Launch with a plan
A launch isn't an opening party. It's a sequenced 90-day plan with a positioning, a channel, a price, and a feedback loop. Without that, your launch leaks money in directions you can't trace.
What this step covers
- One-page business plan: positioning, target customer, offer, pricing, channels, milestones.
- Break-even and pricing model so you know the volume you must hit.
- First 90 days: weekly targets, the one metric that matters, and a kill criterion.
The detail
The one-page launch plan
- Positioning: who it's for, what you do, why it's different — in one sentence.
- Offer: the headline product/service and its price.
- Channel: the single channel you'll dominate first (don't pick three).
- First 90 days: weekly revenue target, the one metric that matters, and your kill criterion.
- Cash plan: opening balance, monthly burn, runway.
Pricing — most Kenyan founders price too low
Cost-plus pricing leaves money on the table. Anchor to the value delivered or the next-best alternative. Then build a price ladder: a basic offer, a standard offer, and a premium offer. 30% of customers will self-select up.
Break-even is the floor. Aim for 'break-even + 20%' as the price that covers the inevitable cost surprises in months 1–6.
Set a 'kill criterion' before you launch — e.g. 'If I haven't hit KES 50k weekly revenue by week 12, I pause and reassess.' It saves you from sunk-cost denial later.
Frequently asked
Should I do a big launch event?+
Almost never. Soft-launch to a small cohort, fix the operational mess, then market once you know the experience is solid.
How much should I spend on marketing in month 1?+
5–15% of expected monthly revenue is a sensible band. Above 20% means you're buying customers you can't afford to lose.
What's the most common launch mistake?+
Trying to serve everyone. Pick one painfully specific customer segment, win them, then expand.
The information in this guide is provided for general guidance only and is subject to change. Fees, timelines, and regulatory requirements in Kenya are updated regularly. Before acting, please confirm details with the relevant authority (KRA, eCitizen, BRS, county government, or other regulator) or speak with a qualified MyBiashara advisor. MyBiashara is not liable for decisions made solely on the basis of this content.
