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Here is the typical web 2.0 launch strategy. . . write a blog, trackback to bunch of A-list bloggers. Get readership, build some credit. Quietly work on your startup on the side. And finally when almost ready, create a landing page to collect emails. Announce on your blog prominently your new project. Build some buzz with a series of posts that reveals more and more. Finally launch. . . get 50K users. . . then. . . nothing! . . . (. . . rinse repeat. . . )