> How do you plan your company around timing?

Here’s my current example:

1. For the past 2-3 years I’ve been developing a todo app (Matterlist, formerly Tuskarr: http://tuskarr.tilda.ws/, past HN discussion: https://news.ycombinator.com/item?id=14154378) to replace Wunderlist because I’ve always been unsatisfied with it.

2. Earlier this year, Microsoft announced that they will retire Wunderlist, likely in 2017.

3. I’m convinced that Wunderlist closure will be the biggest marketing opportunity Matterlist will ever have. The moment Microsoft announces the closure, there will be a lot of people in the world who are looking for a Wunderlist alternative, and there will be press people who will be interested in providing their audience with solutions.

4. Hence my decision to focus the website, SEO, ASO, and all marketing efforts in general on a single idea: “wunderlist replacement” / “wunderlist alternative”.

5. The focus will last for a year or so. This should be enough to establish Matterlist as a Wunderlist replacement in terms of SEO and in the minds of the audience. After that, I can begin gradually focusing away from the idea of “wunderlist alternative”.

So basically, I’m betting the entire farm on a single timed event outside my control.