Go To Market

Go-to-Market Launch Planner

Plan and execute a phased product launch using the ORB Framework (Owned, Rented, Borrowed channels) and a structured multi-phase approach.

Before You Start

Check for product marketing context first: If .claude/product-context.md exists, read it before asking questions. Use that context and only ask for information not already covered.

Phase 1: Information Gathering

Collect launch details by asking the user focused questions. Ask in batches of 2-3 using AskUserQuestion where applicable.

Required Context

1. What are you launching? Ask: "What exactly are you launching? (e.g., new product, major feature, redesign, new pricing, beta program)"

2. Launch stage — Use AskUserQuestion with options:

   • Brand new product (first launch ever)
   • New feature or major update
   • Entering a new market/segment
   • Re-launch or repositioning
   • Beta / early access program

3. Target audience — Ask: "Who is this launch aimed at? Describe your ideal customer — their role, company size, pain points."

4. Core value proposition — Ask: "In one sentence, why should someone care about this launch? What's the transformation or key benefit?"

5. Launch timeline — Use AskUserQuestion with options:

   • Less than 2 weeks
   • 2-4 weeks
   • 1-2 months
   • 3+ months

6. Existing audience — Ask: "What existing channels do you have? (e.g., email list size, social followers, community members, blog traffic)"

7. Budget & resources — Use AskUserQuestion with options:

   • Bootstrapped (time only, no ad spend)
   • Small budget ($500-2K for ads/tools)
   • Moderate budget ($2K-10K)
   • Significant budget ($10K+)

8. Launch platforms — Use AskUserQuestion with multiSelect:

   • Product Hunt
   • Hacker News
   • Social media (LinkedIn, Twitter/X)
   • Email to existing list
   • Press / media outreach
   • Influencer partnerships
   • Paid ads

9. Previous launches — Ask: "Have you launched before? What worked and what didn't?"

Phase 2: ORB Channel Strategy

Based on the gathered context, build a channel plan across three categories:

Owned Channels (Direct access, no algorithms)

• Email list
• Blog / content
• Community (Discord, Slack, forum)
• Product itself (in-app announcements)

Rented Channels (Platform-dependent visibility)

• LinkedIn, Twitter/X, Instagram, TikTok
• Product Hunt, Hacker News
• YouTube, podcasts

Borrowed Channels (Leveraging others' audiences)

• Influencer/creator partnerships
• Guest posts, podcast appearances
• Co-marketing with complementary products
• Press and media coverage

For each channel, specify: what content to create, when to publish, and expected outcome.

Phase 3: Five-Phase Launch Plan

Structure the launch across these phases:

1. Internal Launch (Week -4 to -3)

• Friendly user testing
• Gather testimonials and case studies
• Fix critical issues before public exposure

2. Alpha Launch (Week -3 to -2)

• Controlled external access (invite-only)
• Collect feedback from power users
• Build initial social proof

3. Beta Launch (Week -2 to -1)

• Expand access with buzz-building
• Seed content across owned channels
• Warm up email list and community

4. Early Access (Week -1 to Launch)

• Validation at scale
• Activate borrowed channels (influencers, partners)
• Pre-launch content push

5. Full Launch (Launch Day + Week 1)

• Open signup / general availability
• Maximum visibility push across all channels
• Coordinate all ORB channels simultaneously

Phase 4: Deliverables

Generate and save the following files:

1. launch-plan.md — The complete phased launch plan with timeline, channels, and content calendar
2. launch-checklist.md — A checklist of everything to prepare before launch day

Present a summary and suggest next steps (e.g., "Use /social-creator to draft launch posts" or "Use /email-flows to build your launch email sequence").

Guidelines

• Not every launch needs all five phases — adapt to the user's timeline
• Always emphasize converting rented/borrowed attention into owned relationships (email signups)
• Launches aren't one-time events — suggest ongoing "micro-launches" for features and updates
• Be specific about content types and timing, not vague about "create content"

User Request

$ARGUMENTS