/prd-v09-launch-channels-orb

name: prd-v09-launch-channels-orb
description: >
  Allocate launch channels using the Owned / Rented / Borrowed (ORB) framework during PRD v0.9
  Go-to-Market. Triggers on requests to pick launch channels, distribute the offer, build a
  channel portfolio, or when user asks "where do we launch?", "what channels?", "ORB",
  "owned vs rented vs borrowed", "channel allocation", "channel mix", "Corey Haines launch".
  Outputs GTM-* entries with Type=Channel, a channel-mix matrix, and a launch sequence.
context: fork
allowed-tools:
  - Read
  - Write
  - Edit
  - Glob
  - Grep
  - WebSearch
  - WebFetch

execution_modes:
  default: standard
  supports: [quick, standard, deep]

Launch Channels (ORB: Owned / Rented / Borrowed)

Position in workflow: v0.9 Offer Construction (Hormozi) → **v0.9 Launch Channels (ORB)** → v0.9 Launch Metrics

Execution Mode

Default is **standard**. See [`.claude/rules/08-skill-execution-modes.md`](../../rules/08-skill-execution-modes.md) for selection logic.

| Mode | What this skill produces | |------|--------------------------| | **quick** | 1 channel per layer (3 channels total); single-week sequence | | **standard** | 2–3 channels per layer; pre-launch / launch / post-launch sequence; attribution plan per channel | | **deep** | Full portfolio; per-channel content strategy; budget allocation; per-channel ROI projection; channel-mix risk register |

Framework: Owned / Rented / Borrowed (ORB)

ORB classifies every distribution channel by **who controls the audience**. The rule: **own the relationship, rent the platform, borrow the reach** — and balance the portfolio so no single channel can take you out.

| Layer | Definition | Examples | Cost | Compounding | |-------|------------|----------|------|-------------| | **Owned** | You control the audience and the channel | Email list, website, product itself, blog you host, customer base | Time + tools | High — every additional list member compounds future launches | | **Rented** | You build presence on someone else's platform | Twitter/X, LinkedIn, YouTube, Slack/Discord communities, podcasts you host | Time | Medium — platform changes rules; audience is portable but messy | | **Borrowed** | You access someone else's audience temporarily | Press, podcast guesting, influencers, paid acquisition, integrations, partnerships, affiliate | Money or favor | Low — one-time reach unless converted to Owned/Rented |

The Channel Allocation Principles

1. **Build Owned before launch, rent through launch, borrow at launch.** Without an owned audience, the launch is a one-shot dependent on borrowed reach. 2. **Pick channels your best-fit segment already uses.** Pulled from the Positioning best-fit characteristics — not from "what's popular this quarter." 3. **One channel per layer to start.** Too many channels at once = no signal which is working. Add channels by tier 2–3 only once tier-1 attribution is clean. 4. **Convert Borrowed → Owned aggressively.** Every press hit, podcast guest spot, or partnership should funnel to an owned channel (email signup, demo request) — otherwise it's vanity reach. 5. **Borrowed scales reach; Owned scales repeat.** A launch is a moment; the goal is a list.

Consumes

• **GTM-\* positioning statement** (from v0.9 Positioning) — Best-fit characteristics define where this segment actually spends time
• **GTM-\* offer card** (from v0.9 Offer Construction) — The unit being distributed; channels must accommodate the offer's complexity
• **PER-\* personas** (sharpened by Positioning) — Channel behavior data
• **BR-\* product type** (from v0.2) — Clone/Innovation/Slice/Wrapper channel mixes differ: Clone leans Borrowed-paid, Innovation leans Owned-content, Slice leans Rented-community
• **KPI-\* baseline targets** (from v0.3 Outcome Definition) — Per-channel attribution targets must roll up to baseline KPIs
• **DEP-\* release readiness** (from v0.8) — Channels only fire after DEP- criteria met

Produces

• **GTM-\* with Type=Channel** (one per channel) — Channel name, layer (O/R/B), best-fit fit rationale, content plan, attribution plan, owner, timeline phase
• **GTM-\* channel-mix matrix** (one entry) — Portfolio summary: which channels in which phase, with budget/effort allocation
• **GTM-\* with Type=Sequence** — Pre-launch / launch / post-launch channel firing order

Execution

Step 1: Map the best-fit segment's channels

From the Positioning best-fit characteristics, list **where this segment is right now**. Be specific:

• Owned channels they already subscribe to (newsletters, podcasts)
• Rented platforms they actively use (with handles / community names)
• Borrowed sources they trust (publications, influencers, conferences)

Do not guess. If you don't know, that's a CFD- research gap.

Step 2: Audit your existing assets

What do you already have in each ORB layer?

| Layer | Asset | Reach (est.) | Activation | Notes | |-------|-------|--------------|------------|-------| | Owned | Email list | | | | | Owned | Existing customers | | | | | Rented | Founder Twitter | | | | | Rented | Company LinkedIn | | | | | Borrowed | Press relationships | | | | | Borrowed | Partner integrations | | | |

This audit reveals leverage — most launches over-rely on Borrowed because they have no Owned to lean on. Honest audit prevents that.

Step 3: Pick channels per layer [standard+]

| Mode | Owned | Rented | Borrowed | |------|-------|--------|----------| | quick | 1 | 1 | 1 | | standard | 2–3 | 2–3 | 2–3 | | deep | Full portfolio | Full portfolio | Full portfolio |

For each candidate channel, score:

• **Fit**: Does best-fit segment actually use this? (1–5)
• **Reach**: How many of them does this channel touch? (Est.)
• **Effort**: What's the time cost per launch wave? (Hours)
• **Cost**: Direct $ cost?
• **Attribution**: Can we measure conversion from this channel?

Drop any candidate below **Fit 3/5** — no channel is worth it if best-fit doesn't show up there.

Step 4: S