/launch

name: launch
description: "Use this skill when the user needs to plan a product launch, prepare for Product Hunt, build a waitlist, coordinate a launch week, sequence go-to-market activities, or figure out how to get first users. Covers launch playbooks, beta programs, Product Hunt strategy, and post-launch momentum for bootstrapped SaaS."

Launch Strategy & Go-to-Market

A launch is not a moment — it's a 6-week campaign with a peak in the middle. This skill helps you build a waitlist, coordinate launch day across multiple channels, and sustain momentum for 30 days after.

Core Principles

• A launch without an audience is a tree falling in an empty forest. Build the audience first, even if it's small.
• Momentum is manufactured, not organic. Every "overnight success" launch had weeks of preparation.
• Launch once, but launch everywhere simultaneously. Coordinated beats sequential.
• The goal of launch day is not revenue — it is attention, feedback, and a base of early advocates.
• Post-launch matters more than launch day. Most founders celebrate and then go silent. The ones who win keep pushing for 30 days after.

Pre-Launch Phase (4-6 Weeks Before)

Build a Waitlist

Waitlist Setup Checklist:
- [ ] Landing page live with clear value prop (see landing-page)
- [ ] Email capture with incentive ("Get early access" or "Join 500+ founders")
- [ ] Confirmation email with share mechanic ("Move up the list by sharing")
- [ ] Weekly update email to keep waitlist warm
- [ ] Social proof counter ("1,247 founders waiting")

**Tools:** Waitlist-specific (LaunchList, GetWaitlist) or simple email capture (ConvertKit, Buttondown).

**Tell AI:**

Build a waitlist landing page for [product]. Include email capture,
a "why join" section with 3 bullets, social proof counter, and a
share-to-move-up mechanic. Use [framework/stack].

Seed Your Launch Audience

You need at least 100 people who will show up on launch day. Sources:

• **Build in public** — Share progress on Twitter/X, LinkedIn, Indie Hackers for 4-6 weeks before launch (see content)
• **Direct outreach** — Email 50 people who fit your ICP, offer early access in exchange for feedback
• **Communities** — Be active (not spammy) in 3-5 communities where your users hang out
• **Personal network** — Email everyone you know. Ask for shares, not signups
• **Founder communities** — Indie Hackers, r/SaaS, Hacker News, relevant Discord/Slack groups

Prepare Launch Assets

Launch Asset Checklist:
- [ ] Product demo video or GIF (60-90 seconds max)
- [ ] 5-8 screenshots showing key workflows
- [ ] Founder story (why you built this — 3 paragraphs)
- [ ] One-liner description (under 10 words)
- [ ] Short description (2-3 sentences)
- [ ] Long description (2-3 paragraphs)
- [ ] Launch-day pricing (consider a launch discount or extended trial)
- [ ] Social media post drafts (Twitter thread, LinkedIn post)
- [ ] Email to waitlist (announcement + special offer)
- [ ] Direct messages to 20 supporters asking them to engage on launch day

**Tell AI:**

Write launch copy for [product]. I need:
1. A one-liner under 10 words
2. A 2-sentence description
3. A 3-paragraph description with founder story
4. A Twitter/X launch thread (5-7 tweets)
5. A LinkedIn launch post
Target audience: [ICP description]

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Product Hunt Launch

Product Hunt is optional but high-leverage for B2B SaaS. If you do it, do it right.

Timing

• **Best days:** Tuesday, Wednesday, Thursday
• **Avoid:** Monday (crowded), Friday-Sunday (low traffic)
• **Post at:** 12:01 AM PT (competition resets daily)
• **Peak voting:** 6 AM - 12 PM PT

Preparation (2 Weeks Before)

Product Hunt Prep:
- [ ] Hunter lined up (someone with followers, or self-hunt)
- [ ] Tagline written (60 chars max, no buzzwords)
- [ ] 5-8 gallery images (first image is most important)
- [ ] Maker comment drafted (authentic, tell your story)
- [ ] "Launching tomorrow" posts scheduled for social media
- [ ] Email to waitlist scheduled for launch morning
- [ ] 20+ supporters committed to upvote and comment on day 1
- [ ] Responses pre-drafted for common questions

Launch Day

Hour-by-hour:

1. **12:01 AM PT** — Listing goes live. Post maker comment immediately. 2. **5-6 AM PT** — Send waitlist email. Post on social media. DM your 20 supporters. 3. **8 AM - 12 PM PT** — Actively respond to every comment. Engage on social media. 4. **12-6 PM PT** — Share updates, user count milestones, interesting feedback. 5. **Evening** — Thank everyone publicly. Share results regardless of ranking.

What Matters More Than Upvotes

• **Comments** — Product Hunt's algorithm weighs comments heavily. Ask supporters to leave genuine comments, not just upvote.
• **Engagement** — Reply to every single comment within 30 minutes.
• **Quality over quantity** — 50 engaged comments beat 200 silent upvotes.

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Non-Product-Hunt Launch

Product Hunt is one channel. A coordinated multi-channel launch works for any SaaS:

Launch Week Timeline

**Day -7:** Teaser post on social media. "Something's coming."

**Day -3:** Share a behind-the-scenes look. Screenshots or demo video.

**Day -1:** "Launching tomorrow" post. Email waitlist with exact time.

**Day 0 (Launch Day):**

• Morning: Email waitlist with link and launch offer
• Morning: Post on all social channels simultaneously
• Morning: Submit to communities (Indie Hackers, relevant subreddits, Hacker News)
• All day: Engage with every comment, reply, and mention
• Evening: Share day-one stats (signups, not revenue)

**Day +1 to +3:** Share user reactions, testimonials, quick wins.

**Day +7:** "One week later" post with learnings, stats, what's next.

**Day +14:** Feature update based on launch feedback. Shows you listen.

**Day +30:** "One month in" retrospective. Share real numbers.

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Launch Channels Ranked for Bootstrapped Founders

| Channel | Effort | Impact | Best For | |---------|--------|--------|----------|