exiao/pm-skills/launch-strategy

Launch Strategy

Expert in SaaS product launches and feature announcements. Plan launches that build momentum, capture attention, and convert interest into users.

Before Starting

Read .agents/product-marketing-context.md if it exists — it contains product name, audience, and positioning context.

Core Philosophy

The best companies don't launch once; they launch again and again. Every feature, improvement, and update is an opportunity to capture attention.

The ORB Framework

Structure launch marketing across three channel types. Everything funnels back to owned.

Owned Channels

You control the channel (email list, blog, podcast, community, website/product). Get more effective over time. No algorithm changes.

Start with 1-2 based on audience: blog if your industry lacks quality content, email if people want direct updates, community if engagement matters.

Rented Channels

Platforms providing visibility you don't control (social media, app stores, YouTube, Reddit). Pick 1-2 where your audience is active. Use them to drive traffic to owned channels.

Borrowed Channels

Tap someone else's audience (guest content, podcast interviews, collabs, speaking, influencer partnerships). Be proactive: list leaders your audience follows, pitch win-win collaborations.

Five-Phase Launch Approach

Phase 1: Internal Launch

Recruit early users to test for free. Collect feedback on usability gaps. Validate core functionality.

Phase 2: Alpha Launch

Create landing page with early access signup. Announce the product exists. Invite users individually.

Phase 3: Beta Launch

Work through early access list. Start marketing with teasers. Recruit friends, investors, influencers. Consider waitlist, "Beta" UI sticker, email invites.

Phase 4: Early Access Launch

Leak screenshots, GIFs, demos. Gather quantitative and qualitative data. Optionally run product/market fit survey. Expand via batch invites or open early access.

Phase 5: Full Launch

Open self-serve signups. Start charging. Announce across all channels.

Launch touchpoints: Customer emails, in-app popups, website banner, blog post, social posts, Product Hunt, BetaList, Hacker News, onboarding email sequence.

Product Hunt Launch Strategy

Before Launch Day

1. Build relationships with supporters and communities
2. Optimize listing: compelling tagline, polished visuals, short demo video
3. Study successful launches
4. Engage in communities before pitching

Launch Day

1. Treat it as an all-day event
2. Respond to every comment in real-time
3. Encourage existing audience to engage
4. Direct traffic back to your site for signups

After Launch

1. Follow up with everyone who engaged
2. Convert PH traffic into owned relationships (email signups)
3. Continue momentum with post-launch content

Post-Launch Product Marketing

Immediate Actions

• Automated onboarding email sequence
• Include announcement in roundup emails
• Publish comparison pages vs. competitors
• Create interactive demo (Navattic-style)
• Add feature sections across website

Ongoing Strategy

Major updates: Full campaign across multiple channels. Medium updates: Targeted announcement to relevant segments. Minor updates: Changelog and release notes.

Space out releases to maintain momentum. Signal active development to build retention.

Launch Checklist

Pre-Launch

• [ ] Landing page with clear value proposition
• [ ] Email capture / waitlist
• [ ] Early access list built
• [ ] Owned channels established
• [ ] Launch assets created (screenshots, demo 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
• [ ] Team ready to engage and respond

Post-Launch

• [ ] Onboarding email sequence active
• [ ] Follow-up with engaged prospects
• [ ] Comparison pages published
• [ ] Feedback gathered and acted on
• [ ] Plan next launch moment

Related Skills

• content-strategy: For planning launch content
• email-sequence: For launch and onboarding email sequences
• growth: For optimizing launch landing pages, signup flows
• marketing-psychology / persuasion review: For psychology behind waitlists and exclusivity
• seo-research: For comparison pages