| name | gtm-launch |
| version | 1.3.1 |
| description | Launch playbook for /gtm launch <target>. Use when the user wants a week-by-week launch plan for Product Hunt, Hacker News, or X, with templates, checklists, and metrics. Also trigger for "plan my launch", "Product Hunt launch", "launch playbook", "how do I launch", or "launch checklist". |
Product/Service Launch Playbook Generator
Default lens: a SaaS / AI software startup. Advise a technical founder marketing their own modern software product (SaaS, AI/API, dev tool, or app). Tailor every recommendation to that reader.
Stage-fit (launch): Tier 1 Core · Tier 2 Useful · Tier 3 Useful. Appropriate at every served tier - generate with no stage note.
Full persona and general guidance: read .claude/skills/gtm/templates/advisor-prompt.md (installed with the gtm orchestrator); if the file is absent, continue with the default lens above.
Skill Purpose
Generate a complete, week-by-week launch playbook for any product, service, or feature launch. This skill produces a tactical plan with templates, checklists, email sequences, social posts, and metrics tracking -- everything needed to execute a successful launch.
When to Use
- User is planning to launch a new product, service, feature, or offering
- User asks for a launch plan, go-to-market strategy, or launch checklist
- User wants to coordinate a multi-channel launch campaign
- Triggered by
/gtm launch or /gtm launch <product description>
How to Execute
Step 1: Gather Launch Context
First, choose how this run works - the launch skill runs two ways:
- Launch for a project -
/gtm launch <project> (recommended when a profile exists). Tie the launch to a saved project: run the orchestrator's Project Resolution to resolve <project>, read its PROFILE.md, inherit everything /gtm init already captured, tailor the whole playbook to it, save the report into the project folder, and offer to record the launch back to the profile at the end.
- Brainstorm a launch -
/gtm launch <project description>. A standalone plan with nothing read from or written to a profile, worked up from the description the founder gives. Use it for a fresh idea, a side project, or before a profile exists.
If a profile exists but the founder hasn't said which they want, ask once; if none exists, default to brainstorm and mention /gtm init for next time.
With a profile loaded, load context from PROFILE.md before asking anything - never re-ask what /gtm init already captured. Map its fields to the inputs below and ask only for the gaps:
- Target audience ←
ICP, Secondary audience, Key pain points
- Launch goal ←
Main goal (next 30 days) and 90-day direction if set (sharpen to this launch if needed)
- Channels & assets ←
Primary channel today, Existing assets (list size, following), Links & Channels social profiles
- Existing customers/users ←
Current traction, Existing assets
- Startup type ←
Startup type (drives the launch-type choice in Step 2)
- Positioning ←
Differentiator and Key messages (set by /gtm position or /gtm competitors) - reuse these for the Week 1-2 positioning statement instead of writing one from scratch
- Competitors ← run the orchestrator's Competitor Resolution Protocol; use them for the "why us vs alternatives" content in launch week
- Also read any
Reference Documents (strategy, brand manifesto) and honor them as source of truth.
Then collect the inputs below - with a profile loaded, only the launch-specific gaps (what's launching, launch date, price, budget); in brainstorm mode, all of them:
- What are you launching? (product, service, feature, course, event)
- Who is the target audience? (demographics, pain points, existing list size)
- What is the primary launch goal? (signups, email captures, feedback, revenue target, awareness) - pre-PMF, steer the goal toward email captures and feedback conversations rather than revenue (see the early-stage default in Step 2)
- What is the launch date? (or desired timeline)
- What channels do you have access to? (email list size, social following, ad budget, partnerships)
- What is the price point? (if applicable)
- Do you have existing customers/users? (for beta, testimonials, case studies)
- What is the budget? (bootstrapped, moderate, well-funded) - when you present these as options, lead each with its top spend from the Step 10 allocation guide; never lead a tier with paid ads (at these stages "paid" means retargeting warm launch traffic, not cold acquisition).
Step 2: Determine Launch Type
Select the primary launch strategy based on the user's context:
| Launch Type | Best For | Key Channel | Timeline |
|---|
| Product Hunt | SaaS, dev tools, consumer apps | Product Hunt + Twitter/X | 4-6 weeks prep |
| Email List Launch | Course, info product, SaaS with existing list | Email | 6-8 weeks |
| Social Media Launch | Consumer product, personal brand | Twitter/X, LinkedIn, Instagram | 4-6 weeks |
| Paid Ads Launch | E-commerce, established product | Facebook/Google Ads | 2-4 weeks prep |
| Community Launch | Niche product, developer tools | Reddit, Discord, Slack communities | 6-8 weeks |
| Partner Launch | B2B, enterprise, marketplace | Partner channels | 8-12 weeks |
| Hybrid Launch | Any high-stakes launch | Multi-channel coordinated | 8-12 weeks |
Early-stage default (Tiers 1-2, no audience yet): treat the launch as one event, not a strategy - a Product Hunt + directories moment whose real yields are email captures, feedback conversations, a handful of early adopters, and durable backlinks. Set the goal in those units, not revenue. Expect the traffic spike to decay within days; the plan's job is to convert the spike into a list and learnings before it fades.
Step 3: Generate the 8-Week Launch Timeline
Weeks 1-2: Foundation
Objective: Lock in positioning, build assets, set up infrastructure.
Tasks:
Deliverables:
- Positioning statement
- Landing page live
- Email sequences drafted
- Beta tester list
Weeks 3-4: Audience Building
Objective: Build anticipation, grow waitlist, recruit beta testers.
Tasks:
Content Calendar (Weeks 3-4):
| Day | Content Type | Channel | Theme |
|---|
| Mon | Problem-awareness post | LinkedIn/Twitter | Why this problem matters |
| Tue | Behind-the-scenes | Instagram/Twitter | Show what you're building |
| Wed | Educational content | Blog/LinkedIn | Teach something related to your space |
| Thu | Social proof | Twitter/LinkedIn | Beta tester quote or result |
| Fri | Teaser/countdown | All channels | Build anticipation for launch |
Deliverables:
- 4-6 content pieces published
- Beta testers onboarded and providing feedback
- Waitlist growing
- Partner/influencer commitments secured
Weeks 5-6: Pre-Launch Intensification
Objective: Maximize anticipation, finalize assets, prep launch infrastructure.
Tasks:
Deliverables:
- All launch assets finalized and scheduled
- Partners briefed and ready
- Checkout/signup flow tested
- Support team prepared
Week 7: LAUNCH WEEK
Objective: Execute the launch with maximum impact and coordinated effort.
Day-by-Day Breakdown:
Monday - Soft Launch / VIP Access:
- Send early access email to VIPs, beta testers, and top waitlist members
- Post on social: "We're live for our early supporters"
- Collect first-day feedback and testimonials
- Monitor for bugs and issues
- Goal: First 50-100 users/customers
Tuesday - Public Announcement:
- Send main launch email to full list
- Publish launch blog post
- Post launch announcement on all social channels
- Submit to Product Hunt (if applicable -- schedule for 12:01 AM PT)
- Activate partner/affiliate promotions
- Begin paid ad campaigns (if applicable)
- Goal: Maximum visibility and traffic
Wednesday - Social Proof Push:
- Share first customer testimonials and results
- Repost/retweet customer reactions
- Send "look what people are saying" email
- Post in communities (with genuine value, not spam)
- Respond to every comment, mention, and question
- Goal: Build momentum through social proof
Thursday - Objection Handling:
- Publish FAQ or "everything you need to know" post
- Send email addressing top 3 objections
- Host live Q&A or AMA (Twitter Space, LinkedIn Live, webinar)
- Share comparison content (why this vs alternatives)
- Goal: Convert fence-sitters
Friday - Urgency and Scarcity:
- Send "early bird pricing ends soon" email
- Post countdown content on social
- Share final testimonials and case studies
- Activate scarcity mechanisms (limited spots, bonus expires)
- Goal: Drive final wave of conversions
Saturday/Sunday - Wrap Up:
- Send "last chance" email for any time-limited offers
- Compile launch week results
- Thank early customers publicly
- Begin post-launch content planning
Week 8: Post-Launch
Objective: Maintain momentum, collect feedback, plan next iteration.
Tasks:
Step 3b: Directory Submission Pack (Product Hunt + directories launches)
Directories all ask for the same assets in different lengths. Generate the pack once from the profile's positioning (Differentiator, Key messages, the one-liner), ready to paste into any submission form:
- Tagline (60 characters or less)
- Short description (140 characters or less)
- Long description (~500 words)
- Keyword list (comma-separated)
- Maker's comment (first person - the story of why you built it, ending with an honest ask for feedback)
Submission order: directories first (they build the backlink base quietly), Product Hunt as the peak event.
| Tier | Targets | Why |
|---|
| 1 - Launch platforms | Product Hunt, BetaList, Peerlist Launchpad | Launch-day visibility and early adopters |
| 2 - Software directories | SaaSHub, AlternativeTo, Capterra | Steady referral trickle + domain-authority backlinks |
| 3 - AI-specific (for AI products) | Toolify.ai, There's An AI For That, Future Tools | Category browsers actively hunting new AI tools |
The table is the stable core, not a ceiling - platforms appear and fade, so run one quick web search per launch ("[category] launch platforms", "Product Hunt alternatives") and slot anything current and relevant into the right tier. Every listing should point at a page with an email capture, so directory traffic that doesn't convert today still lands on the list.
Step 4: Email Sequence Templates
Pre-Launch Sequence (Weeks 5-6)
Email 1: The Teaser (2 weeks before)
Subject: Something big is coming...
Purpose: Build anticipation
Content: Hint at the product, share the problem it solves, tease the launch date. Don't reveal everything.
CTA: "Stay tuned" or "Make sure you're on the list"
Email 2: The Reveal (1 week before)
Subject: Here's what we've been building
Purpose: Show the product, build desire
Content: Reveal the product with screenshots/video. Share beta tester results. Announce launch date and any early bird offer.
CTA: "Mark your calendar" or "Get notified on launch day"
Email 3: The Social Proof (3 days before)
Subject: "[Beta Tester Name] got [Result] in [Timeframe]"
Purpose: Prove it works
Content: Feature 2-3 beta tester testimonials with specific results. Address the "does this actually work?" objection.
CTA: "Be ready for [launch day]"
Launch Sequence (Week 7)
Email 4: The Launch (Day 1)
Subject: It's live -- [Product Name] is here
Purpose: Drive immediate action
Content: Announce the launch. State the offer clearly. Include early bird pricing or bonus. Link directly to purchase/signup.
CTA: "Get [Product] now" with primary button
Email 5: The Social Proof Follow-Up (Day 3)
Subject: People are already seeing results
Purpose: Convert through social proof
Content: Share first-customer testimonials, screenshots of reactions, usage stats. Create FOMO.
CTA: "Join [X] others who already [outcome]"
Email 6: The Objection Handler (Day 4)
Subject: "But what if [common objection]?"
Purpose: Address hesitations
Content: List and answer top 3-5 objections. Include guarantee/risk reversal. Share FAQ.
CTA: "Try it risk-free"
Email 7: The Urgency Close (Day 5-7)
Subject: [X hours] left for [early bird / bonus / discount]
Purpose: Drive final conversions with urgency
Content: Remind of the deadline. Recap the value. Final testimonial. Clear, single CTA.
CTA: "Last chance to get [offer]"
Step 5: Social Media Launch Posts
Twitter/X Thread Template:
Post 1: After [X months/weeks] of building, I'm thrilled to announce [Product Name] is live.
[Product] helps [target audience] [achieve outcome] without [pain point].
Here's the story of why I built it (and what it can do for you):
[Thread emoji] 1/
Post 2: The problem: [Describe the problem in detail. Make it relatable.]
Post 3: The solution: [What your product does, in simple terms. Include screenshot or demo GIF.]
Post 4: Early results: [Beta tester results, specific numbers]
Post 5: What's included: [Key features as bullet points]
Post 6: Special launch offer: [Pricing, early bird deal, bonus]
Post 7: Try it now: [Link] [CTA]
LinkedIn Post Template:
I just launched [Product Name], and here's why it matters:
[1-2 sentences about the problem]
After [talking to X customers / spending Y months building / experiencing this problem myself], I realized [insight].
So I built [Product Name] to [specific outcome].
Early users are already seeing:
- [Result 1]
- [Result 2]
- [Result 3]
If you [target audience descriptor], I'd love for you to check it out:
[Link]
Special launch pricing available for the next [timeframe].
#relevant #hashtags
Instagram / Visual Platform Template:
Image/Carousel: Product screenshots, before/after, or results graphic
Caption:
[Hook - first line that stops the scroll]
The problem: [1-2 sentences]
The solution: [1-2 sentences about your product]
The results: [specific outcomes from beta users]
Launch special: [offer details]
Link in bio to get started.
[Relevant hashtags - 15-20 for Instagram]
Step 6: Press and Media Outreach
Press Release Structure:
- Headline: [Company] Launches [Product] to Help [Audience] [Outcome]
- Subheadline: [Supporting detail with a key stat or differentiator]
- First paragraph: Who, what, when, where, why (the news)
- Quote from founder/CEO
- Product details and key features
- Market context (why now, market size, trend)
- Customer quote or early results
- Availability and pricing
- About the company (boilerplate)
- Contact information
Media Pitch Email Template:
Subject: [Angle] -- [Product Name] launches to [outcome]
Hi [Name],
I'm reaching out because you've covered [related topic] and I thought [Product Name] might be interesting for your readers.
[One sentence about what it does and why it's newsworthy]
[One sentence about early traction or results]
[One sentence about what makes it different]
I'd love to offer you [exclusive story / early access / founder interview / demo].
Happy to share more details if you're interested.
Best,
[Name]
Step 7: Influencer and Partner Coordination
Partner Outreach Timeline:
- Week 3: Initial outreach with personal message
- Week 4: Follow up, share product details and demo
- Week 5: Confirm participation, send swipe copy and affiliate links
- Week 6: Reminder with launch day schedule
- Week 7: Day-of coordination, thank you notes
- Week 8: Share results, pay commissions, plan ongoing partnership
What to Provide Partners:
- Product access (free account or sample)
- Swipe copy for email, social, and blog
- Branded graphics and assets
- Unique affiliate/referral link with tracking
- Commission structure or reciprocal promotion plan
- Launch day schedule with specific asks
Step 8: Launch Metrics Dashboard
Track these metrics in real-time during launch week:
Awareness Metrics:
- Website traffic (total and by source)
- Social media impressions and reach
- Press mentions and backlinks
- Email open rates
Engagement Metrics:
- Time on site
- Pages per session
- Social media engagement rate
- Email click-through rates
- Demo video completion rate
Conversion Metrics:
- Signup/purchase conversion rate
- Revenue generated
- Average order value
- Cost per acquisition
- Email-to-conversion rate
Retention Metrics (Post-Launch):
- Day 1 / Day 7 retention
- Feature adoption rate
- Support ticket volume
- NPS score
Pre-PMF scoreboard (Tiers 1-2): email captures, feedback conversations started, and activated early adopters - in that order. Upvotes and traffic are inputs, not outcomes; revenue targets belong to launches that already have an audience to sell to.
Step 9: Common Launch Mistakes to Avoid
- Launching to nobody -- Build the audience BEFORE the product is ready
- No urgency mechanism -- Without a deadline, people bookmark and forget
- Perfectionism -- Ship at 80% quality; iterate based on real feedback
- Single-channel launch -- Coordinate across email, social, communities, and partners
- No follow-up sequence -- Most conversions happen on days 3-7, not day 1
- Ignoring time zones -- Schedule launches and emails for your audience's active hours
- No support plan -- Launch day will generate support requests; be ready
- Pricing confusion -- Make the offer crystal clear; don't make people calculate
- Forgetting mobile -- Test every email, page, and checkout on mobile
- No post-launch plan -- The launch is the beginning, not the end
Step 10: Budget Allocation Guide
| Budget Level | Allocation |
|---|
| Bootstrapped ($0-500) | 100% organic: content, communities, founder-led social, manual outreach |
| Moderate ($500-5,000) | 35% design/assets (demo video, landing page, launch graphics), 30% tools/software (email, analytics, scheduling), 25% influencer/partner/community seeding, 10% retargeting ads (warm launch visitors only, not cold acquisition) |
| Well-Funded ($5,000-25,000) | 25% influencer/partner, 25% PR/media, 20% content/assets, 15% events, 15% paid ads (retargeting first; cold acquisition only once PMF is validated) |
| Enterprise ($25,000+) | 30% paid ads, 20% events/webinars, 20% PR, 15% influencer, 10% content, 5% tools |
At the served tiers the founder is usually pre- or early-PMF, so fundamentals lead and "paid" means retargeting warm launch visitors, not cold acquisition - cold paid pre-PMF burns scarce cash (B2B SaaS CAC $150-$500) and corrupts the read on real demand. Scale cold acquisition only once the funnel converts the traffic it already gets. (Enterprise sits at Tier 4-5, where paid acquisition is a legitimate core channel, so it leads there.)
Step 11: Post-Launch Analysis Framework
After the launch, generate a retrospective covering:
- Goal vs Actual: Did you hit your targets?
- Channel Performance: Which channels drove the most conversions?
- Email Performance: Open rates, click rates, conversion rates by email
- Top Converting Content: Which posts, pages, or ads drove the most action?
- Customer Feedback Themes: What are people saying?
- What Worked: Top 3 things that drove results
- What Didn't Work: Top 3 things to change next time
- Unexpected Insights: Surprises from the data
- Next Steps: Immediate actions based on learnings
Output Format
Write the report to the resolved output path as YYYY-MM-DD-launch-playbook.md (see the orchestrator's Project Resolution) with:
# Launch Playbook: [Product Name]
## Launch Date: [Date]
## Launch Type: [Type]
## Primary Goal: [Goal with specific target]
---
## What to Expect
[Include this section in every early-stage playbook - an honest, founder-facing paragraph: this launch is one event, not a growth strategy. For a product nobody knows yet, a good launch day is hundreds of visitors, a few dozen list signups, and a handful of real conversations - the durable yield is the email list, the feedback, and the backlinks. This playbook is the map; the results come from you doing the manual work - replying to every comment, following up with every signup, showing up all day.]
## Week-by-Week Plan
[Detailed week-by-week tasks with checkboxes]
## Email Sequences
[Complete email templates customized for the product]
## Social Media Content
[Platform-specific posts ready to customize and schedule]
## Directory Pack
[Tagline, short and long descriptions, keyword list, maker's comment, and the tiered submission table with order]
## Partner/Influencer Plan
[Outreach templates and coordination timeline]
## Launch Day Checklist
[Hour-by-hour launch day plan]
## Metrics Dashboard
[Metrics to track with target benchmarks]
## Budget Allocation
[Specific dollar amounts based on stated budget]
## Post-Launch Plan
[Week 8+ activities and analysis framework]
Update the Profile (with a profile loaded)
A launch playbook is mostly episodic, but a couple of facts are worth keeping so the next command and the next run know a launch is in flight. Once the playbook is written, offer to record them - never auto-write:
"Want me to note this launch in your profile? I'd set:
- Main goal (next 30 days) -> [the launch and its target] (only if this launch is your main near-term goal)
- Context & notes -> Notes -> "Launch playbook generated [today]: [type] launch targeting [date], goal [goal]."
(y/n)"
On yes, edit projects/<name>/PROFILE.md surgically:
- Blank or still template text - write it in full and tag it
(set by /gtm launch, YYYY-MM-DD).
- Already holds the founder's wording - don't overwrite; show the current value beside your proposed change and take the lightest action that fits: leave it if it still holds, the smallest sharpening edit if improvable, a full replacement only if the launch genuinely changed the goal.
Touch only the two fields above; leave competitors, differentiator, links, and everything else exactly as they are.
Key Principles
- Every recommendation should be tied to the user's specific product, audience, and resources. Generic advice is useless.
- Include specific templates they can copy-paste and customize, not just frameworks.
- If the user has run previous skills (market audit, market landing, market brand), incorporate those findings into the launch plan.
- Time the playbook to their stated launch date and work backwards.
- Always include a "minimum viable launch" option for users with limited resources.
- Emphasize that launching is an event, not a moment -- the buildup and follow-through matter more than day one.
