launch

Structure the launch across five phases: internal testing, alpha, beta, early access, and full launch. Each phase has specific actions like building a waitlist, recruiting testers, and opening self-serve signups, so momentum builds instead of relying on one announcement day.

Prepare before launch day by optimizing your tagline, visuals, and demo video, and by building relationships with supporters in advance. On launch day, respond to every comment in real time, then convert the traffic into owned channels like your email list afterward.

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

No. Major updates deserve multi-channel campaigns, medium updates like integrations need targeted emails and in-app banners, and minor fixes belong in a changelog. Spacing announcements out maintains momentum without fatiguing your audience.

Set up an onboarding email sequence, include the announcement in roundup emails, publish competitor comparison pages, and create an interactive demo. Follow up with everyone who engaged and plan the next launch moment to keep momentum compounding.