Launch Strategy
Plan and execute product launches that build momentum — from pre-launch hype to post-launch retention.
What This Skill Does
The Challenge: Most product launches underperform because they lack structure. Teams ship without a pre-launch waitlist, announce with generic copy, and miss the 72-hour window where launch momentum converts to customers.
The Solution: Launch Strategy skill provides structured launch playbooks for Product Hunt, email lists, social channels, and press. Covers the 30-day pre-launch, launch day execution, and 30-day post-launch optimization phases.
Activation
Implicit: Activates when user mentions product launch, feature announcement, go-to-market, or release planning.
Explicit: Activate via prompt:
Activate launch-strategy skill to plan [product/feature] launch for [date/timeline]Capabilities
1. Launch Playbook Templates
Structured timeline for each launch type.
Launch types:
| Type | Channels | Timeline | Goal |
|---|---|---|---|
| Product Hunt | PH, Twitter, email | Launch day only | Upvotes + visibility |
| SaaS feature | Email, in-app, blog | 2-week campaign | Activation |
| Public beta | Waitlist, press | 30 days | Signups + feedback |
| Paid tier launch | Email, ads, affiliates | 60 days | Revenue |
2. Pre-Launch Phase (30 Days)
Build audience and anticipation before shipping.
Pre-launch checklist:
- Build waitlist landing page (target: 500+ emails)
- Create teaser content (3-5 behind-the-scenes posts)
- Recruit 10-20 beta users for testimonials
- Brief press and influencers (embargo until launch day)
- Prepare Product Hunt hunter and team upvoters
- Write email sequence for launch week (3 emails)
- Line up co-marketing partners
3. Launch Day Playbook
Hour-by-hour execution plan for launch day.
Launch day timeline:
12:01 AM — Product Hunt submission live
6:00 AM — Email #1 to full list ("We launched!")
9:00 AM — Twitter/LinkedIn announcement with demo video
10:00 AM — DM 50 personal connections to check it out
12:00 PM — Email #2 to segments (customers, trial, churned)
3:00 PM — Respond to all PH comments
6:00 PM — Update leaderboard progress tweet4. Launch Copy Templates
Ready-to-customize copy for each channel.
Product Hunt tagline formula: “[Product] — [specific benefit] for [target audience]”
Launch email subject lines:
- “We’re live on Product Hunt today 🚀” (direct)
- “The wait is over — [Product] is here” (relief)
- “You asked for [feature] — here it is” (acknowledgment)
5. Post-Launch Optimization (30 Days)
Convert launch visitors to retained customers.
Post-launch metrics to track:
- Activation rate (% who complete key action in day 1)
- Day-7 retention
- First-week revenue
- Press pickups
- Word-of-mouth referral rate
Prerequisites
- Product functionally complete (no launch with critical bugs)
- Landing page live with analytics
- Email list with segmentation
- Social accounts active
Best Practices
1. Launch to a warm audience first Email your list before going public. Early engagement signals boost algorithmic visibility.
2. Collect social proof before launch day 10 real testimonials on launch day outperform any copy you write.
3. Extend the launch window “We’re live!” → “Last 24 hours” → “Top 5 of the week” → “Thank you” creates a 72-hour cycle.
Common Use Cases
Use Case 1: SaaS Product Hunt Launch
Scenario: Bootstrapped SaaS targeting #1 Product Hunt for the day.
30-day plan:
- Week -4: Waitlist page live, begin content teasing
- Week -3: Recruit 50 personal supporters for upvote day
- Week -2: Brief friendly press (TechCrunch, IndieHackers)
- Week -1: Beta user testimonial collection
- Launch day: 6am email → 9am social → 12pm follow-up
- Week +1: “Thank you” post + convert trial users
Use Case 2: Feature Announcement to Existing Customers
Scenario: New AI feature launch to customer base.
Email sequence:
- Email 1 (5 days before): “Something big is coming”
- Email 2 (launch day): “Your new superpower is live”
- Email 3 (day 7): “Have you tried [feature]?” with tutorial
- In-app: Banner + tooltip on first login post-launch
Troubleshooting
Issue: Product Hunt launch gets fewer than 100 upvotes Solution: Audit timing (Tuesday-Thursday best). Check if supporters voted before 12pm EST. Improve tagline and thumbnail.
Issue: Launch spike doesn’t convert to retained users Solution: Check day-1 activation flow. Add onboarding email sequence. Identify where new users drop off.
Related Skills
- Marketing Planning - Strategic framework for launches
- Copywriting - Launch copy and announcements
- Email Marketing - Launch email sequences
- Social Media - Social launch posts
Related Commands
/ckm:plan- Create launch plan/ckm:campaign- Campaign management