Launch Strategy

---
name: launch-strategy
description: >-
  Plan product launches, feature announcements, and go-to-market strategies. Covers phased
  launches, Product Hunt strategy, channel selection (owned/rented/borrowed), and ongoing
  launch momentum. Use when working with product launch, feature launch, go-to-market, gtm
  strategy, product hunt, beta launch, early access, waitlist.
license: MIT
metadata:
  version: "1.0.0"
---

# Launch Strategy

> **Source:** This skill is adapted from **[AgentKits Marketing](https://github.com/aitytech/agentkits-marketing)** 
> by AITYTech. Enterprise-grade AI marketing automation (MIT License).

Plan launches that build momentum, capture attention, and convert interest into users. The best companies don't just launch once—they launch again and again.

---

## The ORB Framework

Structure launch marketing across three channel types:

### Owned Channels
You own the channel (though not the audience).

- Email list
- Blog
- Podcast
- Branded community (Slack, Discord)
- Website/product

**Why they matter**: Get more effective over time, no algorithm changes, compound value.

### Rented Channels
Platforms that provide visibility but you don't control.

- Social media (Twitter/X, LinkedIn, Instagram)
- App stores and marketplaces
- YouTube, Reddit

**How to use**: Pick 1-2 platforms, use to drive traffic to owned channels.

### Borrowed Channels
Tap into someone else's audience.

- Guest content (blog posts, podcast interviews)
- Collaborations (webinars, co-marketing)
- Speaking engagements
- Influencer partnerships

**Example**: TRMNL sent a free e-ink display to YouTuber Snazzy Labs → 500K+ views → $500K+ in sales.

---

## Five-Phase Launch Approach

### Phase 1: Internal Launch
- Recruit early users one-on-one
- Collect feedback on usability gaps
- Prototype is functional enough to demo

**Goal**: Validate core functionality with friendly users.

### Phase 2: Alpha Launch
- Create landing page with early access signup
- Announce the product exists
- Invite users individually
- MVP working in production

**Goal**: First external validation and waitlist building.

### Phase 3: Beta Launch
- Work through early access list
- Start marketing with teasers
- Recruit friends, investors, influencers

**Consider adding**:
- Coming soon landing page
- "Beta" sticker in dashboard
- Early access toggle for experimental features

**Goal**: Build buzz and refine with broader feedback.

### Phase 4: Early Access Launch
- Leak product details: screenshots, GIFs, demos
- Gather quantitative usage data
- Run user research with engaged users
- Optionally run product/market fit survey

**Expansion options**:
- Throttle invites (5-10% at a time)
- Invite all at once under "early access" framing

**Goal**: Validate at scale and prepare for full launch.

### Phase 5: Full Launch
- Open self-serve signups
- Start charging (if not already)
- Announce general availability

**Launch touchpoints**:
- Customer emails
- In-app popups and product tours
- Website banner
- Blog post announcement
- Social posts
- Product Hunt, BetaList, Hacker News

**Goal**: Maximum visibility and conversion.

---

## Product Hunt Launch Strategy

### Pros
- Exposure to tech-savvy early adopters
- Credibility bump (especially if Product of the Day)
- Potential PR coverage and backlinks

### Cons
- Very competitive to rank well
- Short-lived traffic spikes
- Requires significant preparation

### How to Launch Successfully

**Before launch day**:
1. Build relationships with influential supporters
2. Optimize listing: compelling tagline, polished visuals, short demo video
3. Study successful launches
4. Engage in relevant communities
5. Prepare team for all-day engagement

**On launch day**:
1. Treat it as an all-day event
2. Respond to every comment
3. Encourage existing audience to engage
4. Direct traffic back to site for signups

**After launch**:
1. Follow up with everyone who engaged
2. Convert PH traffic into email signups
3. Continue momentum with post-launch content

---

## Post-Launch Product Marketing

### Immediate Actions

1. **Onboarding email sequence**: Introduce key features
2. **Roundup email**: Include announcement for those who missed it
3. **Comparison pages**: Publish why you're the obvious choice
4. **Update web pages**: Add sections about new feature
5. **Interactive demo**: No-code demo for visitors to explore

### Ongoing Launches

Use this matrix to decide marketing effort:

| Update Type | Marketing Level |
|-------------|-----------------|
| Major (new features, overhauls) | Full campaign, all channels |
| Medium (integrations, UI) | Targeted: email segments, in-app |
| Minor (bug fixes, tweaks) | Changelog only |

**Space out releases** to maintain momentum. Even changelog updates signal active development.

---

## Launch Checklist

### Pre-Launch
- [ ] Landing page with clear value proposition
- [ ] Email capture / waitlist signup
- [ ] Early access list built
- [ ] Owned channels established
- [ ] Rented channel presence optimized
- [ ] Borrowed channel opportunities identified
- [ ] Product Hunt listing prepared (if using)
- [ ] Launch assets: screenshots, demo 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

### 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

---

## Questions to Ask

1. What are you launching? (New product, major feature, minor update)
2. What's your current audience size and engagement?
3. What owned channels do you have?
4. What's your timeline?
5. Are you considering Product Hunt?

---

## Credits & Attribution

This skill is adapted from **[AgentKits Marketing](https://github.com/aitytech/agentkits-marketing)** by AITYTech.

**Copyright (c) AITYTech** - MIT License  
Adapted by webconsulting.at for this skill collection