[drandall]

If you do announce something, don't call it a 'launch' call it an 'alpha.' When you do a beta, call it a beta. Don't use the word launch until you're ready, b/c any news is going to say "But you launched in August! What's new?" and all you can say is "We're out of beta" or something like that.

[prashantdesale]

Very good advice. You are absolutely right. I did not think of that.

Thank you very much.

[agotterer]

That actually happened to use with PriceAdvance. We "launched" our beta and then officially launched a few months later and a number of write ups mentioned we had already previously launched.

Also if your going to submit to techcrunch, make sure they are the first. They like to break news. You have a better chance of being covered if they get dibs.