Market Launch — 4-Week Launch Orchestration
A launch is a campaign, not an event. This skill produces a day-level plan that keeps marketing, product, and support coordinated.
Pre-flight
Confirm:
- What's launching — new product, new feature, new pricing, new brand
- Launch date (target ship day)
- Audience — existing users, new audience, both
- Goal metric — trial signups, paid conversions, revenue, reach
- Distribution channels available (website, email list size, social following, paid budget)
- Team capacity — solo, small team, full org
The 4 Phases
Phase 1 — Pre-launch (Weeks -4 to -1)
Build anticipation, validate the offer, prep assets.
Week -4 — Positioning
- Finalize the one-liner and value prop
- Confirm target audience and pricing
- Build a waitlist landing page
- Draft the press release version (even if you won't send it — it clarifies thinking)
Week -3 — Asset creation
- Hero copy, launch email sequence (5–7 emails), social posts (20+), ad copy (3+ variants per platform)
- Product screenshots, demo video (under 90s), walkthrough
- Pricing page, FAQ page, comparison page if applicable
- Support docs and onboarding flow
Week -2 — Build the audience
- Tease on social (3–5 posts that hint without revealing)
- Waitlist campaign to current list
- Reach out to 10 key customers/partners for early access + quotes
- DM/email 5–10 journalists or creators who cover the space
Week -1 — Dress rehearsal
- Internal review: marketing, product, support, sales all aligned
- QA the signup flow, payment flow, emails trigger correctly
- Schedule all Day 0 posts, emails, ads
- Brief support on expected questions
Phase 2 — Launch week (Days 0–7)
Day 0 — Go live
- Publish the landing page + unlock signups
- Send launch email to full list (morning in primary timezone)
- Post on every social channel — platform-native, not cross-posted
- Activate paid ads
- Personal DMs/emails to 20 key people
- Founder posts on LinkedIn and X with a personal story
- Live in the support channel — first 24h is loud
Day 1 — Social proof push
- Share the first 3 signups/reviews/reactions publicly
- Reply to every comment and DM
- Second email to non-openers of Day 0
Day 2–3 — Evidence
- Share metrics so far ("500 signups in 48 hours")
- User-generated content or early testimonials
- Founder Q&A in comments or live
Day 4–5 — Story
- "Behind the scenes" of the build
- Founder story or customer story
- Demo video or walkthrough
Day 6–7 — Close the week
- Recap post ("Week 1 results")
- Thank-you message
- Soft urgency if launch offer is time-limited
- Final reminder email
Phase 3 — Post-launch (Weeks +2 to +3)
- Iterate based on user feedback
- Publish a launch retro (public is fine — vulnerability earns trust)
- Turn objections into content (FAQ, comparison posts)
- Case study with earliest successful user
- Pitch press / podcasts with real numbers
Phase 4 — Retention (Week +4 and beyond)
- Activation campaign for signups who haven't reached first value
- Win-back for churned trial users
- Weekly product update cadence
- Ongoing content cadence — launches fail when the noise dies after week 2
Asset Checklist
Metrics to Watch (daily during launch week)
| Metric |
Target |
Red flag |
| Landing page visits |
[client-specific] |
<50% of expected |
| Visitor → signup |
Baseline +X% |
Below baseline |
| Launch email open rate |
>40% |
<25% |
| Launch email click rate |
>8% |
<3% |
| Social engagement rate |
Platform benchmark |
Dead silence |
| Support ticket volume |
Expected spike |
Overwhelm |
| Churn/refund rate |
<5% first week |
>10% |
Output: LAUNCH-PLAN.md
# Launch Plan — [Product]
**Launch date:** [YYYY-MM-DD]
**Goal:** [trial signups / revenue / reach]
**Target:** [specific number]
## Positioning
[One-liner, tagline, audience, price]
## Timeline
### Week -4: Positioning
- [specific tasks by day]
### Week -3: Assets
- [specific tasks by day]
### Week -2: Audience build
- [tasks]
### Week -1: Rehearsal
- [tasks]
### Launch Week (Days 0–7)
- Day 0: [detailed]
- Day 1: ...
...
### Post-launch (Weeks +2 to +3)
...
### Retention (Week +4+)
...
## Asset Status
[Full checklist with owner + due date]
## Metrics Dashboard
[Daily tracking table]
## Risk Register
[3–5 things that could go wrong and the mitigation for each]
Quality Bar
- Day-level specificity. "Work on social" is useless; "Write 5 LinkedIn posts matching content pillar 2" is actionable.
- Own asset deadlines. Every asset has a person and a date.
- A launch without retention plan is a sugar high. Always include Phase 4.
- If the team is too small to execute the full plan, cut the plan — don't cut corners on critical items. Smaller launch that happens beats bigger launch that doesn't.
1---2name: market-launch3description: Four-week product / feature / campaign launch plan covering pre-launch, launch week, post-launch, and retention. Invoke whenever the user says "launch", "going live", "product launch", "launch plan", "launch sequence", or runs `/market launch <product>`. Produces LAUNCH-PLAN.md with day-by-day tasks, asset checklist, and metrics to watch.4---56# Market Launch — 4-Week Launch Orchestration78A launch is a campaign, not an event. This skill produces a day-level plan that keeps marketing, product, and support coordinated.910## Pre-flight1112Confirm:131. **What's launching** — new product, new feature, new pricing, new brand142. **Launch date** (target ship day)153. **Audience** — existing users, new audience, both164. **Goal metric** — trial signups, paid conversions, revenue, reach175. **Distribution channels** available (website, email list size, social following, paid budget)186. **Team capacity** — solo, small team, full org1920## The 4 Phases2122### Phase 1 — Pre-launch (Weeks -4 to -1)23Build anticipation, validate the offer, prep assets.2425**Week -4 — Positioning**26- Finalize the one-liner and value prop27- Confirm target audience and pricing28- Build a waitlist landing page29- Draft the press release version (even if you won't send it — it clarifies thinking)3031**Week -3 — Asset creation**32- Hero copy, launch email sequence (5–7 emails), social posts (20+), ad copy (3+ variants per platform)33- Product screenshots, demo video (under 90s), walkthrough34- Pricing page, FAQ page, comparison page if applicable35- Support docs and onboarding flow3637**Week -2 — Build the audience**38- Tease on social (3–5 posts that hint without revealing)39- Waitlist campaign to current list40- Reach out to 10 key customers/partners for early access + quotes41- DM/email 5–10 journalists or creators who cover the space4243**Week -1 — Dress rehearsal**44- Internal review: marketing, product, support, sales all aligned45- QA the signup flow, payment flow, emails trigger correctly46- Schedule all Day 0 posts, emails, ads47- Brief support on expected questions4849### Phase 2 — Launch week (Days 0–7)5051**Day 0 — Go live**52- Publish the landing page + unlock signups53- Send launch email to full list (morning in primary timezone)54- Post on every social channel — platform-native, not cross-posted55- Activate paid ads56- Personal DMs/emails to 20 key people57- Founder posts on LinkedIn and X with a personal story58- Live in the support channel — first 24h is loud5960**Day 1 — Social proof push**61- Share the first 3 signups/reviews/reactions publicly62- Reply to every comment and DM63- Second email to non-openers of Day 06465**Day 2–3 — Evidence**66- Share metrics so far ("500 signups in 48 hours")67- User-generated content or early testimonials68- Founder Q&A in comments or live6970**Day 4–5 — Story**71- "Behind the scenes" of the build72- Founder story or customer story73- Demo video or walkthrough7475**Day 6–7 — Close the week**76- Recap post ("Week 1 results")77- Thank-you message78- Soft urgency if launch offer is time-limited79- Final reminder email8081### Phase 3 — Post-launch (Weeks +2 to +3)8283- Iterate based on user feedback84- Publish a launch retro (public is fine — vulnerability earns trust)85- Turn objections into content (FAQ, comparison posts)86- Case study with earliest successful user87- Pitch press / podcasts with real numbers8889### Phase 4 — Retention (Week +4 and beyond)9091- Activation campaign for signups who haven't reached first value92- Win-back for churned trial users93- Weekly product update cadence94- Ongoing content cadence — launches fail when the noise dies after week 29596## Asset Checklist9798- [ ] One-liner (10 words)99- [ ] Tagline + subhead100- [ ] Hero copy (headline + subhead + primary CTA)101- [ ] Product description (100 words)102- [ ] Pricing page103- [ ] FAQ (10 Q&As minimum)104- [ ] Comparison page (if competing with known alternatives)105- [ ] Demo video (under 90s)106- [ ] Walkthrough video (2–5 minutes)107- [ ] 5+ product screenshots108- [ ] 7 launch emails (announce, benefit, story, proof, objection, urgency, final)109- [ ] 20+ social posts across platforms110- [ ] 3+ ad variants per paid platform111- [ ] Press release draft112- [ ] 3 pitch emails (journalist, creator, customer)113- [ ] Support doc + FAQ internal114- [ ] Onboarding flow115- [ ] Thank-you / confirmation page116117## Metrics to Watch (daily during launch week)118119| Metric | Target | Red flag |120|---|---|---|121| Landing page visits | [client-specific] | <50% of expected |122| Visitor → signup | Baseline +X% | Below baseline |123| Launch email open rate | >40% | <25% |124| Launch email click rate | >8% | <3% |125| Social engagement rate | Platform benchmark | Dead silence |126| Support ticket volume | Expected spike | Overwhelm |127| Churn/refund rate | <5% first week | >10% |128129## Output: LAUNCH-PLAN.md130131```markdown132# Launch Plan — [Product]133**Launch date:** [YYYY-MM-DD]134**Goal:** [trial signups / revenue / reach]135**Target:** [specific number]136137## Positioning138[One-liner, tagline, audience, price]139140## Timeline141### Week -4: Positioning142- [specific tasks by day]143144### Week -3: Assets145- [specific tasks by day]146147### Week -2: Audience build148- [tasks]149150### Week -1: Rehearsal151- [tasks]152153### Launch Week (Days 0–7)154- Day 0: [detailed]155- Day 1: ...156...157158### Post-launch (Weeks +2 to +3)159...160161### Retention (Week +4+)162...163164## Asset Status165[Full checklist with owner + due date]166167## Metrics Dashboard168[Daily tracking table]169170## Risk Register171[3–5 things that could go wrong and the mitigation for each]172```173174## Quality Bar175176- Day-level specificity. "Work on social" is useless; "Write 5 LinkedIn posts matching content pillar 2" is actionable.177- Own asset deadlines. Every asset has a person and a date.178- A launch without retention plan is a sugar high. Always include Phase 4.179- If the team is too small to execute the full plan, cut the plan — don't cut corners on critical items. Smaller launch that happens beats bigger launch that doesn't.
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