The thing though is that I think the marketing launch shouldn't be done as late as possible. Rather it should be done once you have a strong understanding of w

The thing though is that I think the marketing launch shouldn't be done as late as possible. Rather it should be done once you have a strong understanding of what your value proposition is. This takes time and it takes listening to customers, figuring out what works for them and what doesn't. This means yes, do the product launch as early as possible, and if you are moving into an established area, market early too, but if it is a new area, be more cautious and put off the marketing launch until you have typical customers, and know exactly what you are doing for them vis a vis the competition.