Launch Strategy Guide

Launch Types

Soft Launch

• What: Limited release to small audience

• Purpose: Validate, find bugs, gather feedback

• Channels: Existing users, beta list, invite-only

Hard Launch

• What: Full public release with marketing push

• Purpose: Maximum awareness and adoption

• Channels: PR, Product Hunt, social, ads

Rolling Launch

• What: Gradual release to segments

• Purpose: Manage capacity, iterate based on feedback

• Channels: Geographic, user cohorts, waitlist

Pre-Launch Checklist

Product Readiness

• Core features complete and tested

• Critical bugs fixed

• Performance acceptable

• Analytics/tracking implemented

• Error handling in place

Marketing Assets

• Landing page live

• Product screenshots/videos

• Press kit (logo, founder photos, copy)

• Social media graphics

• Email sequences ready

Infrastructure

• Servers can handle expected load

• Payment processing tested

• Support system ready

• Monitoring/alerts configured

Launch Day Sequence

Product Hunt Launch

• Timing: 12:01 AM PT for full day visibility

• Tagline: 60 chars, benefit-focused

• First comment: From maker, tell the story

• Engage: Respond to every comment

• Coordinate: Team upvotes at different times

General Launch Day

Early AM: Publish blog post Morning: Send email to list Midday: Social media posts Afternoon: Respond to feedback Evening: Thank supporters, share metrics

Launch Channels

Owned Media

• Email list

• Blog

• Social accounts

• Existing users

Earned Media

• Press/journalists

• Influencer mentions

• Product Hunt, Hacker News

• Community shares

Paid Media

• Social ads

• Search ads

• Sponsored content

• Influencer partnerships

Launch Messaging Framework

Headline Formula

[Product] helps [audience] [achieve outcome] by [unique method]

Key Messages (3-4)

• Problem: What pain point you solve

• Solution: How you solve it uniquely

• Proof: Why they should believe you

• Call to Action: What to do next

Post-Launch

First Week

• Monitor metrics closely

• Respond to all feedback

• Fix critical issues immediately

• Collect testimonials

• Thank supporters

First Month

• Analyze what worked

• Follow up with press/influencers

• Nurture new users

• Plan next feature release

• Retarget website visitors

Common Launch Mistakes

• No pre-launch audience - Build list before launch

• One channel only - Diversify reach

• No follow-up plan - Launch is beginning, not end

• Over-promising - Set realistic expectations

• Not responding - Engagement drives momentum

• Wrong timing - Avoid holidays, major news days

Success Metrics

Stage Metrics

Awareness Impressions, mentions, traffic

Interest Signups, waitlist, engagement

Conversion Trials, purchases, activation

Retention Week 1 retention, return visits