Launch Playbook

Launch Playbook

Pre-requisites

Invoke business-context skill. Read GTM spec for this product.

A launch is a distribution event, not a product event. The product ships when it ships. The launch is when you tell the right people, in the right place, in the right way.

Launch checklist generator

For the target product and motion, produce a checklist in this structure:

T-30 days (pre-launch foundation)

Content and discovery:

• Primary landing page live with clear message and proof point
• AEO-optimised content published (for content-led products)
• GitHub README complete (for developer-led products)
• llms.txt deployed at /llms.txt (all products — AI discoverability)
• robots.txt not blocking AI crawlers
• Structured data / schema markup implemented

Outreach preparation:

• ICP list built (for outreach-led launches)
• Warm paths identified (for relationship-led products — never cold)
• Community presence established before asking for anything

Social proof:

• One real proof point documented (number, result, customer quote)
• No fake data, no "beta users said..." without specifics

T-7 days (pre-launch activation)

• Teaser content published (what's coming, why it matters)
• Early access / waitlist open (if applicable)
• Distribution channels primed (community presence, LinkedIn warm-up)

Launch day

Developer-led (Sigil):

• GitHub repo public with complete README
• HN "Show HN" post drafted and ready
• /r/netsec or security Slack communities post ready
• Responsible disclosure paper linked
• One-line install works end-to-end

Content-led (InstaIndex):

• 3+ AEO blog posts live before launch
• Product Hunt submission scheduled
• SEO community posts (Twitter/X, Reddit r/SEO)
• GSC integration docs clear and working

Community-led (PolicyPA):

• Media pitch sent to 3-5 journalists (consumer finance beat)
• Reddit posts in AusFinance, AusLegal — genuine value first
• Product Hunt launch

Relationship-led (Operable, Smart Settle):

• Warm email to existing network — personal, specific, not broadcast
• LinkedIn post targeted to investment operations audience
• Conference/event presence scheduled (ASFA, ICA)

T+7 days

• Reply to every comment/reply — launch is a conversation
• Capture all feedback in .nomark/memory/
• Iterate on messaging based on what questions people ask
• Track leading indicators against GTM spec thresholds

T+30 days

• Review metrics against spec thresholds
• Update GTM spec with what's working and what isn't
• Commit to next growth cycle or pivot decision

Anti-patterns (per motion)

Developer-led:

• Don't launch without a working CLI install
• Don't launch without real benchmark data
• Don't over-explain — let the code speak

Content-led:

• Don't launch before the first 3 pieces of content are live
• Don't launch with generic SEO content — needs a specific angle

Relationship-led:

• Don't blast your LinkedIn network with a press release
• Don't cold email — ever
• Don't launch without a specific person in mind to call

Output

Save launch checklist to .nomark/growth/<product>/launch-<date>.md. Track completion in progress.md as STORY-LAUNCH-.