Services / Pre-Launch & Waitlist
Pre-Launch Funnels That Prove Demand.
Shopify waitlist stores, VIP pre-order funnels, paid acquisition for qualified email sign-ups. Audiences built before launch day. 300+ pre-launches behind $120M+ raised.
Trusted by the world's best partners
Pre-Launch & Waitlist
How we build pre-launch demand.
The best-funded launches almost all share one thing: a warm audience of thousands of qualified, engaged people ready to convert on launch day. That audience does not exist by accident. It is engineered in the 12 to 24 weeks before the product ships.
Blazon's pre-launch playbook: Shopify waitlist store live with a clear reservation mechanism, paid acquisition against the right audience for qualified sign-ups, email nurture sequence warming the list, social and PR building awareness. By launch day, a list of thousands already briefed, engaged and primed to convert.
What's Included
Full-stack pre-launch capability
Shopify Pre-Launch Store
Custom-designed pre-launch Shopify with reservation mechanics, VIP tiers and email capture optimised for conversion.
Waitlist Funnel Design
Multi-step funnel from first visit to VIP sign-up with specific conversion rate benchmarks.
Paid Acquisition
Meta, Google and TikTok for qualified email sign-ups. Creative testing for lowest cost-per-lead.
Email Capture Optimisation
Landing page variants, exit intent, progressive profiling, referral mechanics.
VIP Tier Design
VIP messaging, exclusive offers, priority access, referral incentives.
Reservation System
$1 reservations, paid deposits, Kickstarter notifications, Shopify pre-order integration.
Email Nurture Sequences
Welcome, education, FAQ, social proof and launch countdown emails.
Launch Day Activation
Timed email sends, SMS activation, social broadcast, paid retargeting.
Pre-Launch Analytics
Cost-per-lead, qualified sign-up rate, list segmentation, launch-day conversion modelling.
Pre-Launch Mechanics
The reservation and VIP structures that turn cold traffic into launch-day buyers.
Work
Pre-launches that delivered.
Trusted by the world's biggest brands
A 30,000-strong waitlist, then $5.1M in 30 days.
We built Filippo Loreti's pre-launch list to 30,000+ qualified subscribers before the Kickstarter opened. Launch day converted fast enough to front-load the curve and earn Kickstarter staff-pick amplification. The campaign raised $5.1M in 30 days.
View case study
How We Work
Problem Solution Outcome
Why cold launches fail and how pre-launch funnels front-load the curve.
Launching cold is the fastest way to fail
Hardware, crowdfunding, SaaS, fashion drops, healthtech, XR, AI products: all share the same failure mode. Launch day arrives with no pre-built audience. The founder emails 200 friends and hopes. The first 48 hours set the funding curve, the ranking, the algorithmic push. Without a warm list the launch never catches momentum.
We build a qualified audience before the campaign opens
Blazon's playbook starts 12 to 24 weeks before launch. Shopify waitlist store live with a reservation mechanism (email capture, $1 reservation, paid deposit, VIP tier). Paid acquisition against the right audience. Email nurture warming the list. Social, community and PR building awareness.
Launches that fund in the first 48 hours
Pillo Health (40,000+ qualified leads pre-launch, $2.5M Kickstarter funded in first day). NAYA Create (funded in under 5 minutes on a 12,000-strong waitlist). Filippo Loreti (pre-launch list of 25,000+ before the Kickstarter that raised $5.1M in 30 days). A strong pre-launch converts into a fast launch, which earns algorithmic amplification.
Our Process
Four phases from funnel build to launch day
A playbook refined across 300+ pre-launches.
Strategy
Audience research, tier design, cost-per-lead modelling, list-size target. 1 to 2 weeks to lock the funnel structure.
Build
Shopify waitlist store, reservation system, email capture, nurture sequence and tracking infrastructure.
Acquire
Paid acquisition on Meta, Google and TikTok. Creative testing for the lowest qualified CPL. Ongoing list building through launch week.
Activate
Timed email, SMS, social broadcast and paid retargeting on launch day. Front-load the curve to earn algorithmic amplification.
What our clients say
Waitlists that converted.
“Blazon's forward-thinking approach was instrumental in the successful launch of our innovation campaign. Their expertise, dedication and innovative approach have propelled our strategic outlook. Amazing work.”
Marcus Lado
Absolut/Pernod Ricard
“Blazon did a stellar job with Pillo Health, guiding us through a crucial stage of our growth and positioning us for our eventual acquisition. They have consistently exceeded our expectations.”
Emmanuelle Musini
Stanley Black & Decker
“Working with Blazon was transformative. Their innovative approach and diligent execution gave us the exposure we needed to succeed with our launch and drive sustained growth.”
Luca Placi
Tera Motors
Founded in London, 2014
Built by Michael Raven. Two startup exits. Horizon Europe advisor (the EU's €95.5 billion research and innovation program). A decade of launching products for brands that refuse to stay small.
Meet the team →Launching cold?
Let's warm the audience first.
Tell us what you're launching and when. We'll tell you the list size to target and what it takes to build. From $15,000. Full launches typically $25,000 to $150,000.
Book a Strategy CallGet in Touch
Start a conversation
New product, new launch, new market. Tell us when you're shipping and we'll map the pre-launch runway.
FAQ
Frequently Asked Questions
How long before launch do we need to start?
Minimum 8 weeks. Optimal 12 to 24 weeks. Hardware and consumer tech launches benefit from longer pre-launch windows because audience quality compounds with time.
What list size should we target?
Depends on campaign goal. Kickstarter target of $500K: pre-launch list of 5,000 to 10,000 qualified leads. Target of $2M+: 20,000 to 50,000. DTC launches: 10,000 to 30,000 for strong launch conversion.
What's the VIP tier structure?
Typically 3 tiers: free email sign-up, $1 reservation (refundable), paid VIP deposit with exclusive perks. Each tier progressively qualifies the lead and creates launch-day priority access.
What does it cost to acquire a pre-launch email?
$2 to $15 per qualified email depending on category, audience and creative. Hardware and consumer tech: $5 to $12. Fashion and DTC: $2 to $6. Deep tech and B2B: $10 to $25+.
How does pre-launch link to crowdfunding?
Pre-launch list receives launch-day notification first. They convert at higher rates than cold traffic, which front-loads the funding curve. Kickstarter's algorithm rewards early funding velocity with staff picks and newsletter inclusion.
Can pre-launch work for SaaS or non-hardware launches?
Yes. SaaS pre-launch often uses beta waitlists, free trial promise and founder access. Fashion uses drop waitlists with exclusive first access. Healthtech uses pre-order mechanics. The core pattern, qualified audience before launch day, applies across categories.
What's the engagement cost?
Pre-launch funnel builds: $10,000 to $40,000 depending on scope and Shopify complexity. Ongoing pre-launch management (paid media, email nurture, list building): $8,000 to $25,000 per month plus ad spend. From $15,000. Full launches typically $25,000 to $150,000. Talk to us about your pre-launch.