Launching a new product on the market can be both exhilarating and nerve wracking. In many cases, hardware startups make the mistake of focusing too much of their attention on research and development, and not enough on the launch.

It has been estimated that around 95 percent of new products hitting the market fail, and while many issues may be at cause, a poor product launch definitely doesn’t help. While your engineers can and should play a part in your product rollout, you cannot expect your launch to make a splash in a space as crowded as the hardware business without months of careful planning and a solid marketing plan and team in place. Here are a few tips every hardware startup should follow if they want their product launch to be a success.

Deliver a Working Product

No matter how much attention your product gets, it will fall flat if you can’t meet users’ expectations. So, you have to make sure that you check whether you could make any adjustments to your product before you move it to production.

This is where working with multiple engineers and developers helps. You may have one or two that you trust, but you’ll always be at a disadvantage if you rely on such a small team to deliver a perfect product.

You also shouldn’t be afraid to work with multiple developers out of fear that there will be miscommunication. There are tons of tools out there that will allow you to bring other people in and give some recommendations or adjustments that could end up improving your product. Some tools can facilitate hardware and software integration by allowing outside developers to make annotations on a project directly through their browsers. The more people you bring in, the more chances one will be able to catch something before it falls through the cracks, or they can make recommendations that could make your product more performant or less costly to make.

Start Building Your Audience Now

You should never build a product based on what you think people need. You have to give them what they want. Ideally, you want to start building an audience during the development stage. Building an audience will allow you to get some feedback early, and have a base with whom you’ve built trust come launch date.

Create a Buzz

There are plenty of ways that you can start generating noise about your new product. It could be something as simple as adding a countdown clock on your site to posting teaser photos days or weeks before the launch. Another great way to build buzz would be to use product seeding to get the attention of influencers and important publications. This will allow you to generate some insider feedback and referrals through word of mouth. It’s also a great way to get tons of free, user generated content and brand mentions.

If you manage to follow these few tips, you’ll increase your chances of your product launch being a hit. However, remember to always keep an ear on what your customer base is saying so you can make the proper adjustments if necessary and keep building on the momentum.