?

Tell us in the comments below, I want to know!


  1. linda on February 12, 2013 at 11:01 am

    I recently launched my first digital product and can totally relate to the hawk-eye tendency of wanting to track everything 24/7. It’s a bit too much obsession, even if it’s necessary to have a plan of action. Also, I think after the initial rush of sales… it might be difficult to sustain the launch into a longer term plan. It doesn’t seem as if folks talk a lot about strategies after the initial product launch stage.

  2. Fit Missy on February 12, 2013 at 11:36 am

    Hey Nathalie!

    I launched my product Fit Missy a couple of months ago and it has been one of those “throw your plan out” and start over type of launches.

    Learned lots and changed lots as I am sure that will continue for a little longer.

  3. Chental Wilson on February 13, 2013 at 5:16 pm

    ill come back to this, right now I'm holding on too tight need to let go! thanks

    • Nathalie Lussier on February 14, 2013 at 4:15 pm

      Great Chental, come back during your next launch! ;)

  4. Sarah E. Brown on February 13, 2013 at 11:05 am

    This is great, Nathalie!

    Just Monday I launched my new cookbook, The Queer Vegan Food Cookbook. (

    All proceeds from my cookbook featuring celebrity chefs and authors go to my favorite animal sanctuary, Woodstock Farm Animal Sanctuary in Woodstock, NY. We’ve sold a lot of cookbooks and yet I definitely a lot of experienced what you’ve described here.

    Thank you for this! Sharing with friends.


  5. Sarah E. Brown on February 13, 2013 at 11:05 am

    *experienced a lot of

  6. Hollie Flynn on February 13, 2013 at 12:43 pm

    I’ve been an entrepreneur for 14+ years with fitness centers and other biz and real estate ventures. I am currently creating my first digital product to offer online. Totally different ballgame and learning curve!

    I love what you said Nathalie, about having someone on your team that has done a launch before. That alone would reduce stress significantly, and allow for trouble shooting of things we could have more control of (or a heads up on!), but do not even know about (yet!)

    Thanks a bunch!

  7. Gail Kenny on February 13, 2013 at 4:19 pm

    I’m in the launch stage of an intuitive development telecourse which I already successfully taught in the fall and am now re-offering. I see I’m in the fear and doubt stage of the launch right now as I wait for people to sign-up. There have only been a few sign-ups so far, so I pushed it back a week. It was originally planned to start tomorrow on Valentine’s Day and will now start on February 21.

    I’m hoping for a batch of last minute sign-ups and I’m continuing to promote it the best I can right now. I do have a back up plan to teach it to only a few if it comes to that, so I’m committed to not canceling. It’s reassuring to learn that fear and doubt are a normal part of the process!

  8. Prerna@The Mom Writes on February 13, 2013 at 10:34 pm

    Hi Nathalie! Love how you’ve outlined the launch cycle. I just successfully launched my 3 eBook and am already planning a 4th launch – an online workshop later this year.. I absolutely LOVE the thrill of launches and somehow keep getting better and better with each one:-) My latest launch has been such a success with me crossing my sales goals and reaching SO many incredible readers and bloggers..

  9. Marinda on February 14, 2013 at 2:32 am

    Great stuff, Nathalie! I’m in the “fear” stage and it’s good to hear that it will all work out and that this is normal!!!

  10. Sandy Galiano on February 14, 2013 at 5:22 pm

    Thanks Nathalie for this great video! I will be launching my first online program this Spring and its so great you share this valuable information.

    • Nathalie Lussier on February 16, 2013 at 6:59 pm

      Awesome Sandy, sending you lots of love and luck! :)

  11. Liz Vequist on February 15, 2013 at 6:00 am

    I just completed my first launch of a group program – omg, the fear! – but it was successful in the end and I am excited to do it again now that I learned lots of lessons :).

    • Nathalie Lussier on February 16, 2013 at 6:59 pm

      Way to go Liz! Thanks for sharing your process. :)

  12. Letitia Elizabeth on February 19, 2013 at 8:40 am

    Nathalie this is such fantastic advice…as always! I actually love #1-2 because some people might not even realize taking care of their mind and body are important parts of being a launch-it entrepreneur ;)

    Great post! And works for all sorts of small biz categories.

  13. Ritu Ashrafi on March 19, 2013 at 9:54 am

    Hey Nathalie! I just launched my life coaching site and it was an awesome rush! The party was in Toronto, my hometown. I wanted to have a second launch party in London where I live but I decided against it because I am not "tall" enough for this ride yet. I don't have a solid product to sell and haven't converted any strangers to customers yet, just friends. What you said in this post made so much sense to me as I could relate! Thank you! xo

  14. nenita on June 2, 2013 at 8:27 am

    With havin so much content do you ever run into any issues of plagorism or copyright violation? My blog has a lot of completely unique content I’ve either created myself or outsourced but it looks like a lot of it is popping it up all over the internet without my permission. Do you know any ways to help reduce content from being stolen? I’d definitely appreciate it.

  15. Jacqueline | Go Sugar Free on June 6, 2013 at 12:17 pm

    Hi Nathalie,

    I’m in the middle of a launch right now and have experienced all those points! But things are going great and I’m meeting all my goals and this video affirmed the whole process. Thank you!

  16. Matias Forbord on October 17, 2013 at 12:03 am

    I'm close to product launch, and it is getting to me. It feels like there I can not read enough up on any of the parts that are required for a product launch. Having it out will be a big relief and I am looking forward to applying myself to the next step and let the launch go. It has taken up too much of my life because of the uncertainties.

    How does it feel on the verge of the second launch, is it comparable at all to the intensity of the first launch?

  17. Gloria Hass on November 5, 2014 at 3:18 pm

    Hi Nathalie,

    I’m going to be doing my first launch in January, 2015 with a service I know people want. I have already done my market research on this product.

    I’m excited about seeing how this goes. I will be launching this service both on and offline.

    • Nathalie Lussier on November 5, 2014 at 3:23 pm

      Wohooo Gloria, excited for you!! :)