Minds + Machines

We know about quite a few new gTLDs, but for the most part they’re keeping quiet. While in some cases this is prudent, in most cases I encourage people get out there and stake their claim.

The Number One reason people don’t announce is that they’re afraid it will attract other contenders. We went through months of this at .NYC until I realized that (a) we were the right group to do it, and (b) there were so many other opportunities for new TLDs that it would take a special kind of crazy to challenge us for the right to try to navigate the City government.

If you don’t want to announce because you’re not ready, that’s not a reason not to announce — that’s a reason to get ready. This will be a real business with real requirements, so if you don’t have funding, a team, and a plan, you’d better get those in gear right away before someone steals your thunder with a real plan.

If you’re thinking of a new TLD, in most cases I would suggest announcing. Here’s why:

• You don’t want to be the #2 contestant. Even if the other guy hasn’t got a clue or a hope, you still have to explain him away. It’s much easier to characterize the other effort as a wannabe if you’re out there first.
• Your announcement makes it easier for others to bow out gracefully. There’s a big wide world of new TLDs out there, so someone who was thinking of doing your TLD might simply look for greener pastures without losing face. Or they might offer to join forces, with you in the driver’s seat — unlikely if you’re the second or third to announce.
• You may attract investors. If you have a good plan for success and a good team, an investor who’s interested in the space may seek you out. I’ve seen this happen. The additional benefit is that the investor is likely to be active and strategic instead of just a money guy — always a good thing.
• It will force you to get serious. Once you announce, you need to answer questions about viability, policy, timelines, etc. In other words, you have to start acting like a business and stop daydreaming. It will make it all a lot more real and give you a lot of insight into the effort.
• It will be marketing for your TLD. Although 9 months may seem far away (ICANN is saying they will accept applications in December 2009), you will need all the marketing you can to meet your numbers. The sooner you start, the better.
• As a knock-on effect, that won’t touch on your case specifically, you will encourage ICANN to accelerate their timeline. The more announced TLDs there are, the more likely this will happen more quickly.

On the other hand, when would you NOT announce? The obvious circumstance is when you’re waiting for something that will make your announcement much stronger — an investment, an important supporter, or something similar. So if you have something specific and imminent that will make your story much better, wait. Otherwise, I would get out there.

Are you ready? If you’re thinking about it and would like a confidential free hour’s consultation, just get in touch and we’ll talk you through it.