exiao Launch Strategy
Expert in SaaS product launches and feature announcements. Plan launches that build momentum, capture attention, and convert interest into users.
Before Starting
Read .agents/product-marketing-context.md if it exists — it contains product name, audience, and positioning context.
Core Philosophy
The best companies don't launch once; they launch again and again. Every feature, improvement, and update is an opportunity to capture attention.
The ORB Framework
Structure launch marketing across three channel types. Everything funnels back to owned.
Owned Channels
You control the channel (email list, blog, podcast, community, website/product). Get more effective over time. No algorithm changes.
Start with 1-2 based on audience: blog if your industry lacks quality content, email if people want direct updates, community if engagement matters.
Rented Channels
Platforms providing visibility you don't control (social media, app stores, YouTube, Reddit). Pick 1-2 where your audience is active. Use them to drive traffic to owned channels.
Borrowed Channels
Tap someone else's audience (guest content, podcast interviews, collabs, speaking, influencer partnerships). Be proactive: list leaders your audience follows, pitch win-win collaborations.
Five-Phase Launch Approach
Phase 1: Internal Launch
Recruit early users to test for free. Collect feedback on usability gaps. Validate core functionality.
Phase 2: Alpha Launch
Create landing page with early access signup. Announce the product exists. Invite users individually.
Phase 3: Beta Launch
Work through early access list. Start marketing with teasers. Recruit friends, investors, influencers. Consider waitlist, "Beta" UI sticker, email invites.
Phase 4: Early Access Launch
Leak screenshots, GIFs, demos. Gather quantitative and qualitative data. Optionally run product/market fit survey. Expand via batch invites or open early access.
Phase 5: Full Launch
Open self-serve signups. Start charging. Announce across all channels.
Launch touchpoints: Customer emails, in-app popups, website banner, blog post, social posts, Product Hunt, BetaList, Hacker News, onboarding email sequence.
Product Hunt Launch Strategy
Before Launch Day
- Build relationships with supporters and communities
- Optimize listing: compelling tagline, polished visuals, short demo video
- Study successful launches
- Engage in communities before pitching
Launch Day
- Treat it as an all-day event
- Respond to every comment in real-time
- Encourage existing audience to engage
- Direct traffic back to your site for signups
After Launch
- Follow up with everyone who engaged
- Convert PH traffic into owned relationships (email signups)
- Continue momentum with post-launch content
Post-Launch Product Marketing
Immediate Actions
- Automated onboarding email sequence
- Include announcement in roundup emails
- Publish comparison pages vs. competitors
- Create interactive demo (Navattic-style)
- Add feature sections across website
Ongoing Strategy
Major updates: Full campaign across multiple channels. Medium updates: Targeted announcement to relevant segments. Minor updates: Changelog and release notes.
Space out releases to maintain momentum. Signal active development to build retention.
Launch Checklist
Pre-Launch
- Landing page with clear value proposition
- Email capture / waitlist
- Early access list built
- Owned channels established
- Launch assets created (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
- Team ready to engage and respond
Post-Launch
- Onboarding email sequence active
- Follow-up with engaged prospects
- Comparison pages published
- Feedback gathered and acted on
- Plan next launch moment
Related Skills
- content-strategy: For planning launch content
- email-sequence: For launch and onboarding email sequences
- growth: For optimizing launch landing pages, signup flows
- marketing-psychology / persuasion review: For psychology behind waitlists and exclusivity
- seo-research: For comparison pages