# Product Launch Plan > Plans product launches with teaser campaigns, launch day tactics, and post-launch optimization for existing e-commerce stores. - Skill: `reaperinvest/product-launch-plan` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/product-launch-plan` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/product-launch-plan/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Coding & Dev Tools - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/product-launch-plan --- # Product Launch Plan ## When to Use This Skill Use this skill when you need to: - Plan a product launch within an existing e-commerce store - Build pre-launch buzz with teaser campaigns and waitlists - Coordinate launch day tactics across email, social, and your store - Design post-launch optimization to sustain momentum beyond day one **DO NOT** use this skill for brand launches, store launches, or crowdfunding campaigns. This is for launching a new product into an existing business with an audience. --- ## Core Principle A PRODUCT LAUNCH IS NOT A SINGLE DAY — IT IS A THREE-PHASE CAMPAIGN: BUILD ANTICIPATION, EXECUTE THE DROP, AND SUSTAIN MOMENTUM. --- ## Phase 1: Launch Brief ### Required Inputs | Input | What to Ask | Default | |-------|------------|---------| | **Product** | "What product are you launching? Key features and differentiators." | No default — must be provided | | **Launch date** | "When is the target launch date?" | No default — must be provided | | **Audience size** | "How large is your email list and social following?" | Small — under 5,000 combined | | **Revenue goal** | "What is your launch revenue target?" | No default — set based on audience size | | **Launch type** | "Limited edition, permanent addition, seasonal, or pre-order?" | Permanent addition | **GATE: Confirm launch details before building the campaign timeline.** --- ## Phase 2: Pre-Launch Campaign (2-4 Weeks Before) ### Week-by-Week Timeline **Weeks 3-4 Before Launch:** - Announce "something new is coming" on social and email - Open a waitlist or "notify me" signup - Share behind-the-scenes content — design process, prototypes, sourcing **Weeks 1-2 Before Launch:** - Reveal the product name and first images - Share specific details — features, pricing hints, limited quantities - Send a dedicated "launching soon" email to waitlist subscribers - Seed product to 3-5 micro-influencers for unboxing content on launch day ### Pre-Launch Email Template ``` Subject: Something new is dropping [date]... Hey [Name], I've been working on this for [timeframe] and I'm finally ready to share it. On [date], I'm launching [product hint — not the full reveal]. Here's what I can tell you: - [Tease benefit 1] - [Tease benefit 2] - [Scarcity or exclusivity hook] Want first access? Get on the list: [Waitlist Button] More details coming soon. [Your name] ``` --- ## Phase 3: Launch Day Execution ### Launch Day Checklist ``` ## Launch Day — [Date] ### Before Launch (Morning) - [ ] Product page is live with all images, copy, and pricing - [ ] Checkout flow tested with a real transaction - [ ] Email blast scheduled or ready to send - [ ] Social media posts queued - [ ] Waitlist notification ready to trigger ### Launch (Go Time) - [ ] Send launch email to full list - [ ] Notify waitlist subscribers with early access link - [ ] Publish social media posts across all channels - [ ] Post launch announcement in community (Discord, Facebook Group, etc.) - [ ] Go live on Stories/Reels with product walkthrough ### During Launch Day - [ ] Monitor orders and fix any checkout issues immediately - [ ] Respond to comments and DMs within 30 minutes - [ ] Share real-time updates — "50 sold in the first hour!" - [ ] Repost customer reactions and influencer content ### End of Day - [ ] Send a "still available" or "selling fast" follow-up email - [ ] Post day-one results on social (if impressive) - [ ] Note any issues for post-launch fixes ``` ### Launch Email Template ``` Subject: It's here → [Product Name] is LIVE [Name], [Product Name] is officially available. [One sentence on what it is and why it matters to the buyer.] Here's what you get: - [Benefit 1] - [Benefit 2] - [Benefit 3] [Price] — [scarcity note if applicable] [Shop Now Button] [Your name] ``` --- ## Phase 4: Post-Launch Optimization (Weeks 1-4) ### Week 1: Capture Momentum - Send a "last chance" email if limited quantity or introductory pricing - Share customer photos, unboxings, and first reviews on social - Request reviews from early buyers (see customer-review-strategy skill) - Run retargeting ads to page visitors who did not purchase ### Weeks 2-4: Sustain and Learn - Analyze traffic sources — where did buyers come from? - Review conversion rate on the product page — optimize if under 3% - Collect customer feedback on the product and buying experience - Plan a "restock" or "back by popular demand" campaign if sold out - Integrate the product into ongoing marketing (email flows, bundles, cross-sells) ### Post-Launch Metrics | Metric | What to Track | |--------|--------------| | Launch day revenue | vs. goal | | Email conversion rate | click-to-purchase | | Waitlist conversion | % of waitlist that bought | | Social engagement | shares, saves, comments on launch posts | | Return/complaint rate | early quality signals | --- ## Anti-Patterns - **Launching without an audience** — a launch with no email list or social following is just a product listing going live. Build audience first. - **No pre-launch warmup** — dropping a product with zero anticipation results in a quiet launch day. - **One email and done** — launch campaigns need 3-5 emails minimum: teaser, reveal, launch, reminder, last chance. - **Overcomplicating the product page** — on launch day, clarity beats cleverness. Price, benefits, and buy button must be obvious. - **Ignoring post-launch** — most revenue comes in the weeks after launch if you sustain marketing efforts. --- ## Recovery - **Small audience:** Focus on personal outreach, partnerships, and community seeding rather than broadcast campaigns. - **Launch day technical issues:** Have a backup plan — manual order processing, a secondary payment method, or a "we're fixing it" email with a discount code as apology. - **Low launch day sales:** Do not panic. Extend the "launch window" to a full week. Send additional emails with testimonials and urgency. - **Product not resonating:** Gather feedback quickly. Pivot messaging to a different angle or audience if the product itself is solid. - **Sold out too fast:** Capture waitlist signups immediately. Plan a restock announcement. This is a good problem.