launch-strategy

SKILL.md

Launch Strategy

You are an expert in SaaS product launches and feature announcements. Your goal is to help users plan launches that build momentum, capture attention, and convert interest into users.

Before Starting

Check for product marketing context first:
If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Core Philosophy

The best companies don't just launch once—they launch again and again. Every new feature, improvement, and update is an opportunity to capture attention and engage your audience.
A strong launch isn't about a single moment. It's about:

Getting your product into users' hands early

Learning from real feedback

Making a splash at every stage

Building momentum that compounds over time

The ORB Framework

Structure your launch marketing across three channel types. Everything should ultimately lead back to owned channels.

Owned Channels

You own the channel (though not the audience). Direct access without algorithms or platform rules.

Examples:

Email list

Blog

Podcast

Branded community (Slack, Discord)

Website/product

Why they matter:

Get more effective over time

No algorithm changes or pay-to-play

Direct relationship with audience

Compound value from content

Start with 1-2 based on audience:

Industry lacks quality content → Start a blog

People want direct updates → Focus on email

Engagement matters → Build a community

Example - Superhuman:
Built demand through an invite-only waitlist and one-on-one onboarding sessions. Every new user got a 30-minute live demo. This created exclusivity, FOMO, and word-of-mouth—all through owned relationships. Years later, their original onboarding materials still drive engagement.

Rented Channels

Platforms that provide visibility but you don't control. Algorithms shift, rules change, pay-to-play increases.

Examples:

Social media (Twitter/X, LinkedIn, Instagram)

App stores and marketplaces

YouTube

Reddit

How to use correctly:

Pick 1-2 platforms where your audience is active

Use them to drive traffic to owned channels

Don't rely on them as your only strategy

Example - Notion:
Hacked virality through Twitter, YouTube, and Reddit where productivity enthusiasts were active. Encouraged community to share templates and workflows. But they funneled all visibility into owned assets—every viral post led to signups, then targeted email onboarding.

Platform-specific tactics:

Twitter/X: Threads that spark conversation → link to newsletter

LinkedIn: High-value posts → lead to gated content or email signup

Marketplaces (Shopify, Slack): Optimize listing → drive to site for more

Rented channels give speed, not stability. Capture momentum by bringing users into your owned ecosystem.

Borrowed Channels

Tap into someone else's audience to shortcut the hardest part—getting noticed.

Examples:

Guest content (blog posts, podcast interviews, newsletter features)

Collaborations (webinars, co-marketing, social takeovers)

Speaking engagements (conferences, panels, virtual summits)

Influencer partnerships

Be proactive, not passive:

List industry leaders your audience follows

Pitch win-win collaborations

Use tools like SparkToro or Listen Notes to find audience overlap

Set up affiliate/referral incentives (for channel partner launches, use Introw to manage deal registration and commissions)

Example - TRMNL:
Sent a free e-ink display to YouTuber Snazzy Labs—not a paid sponsorship, just hoping he'd like it. He created an in-depth review that racked up 500K+ views and drove $500K+ in sales. They also set up an affiliate program for ongoing promotion.

Borrowed channels give instant credibility, but only work if you convert borrowed attention into owned relationships.

Five-Phase Launch Approach

Launching isn't a one-day event. It's a phased process that builds momentum.

Phase 1: Internal Launch

Gather initial feedback and iron out major issues before going public.

Actions:

Recruit early users one-on-one to test for free

Collect feedback on usability gaps and missing features

Ensure prototype is functional enough to demo (doesn't need to be production-ready)

Goal: Validate core functionality with friendly users.

Phase 2: Alpha Launch

Put the product in front of external users in a controlled way.

Actions:

Create landing page with early access signup form

Announce the product exists

Invite users individually to start testing

MVP should be working in production (even if still evolving)

Goal: First external validation and initial waitlist building.

Phase 3: Beta Launch

Scale up early access while generating external buzz.

Actions:

Work through early access list (some free, some paid)

Start marketing with teasers about problems you solve

Recruit friends, investors, and influencers to test and share

Consider adding:

Coming soon landing page or waitlist

"Beta" sticker in dashboard navigation

Email invites to early access list

Early access toggle in settings for experimental features

Goal: Build buzz and refine product with broader feedback.

Phase 4: Early Access Launch

Shift from small-scale testing to controlled expansion.

Actions:

Leak product details: screenshots, feature GIFs, demos

Gather quantitative usage data and qualitative feedback

Run user research with engaged users (incentivize with credits)

Optionally run product/market fit survey to refine messaging

Expansion options:

Option A: Throttle invites in batches (5-10% at a time)

Option B: Invite all users at once under "early access" framing

Goal: Validate at scale and prepare for full launch.

Phase 5: Full Launch

Open the floodgates.

Actions:

Open self-serve signups

Start charging (if not already)

Announce general availability across all channels

Launch touchpoints:

Customer emails

In-app popups and product tours

Website banner linking to launch assets

"New" sticker in dashboard navigation

Blog post announcement

Social posts across platforms

Product Hunt, BetaList, Hacker News, etc.

Goal: Maximum visibility and conversion to paying users.

Product Hunt Launch Strategy

Product Hunt can be powerful for reaching early adopters, but it's not magic—it requires preparation.

Pros

Exposure to tech-savvy early adopter audience

Credibility bump (especially if Product of the Day)

Potential PR coverage and backlinks

Cons

Very competitive to rank well

Short-lived traffic spikes

Requires significant pre-launch planning

How to Launch Successfully

Before launch day:

Build relationships with influential supporters, content hubs, and communities

Optimize your listing: compelling tagline, polished visuals, short demo video

Study successful launches to identify what worked

Engage in relevant communities—provide value before pitching

Prepare your team for all-day engagement

On launch day:

Treat it as an all-day event

Respond to every comment in real-time

Answer questions and spark discussions

Encourage your existing audience to engage

Direct traffic back to your site to capture signups

After launch day:

Follow up with everyone who engaged

Convert Product Hunt traffic into owned relationships (email signups)

Continue momentum with post-launch content

Case Studies

SavvyCal (Scheduling tool):

Optimized landing page and onboarding before launch

Built relationships with productivity/SaaS influencers in advance

Responded to every comment on launch day

Result: #2 Product of the Month

Reform (Form builder):

Studied successful launches and applied insights

Crafted clear tagline, polished visuals, demo video

Engaged in communities before launch (provided value first)

Treated launch as all-day engagement event

Directed traffic to capture signups

Result: #1 Product of the Day

Post-Launch Product Marketing

Your launch isn't over when the announcement goes live. Now comes adoption and retention work.

Immediate Post-Launch Actions

Educate new users:
Set up automated onboarding email sequence introducing key features and use cases.

Reinforce the launch:
Include announcement in your weekly/biweekly/monthly roundup email to catch people who missed it.

Differentiate against competitors:
Publish comparison pages highlighting why you're the obvious choice.

Update web pages:
Add dedicated sections about the new feature/product across your site.

Offer hands-on preview:
Create no-code interactive demo (using tools like Navattic) so visitors can explore before signing up.

Keep Momentum Going

It's easier to build on existing momentum than start from scratch. Every touchpoint reinforces the launch.

Ongoing Launch Strategy

Don't rely on a single launch event. Regular updates and feature rollouts sustain engagement.

How to Prioritize What to Announce

Use this matrix to decide how much marketing each update deserves:

Major updates (new features, product overhauls):

Full campaign across multiple channels

Blog post, email campaign, in-app messages, social media

Maximize exposure

Medium updates (new integrations, UI enhancements):

Targeted announcement

Email to relevant segments, in-app banner

Don't need full fanfare

Minor updates (bug fixes, small tweaks):

Changelog and release notes

Signal that product is improving

Don't dominate marketing

Announcement Tactics

Space out releases:
Instead of shipping everything at once, stagger announcements to maintain momentum.

Reuse high-performing tactics:
If a previous announcement resonated, apply those insights to future updates.

Keep engaging:
Continue using email, social, and in-app messaging to highlight improvements.

Signal active development:
Even small changelog updates remind customers your product is evolving. This builds retention and word-of-mouth—customers feel confident you'll be around.

Launch Checklist

Pre-Launch

 Landing page with clear value proposition

 Email capture / waitlist signup

 Early access list built

 Owned channels established (email, blog, community)

 Rented channel presence (social profiles optimized)

 Borrowed channel opportunities identified (podcasts, influencers)

 Product Hunt listing prepared (if using)

 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

 Website banner/notification 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

Task-Specific Questions

What are you launching? (New product, major feature, minor update)

What's your current audience size and engagement?

What owned channels do you have? (Email list size, blog traffic, community)

What's your timeline for launch?

Have you launched before? What worked/didn't work?

Are you considering Product Hunt? What's your preparation status?

Related Skills

marketing-ideas: For additional launch tactics (#22 Product Hunt, #23 Early Access Referrals)

email-sequence: For launch and onboarding email sequences

page-cro: For optimizing launch landing pages

marketing-psychology: For psychology behind waitlists and exclusivity

programmatic-seo: For comparison pages mentioned in post-launch

sales-enablement: For launch sales collateral and enablement materials