Time-to-Market
Time-to-market (TTM) is the time from the first idea to the product’s market launch. In software, short TTM is a key competitive advantage.
In digital competition the best product does not always win – often the fastest does. Time-to-market is the strategic metric for how quickly an idea becomes a usable product. Every month of delay means missed opportunities, lost revenue and a head start for competitors. Agile methods, MVPs and modern technology are the tools to minimise TTM.
What is Time-to-Market?
Time-to-market (TTM) is the total duration from the product idea or project start to the moment the product is available to customers. In software this includes conception, design, development, testing and deployment. TTM is a strategic metric that correlates directly with competitiveness and revenue potential. Companies with shorter TTM can react faster to market trends, gather user feedback earlier and grow share. TTM is influenced by team size, technology choices, process maturity and decision speed.
How does Time-to-Market work?
Reducing TTM requires action on several levels: Strategically, use MVPs and iterative development instead of big-bang releases. In process, agile methods (Scrum, Kanban) shorten cycles and CI/CD automates testing and deployment. Technologically, frameworks, cloud services and low-code reduce development effort. Organisationally, cross-functional teams, short decision paths and parallel workstreams help.
Practical Examples
A startup brings an MVP to market in 8 weeks – minimal scope but real user feedback that drives further development.
A mid-size company cuts TTM for new shop features from 3 months to 2 weeks with CI/CD and feature flags.
A corporation uses low-code to deliver internal tools in days instead of months so IT can focus on core products.
A fintech uses nearshore development to scale the team and run development in two time zones in parallel.
Typical Use Cases
MVP development: Getting a testable product to market as fast as possible and improving iteratively
Feature releases: Delivering new features in short cycles to stay competitive
Market entry: In new markets or trends, speed often beats perfection
Regulatory change: Compliance requirements must be met by fixed deadlines
Seasonal business: New shop features must be live before peak periods (Black Friday, Christmas)
Advantages and Disadvantages
Advantages
- First-mover advantage: Early entrants set standards and win early customers
- Faster learning: Early user feedback enables data-driven product decisions
- Revenue earlier: Every month earlier to market means more revenue potential
- Competitiveness: Quick response to market and customer needs
- Investor confidence: Fast execution signals operational strength
Disadvantages
- Quality risk: Too much time pressure can create technical debt and bugs
- Feature trade-offs: A fast launch often means fewer features than users expect
- Team strain: Aggressive timelines can lead to burnout and turnover
- Technical debt: Shortcuts for speed must be paid back later
Frequently Asked Questions about Time-to-Market
How can you concretely shorten time-to-market?
What matters more – fast TTM or high quality?
How do you measure time-to-market?
Related Terms
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