Before launch, an application typically goes through functional, integration, performance and security testing. The production environment is configured, automated backups and recovery systems are put in place, server monitoring is set up, and technical issues found during testing are resolved.
Where data is being migrated, the final migration and its validation also take place at this stage. The aim of these production readiness checks is to reduce risk when real users and real data arrive. Testing reduces risk, but no system can be guaranteed free of defects or completely secure, which is why monitoring after launch matters.