Since our founding in 2007, we have helped dozens of software projects get from idea to profitable product, for customers ranging from local startups to multinationals. This experience has put us on the front line of many decisions made by founders and product owners, some good, some bad. In this talk, we will share the insights we have gathered, with real-life examples, that will help you decide on the best strategy and tactics to launch, or improve your software product in the fastest and most cost-effective way.