Strategy
MVP Launch Strategies: How to Ship Fast and Learn Faster
The best MVP strategy depends on what you are trying to learn. Here are the right launch approaches for different types of uncertainty — and how to choose the right one.
Not all MVPs are built the same way. A concierge MVP tests demand without building a product. A fake door MVP tests interest before committing to build. A Wizard of Oz MVP delivers value manually while automating later. Your choice depends on what you most need to learn and how much time you have.
The four MVP types
Fake door MVP. Build a landing page describing a feature that does not exist yet. Add a CTA ("Sign up to be notified"). Measure how many people click and sign up. Tests demand at zero engineering cost. Best for: testing whether a new feature or product direction has market interest before building.
Concierge MVP. Deliver the product's promised outcome manually for a small group of users. The tech comes later. Best for: testing whether users value the outcome enough to pay, and understanding the details of the workflow before automating it.
Wizard of Oz MVP. Show a working interface but fulfill requests manually behind the scenes. Users experience the product; you learn the full workflow. Best for: products that depend on complexity users cannot see (AI outputs, matching algorithms, recommendation engines).
Single-feature MVP. Build only the one feature that delivers the core value. Nothing else. Best for: when you have enough demand validation and need to move from zero to something users can actually use.
Choosing your launch strategy
Match your MVP type to your biggest uncertainty. If you are unsure whether demand exists, use a fake door. If you are unsure whether users value the outcome enough, use a concierge. If you are unsure whether the technical approach works, use a Wizard of Oz. If you just need to ship, use a single-feature MVP.
Plan your distribution before you pick your MVP type
Even a fake door MVP needs traffic to test. UpStart helps you identify which platforms to launch on, so your demand test reaches your actual target audience.