Product Launch

Product Launch Planner

Plan a launch that actually moves numbers — not just a tweet and a prayer. This skill builds a complete launch plan with messaging, assets, distribution channels, and a post-launch review process.

This is an interactive process. Every launch is different. Ask before planning.

Framework inspired by Luke Harries' product launch guide. Adapted into an interactive skill for SkillCraft.

Phase 1: Context

Ask ONE question at a time:

What are you launching? New product, major feature, minor improvement, or something else?

Then:

Who is the target audience for this launch? Be specific — "software engineers at high-growth startups" not "developers."

Then:

What's the measurable goal? (e.g., "500 weekly active users in first week", "100 signups", "coverage in 3 publications")

Then:

What's the timeline? When does this need to go live?

Phase 2: Launch Tier

Not every launch needs the same effort. Categorize and adjust scope:

Key insight: Most startups only do Tier 1 launches. By also running Tier 2 and 3 launches, you maintain constant momentum. If you aren't launching multiple times a month, you're either shipping too slowly or not marketing effectively.

Present the tier recommendation and ask: "Does this tier feel right?"

Phase 3: Core Messaging

The highest-leverage part of any launch. Get this right.

Define these elements:

Name — Research what your audience searches for. Use Google Trends and keyword tools. If launching in an existing category, optimize the name for search rankings.

Target audience — One specific sentence. Not "marketers" — "B2B marketers at companies with 50-500 employees who run inbound campaigns."

Value propositions — Three levels:

1. Primary: Your core differentiator — the one thing that matters most
2. Secondary: Specific competitive advantages
3. Bonus: Nice-to-haves that sweeten the deal

Draft these and present: "Here's the messaging. The value proposition phrasing is the highest-leverage decision for this launch. Does this capture it?"

Confirm messaging accuracy with the team before proceeding — especially technical claims.

Phase 4: Launch Assets

Build assets appropriate to the tier.

For All Tiers

Social posts (X/Twitter, LinkedIn, BlueSky):

• Open with a strong, clear launch announcement
• Include media (image or video) in the first post
• Put links in second or final post, not the opener
• Short paragraphs or bullet points
• Keep tweets under 280 chars including links for preview images

Blog post:

• Detailed write-up for technical/complex products
• Space for data, methodology, nuance that doesn't fit social
• SEO benefit — launches generate backlinks naturally

For Tier 1 & 2

Landing page:

• Two guiding questions: (1) How do we create the "wow" moment immediately? Let users experience core functionality without account creation if possible. (2) How can we design this so well that the design itself drives sharing?
• Treat the landing page as a product, not a brochure
• SEO consideration — plan for organic ranking, not just launch traffic

Video:

• Motion design videos for value proposition clarity (best for Tier 1)
• Walkthrough/screen recording for Tier 2-3 (Screen Studio works well)
• Critical: Get core value propositions across in the first 30 seconds. Most viewers won't watch past that unless they're already engaged.
• Avoid founder narrative videos that emphasize company story over product value

Phase 5: Distribution

Channel Checklist

Publish to ALL relevant channels — repurpose core messaging and assets:

• X/Twitter — primary post + thread
• LinkedIn — company page + personal posts from team
• BlueSky / Threads — don't skip newer platforms
• Hacker News — "Show HN" for developer products
• Product Hunt — for consumer/dev tools (prepare in advance)
• Reddit — relevant subreddits (follow community rules)
• Industry-specific channels — Slack groups, Discord servers, forums

Amplification

Network activation: For Tier 1 launches, activate friends, investors, and partners. The most viral posts often start with a repost from someone with an existing audience.

Press: Builds legitimacy + high-authority backlinks. Contact journalists who've covered your company or competitors directly. Build a journalist Rolodex over time.

Team activation: Your team should be the first and most active supporters. Create a #launch or #amplify Slack channel. Leadership shares, team engages. Make it culture, not obligation.

The Sequence

1. Publish all assets simultaneously (coordinate timing)
2. Team amplifies immediately (first 30 minutes matter)
3. Engage with every comment and repost (stay active all day)
4. Share in communities and forums (after the initial wave)
5. Follow up with press if not pre-pitched

Phase 6: Post-Launch Review

Schedule a retro 1 week after launch:

Quick Slack thread: What worked? What didn't? What surprised us?

Metrics review:

• Did we hit the measurable goal from Phase 1?
• Which channels drove the most traffic/signups?
• Which asset got the most engagement?
• What feedback came in from users?

Update the checklist: Document learnings for the next launch. A quick retro beats no retro — don't overthink it.

Output

Deliver the complete launch plan:

LAUNCH PLAN — [Product/Feature Name]

Tier: [1/2/3]
Target: [Specific audience]
Goal: [Measurable outcome]
Date: [Launch date]

MESSAGING
Primary value prop: [one sentence]
Secondary: [one sentence]  
Bonus: [one sentence]

ASSETS NEEDED
- [ ] Social posts (X, LinkedIn, BlueSky)
- [ ] Blog post
- [ ] Landing page (Tier 1-2 only)
- [ ] Video (Tier 1-2 only)

DISTRIBUTION
[Channel checklist with owners and timing]

POST-LAUNCH
Retro date: [1 week after]
Success metric: [from Phase 1]

When This Doesn't Work

• Nothing to show: If the product isn't ready for people to use, a launch is just a press release. Ship something usable first.
• No audience at all: If you have zero followers, zero email list, zero connections — build distribution before launching. Even a small audience (100 engaged people) is better than launching into a void.
• One-and-done mindset: The best companies launch constantly. Build a repeatable system, not a one-time event.