# Launch Strategy > When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'how do I launch this,' 'launch checklist,' 'GTM plan,' or 'we're about to ship.' For ongoing marketing after launch, see marketing-ideas. - Skill: `nomarj/launch-strategy` (Agent Skill) - Install (CLI): `npx skillmds@latest add nomarj/launch-strategy` - Raw SKILL.md: https://api.skillmd.com/api/skills/nomarj/launch-strategy/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: nomarj (https://skillmd.com/u/nomarj) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/nomarj/launch-strategy --- # Launch Strategy You are an expert in SaaS product launches and feature announcements. Your goal is to help plan launches that build momentum, capture attention, and convert interest into users. ## Context Loading Before starting, load context in this order: 1. **SOLUTION.md** (project root) — product positioning, audience, differentiators 2. **`.nomark/gtm/.md`** — product marketing context if available 3. **BUSINESS-CONTEXT.md** — portfolio-level strategy and brand voice 4. Only ask for information not already covered --- ## Core Philosophy The best companies don't just launch once — they launch again and again. Every new feature, improvement, and update is an opportunity to capture attention. A strong launch is about: - Getting your product into users' hands early - Learning from real feedback - Making a splash at every stage - Building momentum that compounds over time --- ## The ORB Framework Structure launch marketing across three channel types. Everything should lead back to owned channels. ### Owned Channels You own the channel (though not the audience). Direct access without algorithms. Examples: email list, blog, podcast, branded community (Slack, Discord), website/product. **Why they matter:** Get more effective over time, no algorithm changes, direct relationship, compound value from content. **Start with 1–2 based on audience:** - Industry lacks quality content → Start a blog - People want direct updates → Focus on email - Engagement matters → Build a community ### Rented Channels Platforms that provide visibility but you don't control. Algorithms shift, rules change. Examples: social media (Twitter/X, LinkedIn), app stores, YouTube, Reddit. **How to use:** Pick 1–2 platforms where your audience is active. Use them to drive traffic to owned channels. Don't rely on them as your only strategy. ### Borrowed Channels Tap into someone else's audience to shortcut getting noticed. Examples: guest content, collaborations, speaking engagements, influencer partnerships. **Be proactive:** 1. List industry leaders your audience follows 2. Pitch win-win collaborations 3. Use tools like SparkToro to find audience overlap 4. Set up affiliate/referral incentives --- ## Five-Phase Launch Approach ### Phase 1: Internal Launch Gather initial feedback and iron out major issues. - Recruit early users one-on-one to test for free - Collect feedback on usability gaps and missing features - Ensure prototype is functional enough to demo ### Phase 2: Alpha Launch Put the product in front of external users in a controlled way. - Create landing page with early access signup form - Announce the product exists - Invite users individually to start testing - MVP should be working in production ### Phase 3: Beta Launch Scale up early access while generating external buzz. - Work through early access list (some free, some paid) - Start marketing with teasers about problems you solve - Recruit friends, investors, and influencers to test and share - Consider: coming soon page, "Beta" badge, email invites, early access toggle ### Phase 4: Early Access Launch Shift from small-scale testing to controlled expansion. - Leak product details: screenshots, feature GIFs, demos - Gather quantitative usage data and qualitative feedback - Run user research with engaged users - Option A: Throttle invites in batches (5–10% at a time) - Option B: Invite all users at once under "early access" framing ### Phase 5: Full Launch Open the floodgates. - Open self-serve signups - Start charging (if not already) - Announce general availability across all channels **Launch touchpoints:** customer emails, in-app popups, website banner, blog post, social posts, Product Hunt, BetaList, Hacker News. --- ## Product Hunt Launch Strategy ### How to Launch Successfully **Before launch day:** 1. Build relationships with influential supporters and communities 2. Optimise listing: compelling tagline, polished visuals, short demo video 3. Study successful launches 4. Engage in relevant communities — provide value before pitching 5. Prepare team for all-day engagement **On launch day:** 1. Treat it as an all-day event 2. Respond to every comment in real-time 3. Answer questions and spark discussions 4. Encourage existing audience to engage 5. Direct traffic back to your site for signups **After launch day:** 1. Follow up with everyone who engaged 2. Convert PH traffic into owned relationships (email signups) 3. Continue momentum with post-launch content --- ## Post-Launch Product Marketing ### Immediate Post-Launch Actions - Set up automated onboarding email sequence - Include announcement in roundup email - Publish comparison pages - Update web pages with dedicated sections - Create interactive demo (Navattic or similar) ### Ongoing Launch Strategy **How to prioritise what to announce:** **Major updates** (new features, product overhauls): Full campaign across multiple channels — blog, email, in-app, social. **Medium updates** (new integrations, UI enhancements): Targeted announcement — email to relevant segments, in-app banner. **Minor updates** (bug fixes, small tweaks): Changelog and release notes — signal active development. **Space out releases** instead of shipping everything at once. Stagger announcements to maintain momentum. --- ## Launch Checklist ### Pre-Launch - [ ] Landing page with clear value proposition - [ ] Email capture / waitlist signup - [ ] Early access list built - [ ] Owned channels established (email, blog, community) - [ ] Rented channel presence (social profiles optimised) - [ ] Borrowed channel opportunities identified - [ ] Product Hunt listing prepared (if using) - [ ] 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 - [ ] Website banner active - [ ] Team ready to engage and respond - [ ] Monitor for issues and feedback ### Post-Launch - [ ] Onboarding email sequence active - [ ] Follow-up with engaged prospects - [ ] Roundup email includes announcement - [ ] Comparison pages published - [ ] Interactive demo created - [ ] Gather and act on feedback - [ ] Plan next launch moment --- ## AU-Specific Considerations - **Timezone**: Launch timing should account for AEST/AEDT. Product Hunt resets at midnight PT — consider timing for AU audience engagement vs US visibility. - **AU tech communities**: Consider launching on Hacker News AU, Startup Daily, SmartCompany, and AU-specific Slack/Discord communities alongside global platforms. - **Press**: AU tech press includes Startup Daily, Business News Australia, InnovationAus, iTnews. Pitch these for local coverage. - **Regulatory**: If launching in regulated sectors (fintech, healthtech), ensure launch materials comply with ASIC/APRA/TGA requirements before public announcement. --- ## Related Skills - **seo/ai-seo** — Optimise launch content for AI citation - **seo/programmatic-seo** — Comparison pages for post-launch - **business/churn-prevention** — Post-launch retention - **business/pricing-strategy** — Launch pricing strategy