There are exist another "PayPal" for crypto. Utrust making similar platform and in the end of this year this must be released. And some other projects developing same. What advantages you have before this projects?
I believe the market is big enough to support multiple similar projects, no need for one to be above the other.
Before any marketing is taken to the limit I think that the platform should be working to its fully extent.
I doubt it will be fully working before sale and if you want the sale to be successful you need a lot of marketing.
According to roadmap,Mainnet relase is scheduled for Q1 2019,so that means few months after end of sale we should have fully working platform.I think thats preety good,to have platform going Live only few months after end of ICO.