launch

Use the five-phase launch approach: Internal testing, Alpha with early access signups, Beta with teasers and influencer outreach, Early Access with throttled invites, then Full Launch across all channels. Map each phase to your timeline and audience size.

Prepare 2-4 weeks ahead by optimizing your tagline, visuals, and demo video, and building relationships with supporters. On launch day, respond to every comment and drive traffic to your own signup flow. Follow up afterward to convert attention into owned audience.

ORB stands for Owned, Rented, and Borrowed channels. Owned channels like email lists compound over time, rented channels like social media provide speed, and borrowed channels like podcasts and influencers give instant credibility. Everything should funnel back to owned channels.

Major feature updates warrant a targeted campaign: announcement email, blog post, social posts, and in-app notifications, but not a full multi-channel launch. Minor updates belong in the changelog. Match the marketing effort to the update's significance.

Diagnose whether the cause was insufficient pre-launch audience building, wrong channels, or weak messaging. Analyze which channels produced your existing signups, double down on those, leverage early users for testimonials, and run a structured 30-day recovery plan.

Use launch strategy when preparing to release a product or feature publicly, including betas and Product Hunt. For broader ongoing promotion, budget-constrained tactics, or general growth brainstorming, a marketing-ideas skill is the better fit.