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Plan product launches and go-to-market strategy. Use when launching products, entering new markets, or planning marketing campaigns. Covers positioning, channels, messaging, and launch execution.
Plan and execute successful product launches.
Launch is a campaign, not an event. Build momentum before launch, peak at launch, sustain after launch.
Goal: Define how product fits in market landscape
Positioning Statement:
For [target customer]
Who [customer need/problem]
[Product name] is a [product category]
That [key benefit/differentiation]
Unlike [competitors]
Our product [unique value]
Competitive Analysis:
| Competitor | Strengths | Weaknesses | Our Advantage |
|---|---|---|---|
| Competitor A | Feature X | Price | Better UX |
Validation:
Goal: Create compelling launch messaging
Message Hierarchy:
Content Types:
Validation:
Goal: Identify where to reach target customers
Channel Options:
Owned Channels (free, full control):
Earned Channels (free, limited control):
Paid Channels (cost, full control):
Channel Prioritization:
1. Email list (highest ROI, existing audience)
2. Product Hunt (tech products)
3. Twitter/LinkedIn (organic + paid)
4. Google Ads (intent-based)
5. Press outreach (if newsworthy)
Validation:
Goal: Coordinate launch activities
6-Week Launch Timeline:
Week -6 (Planning):
Week -4 (Pre-launch):
Week -2 (Warm-up):
Week 0 (Launch Day):
Week +1 (Momentum):
Week +2 (Sustain):
Validation:
Goal: Measure launch effectiveness
Launch Metrics:
Success Criteria (Define before launch):
week_1_goals:
signups: 500
trial_starts: 200
product_hunt_ranking: top 5
social_engagement: 1000+ interactions
month_1_goals:
paying_customers: 50
mrr: $5,000
activation_rate: 40%
retention_week_1: 60%
Post-Launch Review:
Validation:
Product Hunt Launch:
Press Launch:
Email Launch:
Community Launch:
ā Launching without audience ā Build email list first ā One-day launch, then silence ā Sustain momentum ā No clear CTA ā Make next step obvious ā Launching to everyone ā Target specific segment first ā No success metrics ā Define goals before launch ā Ignoring feedback ā Respond and iterate quickly ā Over-promising ā Set realistic expectations
Related Skills:
product-strategist - For validating market fit before launchmvp-builder - For building product to launchuser-researcher - For understanding target customersRelated Playbooks:
PLAYBOOKS/launch-on-product-hunt.md - PH launch guide (when created)PLAYBOOKS/press-outreach.md - Press strategy (when created)