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4 Launch Strategies for Startup Success and Longevity – Entrepreneur

Opinions expressed by Entrepreneur contributors are their own.

The startup scene across the United States is expanding at almost unprecedented rates. Data from the Economic Innovation Group (EIG) shows that the country's business startup rate in 2021 was the highest since the Great Recession. This statistic alone illustrates two facts: founders are confident in the opportunities in the U.S. economy, and the startup marketplace is growing more crowded in almost every industry.

As a result, founders are turning to more innovative approaches to ensure their product launches stand out from the crowd, becoming both memorable and financially successful.

The United States has traditionally been a hotbed for startup activity. With a culture that embraces entrepreneurship and values business growth, the country has traditionally welcomed new ideas and innovation.

However, having a great idea is no longer enough to succeed. With nearly half a million new businesses being created every year, it can be hard for founders to cut through the noise to get the attention of investors and potential early customers and launch their first product. Some of the most successful recent launches have seen business owners turn to innovative and unconventional tactics to help them stand out in their marketplace.

Although common challenges vary depending on which industry a startup is in, some apply to almost any startup. Most have to work with limited resources regarding manpower and finances. New companies also need to overcome lower brand recognition levels than their more established counterparts, making it harder to stand out.

Product launches can be divided into three phases: pre-launch, launch, and post-launch. Applying an innovative approach can be beneficial at either of these stages, and it will depend on your industry to determine when it is most beneficial to think and act out of the box.

Related: 3 Things Your Business Idea Must Have To Succeed as Proven By Famous Harvard Business School Startups

Think of a music festival: for hours and sometimes days, lesser-known bands are taking the stage, building up to the main event, the headliner. As these bands play, the crowd's excitement grows, and they are ready to cheer as loud as they can for the main artist. The previous bands have helped to create a buzz around what is coming next.

The same process happens when your startup is getting ready to launch a new product. In the pre-launch phase, your team is looking to build excitement and anticipation that turns into endorsement and sales once your product is ready. Teaser campaigns can work well to build excitement, or your team could leverage your social media channels to build a community around the upcoming product. Just like the crowds at the festival, engaging with the community will help build buzz.

Stock trading app Robinhood is a great example of a successful pre-launch strategy. Well before the app was launched, the founders attracted over a million users. They used a compelling proposition $0 commission on trades and a referral marketing strategy to build buzz. Signing up was simple, and any new user had the right to invite others. The more people a user invited, the higher they moved up in the queue to gain access to the app. By the time the product launched, a community of traders was waiting to use it.

Working with influencers and celebrities and building partnerships with complementary brands can be powerful tools during the pre-launch and launch phases. The influencer's notoriety and their community can become multipliers for marketing messages, and they may also be among your first customers.

Direct-to-consumer beauty company Glossier has been using a novel approach to influencer marketing for its product launches. Rather than working with established influencers, the company sends products to people who engage a lot with its online content or have bought a high volume of products. These ambassadors then share their thoughts and help spread the word about new products.

Related: 5 Things You Should Know Before Collaborating With An Influencer

Launch events offer startups another excellent opportunity to connect with their audiences. While the classic, opening-night-style event may work for brick-and-mortar startups, tech businesses can still utilize this strategy to lift the proverbial curtain on a product.

Virtual tours and other experiences work well for launch events, especially if they allow the audience to interact with the product. Consider using the pre-launch phase to deliver clues about the product, allowing your audience to build a connection. The launch then becomes the final step that reveals the product and perhaps offers free access to those who have consistently engaged during the pre-launch phase.

It is too easy to pour all your energy into the launch and pre-launch phase but forget about post-launch engagement. Doing that would mean your company is missing out on one of its biggest opportunities.

The post-launch phase is when you turn first-time customers into advocates. This is the perfect time to ask for feedback and show your customers you care by resolving problems quickly. It is also important to keep an open mind toward product iterations and adjustments during this phase. No matter how much time your team spent developing your product, it is almost impossible to foresee every potential issue.

Dealing with concerns quickly and engaging customers regularly will go a long way toward building a loyal customer base for your brand.

Related: Redefining Customer Engagement in a World Where Data Privacy Reigns

Innovative product launches make an impression, with consumers buying your product immediately and others holding off. Taking a creative approach to the pre-launch, launch, and post-launch phases can help startups build the foundations of a loyal customer base that has supported the brand for decades.

There is no right or wrong way of applying these out-of-the-box approaches. Draw inspiration from the examples above, but remember to develop a launch strategy that is authentic to your startup for the highest impact.

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4 Launch Strategies for Startup Success and Longevity - Entrepreneur

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The Melis Siblings: A Longevity Tale Rooted in Diet – BNN Breaking

The Melis Siblings Dietary Secrets to Longevity

In the picturesque landscapes of Sardinia, Italy, lives a family that has etched its name in the annals of human longevity. The Melis siblings, a family of nine, hold the prestigious Guinness World Record for the highest combined age, summing up to a staggering 861 years. This extraordinary record, acknowledged in 2012, has put the spotlight on the familys way of life, and particularly, their dietary habits.

At the helm of this family is the eldest sister, Consolata Melis, who celebrates 109 years of life. On the other end of the spectrum is the youngest, Mafalda, a sprightly 78 at the time of the record. Its a longevity that isnt merely confined to them; it is a characteristic trait that reflects the extended lifespan of many Sardinian residents. The island is globally renowned for its high concentration of centenarians, and the Melis family is its shining testament.

So, what is their secret to a long, healthful life? The answer resides in the Melis familys kitchen. Their daily diet prominently features a traditional Sardinian soup known as Sardinia Minestrone. This hearty, three-bean soup, accompanied by sourdough bread and a modest glass of red wine, forms the staple of their meals. The Melis siblings attribute their remarkable ages to the regular consumption of this nourishing dish, a belief that is shared by many families across Sardinia.

The Melis siblings lifestyle offers an invaluable insight into the dietary patterns associated with longevity in Sardinia. Their consumption of Sardinia Minestrone is not merely a family tradition but a reflection of the common practices among the islands inhabitants known for their healthful and prolonged lives. Revealed by renowned author Dan Buettner in his exploration of lifestyle habits promoting longevity, the Melis dietary secret underscores the impact of diet on our overall health and lifespan.

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The Melis Siblings: A Longevity Tale Rooted in Diet - BNN Breaking

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L’Oral Invests in Swiss Longevity Biotech Company – WWD

PARIS LOral has taken a minority stake in Swiss longevity biotech company Timeline.

Terms of the deal, which was made through the beauty giants strategic venture capital fund Business Opportunities for LOral Development, were not disclosed.

Timeline was founded in 2007 by Chris Rinsch and Patrick Aebischer as a spinoff of the Swiss Federal Institute of Technology. It develops solutions for longevity in the food, business and health categories.

Rinsch serves as Timeline president, and Aebischer is its chairman.

Timeline has developed a proprietary molecule, Mitopure, that recycles and rejuvenates aging mitochondria, the powerhouses of cells, LOral said in a statement Tuesday.This breakthrough technology is backed by more than a decade of research by distinguished scientists, multiple gold standard clinical studies and an unparalleled intellectual property portfolio. The investment will enable Timeline to further develop its unique technology and expand operations, while enabling future collaboration with LOral.

The beauty industrys lexicon and focus keep expanding. Health, then well-being, were buzzwords in the recent past. Now, with the convergence of those two and scientific advances, longevity is becoming a key talking point and market shapeshifter.

Longevity is about living healthier for longer,and LOral has been working for more than a decade to understand and anticipate what this could mean for beauty, said Barbara Lavernos, deputy chief executive officer and in charge ofresearch,innovation andtechnologyat LOral. Longevity adds a new dimension to beauty, focused on predicting, correcting and even reversing the aging of our skin, scalp and hair. Our investment in Timeline is exciting for its potential to transpose key hallmarks of longevity onto skin health and beauty.

This strategic collaboration reflects the breakthrough multidimensional approach that weve always believed is necessary to make meaningful advancements for longevity and health span, Aebischer said.

BOLD has been ramping up its acquisition pace. On Jan. 9 it revealed it had acquired environmental water-tech start-up Gjosa. Investments for the venture capital fund last year included in Shinehigh Innovation and in Genomatica Inc., an initiative centered on developing, producing and commercializing biotechnology-based alternatives to key beauty product ingredients.

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AMD talks AM5 APUs and AM4 longevity – PCWorld

CES is where the biggest players in tech strut their stuff and AMD is no exception. But the company had a surprise for us this year: new CPUs for the AM4 socket, still seemingly going strong after an incredible seven years of active support. AMDs Donny Woligroski, Technical Processing Marketing Manager for Desktop and Laptop Consumer Processors, took some time to talk to PCWorlds Adam Patrick Murray for our latest YouTube video.

On AM4 specifically, Woligroski said that the huge remaining installation base was a big part of the decision to continue supporting the platform with the new Ryzen 7 5700X3D and three other chips. The AM5 solution is for those who want to tee up for the future, he said, but AM4 will remain supported at least for the time being. When will the train stop? Possibly when the cost of producing (or even finding) the older DDR4 memory eclipses that of DDR5.

As for the AM5 socket, thats the home of AMDs latest and greatest consumer desktop chips, he says that market forces delayed the launch of the companys combined APU designs. That and the fact that Ryzen 7000 CPUs include more robust integrated graphics via the RDNA 2 architecture. But DDR5 unlocks greater graphics performance, so the new Ryzen 8000 series gets RDNA 3 integration. The most powerful of these chips, the Ryzen 7 8700 G, has access to a Radeon 780M graphics core.

What about the AI-boosting NPUs (Neural Processing Unit) built into some of AMDs laptop and now desktop chips? Why is it time to bet big on what seems to be a still-emerging use case? Like everything else in PC hardware its the chicken or the egg if you dont build the hardware, developers cant develop it.

For more interviews from CES and coverage of the latest in tech, be sure to subscribe to PCWorld on YouTube.

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L’Oral Bets on Longevity Biotech Company Timeline – The Business of Fashion

On Tuesday, LOral Groupes venture capital arm, BOLD (Business Opportunities for LOral Development), announced an investment in Swiss consumer health company Timeline.

The $66 million Series D round was led by BOLD with participation from Nestl.

Founded in 2007, Timeline focuses on ageing and longevity with proprietary technology called Mitopure, which is incorporated into its line of supplements and topical skincare. The company will use its latest funding round for expansion across food, beauty and health sectors.

This strategic collaboration reflects the breakthrough multidimensional approach that weve always believed is necessary to make meaningful advancements for longevity and healthspan, said Patrick Aebischer, co-founder and chairman of Timeline.

Already an area of growing focus in the health and science fields, longevity biotech has gained more traction in beauty. In Dec. 2023, Este Lauder announced a new skin longevity platform in tandem with its latest Re-Nutriv face cream containing an ingredient born out of its research. In addition to conglomerates, longevity beauty startups such as OneSkin and Aramore, a brand founded by Stephen Kennedy Smith, President John F. Kennedy, Jr.s nephew, have come to market.

Longevity is about living healthier for longer and LOral has been working for a decade to understand and anticipate what this could mean for beauty ... Our investment in Timeline is exciting for its potential to transpose key hallmarks of longevity onto skin health and beauty, said Barbara Lavernos, deputy chief executive officer in charge of research, innovation and technology at LOral.

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Why Este Lauder Is Trying to Move Upmarket

A new Re-Nutriv launch from its namesake brand suggests a greater interest in the upper echelons of beauty.

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Unlocking the potential of the longevity economy – Mercer

First published by the World Economic Forum here.

More people are living longer and birth rates in most of the world are well below those needed to maintain a stable population. Increasing longevity is a sign of great advances in society, health and technology. But, it also poses profound questions for governments, communities and individuals, as well as employers considering the ways they attract, retain and retire the workforces powering our economies.

In collaboration with Mercer and the World Economic Forum, industry leaders have developed six principles for the longevity economy, these are:

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