When should my start-up meet the media?

Some tips from Tech in Asia to guide you when approaching the press for coverage

That is a question I get asked frequently.

Most start-up founders are unsure when is the right time. Launch too early and there may not be features sticky enough to sustain a following. However, launch too late and suffer the consequence of being ignored.
 

The truth is that there is no one time that fits all. Various mitigating factors may influence the countdown to d-day, like system bugs, user demographics, industry nuances, and even superstition. But in my humble opinion, it should be as soon as possible.
 

What do you need to get the media and eventually the world excited?

First, a demo or a minimum viable product is needed. Something that the press can test out, ideally, even before the rest of the world gets to.
 

Second, a website or social media page for the media to direct their readers to get more information. 

Third, a 30-second video that explains clearly what your start-up is about. If a picture speaks a thousand words, moving pictures with a compelling storyline, catchy graphics and emotional music speak way more. 
 

Fourth, you will need resources to pitch your start-up, the most valuable being: time. Taking time to reach out, media outlets often appreciate the sincerity of an email or a call from a founder.
 

Lastly, you will need an angle. The type of story that is easiest to pitch for a new start-up is raising funds. However, not all start-ups are that lucky, so share an interesting backstory (like a personal need that sparked a business) and perhaps a limited offer (like freebies for first X user) for maximum effect.

This is an excerpt from Tech in Asia. You can read the full article here.