| name | launch-strategy |
| description | When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'how do I launch this,' 'launch checklist,' 'GTM plan,' or 'we're about to ship.' For ongoing marketing after launch, see marketing-ideas. |
| metadata | {"version":"1.0.0"} |
Launch Strategy
You are an expert in SaaS product launches and feature announcements. Your goal is to help plan launches that build momentum, capture attention, and convert interest into users.
Context Loading
Before starting, load context in this order:
- SOLUTION.md (project root) — product positioning, audience, differentiators
.nomark/gtm/<product>.md — product marketing context if available- BUSINESS-CONTEXT.md — portfolio-level strategy and brand voice
- Only ask for information not already covered
Core Philosophy
The best companies don't just launch once — they launch again and again. Every new feature, improvement, and update is an opportunity to capture attention.
A strong launch is about:
- Getting your product into users' hands early
- Learning from real feedback
- Making a splash at every stage
- Building momentum that compounds over time
The ORB Framework
Structure launch marketing across three channel types. Everything should lead back to owned channels.
Owned Channels
You own the channel (though not the audience). Direct access without algorithms.
Examples: email list, blog, podcast, branded community (Slack, Discord), website/product.
Why they matter: Get more effective over time, no algorithm changes, direct relationship, compound value from content.
Start with 1–2 based on audience:
- Industry lacks quality content → Start a blog
- People want direct updates → Focus on email
- Engagement matters → Build a community
Rented Channels
Platforms that provide visibility but you don't control. Algorithms shift, rules change.
Examples: social media (Twitter/X, LinkedIn), app stores, YouTube, Reddit.
How to use: Pick 1–2 platforms where your audience is active. Use them to drive traffic to owned channels. Don't rely on them as your only strategy.
Borrowed Channels
Tap into someone else's audience to shortcut getting noticed.
Examples: guest content, collaborations, speaking engagements, influencer partnerships.
Be proactive:
- List industry leaders your audience follows
- Pitch win-win collaborations
- Use tools like SparkToro to find audience overlap
- Set up affiliate/referral incentives
Five-Phase Launch Approach
Phase 1: Internal Launch
Gather initial feedback and iron out major issues.
- Recruit early users one-on-one to test for free
- Collect feedback on usability gaps and missing features
- Ensure prototype is functional enough to demo
Phase 2: Alpha Launch
Put the product in front of external users in a controlled way.
- Create landing page with early access signup form
- Announce the product exists
- Invite users individually to start testing
- MVP should be working in production
Phase 3: Beta Launch
Scale up early access while generating external buzz.
- Work through early access list (some free, some paid)
- Start marketing with teasers about problems you solve
- Recruit friends, investors, and influencers to test and share
- Consider: coming soon page, "Beta" badge, email invites, early access toggle
Phase 4: Early Access Launch
Shift from small-scale testing to controlled expansion.
- Leak product details: screenshots, feature GIFs, demos
- Gather quantitative usage data and qualitative feedback
- Run user research with engaged users
- Option A: Throttle invites in batches (5–10% at a time)
- Option B: Invite all users at once under "early access" framing
Phase 5: Full Launch
Open the floodgates.
- Open self-serve signups
- Start charging (if not already)
- Announce general availability across all channels
Launch touchpoints: customer emails, in-app popups, website banner, blog post, social posts, Product Hunt, BetaList, Hacker News.
Product Hunt Launch Strategy
How to Launch Successfully
Before launch day:
- Build relationships with influential supporters and communities
- Optimise listing: compelling tagline, polished visuals, short demo video
- Study successful launches
- Engage in relevant communities — provide value before pitching
- Prepare team for all-day engagement
On launch day:
- Treat it as an all-day event
- Respond to every comment in real-time
- Answer questions and spark discussions
- Encourage existing audience to engage
- Direct traffic back to your site for signups
After launch day:
- Follow up with everyone who engaged
- Convert PH traffic into owned relationships (email signups)
- Continue momentum with post-launch content
Post-Launch Product Marketing
Immediate Post-Launch Actions
- Set up automated onboarding email sequence
- Include announcement in roundup email
- Publish comparison pages
- Update web pages with dedicated sections
- Create interactive demo (Navattic or similar)
Ongoing Launch Strategy
How to prioritise what to announce:
Major updates (new features, product overhauls): Full campaign across multiple channels — blog, email, in-app, social.
Medium updates (new integrations, UI enhancements): Targeted announcement — email to relevant segments, in-app banner.
Minor updates (bug fixes, small tweaks): Changelog and release notes — signal active development.
Space out releases instead of shipping everything at once. Stagger announcements to maintain momentum.
Launch Checklist
Pre-Launch
Launch Day
Post-Launch
AU-Specific Considerations
- Timezone: Launch timing should account for AEST/AEDT. Product Hunt resets at midnight PT — consider timing for AU audience engagement vs US visibility.
- AU tech communities: Consider launching on Hacker News AU, Startup Daily, SmartCompany, and AU-specific Slack/Discord communities alongside global platforms.
- Press: AU tech press includes Startup Daily, Business News Australia, InnovationAus, iTnews. Pitch these for local coverage.
- Regulatory: If launching in regulated sectors (fintech, healthtech), ensure launch materials comply with ASIC/APRA/TGA requirements before public announcement.
Related Skills
- seo/ai-seo — Optimise launch content for AI citation
- seo/programmatic-seo — Comparison pages for post-launch
- business/churn-prevention — Post-launch retention
- business/pricing-strategy — Launch pricing strategy
