Market Entry Timing Decision Framework: Launch Now or Wait?

Executive answer

Market entry timing should be decided by readiness thresholds, competitive timing pressure, and downside asymmetry. Launch too early and you burn trust. Launch too late and you lose window value. Structured timing logic prevents both errors.

WINDOW model

• Write non-negotiable readiness criteria.
• Identify early-launch downside.
• Number delay-cost scenarios.
• Determine competitive pressure score.
• Optimize launch window and triggers.

Trigger scenario

Team can launch in six weeks with known reliability gaps or wait one quarter. Competitor activity is increasing.

Example

Team delays eight weeks to close critical reliability gaps while preserving demand pipeline.

Alternative that loses: immediate launch, because early quality failures damage retention and references.

Diagnostic checklist

• Are readiness thresholds met?
• What is cost of one-quarter delay?
• What is downside of early failure?
• How strong is competitor timing risk?
• Who owns go/no-go decision?

Cost of delay

Delay may forfeit market window, while premature launch may cause longer-term trust damage. Structured timing quantifies both.

Common mistakes

• Launch by calendar commitment.
• No go/no-go criteria.
• No contingency triggers.

When to seek external clarity

If Product and GTM cannot align on launch timing, outside facilitation can close a defensible go/no-go decision quickly.

Bottom line

Timing is risk allocation under uncertainty. Set thresholds, then commit.