Have a Hard Launch Date, as early as an MVP possible and Stick to it – MVNO Gold Rules
It used to be a lot easier in the past; with full MVNOs the test window with the MNO could close and take weeks or months to access again, to name but one. However in the new cloud based world its all so flexible and easy that its easy to just keep slipping another month, but I have noticed that with this the number of failed MVNO, that is the ones that never make it to market, not those that launch and fail, is on the up.
The problem of missing launch dates is manifold:
The first biggest problem is the seasonal issues you can encounter. While below I explain why seasonality most effects the MNOs and insufficiently differentiated MVNOs, you are still making it harder on yourself, will have smaller uptake, will have a lower success rate, higher customer acquisition cost, have impacts from staff being away (summer, Christmas, etc), find it difficult to react to a sales spike (try asking for more SIMs over Christmas!) have staffing issues, etc, etc, etc.
The second being that its very easy for “golden goose” or “launchaphobia” to set in. Its a simple human nature that is even more exaggerated in business where a normally laissez-faire person can be become a risk-averse freak and a risk-averse freak in their personal life can become and agoraphobic in business: the more you leave something the bigger an obstacle it becomes, and the more prepared you need to be… Face it, most people are not just afraid of change, they are petrified of it.