The best product in the world will never succeed unless you can effectively launch, market and sell your product. Without this phase of your business succeeding, you will simply lose all of the time and money you have invested into starting your enterprise. It is not always the best idea to go all out during this phase. More importantly, you should be looking to maximize your exposure with minimalized costs and effort depending on your project budject. You also want to be sure you are leaving your customers with a good impression of you, because just one highly satisfied customer can be more valuable than the best conceived and funded advertising campaign.