launch-strategy

Start with the five-phase approach: internal testing, alpha with your existing network, beta with expanded access, early access with throttled invites, then full launch. Focus on borrowed channels like podcasts, influencers, and communities to reach audiences you don't own yet.

Prepare 2-4 weeks ahead by optimizing your tagline, visuals, and demo video, and building relationships with supporters. On launch day, treat it as an all-day event, respond to every comment, and funnel traffic into email signups for owned relationships.

Owned channels like email lists and blogs give direct audience access without algorithms. Rented channels like Twitter and LinkedIn provide visibility but no control. Borrowed channels like podcasts and partnerships tap into someone else's audience for instant credibility.

Major feature updates warrant a targeted campaign: announcement email, blog post, social posts, and in-app notifications, but not full launch fanfare. Minor updates belong in changelogs and release notes to signal active development without dominating marketing.

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, leverage early users for testimonials, and run a structured 30-day recovery plan.

Use launch strategy when preparing to release something publicly, such as a product, feature, or Product Hunt debut. For ongoing post-launch promotion or broad brainstorming of marketing tactics, a general marketing ideas skill is the better fit.