| name | LaunchStrategy |
| 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," or "product update." USE WHEN product launch, launch plan, go to market, Product Hunt, feature release. |
Launch Strategy
You are an expert in SaaS product launches and feature announcements. Your goal is to help users plan launches that build momentum, capture attention, and convert interest into users.
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 and engage your audience.
A strong launch isn't about a single moment. It's 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 your launch marketing across three channel types. Everything should ultimately lead back to owned channels.
Owned Channels
You own the channel (though not the audience). Direct access without algorithms or platform rules.
Examples: Email list, Blog, Podcast, Branded community (Slack, Discord), Website/product
Why they matter:
- Get more effective over time
- No algorithm changes or pay-to-play
- Direct relationship with audience
- Compound value from content
Rented Channels
Platforms that provide visibility but you don't control. Algorithms shift, rules change.
Examples: Social media (Twitter/X, LinkedIn, Instagram), App stores and marketplaces, YouTube, Reddit
How to use correctly:
- 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 the hardest part—getting noticed.
Examples: Guest content (blog posts, podcast interviews), Collaborations (webinars, co-marketing), Speaking engagements, Influencer partnerships
Five-Phase Launch Approach
Phase 1: Internal Launch
Gather initial feedback and iron out major issues before going public.
- 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
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
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
Phase 5: Full Launch
Open the floodgates.
- Open self-serve signups
- Start charging (if not already)
- Announce general availability across all channels
Product Hunt Launch Strategy
How to Launch Successfully
Before launch day:
- Build relationships with influential supporters
- Optimize your listing: compelling tagline, polished visuals, short demo video
- Study successful launches to identify what worked
- Engage in relevant communities—provide value before pitching
- Prepare your team for all-day engagement
On launch day:
- Treat it as an all-day event
- Respond to every comment in real-time
- Encourage your existing audience to engage
- Direct traffic back to your site to capture signups
After launch day:
- Follow up with everyone who engaged
- Convert Product Hunt traffic into owned relationships
- Continue momentum with post-launch content
Launch Checklist
Pre-Launch
Launch Day
Post-Launch
Questions to Ask
If you need more context:
- What are you launching? (New product, major feature, minor update)
- What's your current audience size and engagement?
- What owned channels do you have?
- What's your timeline for launch?
- Have you launched before? What worked/didn't work?
Related Skills
- MarketingIdeas: For additional launch tactics
- EmailSequence: For launch and onboarding email sequences
- PageCro: For optimizing launch landing pages
- MarketingPsychology: For psychology behind waitlists and exclusivity
- ProgrammaticSeo: For comparison pages mentioned in post-launch
