60 Launch Playbook

---
name: 60-launch-playbook
description: "Dung khi da co huong launch va can QUY TRINH chay cho khong vo tran — timeline T-30 den D+7, checklist tung bo phan content, design, ads, sales, CSKH; war-room ngay launch, escalation matrix va tieu chi roll-back. Kich hoat khi user nhac 'launch playbook', 'quy trinh launch', 'checklist launch', 'war room', 'sap launch ma so sot', 'ai lam gi trong ngay launch', 'SOP ra mat', 'lan truoc launch bi loan'. Khong dung cho — chon phan khuc va thong diep de ra thi truong thi dung skill 59-go-to-market; tong ket bai hoc sau khi launch xong thi dung skill 63-campaign-retrospective; su co truyen thong bung phat thi dung skill 66-crisis-playbook."
metadata:
  version: 1.0.1
  category: strategy
license: MIT
triggers:
  - "launch playbook"
  - "quy trinh launch"
  - "checklist launch"
  - "chuan bi launch"
  - "SOP launch"
  - "war room launch"
  - "roll back launch"
  - "launch khong fail"
output: "File .md — playbook 3 giai doan: pre-launch T-30 → T-1, launch day war-room + D+1 → D+7, post-launch; checklist theo bo phan, escalation matrix, tieu chi roll-back"
related:
  - 59-go-to-market
  - 02-brief-chien-dich
  - 41-campaign-asset-list
  - 63-campaign-retrospective
  - 66-crisis-playbook
---

# Launch Playbook

> Playbook khac voi plan — playbook la quy trinh tai su dung duoc, cai tien sau moi lan launch. Launch thanh cong khong phai may man — la ket qua cua chuan bi dung va execution ky luat. Goi `59-go-to-market` truoc de co GTM plan; playbook nay la lop thuc thi chi tiet.

## Thu thap thong tin

Doc GTM plan va campaign brief neu co. Neu thieu, hoi toi da 4 cau:

1. **Launch gi, ngay nao?** San pham/offer, D-day cu the, co blackout date nao trong ky khong?
2. **Team gom nhung ai?** Content, designer, media buyer, sales/CSKH, dev — ai lam duoc gi?
3. **Asset da co gi?** Landing page, creative, email sequence, tracking — trang thai tung thu?
4. **Lan launch truoc (neu co) rut ra bai hoc gi?** Doc retro cu de update playbook, khong dung ban cu nguyen xi.

## Nguyen tac

1. **Playbook update sau moi lan launch** — khong dung ban cu nguyen xi. Bai hoc tu retro phai vao playbook.
2. **"No-go" la quyet dinh hop le** — launch sai thoi diem te hon tre launch.
3. **Leader la nguoi duy nhat quyet go/no-go** — khong delegate.
4. **Tinh nguoc tu D-day** — moi task co 1 owner duy nhat + deadline gio cu the. Buffer 1 ngay truoc launch cho viec unexpected.
5. **Ads setup xong de trang thai Paused** — chi bat vao D-day, khong bat som.

## Phase 1 — Pre-launch (T-30 → T-1)

### T-30 → T-21: Foundation

- [ ] Offer finalized: gia, bundle, guarantee, bonus da lock (khong doi sau moc nay)
- [ ] Positioning + core message chot (tu `58-positioning` / GTM plan)
- [ ] Landing page brief giao cho design/dev
- [ ] Brief content team: angles, hooks, visual direction
- [ ] Brief media buyer: audience research, account structure, ads plan
- [ ] Asset list day du (goi `41-campaign-asset-list`)

### T-21 → T-14: Build

- [ ] Landing page live, tracking verify xanh
- [ ] Email sequence pre-launch viet xong (3-5 emails)
- [ ] Designer nhan brief + asset list (moc T-14)
- [ ] Content teasing bat dau: 1-2 posts/tuan (problem-aware, KHONG reveal offer)
- [ ] Warm audience ads bat (engagement objective, CPM thap)
- [ ] Email #1 pre-launch gui: goi to mo
- [ ] Seeding vao groups/communities lien quan
- [ ] KOC/UGC creator duoc brief (neu dung)

### T-7: Ramp up

- [ ] Teasing tang tan suat: hang ngay
- [ ] Designer nop concept MVP → Leader duyet (T-7); asset phuc tap nhu landing page xong T-5
- [ ] Email #2: reveal van de, hint solution
- [ ] Ads budget tang (traffic to LP de build custom audience)
- [ ] Thu thap social proof: testimonial tu beta users / khach cu
- [ ] FAQ content: xu ly objection thuong gap

### T-3: Final prep

- [ ] Tat ca content da approve va schedule (asset trung binh — carousel, banner set — xong T-3)
- [ ] Ads setup xong, dang Paused — cho bat D-day
- [ ] LP QA lan cuoi: load time, form, payment, mobile
- [ ] Email #3: "Mo cua [ngay] — muon duoc bao dau tien?"
- [ ] Team brief: ai lam gi gio nao ngay launch (war-room roster)
- [ ] Inbox coverage: ai truc, script tra loi san sang
- [ ] Asset nhanh (static, story) xong T-1

### T-1: Go / No-go check

- [ ] Tracking 100% hoat dong
- [ ] Payment gateway test thanh cong
- [ ] Tat ca link dung, khong 404
- [ ] Offer copy dung (gia, bonus, deadline)
- [ ] Team confirm san sang
- **LEADER SIGN OFF: GO / NO-GO** — thieu 1 muc bat ky → NO-GO

## Checklist theo bo phan (truoc D-day)

| Bo phan | Checklist |
|---------|-----------|
| Content | Caption/script/creative da duoc Leader approve; hashtag + link UTM day du; schedule da set hoac co nguoi truc dang; content backup neu UGC giao tre |
| Design | Hinh dung size tung platform; asset theo timeline T-14 brief → T-7 concept → T-5 phuc tap → T-3 trung binh → T-1 nhanh; standby quick asset ngay launch |
| Ads (Media Buyer) | Pixel/tracking verify xanh; ads setup dang Paused; budget dung plan; UTM day du tren moi link; backup creative san (phong ads reject) |
| Sales / CSKH | Nguoi truc inbox theo ca; kich ban tra loi comment/inbox thuong gap; quy trinh chuyen lead cho sales; script xu ly complaint |
| Dev / Ky thuat | LP load nhanh, form hoat dong, payment test; nguoi truc ky thuat ngay launch; phuong an redirect neu LP down |

## Phase 2 — Launch day war-room

War-room = 1 kenh chat chung + lich truc ro rang. Leader dieu phoi, moi bo phan co 1 dau moi. Data check theo gio, quyet dinh trong ngay.

| Gio | Activity | Owner |
|-----|----------|-------|
| 7:00 | Leader check lai toan bo lan cuoi (LP, tracking, lich dang) | Leader |
| 8:00 | Dang announce post chinh thuc | Writer |
| 8:30 | Bat BOFU ads (Meta, TikTok) | Media Buyer |
| 9:00 | Zalo OA / Email blast: "Mo roi!" | Leader |
| 10:00 | Check data dot 1: LP views, form submits, ads delivery | Leader |
| 12:00 | Post lan 2 (angle khac — social proof / urgency) | Writer |
| 15:00 | Review so lieu giua ngay — can adjust khong | Leader |
| 20:00 | Evening push (peak time): story, repost | Writer |
| 23:00 | Tong ket ngay 1: so lieu, anomalies, quyet dinh ngay 2 | Leader |

### D+1 → D+7

| Ngay | Activity | Owner |
|------|----------|-------|
| D+1 | Email follow-up leads chua mua — xu ly objection | Leader |
| D+1 | Danh dau creative winner/loser tu data ngay dau | Media Buyer + Designer |
| D+2 | Post social proof: first buyers / early results | Writer |
| D+3 | Media buyer report → Leader quyet: tang/giu/scale | Leader |
| D+5 | Urgency push: "Con X slot / het bonus ngay Y" | Writer + Leader |
| D+7 | Last call: email + post + Zalo → close cart | Leader + Writer |

### Escalation matrix

| Tinh huong | Muc do | Action | Nguoi xu ly |
|-----------|--------|--------|-------------|
| Tracking khong fire | Khan | Dung ads, fix ngay | Media Buyer + Dev |
| LP down | Khan | Redirect hoac fix trong 30 phut | Dev |
| Payment loi | Khan | Bao Dev + Leader ngay | Dev |
| Ads bi reject | Cao | Bat backup creative | Media Buyer |
| CPL > 3x target | Cao | Bao Leader ngay, cho quyet dinh | Media Buyer |
| Comment tieu cuc viral | Cao | Bao Leader, KHONG tu xu ly — theo `66-crisis-playbook` | Writer + Leader |

### Tieu chi roll-back

Roll-back = tam dung 1 phan hoac toan bo launch de sua. Leader la nguoi quyet.

| Tinh huong | Nguong | Hanh dong roll-back |
|-----------|--------|---------------------|
| Tracking sai / khong fire | Bat ky | Pause toan bo ads den khi fix xong — khong dot budget mu |
| CPL / CPMess vuot nguong | > 3x target sau 24h dau | Pause ads BOFU, giu organic; review creative + audience truoc khi bat lai |
| LP CVR qua thap | < 1/3 muc ky vong sau 48h | Giu ads TOFU, tam dung push BOFU; fix LP (headline, form, toc do) roi bat lai |
| Offer sai (gia/bonus hien thi sai) | Bat ky | Go post loi, sua, dang lai — uu tien sua nhanh hon xin loi tren post cu |
| Su co uy tin / complaint lan rong | Dang lan | Chuyen sang `66-crisis-playbook`, dung moi post ban hang den khi xu ly xong |

Roll-back KHONG phai that bai — chay tiep khi biet dang sai moi la that bai.

## Phase 3 — Post-launch (D+8 tro di)

- [ ] D+8 → D+14: pull toan bo data (revenue, leads, ROAS, CPL, CVR, top channels); media buyer viet performance report; thu thap feedback khach moi; debrief team 30 phut
- [ ] D+14 tro di: quyet dinh evergreen campaign (neu co: always-on ads voi ROAS target ro); document testimonial/case study tu khach dau tien
- [ ] **Update playbook nay** voi bai hoc tu retro (`63-campaign-retrospective`) — buoc bat buoc, khong bo qua vi ban

## Cau truc ket qua

Ten file: `launch-playbook-[ten-san-pham]-[YYYYMMDD].md` — gom: timeline T-30 → D+7 da dien owner + deadline, checklist 5 bo phan, war-room roster, escalation matrix, tieu chi roll-back, muc "bai hoc lan truoc da ap dung".

## Lien ket skill

- `59-go-to-market`: chay truoc — GTM plan la dau vao chien luoc, playbook la lop thuc thi.
- `02-brief-chien-dich`: brief campaign cho team truoc khi vao timeline.
- `41-campaign-asset-list`: liet ke asset can san xuat o moc T-30 → T-21.
- `63-campaign-retrospective`: chay sau moi launch — bai hoc update nguoc vao playbook.
- `66-crisis-playbook`: kich hoat khi comment tieu cuc viral hoac su co uy tin.

## Checklist chat luong

- [ ] Timeline day du T-30 → D+7, tinh nguoc tu D-day
- [ ] Moi task co 1 owner duy nhat + deadline gio cu the
- [ ] Checklist du 5 bo phan: content, design, ads, sales/CSKH, dev
- [ ] Go/no-go checklist T-1 day du — Leader sign off
- [ ] War-room co lich truc theo gio + dau moi tung bo phan
- [ ] Escalation matrix ro: tinh huong → muc do → action → ai xu ly
- [ ] Tieu chi roll-back co nguong so cu the, khong cam tinh
- [ ] Ads setup xong de Paused — chi bat D-day
- [ ] Co buffer 1 ngay truoc launch
- [ ] Co buoc update playbook sau launch