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.' This skill covers phased launches, channel strategy, and ongoing launch momentum.
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npx mdskills install sickn33/launch-strategyComprehensive launch planning framework with ORB channels, phased rollout, and Product Hunt tactics
1---2name: launch-strategy3description: "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.' This skill covers phased launches, channel strategy, and ongoing launch momentum."4---56# Launch Strategy78You 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.910## Core Philosophy1112The 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.1314A strong launch isn't about a single moment. It's about:15- Getting your product into users' hands early16- Learning from real feedback17- Making a splash at every stage18- Building momentum that compounds over time1920---2122## The ORB Framework2324Structure your launch marketing across three channel types. Everything should ultimately lead back to owned channels.2526### Owned Channels27You own the channel (though not the audience). Direct access without algorithms or platform rules.2829**Examples:**30- Email list31- Blog32- Podcast33- Branded community (Slack, Discord)34- Website/product3536**Why they matter:**37- Get more effective over time38- No algorithm changes or pay-to-play39- Direct relationship with audience40- Compound value from content4142**Start with 1-2 based on audience:**43- Industry lacks quality content → Start a blog44- People want direct updates → Focus on email45- Engagement matters → Build a community4647**Example - Superhuman:**48Built 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.4950### Rented Channels51Platforms that provide visibility but you don't control. Algorithms shift, rules change, pay-to-play increases.5253**Examples:**54- Social media (Twitter/X, LinkedIn, Instagram)55- App stores and marketplaces56- YouTube57- Reddit5859**How to use correctly:**60- Pick 1-2 platforms where your audience is active61- Use them to drive traffic to owned channels62- Don't rely on them as your only strategy6364**Example - Notion:**65Hacked 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.6667**Platform-specific tactics:**68- Twitter/X: Threads that spark conversation → link to newsletter69- LinkedIn: High-value posts → lead to gated content or email signup70- Marketplaces (Shopify, Slack): Optimize listing → drive to site for more7172Rented channels give speed, not stability. Capture momentum by bringing users into your owned ecosystem.7374### Borrowed Channels75Tap into someone else's audience to shortcut the hardest part—getting noticed.7677**Examples:**78- Guest content (blog posts, podcast interviews, newsletter features)79- Collaborations (webinars, co-marketing, social takeovers)80- Speaking engagements (conferences, panels, virtual summits)81- Influencer partnerships8283**Be proactive, not passive:**841. List industry leaders your audience follows852. Pitch win-win collaborations863. Use tools like SparkToro or Listen Notes to find audience overlap874. Set up affiliate/referral incentives8889**Example - TRMNL:**90Sent 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.9192Borrowed channels give instant credibility, but only work if you convert borrowed attention into owned relationships.9394---9596## Five-Phase Launch Approach9798Launching isn't a one-day event. It's a phased process that builds momentum.99100### Phase 1: Internal Launch101Gather initial feedback and iron out major issues before going public.102103**Actions:**104- Recruit early users one-on-one to test for free105- Collect feedback on usability gaps and missing features106- Ensure prototype is functional enough to demo (doesn't need to be production-ready)107108**Goal:** Validate core functionality with friendly users.109110### Phase 2: Alpha Launch111Put the product in front of external users in a controlled way.112113**Actions:**114- Create landing page with early access signup form115- Announce the product exists116- Invite users individually to start testing117- MVP should be working in production (even if still evolving)118119**Goal:** First external validation and initial waitlist building.120121### Phase 3: Beta Launch122Scale up early access while generating external buzz.123124**Actions:**125- Work through early access list (some free, some paid)126- Start marketing with teasers about problems you solve127- Recruit friends, investors, and influencers to test and share128129**Consider adding:**130- Coming soon landing page or waitlist131- "Beta" sticker in dashboard navigation132- Email invites to early access list133- Early access toggle in settings for experimental features134135**Goal:** Build buzz and refine product with broader feedback.136137### Phase 4: Early Access Launch138Shift from small-scale testing to controlled expansion.139140**Actions:**141- Leak product details: screenshots, feature GIFs, demos142- Gather quantitative usage data and qualitative feedback143- Run user research with engaged users (incentivize with credits)144- Optionally run product/market fit survey to refine messaging145146**Expansion options:**147- Option A: Throttle invites in batches (5-10% at a time)148- Option B: Invite all users at once under "early access" framing149150**Goal:** Validate at scale and prepare for full launch.151152### Phase 5: Full Launch153Open the floodgates.154155**Actions:**156- Open self-serve signups157- Start charging (if not already)158- Announce general availability across all channels159160**Launch touchpoints:**161- Customer emails162- In-app popups and product tours163- Website banner linking to launch assets164- "New" sticker in dashboard navigation165- Blog post announcement166- Social posts across platforms167- Product Hunt, BetaList, Hacker News, etc.168169**Goal:** Maximum visibility and conversion to paying users.170171---172173## Product Hunt Launch Strategy174175Product Hunt can be powerful for reaching early adopters, but it's not magic—it requires preparation.176177### Pros178- Exposure to tech-savvy early adopter audience179- Credibility bump (especially if Product of the Day)180- Potential PR coverage and backlinks181182### Cons183- Very competitive to rank well184- Short-lived traffic spikes185- Requires significant pre-launch planning186187### How to Launch Successfully188189**Before launch day:**1901. Build relationships with influential supporters, content hubs, and communities1912. Optimize your listing: compelling tagline, polished visuals, short demo video1923. Study successful launches to identify what worked1934. Engage in relevant communities—provide value before pitching1945. Prepare your team for all-day engagement195196**On launch day:**1971. Treat it as an all-day event1982. Respond to every comment in real-time1993. Answer questions and spark discussions2004. Encourage your existing audience to engage2015. Direct traffic back to your site to capture signups202203**After launch day:**2041. Follow up with everyone who engaged2052. Convert Product Hunt traffic into owned relationships (email signups)2063. Continue momentum with post-launch content207208### Case Studies209210**SavvyCal** (Scheduling tool):211- Optimized landing page and onboarding before launch212- Built relationships with productivity/SaaS influencers in advance213- Responded to every comment on launch day214- Result: #2 Product of the Month215216**Reform** (Form builder):217- Studied successful launches and applied insights218- Crafted clear tagline, polished visuals, demo video219- Engaged in communities before launch (provided value first)220- Treated launch as all-day engagement event221- Directed traffic to capture signups222- Result: #1 Product of the Day223224---225226## Post-Launch Product Marketing227228Your launch isn't over when the announcement goes live. Now comes adoption and retention work.229230### Immediate Post-Launch Actions231232**Educate new users:**233Set up automated onboarding email sequence introducing key features and use cases.234235**Reinforce the launch:**236Include announcement in your weekly/biweekly/monthly roundup email to catch people who missed it.237238**Differentiate against competitors:**239Publish comparison pages highlighting why you're the obvious choice.240241**Update web pages:**242Add dedicated sections about the new feature/product across your site.243244**Offer hands-on preview:**245Create no-code interactive demo (using tools like Navattic) so visitors can explore before signing up.246247### Keep Momentum Going248It's easier to build on existing momentum than start from scratch. Every touchpoint reinforces the launch.249250---251252## Ongoing Launch Strategy253254Don't rely on a single launch event. Regular updates and feature rollouts sustain engagement.255256### How to Prioritize What to Announce257258Use this matrix to decide how much marketing each update deserves:259260**Major updates** (new features, product overhauls):261- Full campaign across multiple channels262- Blog post, email campaign, in-app messages, social media263- Maximize exposure264265**Medium updates** (new integrations, UI enhancements):266- Targeted announcement267- Email to relevant segments, in-app banner268- Don't need full fanfare269270**Minor updates** (bug fixes, small tweaks):271- Changelog and release notes272- Signal that product is improving273- Don't dominate marketing274275### Announcement Tactics276277**Space out releases:**278Instead of shipping everything at once, stagger announcements to maintain momentum.279280**Reuse high-performing tactics:**281If a previous announcement resonated, apply those insights to future updates.282283**Keep engaging:**284Continue using email, social, and in-app messaging to highlight improvements.285286**Signal active development:**287Even small changelog updates remind customers your product is evolving. This builds retention and word-of-mouth—customers feel confident you'll be around.288289---290291## Launch Checklist292293### Pre-Launch294- [ ] Landing page with clear value proposition295- [ ] Email capture / waitlist signup296- [ ] Early access list built297- [ ] Owned channels established (email, blog, community)298- [ ] Rented channel presence (social profiles optimized)299- [ ] Borrowed channel opportunities identified (podcasts, influencers)300- [ ] Product Hunt listing prepared (if using)301- [ ] Launch assets created (screenshots, demo video, GIFs)302- [ ] Onboarding flow ready303- [ ] Analytics/tracking in place304305### Launch Day306- [ ] Announcement email to list307- [ ] Blog post published308- [ ] Social posts scheduled and posted309- [ ] Product Hunt listing live (if using)310- [ ] In-app announcement for existing users311- [ ] Website banner/notification active312- [ ] Team ready to engage and respond313- [ ] Monitor for issues and feedback314315### Post-Launch316- [ ] Onboarding email sequence active317- [ ] Follow-up with engaged prospects318- [ ] Roundup email includes announcement319- [ ] Comparison pages published320- [ ] Interactive demo created321- [ ] Gather and act on feedback322- [ ] Plan next launch moment323324---325326## Questions to Ask327328If you need more context:3291. What are you launching? (New product, major feature, minor update)3302. What's your current audience size and engagement?3313. What owned channels do you have? (Email list size, blog traffic, community)3324. What's your timeline for launch?3335. Have you launched before? What worked/didn't work?3346. Are you considering Product Hunt? What's your preparation status?335336---337338## Related Skills339340- **marketing-ideas**: For additional launch tactics (#22 Product Hunt, #23 Early Access Referrals)341- **email-sequence**: For launch and onboarding email sequences342- **page-cro**: For optimizing launch landing pages343- **marketing-psychology**: For psychology behind waitlists and exclusivity344- **programmatic-seo**: For comparison pages mentioned in post-launch345
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