1---
2name: launch-strategy
3description: "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.' Use this whenever someone is preparing to release something publicly. For ongoing marketing after launch, see marketing-ideas."
4metadata:
5  version: 1.1.0
6---
7 
8# Launch Strategy
9 
10You 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.
11 
12## Before Starting
13 
14**Check for product marketing context first:**
15If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
16 
17---
18 
19## Core Philosophy
20 
21The 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.
22 
23A strong launch isn't about a single moment. It's about:
24- Getting your product into users' hands early
25- Learning from real feedback
26- Making a splash at every stage
27- Building momentum that compounds over time
28 
29---
30 
31## The ORB Framework
32 
33Structure your launch marketing across three channel types. Everything should ultimately lead back to owned channels.
34 
35### Owned Channels
36You own the channel (though not the audience). Direct access without algorithms or platform rules.
37 
38**Examples:**
39- Email list
40- Blog
41- Podcast
42- Branded community (Slack, Discord)
43- Website/product
44 
45**Why they matter:**
46- Get more effective over time
47- No algorithm changes or pay-to-play
48- Direct relationship with audience
49- Compound value from content
50 
51**Start with 1-2 based on audience:**
52- Industry lacks quality content → Start a blog
53- People want direct updates → Focus on email
54- Engagement matters → Build a community
55 
56**Example - Superhuman:**
57Built demand through an invite-only waitlist and one-on-one onboarding sessions. Every new user got a 30-minute live demo. This created exclusivity, FOMO, and word-of-mouth—all through owned relationships. Years later, their original onboarding materials still drive engagement.
58 
59### Rented Channels
60Platforms that provide visibility but you don't control. Algorithms shift, rules change, pay-to-play increases.
61 
62**Examples:**
63- Social media (Twitter/X, LinkedIn, Instagram)
64- App stores and marketplaces
65- YouTube
66- Reddit
67 
68**How to use correctly:**
69- Pick 1-2 platforms where your audience is active
70- Use them to drive traffic to owned channels
71- Don't rely on them as your only strategy
72 
73**Example - Notion:**
74Hacked virality through Twitter, YouTube, and Reddit where productivity enthusiasts were active. Encouraged community to share templates and workflows. But they funneled all visibility into owned assets—every viral post led to signups, then targeted email onboarding.
75 
76**Platform-specific tactics:**
77- Twitter/X: Threads that spark conversation → link to newsletter
78- LinkedIn: High-value posts → lead to gated content or email signup
79- Marketplaces (Shopify, Slack): Optimize listing → drive to site for more
80 
81Rented channels give speed, not stability. Capture momentum by bringing users into your owned ecosystem.
82 
83### Borrowed Channels
84Tap into someone else's audience to shortcut the hardest part—getting noticed.
85 
86**Examples:**
87- Guest content (blog posts, podcast interviews, newsletter features)
88- Collaborations (webinars, co-marketing, social takeovers)
89- Speaking engagements (conferences, panels, virtual summits)
90- Influencer partnerships
91 
92**Be proactive, not passive:**
931. List industry leaders your audience follows
942. Pitch win-win collaborations
953. Use tools like SparkToro or Listen Notes to find audience overlap
964. Set up affiliate/referral incentives (for channel partner launches, use [Introw](../../tools/integrations/introw.md) to manage deal registration and commissions)
97 
98**Example - TRMNL:**
99Sent a free e-ink display to YouTuber Snazzy Labs—not a paid sponsorship, just hoping he'd like it. He created an in-depth review that racked up 500K+ views and drove $500K+ in sales. They also set up an affiliate program for ongoing promotion.
100 
101Borrowed channels give instant credibility, but only work if you convert borrowed attention into owned relationships.
102 
103---
104 
105## Five-Phase Launch Approach
106 
107Launching isn't a one-day event. It's a phased process that builds momentum.
108 
109### Phase 1: Internal Launch
110Gather initial feedback and iron out major issues before going public.
111 
112**Actions:**
113- Recruit early users one-on-one to test for free
114- Collect feedback on usability gaps and missing features
115- Ensure prototype is functional enough to demo (doesn't need to be production-ready)
116 
117**Goal:** Validate core functionality with friendly users.
118 
119### Phase 2: Alpha Launch
120Put the product in front of external users in a controlled way.
121 
122**Actions:**
123- Create landing page with early access signup form
124- Announce the product exists
125- Invite users individually to start testing
126- MVP should be working in production (even if still evolving)
127 
128**Goal:** First external validation and initial waitlist building.
129 
130### Phase 3: Beta Launch
131Scale up early access while generating external buzz.
132 
133**Actions:**
134- Work through early access list (some free, some paid)
135- Start marketing with teasers about problems you solve
136- Recruit friends, investors, and influencers to test and share
137 
138**Consider adding:**
139- Coming soon landing page or waitlist
140- "Beta" sticker in dashboard navigation
141- Email invites to early access list
142- Early access toggle in settings for experimental features
143 
144**Goal:** Build buzz and refine product with broader feedback.
145 
146### Phase 4: Early Access Launch
147Shift from small-scale testing to controlled expansion.
148 
149**Actions:**
150- Leak product details: screenshots, feature GIFs, demos
151- Gather quantitative usage data and qualitative feedback
152- Run user research with engaged users (incentivize with credits)
153- Optionally run product/market fit survey to refine messaging
154 
155**Expansion options:**
156- Option A: Throttle invites in batches (5-10% at a time)
157- Option B: Invite all users at once under "early access" framing
158 
159**Goal:** Validate at scale and prepare for full launch.
160 
161### Phase 5: Full Launch
162Open the floodgates.
163 
164**Actions:**
165- Open self-serve signups
166- Start charging (if not already)
167- Announce general availability across all channels
168 
169**Launch touchpoints:**
170- Customer emails
171- In-app popups and product tours
172- Website banner linking to launch assets
173- "New" sticker in dashboard navigation
174- Blog post announcement
175- Social posts across platforms
176- Product Hunt, BetaList, Hacker News, etc.
177 
178**Goal:** Maximum visibility and conversion to paying users.
179 
180---
181 
182## Product Hunt Launch Strategy
183 
184Product Hunt can be powerful for reaching early adopters, but it's not magic—it requires preparation.
185 
186### Pros
187- Exposure to tech-savvy early adopter audience
188- Credibility bump (especially if Product of the Day)
189- Potential PR coverage and backlinks
190 
191### Cons
192- Very competitive to rank well
193- Short-lived traffic spikes
194- Requires significant pre-launch planning
195 
196### How to Launch Successfully
197 
198**Before launch day:**
1991. Build relationships with influential supporters, content hubs, and communities
2002. Optimize your listing: compelling tagline, polished visuals, short demo video
2013. Study successful launches to identify what worked
2024. Engage in relevant communities—provide value before pitching
2035. Prepare your team for all-day engagement
204 
205**On launch day:**
2061. Treat it as an all-day event
2072. Respond to every comment in real-time
2083. Answer questions and spark discussions
2094. Encourage your existing audience to engage
2105. Direct traffic back to your site to capture signups
211 
212**After launch day:**
2131. Follow up with everyone who engaged
2142. Convert Product Hunt traffic into owned relationships (email signups)
2153. Continue momentum with post-launch content
216 
217### Case Studies
218 
219**SavvyCal** (Scheduling tool):
220- Optimized landing page and onboarding before launch
221- Built relationships with productivity/SaaS influencers in advance
222- Responded to every comment on launch day
223- Result: #2 Product of the Month
224 
225**Reform** (Form builder):
226- Studied successful launches and applied insights
227- Crafted clear tagline, polished visuals, demo video
228- Engaged in communities before launch (provided value first)
229- Treated launch as all-day engagement event
230- Directed traffic to capture signups
231- Result: #1 Product of the Day
232 
233---
234 
235## Post-Launch Product Marketing
236 
237Your launch isn't over when the announcement goes live. Now comes adoption and retention work.
238 
239### Immediate Post-Launch Actions
240 
241**Educate new users:**
242Set up automated onboarding email sequence introducing key features and use cases.
243 
244**Reinforce the launch:**
245Include announcement in your weekly/biweekly/monthly roundup email to catch people who missed it.
246 
247**Differentiate against competitors:**
248Publish comparison pages highlighting why you're the obvious choice.
249 
250**Update web pages:**
251Add dedicated sections about the new feature/product across your site.
252 
253**Offer hands-on preview:**
254Create no-code interactive demo (using tools like Navattic) so visitors can explore before signing up.
255 
256### Keep Momentum Going
257It's easier to build on existing momentum than start from scratch. Every touchpoint reinforces the launch.
258 
259---
260 
261## Ongoing Launch Strategy
262 
263Don't rely on a single launch event. Regular updates and feature rollouts sustain engagement.
264 
265### How to Prioritize What to Announce
266 
267Use this matrix to decide how much marketing each update deserves:
268 
269**Major updates** (new features, product overhauls):
270- Full campaign across multiple channels
271- Blog post, email campaign, in-app messages, social media
272- Maximize exposure
273 
274**Medium updates** (new integrations, UI enhancements):
275- Targeted announcement
276- Email to relevant segments, in-app banner
277- Don't need full fanfare
278 
279**Minor updates** (bug fixes, small tweaks):
280- Changelog and release notes
281- Signal that product is improving
282- Don't dominate marketing
283 
284### Announcement Tactics
285 
286**Space out releases:**
287Instead of shipping everything at once, stagger announcements to maintain momentum.
288 
289**Reuse high-performing tactics:**
290If a previous announcement resonated, apply those insights to future updates.
291 
292**Keep engaging:**
293Continue using email, social, and in-app messaging to highlight improvements.
294 
295**Signal active development:**
296Even small changelog updates remind customers your product is evolving. This builds retention and word-of-mouth—customers feel confident you'll be around.
297 
298---
299 
300## Launch Checklist
301 
302### Pre-Launch
303- [ ] Landing page with clear value proposition
304- [ ] Email capture / waitlist signup
305- [ ] Early access list built
306- [ ] Owned channels established (email, blog, community)
307- [ ] Rented channel presence (social profiles optimized)
308- [ ] Borrowed channel opportunities identified (podcasts, influencers)
309- [ ] Product Hunt listing prepared (if using)
310- [ ] Launch assets created (screenshots, demo video, GIFs)
311- [ ] Onboarding flow ready
312- [ ] Analytics/tracking in place
313 
314### Launch Day
315- [ ] Announcement email to list
316- [ ] Blog post published
317- [ ] Social posts scheduled and posted
318- [ ] Product Hunt listing live (if using)
319- [ ] In-app announcement for existing users
320- [ ] Website banner/notification active
321- [ ] Team ready to engage and respond
322- [ ] Monitor for issues and feedback
323 
324### Post-Launch
325- [ ] Onboarding email sequence active
326- [ ] Follow-up with engaged prospects
327- [ ] Roundup email includes announcement
328- [ ] Comparison pages published
329- [ ] Interactive demo created
330- [ ] Gather and act on feedback
331- [ ] Plan next launch moment
332 
333---
334 
335## Task-Specific Questions
336 
3371. What are you launching? (New product, major feature, minor update)
3382. What's your current audience size and engagement?
3393. What owned channels do you have? (Email list size, blog traffic, community)
3404. What's your timeline for launch?
3415. Have you launched before? What worked/didn't work?
3426. Are you considering Product Hunt? What's your preparation status?
343 
344---
345 
346## Related Skills
347 
348- **marketing-ideas**: For additional launch tactics (#22 Product Hunt, #23 Early Access Referrals)
349- **email-sequence**: For launch and onboarding email sequences
350- **page-cro**: For optimizing launch landing pages
351- **marketing-psychology**: For psychology behind waitlists and exclusivity
352- **programmatic-seo**: For comparison pages mentioned in post-launch
353- **sales-enablement**: For launch sales collateral and enablement materials
354