5 Things I Always Tell Projects Before They Launch a Token

Working at a market-making company, I’ve had a front-row seat to dozens of token launches – some that soared and others that unraveled before they even got going. When teams come to us, they typically seek assistance with price stability and liquidity provision. But more often than not, we end up diving into a whole range of issues they didn’t even know they needed to solve.

So I started collecting the advice I kept repeating – the five things I now always share with teams before they go live.

1. Tokenomics: Don’t Let Your Cap Table Set You Up to Fail

I can’t count how many times I’ve seen tokenomics that look good in a pitch deck but completely fall apart in the market. Teams often underestimate selling pressure, especially from early backers. Without proper lockups or vesting, you’re inviting a day-one dump.

When we help projects with market making, we also assess whether the underlying economics even support a stable market. Are holders incentivized to stay? Is there a reason for someone to buy and hold your token beyond speculation? If not, even the best MM strategies can’t save you.

2. Launchpads: The Fine Print Can Kill Your Momentum

Launchpads can be great for visibility and distribution, but I always advise teams to read every clause twice, especially around refunds or post-launch performance KPIs. Some platforms will give users the option to pull their funds if certain milestones aren’t hit. That can create a ticking time bomb.

I’ve seen launches tank because a project didn’t meet some arbitrary engagement metric. Before signing with a launchpad, make sure your team can realistically deliver on its promises – and that you’re okay with the consequences if something slips. Also, check the platform’s reputation. A bad launchpad experience will follow you.

3. Exchanges: Chasing Big Names Can Drain Your Treasury

I understand the desire to list on a big-name exchange – it’s a milestone, and sometimes a PR boost. But not all listings are created equal. Some exchanges charge outrageous fees, inflate volumes with wash trading, and deliver zero in terms of real users or traction.

We always help projects evaluate which exchanges actually make sense based on their target regions, audience, and liquidity capabilities. If you’re relying on the exchange to generate demand for your token, that’s already a red flag. Listing is a tool, not a magic wand.

4. Market Makers: Choose One That’s a Partner, Not a Pump Artist

This one hits close to home. I’ve seen teams go with the cheapest or flashiest market maker, only to get burned by aggressive short-term strategies that destroy long-term value. A good market maker should act like an extension of your team. We provide stability, depth, and support – not fake pumps or synthetic volume.

My advice: ask questions. Look at past partnerships. Understand their approach to treasury management and pricing. You want a market maker who’s aligned with your long-term goals, not just trying to make launch day look good on a chart.

5. Community: Without It, Everything Else Falls Flat

We can support liquidity. You can land a Tier-1 listing. Your tokenomics can be airtight. But without a community that actually cares, the market will reflect that – fast.

Start community-building early. Educate people on what you’re doing and why it matters. Use AMAs, bounties, updates, and yes, even memes, to build emotional investment. A strong community gives your token resilience, especially in volatile markets. From my side, I can manage order books and reduce slippage, but I can’t manufacture belief. That has to come from you and your story.

Token launches aren’t just technical events – they’re economic, emotional, and reputational turning points. I’ve learned that what happens before the launch is far more important than what happens during it. Poor prep leads to poor market performance, no matter how good the tech is.

So here’s what I tell every team we work with: slow down, zoom out, and build for the long run. The right market conditions won’t magically appear – they’re built, block by block, by teams who are prepared.

And when you’re ready, we’ll be here to help make sure your launch reflects the real potential of what you’ve built.