Guide to a successful soft launch

Based on our experience with hundreds of projects, we know that starting with a handful of constructive comments during the preview phase is critical for ensuring long-term success by setting the right momentum and tone at launch and adding legitimacy to your project platform. 

People are naturally reluctant to start a conversation publicly. By demonstrating progress and social proof early on, you will encourage members of the wider community to get involved.

But who do you invite to comment first? Here are a few tips for building your preview invite list:

1. Choose previewers with community ties

We find that the best preview commenters are folks with strong community connections, e.g. local business owners, neighborhood association members, and others involved in civic life. Comments from key community stakeholders will lend instant legitimacy to your outreach site and model what a constructive conversation looks like for later commenters.

2. Limit the list to 15-20 names

Save your multi-page email lists for the public launch. Your preview phase is more about quality of comments than quantity. 

3. Keep it Brief

A preview dialogue works best as a kickstarter for your project’s launch when it's concentrated over no more than a few days. Aim to keep your preview dialogue under 1 week long for maximum impact.

4. Send Personal Invites

With hundreds of projects under our belt, we've found nothing is more effective in kicking off a project successfully than a personal invite. Let your recipient know why you've asked for their participation first.