When you are launching a new tech company, there are certain dos and don’ts. One of the top dos would be to make sure that your technology is flawless. You would probably also want to under-promise and over-deliver. In short, “wow" the crowd with performance and not hyperbole. Fortune magazine recently reported on a new venture launch gone awry. When Sean Parker and Shawn Fanning launched their new project, Airtime, they violated these basic rules – to their great dismay.

Airtime is a company that claims to offer video networking that can take your social media to a new level. Users can video chat, share content, and reveal their identity to others. Creating a social platform that incorporates video seamlessly sounds great, and at the media launch the company brought in a number of high profile celebrities to showcase the service.

There were a number of technical glitches and the demonstration quickly went off the rails. While the audience could see some functionality of the product, the company quickly took second stage to the antics of the celebrities, and the jokes eventually turned towards the company itself.

One month after the launch, the numbers for Airtime are looking pretty dismal. According to AppData, daily active users peaked right after the launch and have quickly dropped. Monthly active users have hit a plateau at a meager 200,000 users. As they say, you only get one chance to make a first impression.