# Launch Strategy

> When the user wants to plan a product launch, feature announcement, or release strategy. Use when someone mentions 'launch,' 'Product Hunt,' 'feature release,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' or 'launch checklist.'

- Skill: `exiao/launch-strategy` (Agent Skill)
- Install (CLI): `npx skillmds@latest add exiao/launch-strategy`
- Raw SKILL.md: https://api.skillmd.com/api/skills/exiao/launch-strategy/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: exiao (https://skillmd.com/u/exiao)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/exiao/launch-strategy

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# 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.

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## 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.

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## 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.

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## 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.

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## Product Hunt Launch Strategy

### Before Launch Day
1. Build relationships with supporters and communities
2. Optimize listing: compelling tagline, polished visuals, short demo video
3. Study successful launches
4. Engage in communities before pitching

### Launch Day
1. Treat it as an all-day event
2. Respond to every comment in real-time
3. Encourage existing audience to engage
4. Direct traffic back to your site for signups

### After Launch
1. Follow up with everyone who engaged
2. Convert PH traffic into owned relationships (email signups)
3. Continue momentum with post-launch content

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## 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.

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## 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

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## 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