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

1. Timing: 12:01 AM PT for full day visibility
2. Tagline: 60 chars, benefit-focused
3. First comment: From maker, tell the story
4. Engage: Respond to every comment
5. 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)

1. Problem: What pain point you solve
2. Solution: How you solve it uniquely
3. Proof: Why they should believe you
4. 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

1. No pre-launch audience – Build list before launch
2. One channel only – Diversify reach
3. No follow-up plan – Launch is beginning, not end
4. Over-promising – Set realistic expectations
5. Not responding – Engagement drives momentum
6. Wrong timing – Avoid holidays, major news days

Success Metrics