Andrew Crossley

How long does it take to launch a product?

SHORT ANSWER

A focused MVP goes from idea to launched product in six to twelve weeks: one to two weeks of discovery and validation, four to six weeks of build, one to two weeks of pilot and fixes. Complex, integrated or regulated products take four to nine months. Delays almost always come from scope changes and slow decisions, not from engineering speed.

Answered by Andrew Crossley, AI Product Consultant & Product Partner · Updated 2026-08-01

Why it matters

Timeline slippage burns runway at the worst possible moment — before there is any revenue evidence to raise against.

Founders plan build time and forget decision time. Decision latency is usually the larger number.

How it works in practice

  1. 1

    Week 0-2: discovery and validation

    Interviews, one-job definition, commitment signal, success thresholds written down.

  2. 2

    Week 2-3: prototype and scope lock

    Clickable flow tested with five users. Scope is locked at the end of this week; further ideas go on a parked list.

  3. 3

    Week 3-8: build the single flow

    Weekly shipping review. Anything that is not on the critical path is deferred by default.

  4. 4

    Week 8-10: pilot, fix, launch

    Twenty to fifty matched users, instrumentation verified, then open access.

  5. 5

    Week 10-12: decide

    Measure against the pre-set thresholds and choose to persevere, pivot or stop.

Common mistakes

  • Reopening scope mid-build — the single largest source of delay.
  • Waiting for polish before showing anyone. Pilot users forgive rough edges; investors forgive missed timelines less.
  • Serial approvals with no decision deadline.
  • Planning launch around a conference date rather than around evidence.

FROM EXPERIENCE

Why the same build takes twice as long elsewhere

Two teams with identical scope and identical engineers routinely differ by a factor of two. The difference is decision latency: whether a scope question is resolved in a day or in a fortnight.

That is why the operating cadence matters more than the tooling. A weekly shipping review with a named decision-maker recovers more time than any framework.

Frequently asked

Can you really launch in five days?

For a single-flow AI-assisted MVP with validation already done, yes — that is exactly what the five-day course covers. It is a build sprint, not the whole journey.

How long until first revenue?

For B2B pilots, often within the launch window. Self-serve products typically need one to two further iteration cycles.

What is the biggest timeline risk?

Unlocked scope. Everything else is recoverable.

IN SHORT

  • Six to twelve weeks for a focused MVP; four to nine months for complex products.
  • Lock scope at the end of the prototype week.
  • Decision latency, not engineering speed, is the usual cause of delay.

Build your AI MVP in 5 days

The self-paced course for founders shipping their first AI product.

Build your AI MVP in 5 days

THE FRAMEWORK

The Crossley Method: idea to first revenue in seven stages

See the full method
  1. STAGE 1DiscoverWeek 1
  2. STAGE 2ValidateWeek 2
  3. STAGE 3PrototypeWeek 3
  4. STAGE 4Build MVPWeeks 3-4
  5. STAGE 5LaunchWeek 5
  6. STAGE 6First RevenueWeek 6
  7. STAGE 7ScaleOngoing

MORE ANSWERS

Idea to MVP

How do you build an MVP?

Build an MVP by picking one job a specific user will pay to have done, designing the single shortest flow that completes it, and shipping only that. Validate demand before building — interviews plus a paid or committed signal. A focused build can take four to six weeks; allow roughly six to twelve weeks from idea to public launch when validation, pilot users and fixes are included.

How much does an MVP cost in the UK?

In the UK, a focused commercial MVP with one core user journey typically costs about £12,000–£25,000 with a product-led, AI-assisted build. A clickable or lightweight validation prototype can cost roughly £3,000–£8,000. Multiple user roles, complex integrations, RAG or agentic AI, specialist compliance or premium design can move the project above £25,000; larger agency builds can reach £60,000–£150,000.

How do you build an AI MVP?

Build an AI MVP by choosing one task where being right 80% of the time is still useful, wrapping a hosted model rather than training your own, and designing the interface around correction — users must be able to see, edit and accept output. Set an evaluation set before launch, measure task success and human-override rate, and only consider fine-tuning once the workflow itself is proven.

Can a non-technical founder build an AI app?

Yes. A non-technical founder can build and validate an AI app in 2026 using tools such as Lovable, Cursor or Bolt without first hiring a full engineering team. The founder still needs to own the customer problem, scope, accounts, data access, AI quality, costs and launch decision. Use specialists for the parts where a mistake creates real security, reliability or commercial risk.