Launch Checklist

Launch Checklist

When to Use This Skill

• User is preparing to launch a product, course, or service
• User needs a pre-launch checklist with dependencies
• User wants go/no-go gates to prevent premature launches
• User is planning a website, app, or campaign launch
• User asks for a launch timeline or launch plan
• User wants to ensure nothing is missed before going live

Core Principle

A LAUNCH CHECKLIST IS A FAILURE PREVENTION SYSTEM — EVERY ITEM EXISTS BECAUSE SOMEONE, SOMEWHERE, FORGOT IT AND PAID THE PRICE.

Workflow

Phase 1: Define the Launch

1. Identify the launch type:

   • Product launch — physical or digital product going to market
   • Course/program launch — educational content with enrollment window
   • Service launch — new offering for clients
   • Website/app launch — new or redesigned digital property
   • Campaign launch — marketing campaign with defined start/end

2. Gather launch details:

   • Target launch date
   • Target audience
   • Channels involved (website, email, social, ads, PR)
   • Team members and their responsibilities
   • Budget constraints
   • Known risks or dependencies

Phase 2: Build the Pre-Launch Checklist

3. Organize items into categories with clear phases:

Phase A: Foundation (4-6 weeks before launch)

• Product/offer finalized and tested
• Pricing confirmed
• Legal/compliance review complete
• Payment processing tested
• Support documentation written

Phase B: Content & Creative (3-4 weeks before)

• Sales page / landing page written and designed
• Email sequences written and scheduled
• Social media content created
• Ad creative designed and approved
• Press materials prepared (if applicable)

Phase C: Technical Setup (2-3 weeks before)

• Website pages live (but hidden/gated)
• Email automations tested end-to-end
• Payment flow tested with real transactions
• Analytics and tracking installed
• Redirects and links verified

Phase D: Final Preparations (1 week before)

• Full user journey tested by someone NOT on the team
• All links checked (no 404s)
• Mobile experience verified
• Support team briefed on launch details
• Emergency contacts and escalation plan documented

4. Mark each item with a dependency indicator:
   • [BLOCKER] — launch cannot proceed without this
   • [IMPORTANT] — should be done but won't stop the launch
   • [NICE] — do if time allows

Phase 3: Define Go/No-Go Gates

5. Create go/no-go checkpoints:

Gate 1: Product Ready (3 weeks before)

• Can a customer complete a purchase from start to finish?
• Has at least one person outside the team tested the product?
• Are refund/return policies documented?

Gate 2: Marketing Ready (1 week before)

• Are all email sequences scheduled and tested?
• Is the sales page live and error-free?
• Are ad campaigns built and ready to activate?

Gate 3: Launch Day Go/No-Go (morning of launch)

• Is the website up and responsive?
• Is the payment system processing correctly?
• Is the support team online and ready?
• Is there a rollback plan if something breaks?

6. Define the decision: if ANY blocker item fails at a gate, the launch is postponed. No exceptions.

Phase 4: Build the Post-Launch Checklist

7. Create the first 72-hour post-launch plan:

Launch Day (Day 0):

• Monitor website uptime and performance
• Watch for payment processing errors
• Respond to support inquiries within 1 hour
• Send launch announcement email
• Publish social media posts
• Activate paid ads
• Track sales/signups hourly

Day 1 (24 hours post-launch):

• Review first-day metrics (traffic, conversions, revenue)
• Check email open/click rates
• Respond to all customer inquiries
• Fix any reported bugs or broken links
• Post social proof (early testimonials, sales count)

Day 2-3:

• Send follow-up email to non-openers
• Adjust ad spend based on initial ROAS
• Address any shipping/fulfillment issues
• Collect and publish early reviews
• Debrief with team: what worked, what broke

Phase 5: Format and Deliver

8. Output the checklist in a format the user can use:
   • Markdown checklist with - [ ] syntax
   • Organized by phase with dates
   • Dependencies clearly noted
   • Assigned owners where applicable

Example 1: Online Course Launch Checklist

Input: "I'm launching my first online course in 6 weeks. It's a self-paced video course on email marketing, priced at $297. I'm selling through my website and email list (4,200 subscribers)."

Output:

Course Launch Checklist: Email Marketing Mastery ($297)

Launch date: 6 weeks from today Channels: Website, email list (4,200 subscribers), Instagram Platform: Teachable (or similar course host)

Pre-Launch Phase A: Foundation (Weeks 1-2)

• [BLOCKER] All course modules filmed and edited
• [BLOCKER] Course uploaded to Teachable with correct module order
• [BLOCKER] Pricing set to $297 in Teachable
• [BLOCKER] Payment processing tested — complete a real $1 test purchase and refund it
• [IMPORTANT] Course preview/trailer video recorded (2-3 minutes)
• [IMPORTANT] Student welcome email written in Teachable
• [IMPORTANT] Refund policy written (30-day money-back guarantee)
• [NICE] Bonus materials created (templates, checklists, swipe files)

Gate 1: Can a student enroll, pay, and access Module 1 without errors?

• Yes — proceed to Phase B
• No — fix and retest before moving forward

Pre-Launch Phase B: Sales & Content (Weeks 3-4)

• [BLOCKER] Sales page written with: headline, course outline, pricing, testimonials (or beta feedback), FAQ, buy button
• [BLOCKER] Sales page designed and published (hidden URL for testing)
• [BLOCKER] Checkout flow tested: sales page → checkout → confirmation → course access
• [IMPORTANT] 5-email launch sequence written:
  • Email 1: Story + problem awareness (Day -5)
  • Email 2: Teaching + credibility (Day -3)
  • Email 3: Launch announcement with link (Day 0)
  • Email 4: Social proof + FAQ (Day +2)
  • Email 5: Last chance + deadline (Day +5)
• [IMPORTANT] Email sequences loaded into email platform and scheduled
• [IMPORTANT] Instagram content planned: 5 posts + 10 Stories for launch week
• [NICE] Affiliate/referral program set up for existing students or partners

Gate 2: Is the full purchase journey error-free and are all emails scheduled?

• Yes — proceed to Phase C
• No — fix and retest

Pre-Launch Phase C: Technical & Testing (Week 5)

• [BLOCKER] Full user journey tested by someone NOT you:
  • They can find the sales page
  • They can read and understand the offer
  • They can complete checkout
  • They receive the confirmation email
  • They can log in and access Module 1
  • They can watch a video without buffering
• [BLOCKER] All links on sales page verified (no 404s)
• [BLOCKER] Mobile experience tested on iPhone and Android
• [IMPORTANT] Analytics installed: Google Analytics on sales page, UTM parameters on all email links
• [IMPORTANT] Facebook Pixel / Meta Pixel installed on sales and thank-you pages
• [NICE] Countdown timer added to sales page (if using open/close cart model)

Pre-Launch Phase D: Final Prep (Week 6, days before launch)

• [BLOCKER] Test email send to yourself — confirm formatting, links, images load
• [BLOCKER] Sales page URL is live and accessible
• [BLOCKER] Support email monitored — you can respond within 2 hours
• [IMPORTANT] Instagram bio updated with link to sales page
• [IMPORTANT] Emergency plan documented: "If Teachable goes down, post on Instagram and email list that we're working on it. Direct people to a Google Form to capture interest."
• [NICE] Friends/colleagues briefed to share launch post on Day 0

Gate 3 — Launch Day Morning Go/No-Go:

• Website up? YES / NO
• Checkout working? YES / NO
• Email scheduled to send? YES / NO
• Course accessible after purchase? YES / NO

All YES → Launch. Any NO → Delay until fixed.

Post-Launch: First 72 Hours

Launch Day

• Send launch email (Email 3)
• Publish Instagram feed post + 5 Stories throughout the day
• Monitor sales dashboard hourly
• Respond to all DMs and emails within 2 hours
• Screenshot first sale for personal records and social proof

Day 1 (24 hours after launch)

• Check metrics: email open rate, click rate, sales page conversion, total revenue
• Respond to all new inquiries
• Post Instagram Story: "X people enrolled in the first 24 hours"
• Fix any reported issues immediately

Day 2-5

• Send Email 4 (social proof + FAQ answers)
• Send Email 5 (last chance, if using open/close cart)
• Resend launch email to non-openers with new subject line
• DM engaged followers who liked/commented but did not purchase
• Collect first student testimonials for future marketing

Day 7 (One Week Post-Launch)

• Compile launch report: total revenue, enrollments, conversion rate, email performance
• Document what worked and what to change for next launch
• Send thank-you email to all students

Example 2: Physical Product Launch Checklist (Condensed)

Input: "I'm launching a new coffee blend on my Shopify store next month. It's a single SKU, $18 per bag."

Output:

Product Launch Checklist: Single-Origin Guatemala Blend ($18)

Launch date: 4 weeks from today Channel: Shopify store, email list, Instagram

Phase A: Product & Fulfillment (Weeks 1-2)

• [BLOCKER] Final roast profile approved and production batch complete
• [BLOCKER] Packaging printed with correct label (origin, roast date, weight, ingredients)
• [BLOCKER] Inventory received and counted — minimum 200 bags for launch
• [BLOCKER] Shipping materials ready (mailers, labels, tissue paper)
• [IMPORTANT] Product photos shot (bag front, bag back, beans close-up, lifestyle shot)
• [IMPORTANT] Product description written with tasting notes, origin story, brewing recommendation

Phase B: Store & Marketing (Week 3)

• [BLOCKER] Shopify product page live with photos, description, price, and buy button
• [BLOCKER] Test order placed and fulfilled end-to-end (you ship to yourself)
• [IMPORTANT] 3-email launch sequence scheduled
• [IMPORTANT] Instagram teaser content posted (behind-the-scenes roasting, bean close-ups)
• [NICE] Offer for email subscribers: free shipping on launch week orders

Phase C: Final Checks (Week 4)

• [BLOCKER] Checkout tested on mobile
• [BLOCKER] Shipping rates verified for all zones
• [BLOCKER] Inventory count synced in Shopify

Go/No-Go: Can a customer buy, and can you ship within 2 business days? YES → Launch.

Post-Launch (Days 0-3)

• Send launch email
• Post Instagram announcement
• Ship all orders within 24 hours
• Follow up with buyers: "Your coffee shipped — here's how to brew it perfectly"
• Restock alert if inventory drops below 50 bags

Recovery and Fallback

• If the user's launch date is less than 2 weeks away, compress the checklist: cut Phase A (it should already be done) and focus on Phases C and D only
• If the user has no email list, shift the launch strategy to organic social + one paid ad campaign to a landing page
• If the user does not have a team, remove the "owner" column and note: "As a solo launcher, prioritize BLOCKER items first. NICE items can wait until post-launch."
• If a Gate check fails on launch day, provide a delay communication template: "We're pushing our launch to [new date] to make sure everything is perfect for you. Subscribe to be the first to know when we go live."
• After 3 rounds of Gate failures, stop and say: "Repeated gate failures suggest a deeper issue. Let's identify the root cause before rescheduling."

Constraints

• NEVER skip go/no-go gates — they exist to prevent public failures
• NEVER mark a payment processing test as complete without running an actual transaction
• Every checklist must include a mobile testing item — over 60% of purchases happen on mobile
• Every checklist must include a "tested by someone else" item — creators are blind to their own UX issues
• Post-launch monitoring must cover at least the first 72 hours
• BLOCKER items cannot be downgraded to IMPORTANT without explicit user approval
• Always include an emergency/rollback plan — what to do if the launch breaks
• Maximum 40 checklist items per launch — more than that and nothing gets done