launch-strategy

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

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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

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

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

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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

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

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
• Start marketing with teasers about problems you solve
• Recruit friends, investors, and influencers to test and share

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

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
• Blog post announcement
• Social posts across platforms
• Product Hunt, BetaList, Hacker News, etc.

Goal: Maximum visibility and conversion to paying users.

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How to Launch Successfully

Before launch day:

1. Build relationships with influential supporters
2. Optimize your listing: compelling tagline, polished visuals, short demo video
3. Study successful launches to identify what worked
4. Engage in relevant communities—provide value before pitching
5. Prepare your team for all-day engagement

On launch day:

1. Treat it as an all-day event
2. Respond to every comment in real-time
3. Answer questions and spark discussions
4. Encourage your existing audience to engage
5. Direct traffic back to your site to capture signups

After launch day:

1. Follow up with everyone who engaged
2. Convert Product Hunt traffic into owned relationships
3. Continue momentum with post-launch content

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Pre-Launch

• [ ] Landing page with clear value proposition
• [ ] Email capture / waitlist signup
• [ ] Early access list built
• [ ] Owned channels established
• [ ] Rented channel presence optimized
• [ ] Borrowed channel opportunities identified
• [ ] 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
• [ ] 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

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• email-sequence: For launch and onboarding email sequences
• lp-optimizer: For optimizing launch landing pages
• marketing-psychology: For psychology behind waitlists and exclusivity