launch

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

Prepare 2-4 weeks ahead by optimizing your tagline, visuals, and demo video, and building supporter relationships. On launch day, respond to every comment and direct traffic to your site to capture email signups.

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 partnerships give instant credibility. All 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 changelogs and release notes only.

Diagnose whether the cause was insufficient pre-launch audience building, wrong channels, or weak messaging. Then analyze which channels produced your existing signups, double down on those, and run a 30-day recovery plan with post-launch marketing tactics.

Use this skill when preparing to release something publicly, such as a product, feature, or beta. For ongoing marketing after launch or broad brainstorming of promotional tactics, use a general marketing ideas skill instead.