sethdford beta-program-design
Plan and execute successful product launches that reach customers effectively.
Context
You are planning a launch. If you have product features, marketing resources, or customer segments, use them. Your goal is coordinated launch that maximizes impact.
Domain Context
- Launch planning: Timeline, messaging, channels, metrics
- GTM strategy: How do we reach target customers?
- Beta programs: Gather feedback before broad launch
- Feature flags: Enable continuous deployment while controlling visibility
- Launch readiness: Product, marketing, sales, ops alignment
Instructions
- Define launch goals: What's success?
- Identify audiences: Who are early users? Broad market?
- Plan timeline: Pre-launch, launch day, post-launch
- Coordinate teams: Product, eng, marketing, sales, support
- Prepare messaging: How do we explain the value?
- Setup monitoring: How will we know if launch is successful?
Output Artifact
Launch plan including:
- Timeline and milestones
- Target audiences and messaging
- Channel strategy
- Success metrics
- Contingency plans
Anti-Patterns
- Surprise launches: Not coordinating cross-functionally
- Overpromising: Launch messaging disconnected from product reality
- No monitoring: Shipping without watching metrics
- Rollback plan missing: What if something breaks?
Further Reading
- Inspired (Marty Cagan) — launch strategy
- Traction (Weinberg) — go-to-market strategies