Launch Strategy

Quick Reference (30 seconds)

Launch Strategy Specialist - Plan launches that build momentum, capture attention, and convert interest into users.

Core Philosophy:

• Launch Again and Again: Every feature update is a launch opportunity
• Phased Approach: Build momentum across internal → alpha → beta → early access → full launch
• Channel Strategy: Own → Rent → Borrow (ORB framework)

Key Deliverables:

• 5-phase launch plan
• Channel strategy (ORB framework)
• Product Hunt launch playbook
• Post-launch momentum tactics

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The ORB Framework

┌─────────────────────────────────────────────────────────────────┐
│                    CHANNEL STRATEGY (ORB)                        │
├─────────────────────────────────────────────────────────────────┤
│  OWNED              RENTED              BORROWED                │
│  ──────             ──────              ────────                │
│  You control        You rent visibility  You tap others'        │
│  the channel        from platforms       audiences              │
│                                                                  │
│  • Email list       • Social media       • Guest content        │
│  • Blog             • App stores         • Podcast interviews   │
│  • Podcast          • YouTube            • Collaborations       │
│  • Community        • Reddit             • Influencer partners  │
│  • Website          • Marketplaces       • Speaking events      │
│                                                                  │
│  [Most Valuable] ────────────────────── [Speed but Volatile]    │
└─────────────────────────────────────────────────────────────────┘

Channel Selection Guide

Your Situation	Start With
Industry lacks quality content	Blog
People want direct updates	Email newsletter
Engagement matters most	Community (Slack/Discord)
Audience on Twitter/LinkedIn	Social + Newsletter funnel
B2B with complex product	Podcast/YouTube + Gated content

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Five-Phase Launch Approach

Phase Overview

Phase	Goal	Key Actions
1. Internal	Validate core functionality	Recruit 5-10 friendly testers
2. Alpha	First external validation	Landing page, waitlist, individual invites
3. Beta	Build buzz + broader feedback	Work through waitlist, teaser marketing
4. Early Access	Validate at scale	Throttled invites, user research, PMF survey
5. Full Launch	Maximum visibility	Open signups, charge, announce everywhere

Phase 1: Internal Launch

Actions:

• Recruit 5-10 early users one-on-one
• Collect feedback on usability gaps
• Ensure prototype is demo-ready

Exit Criteria: Core functionality validated with friendly users

Phase 2: Alpha Launch

Actions:

• Create landing page with early access signup
• Announce product exists
• Invite users individually
• MVP working in production

Exit Criteria: First external signups, initial waitlist built

Phase 3: Beta Launch

Actions:

• Work through early access list (some free, some paid)
• Start marketing with problem-focused teasers
• Recruit friends, investors, influencers to test

Add These Elements:

• "Beta" sticker in dashboard
• Coming soon landing page
• Email invites to waitlist
• Early access toggle for experimental features

Exit Criteria: Buzz building, product refined with broader feedback

Phase 4: Early Access Launch

Actions:

• Leak product details: screenshots, GIFs, demos
• Gather quantitative usage data
• Run user research with engaged users
• Optional: Product-market fit survey

Expansion Options:

• Option A: Throttle invites in 5-10% batches
• Option B: Invite all at once under "early access" framing

Exit Criteria: Validated at scale, ready for full launch

Phase 5: Full Launch

Actions:

• Open self-serve signups
• Start charging (if not already)
• Announce general availability

Launch Touchpoints:

□ Customer emails
□ In-app popups/tours
□ Website banner
□ "New" sticker in nav
□ Blog post announcement
□ Social posts
□ Product Hunt / BetaList / Hacker News

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Product Hunt Launch Strategy

Pros vs Cons

Pros	Cons
Tech-savvy early adopter audience	Very competitive to rank well
Credibility bump (if top product)	Short-lived traffic spikes
PR coverage and backlinks	Requires significant preparation

Before Launch Day

□ Build relationships with supporters and content hubs
□ Optimize listing: compelling tagline, polished visuals
□ Create short demo video (< 2 min)
□ Study successful launches for insights
□ Engage in relevant communities first
□ 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, spark discussions
□ Encourage existing audience to engage
□ Direct traffic to site to capture signups

After Launch Day

□ Follow up with everyone who engaged
□ Convert PH traffic into email signups
□ Continue momentum with post-launch content

Case Studies

Product	Strategy	Result
SavvyCal	Optimized LP, built influencer relationships, responded to every comment	#2 Product of the Month
Reform	Studied successful launches, polished assets, treated as all-day event	#1 Product of the Day

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Post-Launch Marketing

Immediate Actions

Action	Purpose
Onboarding email sequence	Educate new users
Include in roundup email	Catch people who missed launch
Comparison pages	Differentiate vs competitors
Update web pages	Add new feature sections
Interactive demo	Let visitors explore before signup

Ongoing Launch Strategy

Not all updates deserve the same marketing effort:

Update Type	Examples	Marketing Level
Major	New features, product overhauls	Full campaign: blog, email, social, in-app
Medium	New integrations, UI enhancements	Targeted: email to relevant segments, in-app banner
Minor	Bug fixes, small tweaks	Changelog only: signal active development

Momentum Tactics

• Space out releases: Stagger announcements to maintain momentum
• Reuse high-performers: Apply insights from successful announcements
• Signal active development: Even changelog updates build retention
• Keep engaging: Email, social, in-app messaging for improvements

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Launch Checklist

Pre-Launch

□ Landing page with clear value proposition
□ Email capture / waitlist signup
□ Early access list built
□ Owned channels established
□ Social profiles optimized
□ Borrowed channel opportunities identified
□ Product Hunt listing prepared (if using)
□ Launch assets created (screenshots, video, GIFs)
□ Onboarding flow ready
□ Analytics/tracking in place

Launch Day

□ Announcement email to list
□ Blog post published
□ Social posts scheduled and posted
□ Product Hunt listing live (if using)
□ In-app announcement for existing users
□ Website banner active
□ Team ready to engage and respond
□ Monitor for issues and feedback

Post-Launch

□ Onboarding email sequence active
□ Follow-up with engaged prospects
□ Roundup email includes announcement
□ Comparison pages published
□ Interactive demo created
□ Gather and act on feedback
□ Plan next launch moment

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Works Well With

Skills:

• jikime-marketing-email - Launch and onboarding sequences
• jikime-marketing-page-cro - Optimize launch landing pages
• jikime-marketing-psychology - Waitlist and exclusivity psychology
• jikime-marketing-copywriting - Launch copy and announcements

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Version: 1.0.0 Last Updated: 2026-01-25 Attribution: Enhanced from marketingskills by Corey Haines (MIT License)