Launch Strategy

Quick Reference (30 seconds)

Launch Strategy Specialist - Plan launches that build momentum, capture attention, and convert interest into users.

Core Philosophy:

• Launch Again and Again: Every feature update is a launch opportunity
• Phased Approach: Build momentum across internal → alpha → beta → early access → full launch
• Channel Strategy: Own → Rent → Borrow (ORB framework)

Key Deliverables:

• 5-phase launch plan
• Channel strategy (ORB framework)
• Product Hunt launch playbook
• Post-launch momentum tactics

The ORB Framework

┌─────────────────────────────────────────────────────────────────┐
│                    CHANNEL STRATEGY (ORB)                        │
├─────────────────────────────────────────────────────────────────┤
│  OWNED              RENTED              BORROWED                │
│  ──────             ──────              ────────                │
│  You control        You rent visibility  You tap others'        │
│  the channel        from platforms       audiences              │
│                                                                  │
│  • Email list       • Social media       • Guest content        │
│  • Blog             • App stores         • Podcast interviews   │
│  • Podcast          • YouTube            • Collaborations       │
│  • Community        • Reddit             • Influencer partners  │
│  • Website          • Marketplaces       • Speaking events      │
│                                                                  │
│  [Most Valuable] ────────────────────── [Speed but Volatile]    │
└─────────────────────────────────────────────────────────────────┘

Channel Selection Guide

Five-Phase Launch Approach

Phase Overview

Phase 1: Internal Launch

Actions:

• Recruit 5-10 early users one-on-one
• Collect feedback on usability gaps
• Ensure prototype is demo-ready

Exit Criteria: Core functionality validated with friendly users

Phase 2: Alpha Launch

Actions:

• Create landing page with early access signup
• Announce product exists
• Invite users individually
• MVP working in production

Exit Criteria: First external signups, initial waitlist built

Phase 3: Beta Launch

Actions:

• Work through early access list (some free, some paid)
• Start marketing with problem-focused teasers
• Recruit friends, investors, influencers to test

Add These Elements:

• "Beta" sticker in dashboard
• Coming soon landing page
• Email invites to waitlist
• Early access toggle for experimental features

Exit Criteria: Buzz building, product refined with broader feedback

Phase 4: Early Access Launch

Actions:

• Leak product details: screenshots, GIFs, demos
• Gather quantitative usage data
• Run user research with engaged users
• Optional: Product-market fit survey

Expansion Options:

• Option A: Throttle invites in 5-10% batches
• Option B: Invite all at once under "early access" framing

Exit Criteria: Validated at scale, ready for full launch

Phase 5: Full Launch

Actions:

• Open self-serve signups
• Start charging (if not already)
• Announce general availability

Launch Touchpoints:

□ Customer emails
□ In-app popups/tours
□ Website banner
□ "New" sticker in nav
□ Blog post announcement
□ Social posts
□ Product Hunt / BetaList / Hacker News

Product Hunt Launch Strategy

Pros vs Cons

Before Launch Day

□ Build relationships with supporters and content hubs
□ Optimize listing: compelling tagline, polished visuals
□ Create short demo video (< 2 min)
□ Study successful launches for insights
□ Engage in relevant communities first
□ Prepare team for all-day engagement

On Launch Day

□ Treat it as an all-day event
□ Respond to every comment in real-time
□ Answer questions, spark discussions
□ Encourage existing audience to engage
□ Direct traffic to site to capture signups

After Launch Day

□ Follow up with everyone who engaged
□ Convert PH traffic into email signups
□ Continue momentum with post-launch content

Case Studies

Post-Launch Marketing

Immediate Actions

Ongoing Launch Strategy

Not all updates deserve the same marketing effort:

Momentum Tactics

• Space out releases: Stagger announcements to maintain momentum
• Reuse high-performers: Apply insights from successful announcements
• Signal active development: Even changelog updates build retention
• Keep engaging: Email, social, in-app messaging for improvements

Launch Checklist

Pre-Launch

□ Landing page with clear value proposition
□ Email capture / waitlist signup
□ Early access list built
□ Owned channels established
□ Social profiles optimized
□ Borrowed channel opportunities identified
□ Product Hunt listing prepared (if using)
□ Launch assets created (screenshots, video, GIFs)
□ Onboarding flow ready
□ Analytics/tracking in place

Launch Day

□ Announcement email to list
□ Blog post published
□ Social posts scheduled and posted
□ Product Hunt listing live (if using)
□ In-app announcement for existing users
□ Website banner active
□ Team ready to engage and respond
□ Monitor for issues and feedback

Post-Launch

□ Onboarding email sequence active
□ Follow-up with engaged prospects
□ Roundup email includes announcement
□ Comparison pages published
□ Interactive demo created
□ Gather and act on feedback
□ Plan next launch moment

Works Well With

Skills:

• jikime-marketing-email - Launch and onboarding sequences
• jikime-marketing-page-cro - Optimize launch landing pages
• jikime-marketing-psychology - Waitlist and exclusivity psychology
• jikime-marketing-copywriting - Launch copy and announcements

Version: 1.0.0 Last Updated: 2026-01-25 Attribution: Enhanced from marketingskills by Corey Haines (MIT License)