<aside> 👉 When taking your startup out of stealth mode or just making your first PR steps, there is no one-size-fits-all track to take. Your game plan will be heavily affected by the reason you were in stealth to start with, your goals coming out of stealth, as well as what accomplishments you can leverage on.

Here are some insights into what should be taken under consideration, and a quick checklist for initial steps.

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Why come out?

Before you go live, define what success looks like for your launch. Ask yourself what are you trying to evoke: Investors’ interest? CV submissions? customer curiosity? Each goal will require a different approach and focus.

Consider:

• Are you looking to attract investors?
• Are you trying to increase recruiting visibility?
• Are you hoping to build early brand awareness?

Each of these goals requires different positioning and distribution.

Key considerations here:

• What does the competitive landscape look like?
• Do you urgently need to recruit?
• Is there an external trigger (i.e. fundraising, partnerships) that warrants launching now?
• Is there anything compelling you to launch?

Vertex Tip: Don’t waste your “coming out of stealth” moment. Top-tier outlets like TechCrunch often require exclusivity to cover a launch. If you reveal too much early, even for hiring purposes via a local publication, you may lose your chance for high-impact media coverage. Be strategic about when, where, and how you announce.

When?

There’s no perfect date, but timing should align with your goals and external proof points. Consider, are you about to fundraise, are you looking for design partners and want to build credibility, or perhaps you’re having trouble with hiring?