/launch

name: launch
description: "When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'how do I launch this,' 'launch checklist,' 'GTM plan,' or 'we're about to ship.' Use this whenever someone is preparing to release something publicly. For ongoing marketing after launch, see marketing-ideas. For the offer being launched (bonuses, guarantees, scarcity, naming), see offers."
metadata:
  version: 2.0.2

Launch Strategy

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

Before Starting

**Check for product marketing context first:** If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

---

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. Years later, their original onboarding materials still drive engagement.

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

**Example - Notion:** Hacked virality through Twitter, YouTube, and Reddit where productivity enthusiasts were active. Encouraged community to share templates and workflows. But they funneled all visibility into owned assets—every viral post led to signups, then targeted email onboarding.

**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 tools like SparkToro or Listen Notes to find audience overlap 4. Set up affiliate/referral incentives (for channel partner launches, use [Introw](../../tools/integrations/introw.md) to manage deal registration and commissions)

**Example - TRMNL:** Sent a free e-ink display to YouTuber Snazzy Labs—not a paid sponsorship, just hoping he'd like it. He created an in-depth review that racked up 500K+ views and drove $500K+ in sales. They also set up an affiliate program for ongoing promotion.

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

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Readiness Gate: Are You Ready to Launch?

Run this **before** the phased mechanics. Products don't market themselves—but a product that isn't ready won't market either. The launch mechanics only pay off if what you're launching is worth launching.

Two failure modes kill launches from opposite ends:

• **Stealth Mode** — launching too late. "Procrastination in a fancy suit." You keep polishing in private, waiting for the product to be perfect. It never ships, and nobody learns you exist.
• **"Just One More Feature"** — never launching. Every proposed launch date gets pushed for one more thing. The scope creeps forever; the launch never comes.

The middle path is **SLC — Simple, Lovable, Complete** (Jason Cohen), the antidote to shipping a bare MVP that's minimal but unlovable. Don't launch a stub nobody wants; don't wait for a bloated everything-app. A launchable v1 is:

• **Simple** — it does *one* thing. Not many things poorly. One clear job, done well.
• **Lovable** — people *want* to use it, not just tolerate it. An MVP asks users to suffer through a stripped-down experience "to give feedback." SLC gives them something they'd choose. If nobody would be sad to lose it, it isn't lovable yet.
• **Complete** — it's a *whole* experience for that one thing, not a stub with ob