/60-launch-playbook

name: 60-launch-playbook
description: "Playbook chuan hoa quy trinh launch san pham / offer: timeline T-30 → D+7, checklist tung bo phan (content, design, ads, sales, CSKH), war-room ngay launch, escalation matrix va tieu chi roll-back. Dung khi nhac 'launch playbook', 'quy trinh launch', 'checklist launch', 'war room'."
metadata:
  version: 1.0.0
  category: strategy
license: MIT
triggers:
  - "launch playbook"
  - "quy trinh launch"
  - "checklist launch"
  - "chuan bi launch"
  - "SOP launch"
  - "war room launch"
  - "roll back launch"
  - "launch khong fail"
output: "File .md — playbook 3 giai doan: pre-launch T-30 → T-1, launch day war-room + D+1 → D+7, post-launch; checklist theo bo phan, escalation matrix, tieu chi roll-back"
related:
  - 59-go-to-market
  - 02-brief-chien-dich
  - 41-campaign-asset-list
  - 63-campaign-retrospective
  - 66-crisis-playbook

Launch Playbook

> Playbook khac voi plan — playbook la quy trinh tai su dung duoc, cai tien sau moi lan launch. Launch thanh cong khong phai may man — la ket qua cua chuan bi dung va execution ky luat. Goi `59-go-to-market` truoc de co GTM plan; playbook nay la lop thuc thi chi tiet.

Thu thap thong tin

Doc GTM plan va campaign brief neu co. Neu thieu, hoi toi da 4 cau:

1. **Launch gi, ngay nao?** San pham/offer, D-day cu the, co blackout date nao trong ky khong? 2. **Team gom nhung ai?** Content, designer, media buyer, sales/CSKH, dev — ai lam duoc gi? 3. **Asset da co gi?** Landing page, creative, email sequence, tracking — trang thai tung thu? 4. **Lan launch truoc (neu co) rut ra bai hoc gi?** Doc retro cu de update playbook, khong dung ban cu nguyen xi.

Nguyen tac

1. **Playbook update sau moi lan launch** — khong dung ban cu nguyen xi. Bai hoc tu retro phai vao playbook. 2. **"No-go" la quyet dinh hop le** — launch sai thoi diem te hon tre launch. 3. **Leader la nguoi duy nhat quyet go/no-go** — khong delegate. 4. **Tinh nguoc tu D-day** — moi task co 1 owner duy nhat + deadline gio cu the. Buffer 1 ngay truoc launch cho viec unexpected. 5. **Ads setup xong de trang thai Paused** — chi bat vao D-day, khong bat som.

Phase 1 — Pre-launch (T-30 → T-1)

T-30 → T-21: Foundation

• [ ] Offer finalized: gia, bundle, guarantee, bonus da lock (khong doi sau moc nay)
• [ ] Positioning + core message chot (tu `58-positioning` / GTM plan)
• [ ] Landing page brief giao cho design/dev
• [ ] Brief content team: angles, hooks, visual direction
• [ ] Brief media buyer: audience research, account structure, ads plan
• [ ] Asset list day du (goi `41-campaign-asset-list`)

T-21 → T-14: Build

• [ ] Landing page live, tracking verify xanh
• [ ] Email sequence pre-launch viet xong (3-5 emails)
• [ ] Designer nhan brief + asset list (moc T-14)
• [ ] Content teasing bat dau: 1-2 posts/tuan (problem-aware, KHONG reveal offer)
• [ ] Warm audience ads bat (engagement objective, CPM thap)
• [ ] Email #1 pre-launch gui: goi to mo
• [ ] Seeding vao groups/communities lien quan
• [ ] KOC/UGC creator duoc brief (neu dung)

T-7: Ramp up

• [ ] Teasing tang tan suat: hang ngay
• [ ] Designer nop concept MVP → Leader duyet (T-7); asset phuc tap nhu landing page xong T-5
• [ ] Email #2: reveal van de, hint solution
• [ ] Ads budget tang (traffic to LP de build custom audience)
• [ ] Thu thap social proof: testimonial tu beta users / khach cu
• [ ] FAQ content: xu ly objection thuong gap

T-3: Final prep

• [ ] Tat ca content da approve va schedule (asset trung binh — carousel, banner set — xong T-3)
• [ ] Ads setup xong, dang Paused — cho bat D-day
• [ ] LP QA lan cuoi: load time, form, payment, mobile
• [ ] Email #3: "Mo cua [ngay] — muon duoc bao dau tien?"
• [ ] Team brief: ai lam gi gio nao ngay launch (war-room roster)
• [ ] Inbox coverage: ai truc, script tra loi san sang
• [ ] Asset nhanh (static, story) xong T-1

T-1: Go / No-go check

• [ ] Tracking 100% hoat dong
• [ ] Payment gateway test thanh cong
• [ ] Tat ca link dung, khong 404
• [ ] Offer copy dung (gia, bonus, deadline)
• [ ] Team confirm san sang
• **LEADER SIGN OFF: GO / NO-GO** — thieu 1 muc bat ky → NO-GO

Checklist theo bo phan (truoc D-day)

| Bo phan | Checklist | |---------|-----------| | Content | Caption/script/creative da duoc Leader approve; hashtag + link UTM day du; schedule da set hoac co nguoi truc dang; content backup neu UGC giao tre | | Design | Hinh dung size tung platform; asset theo timeline T-14 brief → T-7 concept → T-5 phuc tap → T-3 trung binh → T-1 nhanh; standby quick asset ngay launch | | Ads (Media Buyer) | Pixel/tracking verify xanh; ads setup dang Paused; budget dung plan; UTM day du tren moi link; backup creative san (phong ads reject) | | Sales / CSKH | Nguoi truc inbox theo ca; kich ban tra loi comment/inbox thuong gap; quy trinh chuyen lead cho sales; script xu ly complaint | | Dev / Ky thuat | LP load nhanh, form hoat dong, payment test; nguoi truc ky thuat ngay launch; phuong an redirect neu LP down |

Phase 2 — Launch day war-room

War-room = 1 kenh chat chung + lich truc ro rang. Leader dieu phoi, moi bo phan co 1 dau moi. Data check theo gio, quyet dinh trong ngay.

| Gio | Activity | Owner | |-----|----------|-------| | 7:00 | Leader check lai toan bo lan cuoi (LP, tracking, lich dang) | Leader | | 8:00 | Dang announce post chinh thuc | Writer | | 8:30 | Bat BOFU ads (Meta, TikTok) | Media Buyer | | 9:00 | Zalo OA / Email blast: "Mo roi!" | Leader | | 10:00 | Check data dot 1: LP views, form submits, ads delivery | Leader | | 12:00 | Post lan 2 (angle khac — social proof / urgency) | Writer | | 15:00 | Review so lieu giua ngay — can adjust khong | Leader | | 20:00 | Evening push (peak time): story, repost | Writer | | 23:00 | Tong ket ngay 1: so lieu, anomalies, quyet dinh ngay 2 | Leader |

D+1 → D+7

| Ngay | Activity | Owner | |------|----------|-------| | D+1 | Email follow-up leads chua mua — xu ly objection | Leader | | D+1 | Danh dau creative winner/loser tu data ngay dau | Media Buyer +