You’ve got a working prototype. Your garage is full of test units. Now comes the hard part: turning your brilliant idea into a real business.

Most outdoor product founders think the hardest work is behind them once the prototype works. The reality? Product development is just the beginning. The next 90 days will determine whether your startup succeeds or joins the pile of “almost-made-it” stories.

This guide breaks down exactly what you need to do in those crucial first three months. Follow this timeline, and you’ll launch with confidence instead of chaos.

Days 1-30: Foundation Phase

Week 1: Business Structure and Legal

Set up your business entity. File for an LLC or corporation in your state. This protects your personal assets and makes you look legitimate to suppliers and customers.

Secure your trademarks. File for trademark protection on your brand name and logo. This costs around \(250-\)750 per trademark class but saves headaches later.

Get your tax ID number. Apply for an EIN (Employer Identification Number) from the IRS. It’s free and takes 10 minutes online.

Open a business bank account. Keep personal and business finances separate from day one. Most banks require your EIN and business formation documents.

Week 2: Brand Identity and Website Foundation

Finalize your brand identity. Lock in your logo, colors, and overall visual style. Consistency across all touchpoints builds trust with customers.

Choose your domain and hosting. Pick a domain that matches your brand name. Set up hosting that can handle e-commerce traffic spikes.

Start website development. Whether you’re using Shopify, Webflow, or another platform, begin building your site structure. Focus on user experience over flashy features.

Week 3-4: Product Photography and Content

Invest in professional product photography. Outdoor customers need to see gear in action. Budget for lifestyle shots, technical details, and 360-degree views.

Write your product descriptions. Focus on benefits, not just features. Explain how your product solves specific problems outdoor enthusiasts face.

Create your brand story. Write compelling copy about why you started the company. Outdoor customers connect with authentic founder stories.

Success Metrics for Month 1:

• Business legally established
• Brand identity finalized
• Website wireframe complete
• Product photos shot and edited

Days 31-60: Build and Test Phase

Week 5-6: Website Completion and E-commerce Setup

Complete your website build. Ensure mobile responsiveness, fast load times, and intuitive navigation. Test checkout flow multiple times.

Set up payment processing. Configure Stripe, PayPal, or your chosen payment processor. Test all payment methods your customers might use.

Install analytics tracking. Set up Google Analytics, Facebook Pixel, and any other tracking tools. You can’t improve what you don’t measure.

Create essential pages. Build out About, FAQ, Shipping, Returns, and Privacy Policy pages. These build credibility and answer common questions.

Week 7: Inventory and Operations

Place your initial inventory order. Based on your market research, order conservative quantities. It’s better to sell out than sit on dead stock.

Set up fulfillment systems. Whether you’re shipping from home or using a 3PL, test your entire fulfillment process.

Create packaging design. Your unboxing experience is part of your brand. Design packaging that protects products and creates excitement.

Week 8: Pre-Launch Marketing Setup

Build your email list infrastructure. Set up email marketing software like Mailchimp or Klaviyo. Create welcome sequences and abandoned cart flows.

Establish social media presence. Create accounts on platforms where your customers spend time. For outdoor brands, focus on Instagram and YouTube.

Develop content calendar. Plan 30 days of post-launch content. Mix product features, user-generated content, and educational posts.

Success Metrics for Month 2:

• Fully functional website with payment processing
• Inventory ordered and fulfillment tested
• Email marketing system operational
• Social media accounts established

Days 61-90: Launch Preparation and Execution

Week 9-10: Pre-Launch Marketing Campaign

Create buzz with beta testing. Send products to 10-20 potential customers for feedback and reviews. Their testimonials become powerful launch assets.

Develop influencer partnerships. Reach out to micro-influencers in your niche. They often deliver better ROI than major influencers for outdoor brands.

Build anticipation with content. Share behind-the-scenes development stories, founder updates, and sneak peeks of the product.

Set up PR outreach. Research outdoor publications, blogs, and podcasts in your niche. Craft personalized pitches about your launch story.

Week 11: Soft Launch and Testing

Execute a soft launch. Release your product to a limited audience first. This could be your email list, beta testers, or local outdoor community.

Monitor and optimize. Watch your analytics closely. Track conversion rates, bounce rates, and user behavior. Fix any issues immediately.

Collect feedback and iterate. Survey your first customers about their experience. Use this feedback to improve before your full launch.

Week 12: Full Launch

Execute your launch plan. Send launch emails, post on social media, and activate your PR outreach simultaneously.

Engage with your community. Respond to comments, answer questions, and share user-generated content. Be present and authentic.

Monitor key metrics daily. Track website traffic, conversion rates, and customer acquisition costs. Adjust your marketing spend based on what’s working.

Double down on what works. If Instagram posts are driving traffic, post more. If email marketing converts well, send more targeted campaigns.

Critical Success Factors

Don’t skip the legal stuff. Proper business formation and trademarks protect your future growth. Shortcuts here cause expensive problems later.

Invest in quality photography. Poor product photos kill conversions faster than anything else. Outdoor customers need to visualize themselves using your gear.

Test everything twice. From website functionality to fulfillment processes, test every customer touchpoint before launch. First impressions matter enormously.

Build relationships, not just transactions. Outdoor communities are tight-knit. Focus on serving customers well rather than maximizing short-term profits.

Your 90-Day Checklist

Print this checklist and track your progress:

Month 1:

• ☐ Business entity formed
• ☐ Trademarks filed
  
• ☐ Bank account opened
• ☐ Brand identity finalized
• ☐ Website development started
• ☐ Product photography completed

Month 2:

• ☐ Website completed and tested
• ☐ Payment processing configured
• ☐ Analytics tracking installed
• ☐ Initial inventory ordered
• ☐ Fulfillment system tested
• ☐ Email marketing setup complete

Month 3:

• ☐ Beta testing completed
• ☐ Influencer partnerships established
• ☐ Soft launch executed
• ☐ Feedback collected and implemented
• ☐ Full launch completed
• ☐ Post-launch optimization begun

The outdoor industry rewards authenticity and quality over flashy marketing. Focus on building something genuinely useful, and your 90-day launch plan becomes the foundation for long-term success.

Your prototype got you this far. Now it’s time to build the business around it.