Launch Control is a six-month engagement. We take the customers who ran your unfinished software, get each one recruited, legally cleared inside their own company, and rehearsed to publish in their own voice on launch day. So the loudest voice on the loudest day of your company's life isn't yours.
Straight answer on fit within 24 hours.
Nobody says it on the standup. Ask a founder eight weeks out what's keeping them up and you'll hear about pricing, or onboarding, or whether the VP Engineering candidate takes the offer. That's the daytime answer. The 3 a.m. answer is the same every time: we announce, and nothing happens.
The post goes up. Your seed investor reposts. Six people you went to college with comment "congrats, huge." By Thursday, two years of work has been absorbed by a market that won't remember your name in a month.
The market has learned to discount you. Everyone expects the founder to say the product is good, that's the job. The failure mode is almost never that the market disagreed. It's that nobody else was talking.
It opens once. It doesn't reopen on a better week because you weren't ready. Your Q1 pipeline, your next senior hire, and the fund that wasn't going to look at your round all get priced off that window.
Buyers don't take the founder's word for it. They check. If you're the only one talking on launch day, there's nothing for them to check. And you spend the next four quarters buying the attention you had one free shot at earning.
One voice, however well written, is a claim. It isn't evidence.
Your design partners ran unfinished software inside a real company. They filed the bugs. They defended the decision internally the week it broke. Somewhere around month four, one of them said the thing that changed your roadmap.
They have lived with the problem you solve for longer than you've been solving it, and they describe it in the exact language your buyers use, because they are your buyers.
On most launch days, none of them say a word. Not because they don't want to. Because nobody asked them, nobody gave them anything to say, and nobody started the approval process inside their company early enough for them to be allowed to say it.
The advocacy problem is a clearance problem. Clearance takes months.
We work your design partner list and find out who will actually show up. Some can't, for reasons that have nothing to do with how they feel about you. Better to know in month one than in week eleven.
Internal approval at their company, legal, comms, sometimes the CEO. Drafting in their voice, not yours. Agreeing what each person is comfortable saying about results, and what they're not.
Sequencing. Who posts, where, in what order, and what happens in the replies. A dozen people posting the same talking points inside an hour reads as a campaign and gets discounted accordingly.
Six months sounds like a lot until you've tried to get a director at a 400-person company cleared by their legal and comms teams to say something public about a vendor. Writing the post takes an afternoon. Clearance runs six to ten weeks by itself, and it can't start until the design partner has agreed, which can't start until we've talked to them.
On launch day we're on with you from the first post to the last reply.
Every engagement runs on Kindling: recruitment, verification, briefing, payouts, and tracking. It's a real product with published pricing, not an internal spreadsheet.
Advocacy-Led Growth is a defined practice with public documentation, a compounding-curve model, and a cost calculator.
We're early. A small number of launches a quarter, by design. If you want to talk to someone who has run this, we'll put you on with them, or tell you straight that you'd be the first.
Kindling is the platform. Launch Control is the six-month, done-for-you engagement that uses it to get a specific set of people ready for a specific day.
| ✱ We do | We don't |
|---|---|
| Design partner advocacy for launch day | Press releases |
| Clearance inside your customers' companies | Reporter pitches |
| Drafting in your advocates' voices | Podcast tours |
| Sequencing and live launch-day coverage | Influencer campaigns |
| Payouts, tax, and FTC compliance | ICP mapping |
| The Kindling program that outlives launch week | Messaging workshops |
| Category narrative from scratch |
Firms exist for all of that and some of them are very good. If you need your positioning figured out, hire one of them first, then come to us with it finished.
Nothing reaches orbit on one burn. The first gets you off the ground, that's the one everyone budgets for and loses sleep over. The second is what keeps you up there. Plenty of companies never fire it, which is why so many launches look spectacular for nine days and then quietly reenter.
When launch day ends, you aren't handed a folder of screenshots. You have a live roster of customers who have already gone on record for you once, in a system built to ask them again.
The roster and content library are yours. Kindling continues at standard rate and your team runs the program.
Months 7–12 on Kindling's managed advocacy engagement. We recruit past the original design partners, keep the rhythm against real product milestones, put paid amplification behind what performs, and track influenced pipeline deal by deal. Month twelve ends with an operations manual and a team that runs it without us.
You decide in month five. No penalty either way.
Before you commit six months, find out whether your roster can carry a launch. We score every design partner for willingness and clearance risk, map the approval path inside each account, and give you a straight go/no-go on your launch date.
Start with an auditYour design partners, cleared and ready to speak on the day you launch, and still on the roster the week after.
Book a launch reviewThen, if you want the second burn: months 7–12 on Kindling's managed advocacy engagement, another six months at $60,000, ending with the channel in your team's hands and the operations manual to run it.
We take a small number of launches per quarter. This is people work and it doesn't compress. If your launch is inside five months, we'll tell you on the first call that we're not the right fit rather than take the money.
Then we're not the right fit for this launch, and we'll tell you that on the first call rather than take the money. The binding constraint isn't our capacity, it's how long it takes a customer's legal and communications teams to approve an employee saying something public about a vendor. At a 400-person company that runs six to ten weeks by itself, and it can't start until the design partner has agreed, which can't happen until we've talked to them.
If you're six to nine months from coming out of stealth, that's the conversation. Tell us the shape of your launch and who your design partners are. You'll get a straight answer on fit within 24 hours, including "not yet," if that's the answer.