launch-playbook

name	launch-playbook
description	Produces a launch checklist and sequencing plan for a product, calibrated to its GTM motion. Reads business context and GTM spec. Covers pre-launch, launch day, and 30-day post-launch. Use when preparing to ship or announce a product.

Launch Playbook

Pre-requisites

Invoke business-context skill. Read GTM spec for this product.

A launch is a distribution event, not a product event. The product ships when it ships. The launch is when you tell the right people, in the right place, in the right way.

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Launch checklist generator

For the target product and motion, produce a checklist in this structure:

T-30 days (pre-launch foundation)

Content and discovery:

• Primary landing page live with clear message and proof point
• AEO-optimised content published (for content-led products)
• GitHub README complete (for developer-led products)
• llms.txt deployed at /llms.txt (all products — AI discoverability)
• robots.txt not blocking AI crawlers
• Structured data / schema markup implemented

Outreach preparation:

• ICP list built (for outreach-led launches)
• Warm paths identified (for relationship-led products — never cold)
• Community presence established before asking for anything

Social proof:

• One real proof point documented (number, result, customer quote)
• No fake data, no "beta users said..." without specifics

T-7 days (pre-launch activation)

• Teaser content published (what's coming, why it matters)
• Early access / waitlist open (if applicable)
• Distribution channels primed (community presence, LinkedIn warm-up)

Launch day

Developer-led (Sigil):

• GitHub repo public with complete README
• HN "Show HN" post drafted and ready
• /r/netsec or security Slack communities post ready
• Responsible disclosure paper linked
• One-line install works end-to-end

Content-led (InstaIndex):

• 3+ AEO blog posts live before launch
• Product Hunt submission scheduled
• SEO community posts (Twitter/X, Reddit r/SEO)
• GSC integration docs clear and working

Community-led (PolicyPA):

• Media pitch sent to 3-5 journalists (consumer finance beat)
• Reddit posts in AusFinance, AusLegal — genuine value first
• Product Hunt launch

Relationship-led (Operable, Smart Settle):

• Warm email to existing network — personal, specific, not broadcast
• LinkedIn post targeted to investment operations audience
• Conference/event presence scheduled (ASFA, ICA)

T+7 days

• Reply to every comment/reply — launch is a conversation
• Capture all feedback in .nomark/memory/
• Iterate on messaging based on what questions people ask
• Track leading indicators against GTM spec thresholds

T+30 days

• Review metrics against spec thresholds
• Update GTM spec with what's working and what isn't
• Commit to next growth cycle or pivot decision

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Anti-patterns (per motion)

Developer-led:

• Don't launch without a working CLI install
• Don't launch without real benchmark data
• Don't over-explain — let the code speak

Content-led:

• Don't launch before the first 3 pieces of content are live
• Don't launch with generic SEO content — needs a specific angle

Relationship-led:

• Don't blast your LinkedIn network with a press release
• Don't cold email — ever
• Don't launch without a specific person in mind to call

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Output

Save launch checklist to .nomark/growth/<product>/launch-<date>.md. Track completion in progress.md as STORY-LAUNCH-.