Having been through multiple launches, seen companies launch at big conferences, and talked with many startups that have experienced the same effect, what I recommend – and what we’re doing at Origami - is not launching at all. Take the word launch out of your vocabulary – it’s a sign that you are gambling on your app and not building a long-term, sustainable company. Instead, put your sign-up page up or your app out because you need more feedback on your idea. Find an audience of passionate users, even if small, and reach out to their community through appropriate means. Try SEM and Facebook ads to find a target market. Experiment with business models and onboarding flows. Let the press come to you because they love what you’ve made.