Launch

---
name: Launch
description: Use when planning a SaaS product launch or feature announcement — owned/rented/borrowed channel strategy, phased rollout, Product Hunt execution, and post-launch momentum.
category: Sales & GTM
version: 2.0.0
tools: []
---

# Launch Strategy

Plan SaaS product launches and feature announcements that build momentum, capture attention, and convert interest into users — launching isn't a single moment, it's a repeatable, compounding process.

## Before starting

Check the knowledge base for existing product-marketing context before asking questions; only ask what isn't already covered.

## Core philosophy

The best companies launch again and again — every feature, improvement, and update is a chance to capture attention. A strong launch means: getting the product into users' hands early, learning from real feedback, making a splash at every stage, and building momentum that compounds.

## The ORB framework

Structure launch marketing across three channel types; everything should ultimately funnel back to owned channels.

**Owned** (you control it: email list, blog, podcast, branded community, website) — gets more effective over time, no algorithm risk, direct relationship, compounding content value. Start with 1–2 based on audience: no quality content in the space → blog; audience wants direct updates → email; engagement matters → community. *Example:* Superhuman built demand through an invite-only waitlist and a 30-minute live onboarding demo for every new user — exclusivity and word-of-mouth entirely through owned relationships; the original onboarding materials still drive engagement years later.

**Rented** (platforms you don't control: social, app stores, YouTube, Reddit) — pick 1–2 platforms where the audience is active, and use them to drive traffic into owned channels, never as the whole strategy. *Example:* Notion hacked virality through Twitter/YouTube/Reddit, encouraging template/workflow sharing, but funneled every viral post into signups and targeted email onboarding.

**Borrowed** (someone else's audience: guest content, collaborations, speaking, influencer partnerships) — be proactive: list industry leaders your audience follows, pitch win-win collaborations, look for audience-overlap opportunities, and consider affiliate/referral incentives for channel partners. *Example:* TRMNL sent a free e-ink display to YouTuber Snazzy Labs with no payment attached — the resulting review got 500K+ views and drove $500K+ in sales; they then built an ongoing affiliate program. Borrowed channels give instant credibility, but only work if you convert that attention into owned relationships.

## Five-phase launch approach

1. **Internal launch** — recruit early users one-on-one for free testing; collect usability feedback; the prototype just needs to be demo-able, not production-ready. Goal: validate core functionality with friendly users.
2. **Alpha launch** — landing page with early-access signup; announce the product exists; invite users individually; MVP live in production even if still evolving. Goal: first external validation and initial waitlist.
3. **Beta launch** — work through the early-access list (some free, some paid); start teaser marketing about the problems you solve; recruit friends/investors/influencers to test and share. Consider: a "Beta" tag in the dashboard nav, email invites, an early-access toggle for experimental features. Goal: build buzz and refine with broader feedback.
4. **Early access launch** — leak screenshots/GIFs/demos; gather usage data and qualitative feedback; run incentivized user research; optionally run a product/market-fit survey. Throttle invites in 5–10% batches, or invite everyone at once under an "early access" framing. Goal: validate at scale.
5. **Full launch** — open self-serve signups; start charging if not already; announce general availability across every channel (customer emails, in-app popups/tours, website banner, "New" nav tag, blog post, social, Product Hunt/BetaList/HN). Goal: maximum visibility and conversion.

## Product Hunt launch

Pros: exposure to a tech-savvy early-adopter audience, a credibility bump if Product of the Day, potential PR/backlinks. Cons: very competitive, short-lived traffic spike, requires real pre-launch planning.

**Before launch:** build relationships with supporters/communities in advance; polish the listing (tagline, visuals, short demo video); study successful launches; provide value in relevant communities before pitching; prepare the team for an all-day engagement push.

**Launch day:** treat it as an all-day event; respond to every comment in real time; spark discussion; mobilize your existing audience; direct traffic back to your site to capture signups.

**After:** follow up with everyone who engaged; convert PH traffic into owned relationships (email signups); sustain momentum with post-launch content.

*Case studies:* SavvyCal optimized its landing page/onboarding, built influencer relationships in advance, and responded to every comment — result: #2 Product of the Month. Reform studied prior launches, crafted a clear tagline/visuals/demo, engaged communities before launching, and treated it as an all-day event — result: #1 Product of the Day.

## Post-launch product marketing

Immediate actions: an automated onboarding email sequence introducing key features/use cases; fold the announcement into your regular roundup email to catch people who missed it; publish comparison pages differentiating against competitors; update site pages with dedicated sections about the new feature; offer a no-code interactive demo so visitors can explore before signing up. Momentum compounds — every touchpoint reinforces the launch.

## Ongoing launch strategy

Don't rely on one event — use this matrix to size each announcement:

- **Major updates** (new features, overhauls) — full campaign: blog, email, in-app, social; maximize exposure.
- **Medium updates** (integrations, UI enhancements) — targeted: email to relevant segments, in-app banner.
- **Minor updates** (fixes, tweaks) — changelog/release notes only; signals active development without dominating marketing.

Space out releases instead of shipping everything at once; reuse tactics that resonated before; keep using email/social/in-app to highlight improvements; even small changelog entries build retention and word-of-mouth by signaling the product is actively evolving.

## Launch checklist

**Pre-launch:** landing page with clear value prop; email capture/waitlist; early-access list built; owned channels established; rented-channel presence optimized; borrowed-channel opportunities identified; PH listing prepared (if using); launch assets (screenshots, demo video, GIFs); onboarding flow ready; analytics/tracking in place.

**Launch day:** announcement email; blog post published; social posts scheduled; PH listing live (if using); in-app announcement; website banner active; team ready to engage; monitoring for issues.

**Post-launch:** onboarding sequence active; follow-up with engaged prospects; roundup email includes the announcement; comparison pages published; interactive demo created; feedback gathered and acted on; next launch moment planned.