Regardless of whether you’re a startup or an established organization, every company has a common aspiration to continuously innovate. Whether it’s a disruptive technology, a new product or improvements on an existing one, there is a certain fear and doubt that comes before launching something new. As entrepreneurs and businesspeople alike, we strive to get everything right the first time. As a consequence, our innovations can cause costly delays or false assumptions. That’s why some businesses choose to launch their product before it’s perfect—in beta mode.
Startups aren’t the only ones who choose to take the beta route. Did you know that most of Google’s products are launched in beta? The “Labs” icon in the top right of your Gmail can provide a laundry list of ideas that Google is currently testing. Even if they’re not complete, they’re available for users to test. Even a global powerhouse like Google believes beta is best. Here’s why:
1. Feedback
When you launch your product in beta, users are aware that there are going to be issues. Yet, they also know you are seeking feedback. There is nothing a customer likes more than voicing their opinion. Your beta testers can give you testimonials on their experiences, provide you with an understanding of key features to help you highlight the promotion of your product and help you test your marketing strategy.
2. Better marketing opportunity
In addition to Google, Apple also likes to release products in beta. Why would a company known for simplicity and control release a product that knowingly has gaps or errors? Because in exchange, releasing products in beta mode provides valuable market data and helps you gain an early entrance into the market. You’re essentially marketing your product twice. Once, as an early adoption beta and again, as a newly improved, the next best thing. Your customers are also less inclined to reject your product if it has problems simply because you’ve informed them that it’s still in beta.
3. Able to back up your assumptions
Google makes significant changes to their products while they’re in beta. And they do so based on thorough analytics developed through customer feedback. If there are crucial flaws in the assumptions you have about your product, you will be able to realize them more quickly as users describe their experiences. Rather than spending time and money focusing on minor details, this early feedback can lead to priceless information that can directly affect the success of your product.
4. More cost effective
Whether you’re just starting a company or an established organization, it will always come down your bottom line. This is even more important if you’re a startup and have yet to sustain revenue. Beta tests are significantly more effective from a financial standpoint. You are not only getting user feedback at no cost, but you are saving time and labor focusing on things that may not even matter, while failing to pay attention to the things that do. This saves you several rounds of product testing and focus groups.
I don’t want to say, “If Google does it, you should too.” But, if Google AND Apple do it, it is certainly something to consider. No two businesses or products are alike, so beta mode many not always be what’s best for you. However, the above benefits are something to consider as you begin plans for launching and fine-tuning your product.
If you are considering launching your product in beta mode, let All Systems Grow help. Our framework for developing strategic initiatives can lay the foundation for a successful beta launch. Learn more here.
