Lessons from Our Most Successful Launch – Part 2

April 11, 2014 , 14 Comments

After last week’s unveiling of the “dark side” of a highly successful product launch (see here), this week we are presenting the second part of the lessons learnt from the Thrive Themes launch.

Listen in to learn everything about our launch funnel, the strategy we set up for the launch and our “secret” to getting affiliates on board. Plus, we answer more of the listener questions sent in by you.

Podcast Video

[blank_space height=’16px’]

Podcast Audio

Click here to download the audio file for this podcast episode.


I hope you enjoyed this episode! If you have any further questions or would like to share your thoughts, please leave a comment below!

Shane's Signature

About ​Shane Melaugh

I'm the founder of ActiveGrowth and Thrive Themes and over the last years, I've created and marketed a dozen different software, information and SaaS products. Apart from running my business, I spend most of my time reading, learning, developing skills and helping other people develop theirs. On ActiveGrowth, I want to help you become a better entrepreneur and product creator. Read more about my story here.

​Related Articles

  • Hello,

    Excellent informations, thank you. I really like this kind of podcasts/video with real experiences etc.

    If you could suggest 3 tips on outsourcing (contracting tech guy etc), what will be and which websites do you had an excellent experience?

    I had a bad experience recently and I want to get some good tips on that, because I will need to find new developers (outsource) to work on some of my stuff.

    Thank you :)

    • Albert F A Matthews says:

      Hi Christophe

      I had the same trouble, mine was at odesk, I have been using the same company now for a while and you can mention me if you like to get in touch with them clicking my name.

      Shane, when are you opening the doors again ?
      Nice you guys are opening up about everything and fair play as it all has worked for many teams like studiopress,wootheme,ithemes, the list goes on but yours are more unique and fair play.

      • Thank you, Albert. We are now open for business again, btw. :)

    • Hi Christophe,

      I think our next podcast episode might answer some of these questions, as it’s about how to find people to work with. :)

    • I had already seen it, but thanks for the link, Adam! I love RSA Animate and can only recommend the video you linked, as well as most of the other videos on their channel. :)

  • Thanks for sharing your lessons and congratulation to the successful launch! I did miss that launch, shame on me, but I’ll catch up with the theme club as soon as it is available again!
    A question to Paul! You mentioned that you worked with a chap, that did deliver work that looked good on the frontend, but was bad on the coding side. Can you tell what was wrong with the code? Was it incompatible with different browsers, didn’t it scale or how did you recognise the bad quality?

    • With the Thrive brand, we’re focussing on delivering code that’s as lightweight as possible primed for fast loading times because this is one of the more important factors in obtaining high conversion rates and building effective sites. The CSS in question contained very inefficient selectors, was very difficult to understand, illogical, and contained a LOT of duplicated code such that in order to modify the style of an element, it was sometimes necessary to modify the same selector in three or four different places in the same stylesheet.

      We rebuilt the stylesheet from scratch and manage to reduce it to somewhere around 30% of its previous size, while making the code a lot more maintainable for both our team when they’re making theme upgrades and for customers when they’re personalising the look and feel of their site.

  • I’m going to have a product launch very soon and will use your tips for sure.

  • Hey there – can you update the download link for the podcast? Big thanks!

    • My bad, I forgot to add the link here. I fixed it now. :)

  • Thanks guys for sharing numbers and your experiences- very appreciated, it helps to understand just what it takes to pull off a launch like yours.
    I really like how you both admit that while you made mistakes, you did the best you could at the time, dealth with enormous problems, and imperfect parts but as a whole it was still a success.
    Very inspiring to know that to be successful you don’t need to be perfect, but just resilient and persistent.

    Looking forward to going through the Impact System now and your proposed timing schedule of the parts of a launch.

    • Thank you, Gun!

      Yeah, forget about perfection. We started to make “shipping” the number one priority and when we set a deadline, we deliver on that deadline, come hell or high water.

  • {"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

    ​Develop the Ultimate Entrepreneurial Superpower: Productivity!

    ​Countless "wantrepreneurs" fail to achieve their business goals - not because of a lack of knowledge, but because of a lack of productive, effective implementation. Don't be one of them.