We are referring to product rollouts. Every new company product enters into a “rollout” phase, which is designed to create demand for the new product. Demand creates distribution, investment, clientele, marketability, competitiveness, and creates an entry into the sales phase of a product release. Rollout occurs after product development, but is not the end of product development. Too much must still be learned from the marketplace before final decisions are made.
With software, there is a beta-testing phase. A limited number of qualified consumers are invited to try out a new software to test for for bugs and to get feedback for improvements that make the product more marketable on a larger scale.
I was with a company called CNS, Inc. in the 90’s, involved with a rollout of the Breatheright nasal strip. My first activity was to phone thousands of pharmacists and tell them about this new medical device that sticks on your nose and had FDA approval to improve nasal breathing. Then we sampled thousands of the strips at marathons and other running events. Our first goal was to find distributors to fill the pipeline, and we needed demand. The product took off when Jerry Rice wore the strip on TV during football games. Mass media was the trick, and it was my job to get athletes and other celebrities to wear the product in public. Within three years, revenue went to $85 million and stock value rose from $3 to $35 a share. This is the power of mass media. All of this happened before email and Internet availability.
An APP Rollout
There are about 700,000 apps on the market, and since it all started in 2007, the industry has grown to $25 billion a year. In America, there are now more cell phones in use than people. In the world, there are 1.4 billion smart phones and 268 million tablets being used. Every app that has been introduced to the marketplace has followed the same process as any business: create demand, fill a distribution pipeline, and market the products. What is different is that the Internet has created accelerated speed and lower cost pipeline filling.
Fungos has begun inviting people into the pre-launch pipeline of a new app called RippLn. It has been rolled-out in similar fashion to every other app, but this app is very unique. It IS a distribution pipeline, and the first of it’s kind.
Not too much is known at this point, but it is a great product opportunity to be part of simply because of the industry and application. I have my place in line, and am inviting other people to get in line. They too, are allowed to invite other people to get in line. It is free, so one cannot lose money to get in line. It will be a free app at launch, so the risk is small. It is a “wait and see” thing like every new product. At launch date, people will decide to download the app or not, but in the meantime, getting in line means receiving all the information that becomes available until launch.
This is a great educational opportunity. I encourage people to accept invitations and invite others to get in line behind you. There is not much to lose, and perhaps much to gain by being an early adopter.
fungobiz 