It depends on your timeline. You might want to generate buzz before the product comes out so that there is some level of expectation and, if you have been adver

It depends on your timeline. You might want to generate buzz before the product comes out so that there is some level of expectation and, if you have been advertising correctly, then you should have some people coming in to check it out once you release it. Ideally your site will be good enough that they will free-advertise for you via word of mouth. Now, if it is going to take a while for the backend and the rest to be ready, you can make the best out of your time by creating what will be your advertisement strategies for the weeks before the site launches. Hope this helps.