launch

Use the five-phase launch approach: Internal testing, Alpha with invited users, Beta with broader early access, Early Access expansion, then Full Launch. Map each phase to your timeline and assign tactics across owned, rented, and borrowed channels.

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 drive traffic to your own signup flow, then follow up with everyone who engaged.

Owned channels are assets you control like email lists and blogs. Rented channels are platforms like Twitter or app stores where algorithms control reach. Borrowed channels tap other people's audiences through guest posts, podcasts, and influencer partnerships.

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

Use waitlists during Alpha and Beta phases to build demand and control onboarding pace. Early access works when your MVP is functional in production and you want quantitative usage data and qualitative feedback before opening self-serve signups.