Strategies: Product Launch

Guides product launch execution—channels, timeline, checklist, and cross-functional coordination. Use this skill when planning the launch of a new product or major feature. For GTM strategy (PLG/SLG/MLG, 90-day framework, ICP, new market entry, repositioning), see gtm-strategy. For cold start (first users, no product yet), see cold-start-strategy.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Initial Assessment

Project context: Read root contextus.md when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.

Identify:

1. Launch type: New product, major feature, market expansion
2. GTM mode: Sales-led, product-led, marketing-led, hybrid (from gtm-strategy)
3. Channels: PR, paid, organic, email, events

Launch Checklist

• GTM strategy defined (see gtm-strategy)
• PMF validated (see pmf-strategy)
• Target market and ICP clear
• Messaging consistent across teams
• Channel mix chosen (PR, paid, organic, email)
• Timeline and milestones set
• Cross-functional owners assigned (RACI)

Channel Mix

Channel	Use	Skills
PR	Press release, media relations	public-relations
Paid ads	Scale acquisition post-PMF	paid-ads-strategy
Organic	SEO, content, community	seo-strategy, content-marketing
Email	Announcement to existing users	email-marketing
Product Hunt / Directories	Launch-day buzz; early adopters	cold-start-strategy, directory-submission

Critical Success Factors

Factor	Guideline
PMF first	Validate product-market fit before scaling; see pmf-strategy
GTM alignment	One clear story; all teams use same messaging; see gtm-strategy
Avoid rush	Most failures = scale before PMF

Output Format

• Launch plan (timeline, channels, owners)
• Channel actions (PR, paid, organic, email)
• Checklist (pre-launch, launch, post-launch)
• Cross-ref to gtm-strategy for framework

Related Skills

• gtm-strategy: GTM framework; modes, 90-day, ICP, new market, repositioning; product launch implements GTM for new product
• pmf-strategy: Validate PMF before scaling
• cold-start-strategy: First users; Product Hunt; differs from full GTM launch
• indie-hacker-strategy: Indie hacker launch; Build in Public; first 100 users
• public-relations: Press release; media relations for launch
• paid-ads-strategy: Paid channel for launch
• website-structure: Pages needed for launch