launch-strategy

---
name: launch-strategy
description: Use when planning a product launch, feature announcement, release strategy, go-to-market plan, or launch momentum campaign including Product Hunt.
category: Marketing
version: 1.0.0
tools: []
---

# Launch Strategy

Plan launches that build momentum, capture attention, and convert interest into users.

## Before Starting

**Check for product marketing context first:**
Search the Knowledge Base if brand voice, ICP, or product positioning exists. Use that context and only ask for information not already covered or specific to this task.

## Core Philosophy

A launch is a momentum system, not a day. Two frameworks drive everything:

**ORB Channel Model** — Map every launch action to one of three channel types:
- **Owned** — Email list, blog, in-app. You control reach; activate first.
- **Rented** — Social platforms, communities. Algorithmic reach; you play by their rules.
- **Borrowed** — Partner audiences, newsletters, podcasts, Product Hunt. Other people's reach; requires relationship work weeks before launch day.

A plan covering only one channel type is incomplete. Quality bar: all three.

**Phase Model** — Sequence the launch instead of betting on one day:
1. **Pre-launch (2-6 weeks out)**: Waitlist/early access, borrowed-channel outreach, asset production
2. **Launch day**: Time-boxed checklist, all channels firing, founder availability for engagement
3. **Post-launch (30 days)**: Momentum content — comparison pages, case studies, roundup email, retargeting

## Readiness Gating

Score the launch readiness across all categories. Gate the launch date on this score: launching below a passing threshold in "owned channels ready" or "assets ready" means slipping the date, not hoping.

Weakest categories are called out automatically. Address them before proceeding to launch day.

## Task-Specific Questions

1. What are you launching? (New product, major feature, minor update)
2. What's your current audience size and engagement?
3. What owned channels do you have? (Email list size, blog traffic, community)
4. What's your timeline for launch?
5. Have you launched before? What worked/didn't work?
6. Are you considering Product Hunt? What's your preparation status?

## Proactive Triggers

Proactively offer launch planning when:

1. **Feature ship date mentioned** — When an engineering delivery date is discussed, ask about the launch plan immediately.
2. **Waitlist or early access mentioned** — Design the full phased launch funnel from alpha through full GA, not just the landing page.
3. **Product Hunt consideration** — Any mention of Product Hunt should trigger the full PH strategy including pre-launch relationship building.
4. **Post-launch silence** — If a user launched recently but hasn't followed up with momentum content, suggest post-launch marketing actions.
5. **Pricing change planned** — Pricing updates are a launch opportunity; treat as a product update campaign.

## Output Artifacts

| Artifact | Format | Description |
|----------|--------|-------------|
| Launch Plan | Markdown doc | Phase-by-phase plan with owners, dates, channels, metrics |
| ORB Channel Map | Table | Owned/Rented/Borrowed channel strategy with tactics |
| Launch Day Checklist | Checklist | Complete day-of execution checklist with time-boxed actions |
| Product Hunt Brief | Markdown doc | Listing copy, asset specs, pre-launch timeline, engagement playbook |
| Post-Launch Momentum Plan | Bulleted list | 30-day post-launch actions to sustain and compound momentum |

## Communication

Launch plans should be concrete, time-bound, and channel-specific. No vague "post on social media" recommendations. Every output should specify who does what and when. Reference marketing-context to ensure launch narrative matches ICP language and positioning. Quality bar: launch plan is complete when it covers all three ORB channel types and includes both launch-day and post-launch actions.

## Related Skills

- **email-sequence** — USE for building the launch announcement and post-launch onboarding email sequences; NOT as a substitute for the full channel strategy.
- **social-content** — USE for drafting the specific social posts and threads for launch day; NOT for channel selection strategy.
- **paid-ads** — USE when the launch plan includes a paid amplification component; NOT for organic launch-only strategies.
- **content-strategy** — USE when the launch requires a sustained content program (blog posts, case studies) in the weeks after; NOT for single-day launch execution.
- **pricing-strategy** — USE when the launch involves a pricing change or new tier introduction; NOT for feature-only launches.
- **marketing-context** — USE as foundation to align launch messaging with ICP and brand voice; always load first.