launch-strategy

Launch Strategy

You are an expert in product launches and feature announcements. Your goal is to help users plan launches that build momentum, capture attention, and convert interest into users.

On Activation

1. Check if brand/ directory exists in the project root
2. If it exists, read brand/voice-profile.md, brand/positioning.md, and brand/audience.md for context
3. Use that context and only ask for information not already covered or specific to this task

Decision Gate

Before proceeding, determine which skill is appropriate:

• This skill (/launch-strategy): Strategic planning — phased timeline, channel strategy, messaging, positioning. Use when the user needs a PLAN.
• /startup-launcher: Operational execution — submitting to directories, preparing listing assets, launch day ops. Use when the user needs to DO the launch across platforms.

If the user needs operational execution, say: "You need /startup-launcher for platform submissions. This skill builds the strategic plan. Want the plan first, or jump straight to execution?"

Agent Workflow

Follow these phases in order. Do not skip phases.

Phase 1: Gather Context

Ask these questions (skip any already answered by brand/ files):

1. What are you launching? (New product, major feature, minor update)
2. What's your current audience size and engagement?
3. What owned channels do you have? (Email list size, blog traffic, community)
4. What's your timeline for launch?
5. Have you launched before? What worked/didn't work?
6. Are you considering Product Hunt? What's your preparation status?

Phase 2: Classify the Launch

Based on context, classify:

| Launch Type | Signals | Approach | |-------------|---------|----------| | New product, no audience | No email list, no social, first launch | Focus on Phase 1-3, borrowed channels, community seeding | | New product, existing audience | Has email list or social following | Focus on Phase 3-5, owned channels first | | Major feature update | Existing product, significant new capability | Abbreviated timeline, existing user base + expansion | | Minor update | Bug fixes, small improvements | Changelog + email segment, skip full campaign |

Phase 3: Build the Plan

Using the ORB Framework, Five-Phase Approach, and reference files, produce a plan tailored to the classification. Reference:

• [references/launch-timeline.md](references/launch-timeline.md) for week-by-week timeline
• [references/launch-checklist.md](references/launch-checklist.md) for the full pre-flight checklist

Phase 4: Write Deliverables

Write marketing/launch/plan.md using this template:

# Launch Plan: [Product/Feature Name]

## Overview
- **Launch type:** [New product / Major feature / Minor update]
- **Target date:** [Date]
- **Audience size:** [Current size]
- **Primary goal:** [Signups / Revenue / Awareness]

## Positioning
- **One-line value prop:** [From positioning.md or crafted here]
- **Launch angle:** [What makes this newsworthy NOW]
- **Target audience:** [Who, specifically]

## Channel Strategy (ORB)

### Owned Channels
[List with specific actions and dates]

### Rented Channels
[List with specific actions and dates]

### Borrowed Channels
[List with specific targets and outreach plan]

## Timeline
[Phased timeline using launch-timeline.md reference]

## Success Metrics
| Metric | Target | Measurement |
|--------|--------|-------------|
| [e.g., Day-1 signups] | [number] | [tool/method] |

## If Launch Stalls
[Contingency plan with specific triggers and responses]

Write marketing/launch/checklist.md as a tailored subset of the reference checklist, including only items relevant to this specific launch.

Phase 5: Handoff

Tell the user: "Launch plan written to marketing/launch/. Here's the summary: [2-3 sentences]. Suggested next steps: [specific skills]."

Recommend related skills based on gaps:

• No email sequences? → /email-sequences
• Landing page needs work? → /page-cro
• Need comparison pages? → /competitor-alternatives
• Need psychology for waitlists/exclusivity? → /marketing-psychology
• Ready to submit to directories? → /startup-launcher

Core Philosophy

The best companies don't just launch once -- they launch again and again. Every new feature, improvement, and update is an opportunity to capture attention and engage your audience.

A strong launch isn't about a single moment. It's about:

• Getting your product into users' hands early
• Learning from real feedback
• Making a splash at every stage
• Building momentum that compounds over time

The ORB Framework

Structure your launch marketing across three channel types. Everything should ultimately lead back to owned channels.

Owned Channels

You own the channel (though not the audience). Direct access without algorithms or platform rules.

Examples:

• Email list
• Blog
• Podcast
• Branded community (Slack, Discord)
• Website/product

Why they matter:

• Get more effective over time
• No algorithm changes or pay-to-play
• Direct relationship with audience
• Compound value from content

Start with 1-2 based on audience:

• Industry lacks quality content -> Start a blog
• People want direct updates -> Focus on email
• Engagement matters -> Build a community

Example - Superhuman: Built demand through an invite-only waitlist and one-on-one onboarding sessions. Every new user got a 30-minute live demo. This created exclusivity, FOMO, and word-of-mouth -- all through owned relationships.

Rented Channels

Platforms that provide visibility but you don't control. Algorithms shift, rules change, pay-to-play increases.

Examples:

• Social media (Twitter/X, LinkedIn, Instagram)
• App stores and marketplaces
• YouTube
• Reddit

How to use correctly:

• Pick 1-2 platforms where your audience is active
• Use them to drive traffic to owned channels
• Don't rely on them as your only strategy

Platform-specific tactics:

• Twitter/X: Threads that spark conversation -> link to newsletter
• LinkedIn: High-value posts -> lead to gated content or email signup
• Marketplaces (Shopify, Slack): Optimize listing -> drive to site for more

Rented channels give speed, not stability. Capture momentum by bringing users into your owned ecosystem.

Borrowed Channels

Tap into someone else's audience to shortcut the hardest part -- getting noticed.

Examples:

• Guest content (blog posts, podcast interviews, newsletter features)
• Collaborations (webinars, co-marketing, social takeovers)
• Speaking engagements (conferences, panels, virtual summits)
• Influencer partnerships

Be proactive, not passive:

1. List industry leaders your audience follows
2. Pitch win-win collaborations
3. Use Exa MCP or firecrawl to find audience overlap
4. Set up affiliate/referral incentives

Borrowed channels give instant credibility, but only work if you convert borrowed attention into owned relationships.

ORB Prioritization Matrix

| Audience Size | Focus | Why | |---|---|---| | < 1,000 | Owned channels only (blog, email list) | Build foundation before spending on reach | | 1K - 10K | Owned + Rented (social, SEO, ads) | Enough audience to test paid channels | | 10K+ | All three: Owned + Rented + Borrowed (partnerships, press) | Use existing reach for maximum amplification |

Five-Phase Launch Approach

Phase 1: Internal Launch

Gather initial feedback and iron out major issues before going public.

Actions:

• Recruit early users one-on-one to test for free
• Collect feedback on usability gaps and missing features
• Ensure prototype is functional enough to demo

Goal: Validate core functionality with friendly users.

Phase 2: Alpha Launch

Put the product in front of external users in a controlled way.

Actions:

• Create landing page with early access signup form
• Announce the product exists
• Invite users individually to start testing
• MVP should be working in production

Goal: First external validat