Overcoming Launch Paralysis
A pep talk to get you from stuck to your first launch.
Every so often someone replies to one of these emails with a kind note in a familiar tone. It goes something like this:
“I’ve been reading your emails for a long time [3 months, a year, 2 years…]! I love community and am even already a customer of [Circle/Heartbeat/Skool/Mighty Networks/another community platform or tool]. One day I’ll start a community business. First I have to do [a thing no one really has to do].”
Does any part of that sound anything like something you’d say? Are you waiting for sometime in the future to launch?
You’re not the only one. Just this week, I delayed a course launch. We’re all susceptible to the invisible forces that keep us stuck. (More about the course at the end!).
I’ve started to explore why this happens. The answers are messy, and very human.
I've compiled here some that I've heard (and said) along with suggestions on how you can reframe them and get started.
A reminder that we all have unique brains and experiences. So as always, take anything here that resonates and vehemently ignore what doesn't.
Here are some of the common reasons you might be delaying launching...
“I don’t know where to start.”
There’s an overwhelming amount of information available for you to digest and implement before doing something you’ve never done before like starting a community business. But the abundance of information doesn’t seem to clarify a path and a place to start.
What you should know is that it doesn’t really matter where you start, as long as you embrace experimentation.
Starting with a beta (or a pilot program, a test, whatever you prefer to label it) allows you to embrace the inherent imperfection of community and to learn by doing.
The answers you’re looking for are never going to be in your head. Your members have them.
“I don’t want to become a sleazy internet marketer.”
The fear that we’ll have to become a cringey social media personality if we start an online business is real. If you have no interest in posting multiple times a day on social media, running spammy ads, or creating false scarcity, seeing people succeed with those tactics can make you hesitate.
But there is another way!
Sales is just about inviting the right people into what you’re building. It can be an honest exchange where both parties have their expectations met and feel good about the interaction.
There are thousands of entrepreneurs running successful community businesses without doing any of the cringe behaviors above. That’s because building a community is not that. It’s about building relationships over time.
And I bet you’re already good at that.
“I should build an audience first.”
Having an audience of ideal members definitely helps if you’re starting a community. And if you don’t already have that, you shouldn’t wait to do that first.
Communities are about connection. They don’t require a throngs of people to start. You just need a handful of the right people.
The process of finding your first members can be very personal and hands on. It’s about identifying who your people are and having conversations with them. Those conversations eventually turn into invitations.
You don't need a big audience if you know who your people are and where they’re already hanging out.
“I’m not technical and don’t know how to set things up.”
There’s definitely a learning curve when figuring out the tech that powers your community. We want things to go smoothly and for our members to feel good in the spaces we create for them.
The truth is that the tech behind your community is actually the easiest and least important part of the business you’re building. Your members are not there for fancy bells and whistles, they’re there to learn from you and connect with each other.
You can start with what you already know. I promise your first few members will not mind if things aren’t perfect. They’re showing up for you, not your fancy automations.
“I’m not ready.”
This is one I hear a lot. It’s a catchall for a lot. Behind this one are a lot of complicated feelings. Things like procrastination, perfectionism, comparison, fear and not-enoughness.
When we’re starting something new, we tend to imagine what it’ll look like at its peak... thousands of members, millions of dollars, employees, multiple tools to manage, etc. We then compare where we are now, to whether we’re ready for all that. It’s no wonder we don’t feel prepared!
You might not be ready to go from zero to Beyoncé in one launch. But you are ready enough to start. It does not and should not be perfect.
What should I do to get started?
Lower the stakes for yourself by starting with a beta community experience.
Set your next launch date no more than 90 days from today.
And if you’d like a step-by-step guide and monthly live support during the time leading up to your community business launch, 90 Days to Launch is now live!
We built this course to take any guesswork out of how to start a community business. It walks you through a clear process on how to define what to build, how to learn who your members are, and launch a beta community that feels good to you and grows into a thriving business.
It comes with lifetime access to the content and monthly group coaching support where you can get your questions answered and get moving.
Click here to learn more and sign up →
PS. This announcement was supposed to have been made to you last week, but alas, we delayed the launch (lol the irony!). The reason for the delay was part legitimate (I was getting over a bad cold) and partly related to the reasons mentioned above, especially “I’m not ready” or its cousin, “it’s not perfect.” The truth is I'm super proud of this course and how it has come together.
So I’m taking my own advice and getting it out there to you! We’ve decided to extend the beta period longer than originally planned while we make a few final improvements and add the last couple of lessons. The course will eventually be $480. But for now, we still have a few early bird ($280) and unlimited beta seats ($380) left. No matter when you buy, you’ll have forever access to the content, as well as future updates and improvements. Check out all the info here. ♥️