For its initial soft launch: Build credibility with industry analysts, media, potential partners and customers. Establish a corporate identity, including company positioning, mission and product focus. Come up with a new name, logo and look and feel that would tie in with the new positioning. Redesign all collateral material, Web site, stationary and corporate presentation materials to reflect new name and logo. Generate media coverage in a broad range of general news, technical trade and online media segments ASAP. Prepare the company for a product launch of its flagship product, Orders of Magnitude.