Out-of-Stealth Launch

You're not just launching a product. You're defining a category.

When you emerge from stealth, you get one chance to create the market language. We build the launch strategy that positions you as category creator, not late entrant.

Plan My Launch

The Challenge

Most stealth launches fail because founders launch a product before they define the category. The result: buyers don't have language for what you do, press coverage focuses on features not market impact, and early traction stalls because there's no category to enter. You don't just need launch tactics. You need to create the category first.

What We Do

  • Category definition & positioning: Define the market you're creating before you announce the product. Build the language buyers will use to search for solutions like yours.
  • Launch narrative & messaging: Craft the story that creates category awareness, not just product awareness. Messaging that explains the problem space, not just your solution.
  • Market entry strategy: Coordinate launch across PR, analyst briefings, customer stories, and thought leadership.
  • Multi-channel launch execution: Website, content, social, email, events-all aligned to the category story. Consistent narrative across every touchpoint.
  • Sales enablement for category creators: Equip your team to sell the category first, product second. Pitch decks, competitive positioning, objection handling for markets that don't exist yet.

Who It's For

  • Companies exiting stealth with category-defining technology: You've built something new. Buyers don't have a comparison point yet. You need to define the category before you can win it.
  • Technical founders launching in white space markets: Your product solves a problem buyers don't know they have. Standard launch playbooks don't work when the category doesn't exist.
  • Teams repositioning or creating new market categories: You're shifting from existing category to new one. Your old positioning doesn't work anymore and you need to launch the new narrative fast.

Outcomes

  • Category ownership from day one: You define the market language. Press covers the category, not just your product. Analysts create a new research category based on your launch.
  • Market pull, not just awareness: Buyers search for the category you created. Competitors position against you. Investors see category creation potential, not just product differentiation.
  • Pipeline that converts: Early customers understand the problem space. Sales conversations start with category education, not cold outreach. Launch momentum compounds into revenue.

Ready to launch as a category creator, not a product feature?

Let's Talk