What are the factors to consider when launching an app?

On the one side there's traditional open for anyone type of launch, on the other hand we've seen recent launches through "closed" referral programs.

Curious to know what factors people take into consideration

⚡️ Buiding /fuul (a16z CSX), the affiliate marketing protocol
🎓 @MIT

I think i'd mostly prefer closed launches as it builds good FOMO , helps test the product in beta.

Open launches could make sense if its mostly an incremental improvement over an existing product feature