---
name: launch-checklist
description: Builds comprehensive pre-launch and post-launch checklists with dependencies and go/no-go gates. Use this skill when a user is launching a product, course, service, website, or campaign and needs to ensure nothing slips through the cracks during the launch process.
allowed-tools: Read Write Edit
---

# Launch Checklist

## When to Use This Skill

- User is preparing to launch a product, course, or service
- User needs a pre-launch checklist with dependencies
- User wants go/no-go gates to prevent premature launches
- User is planning a website, app, or campaign launch
- User asks for a launch timeline or launch plan
- User wants to ensure nothing is missed before going live

## Core Principle

A LAUNCH CHECKLIST IS A FAILURE PREVENTION SYSTEM — EVERY ITEM EXISTS BECAUSE SOMEONE, SOMEWHERE, FORGOT IT AND PAID THE PRICE.

## Workflow

### Phase 1: Define the Launch

1. Identify the launch type:
   - **Product launch** — physical or digital product going to market
   - **Course/program launch** — educational content with enrollment window
   - **Service launch** — new offering for clients
   - **Website/app launch** — new or redesigned digital property
   - **Campaign launch** — marketing campaign with defined start/end

2. Gather launch details:
   - Target launch date
   - Target audience
   - Channels involved (website, email, social, ads, PR)
   - Team members and their responsibilities
   - Budget constraints
   - Known risks or dependencies

### Phase 2: Build the Pre-Launch Checklist

3. Organize items into categories with clear phases:

**Phase A: Foundation (4-6 weeks before launch)**
- Product/offer finalized and tested
- Pricing confirmed
- Legal/compliance review complete
- Payment processing tested
- Support documentation written

**Phase B: Content & Creative (3-4 weeks before)**
- Sales page / landing page written and designed
- Email sequences written and scheduled
- Social media content created
- Ad creative designed and approved
- Press materials prepared (if applicable)

**Phase C: Technical Setup (2-3 weeks before)**
- Website pages live (but hidden/gated)
- Email automations tested end-to-end
- Payment flow tested with real transactions
- Analytics and tracking installed
- Redirects and links verified

**Phase D: Final Preparations (1 week before)**
- Full user journey tested by someone NOT on the team
- All links checked (no 404s)
- Mobile experience verified
- Support team briefed on launch details
- Emergency contacts and escalation plan documented

4. Mark each item with a dependency indicator:
   - **[BLOCKER]** — launch cannot proceed without this
   - **[IMPORTANT]** — should be done but won't stop the launch
   - **[NICE]** — do if time allows

### Phase 3: Define Go/No-Go Gates

5. Create go/no-go checkpoints:

**Gate 1: Product Ready (3 weeks before)**
- Can a customer complete a purchase from start to finish?
- Has at least one person outside the team tested the product?
- Are refund/return policies documented?

**Gate 2: Marketing Ready (1 week before)**
- Are all email sequences scheduled and tested?
- Is the sales page live and error-free?
- Are ad campaigns built and ready to activate?

**Gate 3: Launch Day Go/No-Go (morning of launch)**
- Is the website up and responsive?
- Is the payment system processing correctly?
- Is the support team online and ready?
- Is there a rollback plan if something breaks?

6. Define the decision: if ANY blocker item fails at a gate, the launch is postponed. No exceptions.

### Phase 4: Build the Post-Launch Checklist

7. Create the first 72-hour post-launch plan:

**Launch Day (Day 0):**
- Monitor website uptime and performance
- Watch for payment processing errors
- Respond to support inquiries within 1 hour
- Send launch announcement email
- Publish social media posts
- Activate paid ads
- Track sales/signups hourly

**Day 1 (24 hours post-launch):**
- Review first-day metrics (traffic, conversions, revenue)
- Check email open/click rates
- Respond to all customer inquiries
- Fix any reported bugs or broken links
- Post social proof (early testimonials, sales count)

**Day 2-3:**
- Send follow-up email to non-openers
- Adjust ad spend based on initial ROAS
- Address any shipping/fulfillment issues
- Collect and publish early reviews
- Debrief with team: what worked, what broke

### Phase 5: Format and Deliver

8. Output the checklist in a format the user can use:
   - Markdown checklist with `- [ ]` syntax
   - Organized by phase with dates
   - Dependencies clearly noted
   - Assigned owners where applicable

## Example 1: Online Course Launch Checklist

**Input:** "I'm launching my first online course in 6 weeks. It's a self-paced video course on email marketing, priced at $297. I'm selling through my website and email list (4,200 subscribers)."

**Output:**

# Course Launch Checklist: Email Marketing Mastery ($297)

**Launch date:** 6 weeks from today
**Channels:** Website, email list (4,200 subscribers), Instagram
**Platform:** Teachable (or similar course host)

---

## Pre-Launch Phase A: Foundation (Weeks 1-2)

- [ ] **[BLOCKER]** All course modules filmed and edited
- [ ] **[BLOCKER]** Course uploaded to Teachable with correct module order
- [ ] **[BLOCKER]** Pricing set to $297 in Teachable
- [ ] **[BLOCKER]** Payment processing tested — complete a real $1 test purchase and refund it
- [ ] **[IMPORTANT]** Course preview/trailer video recorded (2-3 minutes)
- [ ] **[IMPORTANT]** Student welcome email written in Teachable
- [ ] **[IMPORTANT]** Refund policy written (30-day money-back guarantee)
- [ ] **[NICE]** Bonus materials created (templates, checklists, swipe files)

**Gate 1: Can a student enroll, pay, and access Module 1 without errors?**
- [ ] Yes — proceed to Phase B
- [ ] No — fix and retest before moving forward

---

## Pre-Launch Phase B: Sales & Content (Weeks 3-4)

- [ ] **[BLOCKER]** Sales page written with: headline, course outline, pricing, testimonials (or beta feedback), FAQ, buy button
- [ ] **[BLOCKER]** Sales page designed and published (hidden URL for testing)
- [ ] **[BLOCKER]** Checkout flow tested: sales page → checkout → confirmation → course access
- [ ] **[IMPORTANT]** 5-email launch sequence written:
  - [ ] Email 1: Story + problem awareness (Day -5)
  - [ ] Email 2: Teaching + credibility (Day -3)
  - [ ] Email 3: Launch announcement with link (Day 0)
  - [ ] Email 4: Social proof + FAQ (Day +2)
  - [ ] Email 5: Last chance + deadline (Day +5)
- [ ] **[IMPORTANT]** Email sequences loaded into email platform and scheduled
- [ ] **[IMPORTANT]** Instagram content planned: 5 posts + 10 Stories for launch week
- [ ] **[NICE]** Affiliate/referral program set up for existing students or partners

**Gate 2: Is the full purchase journey error-free and are all emails scheduled?**
- [ ] Yes — proceed to Phase C
- [ ] No — fix and retest

---

## Pre-Launch Phase C: Technical & Testing (Week 5)

- [ ] **[BLOCKER]** Full user journey tested by someone NOT you:
  - [ ] They can find the sales page
  - [ ] They can read and understand the offer
  - [ ] They can complete checkout
  - [ ] They receive the confirmation email
  - [ ] They can log in and access Module 1
  - [ ] They can watch a video without buffering
- [ ] **[BLOCKER]** All links on sales page verified (no 404s)
- [ ] **[BLOCKER]** Mobile experience tested on iPhone and Android
- [ ] **[IMPORTANT]** Analytics installed: Google Analytics on sales page, UTM parameters on all email links
- [ ] **[IMPORTANT]** Facebook Pixel / Meta Pixel installed on sales and thank-you pages
- [ ] **[NICE]** Countdown timer added to sales page (if using open/close cart model)

---

## Pre-Launch Phase D: Final Prep (Week 6, days before launch)

- [ ] **[BLOCKER]** Test email send to yourself — confirm formatting, links, images load
- [ ] **[BLOCKER]** Sales page URL is live and accessible
- [ ] **[BLOCKER]** Support email monitored — you can respond within 2 hours
- [ ] **[IMPORTANT]** Instagram bio updated with link to sales page
- [ ] **[IMPORTANT]** Emergency plan documented: "If Teachable goes down, post on Instagram and email list that we're working on it. Direct people to a Google Form to capture interest."
- [ ] **[NICE]** Friends/colleagues briefed to share launch post on Day 0

**Gate 3 — Launch Day Morning Go/No-Go:**
- [ ] Website up? YES / NO
- [ ] Checkout working? YES / NO
- [ ] Email scheduled to send? YES / NO
- [ ] Course accessible after purchase? YES / NO

**All YES → Launch. Any NO → Delay until fixed.**

---

## Post-Launch: First 72 Hours

### Launch Day
- [ ] Send launch email (Email 3)
- [ ] Publish Instagram feed post + 5 Stories throughout the day
- [ ] Monitor sales dashboard hourly
- [ ] Respond to all DMs and emails within 2 hours
- [ ] Screenshot first sale for personal records and social proof

### Day 1 (24 hours after launch)
- [ ] Check metrics: email open rate, click rate, sales page conversion, total revenue
- [ ] Respond to all new inquiries
- [ ] Post Instagram Story: "X people enrolled in the first 24 hours"
- [ ] Fix any reported issues immediately

### Day 2-5
- [ ] Send Email 4 (social proof + FAQ answers)
- [ ] Send Email 5 (last chance, if using open/close cart)
- [ ] Resend launch email to non-openers with new subject line
- [ ] DM engaged followers who liked/commented but did not purchase
- [ ] Collect first student testimonials for future marketing

### Day 7 (One Week Post-Launch)
- [ ] Compile launch report: total revenue, enrollments, conversion rate, email performance
- [ ] Document what worked and what to change for next launch
- [ ] Send thank-you email to all students

## Example 2: Physical Product Launch Checklist (Condensed)

**Input:** "I'm launching a new coffee blend on my Shopify store next month. It's a single SKU, $18 per bag."

**Output:**

# Product Launch Checklist: Single-Origin Guatemala Blend ($18)

**Launch date:** 4 weeks from today
**Channel:** Shopify store, email list, Instagram

---

## Phase A: Product & Fulfillment (Weeks 1-2)
- [ ] **[BLOCKER]** Final roast profile approved and production batch complete
- [ ] **[BLOCKER]** Packaging printed with correct label (origin, roast date, weight, ingredients)
- [ ] **[BLOCKER]** Inventory received and counted — minimum 200 bags for launch
- [ ] **[BLOCKER]** Shipping materials ready (mailers, labels, tissue paper)
- [ ] **[IMPORTANT]** Product photos shot (bag front, bag back, beans close-up, lifestyle shot)
- [ ] **[IMPORTANT]** Product description written with tasting notes, origin story, brewing recommendation

## Phase B: Store & Marketing (Week 3)
- [ ] **[BLOCKER]** Shopify product page live with photos, description, price, and buy button
- [ ] **[BLOCKER]** Test order placed and fulfilled end-to-end (you ship to yourself)
- [ ] **[IMPORTANT]** 3-email launch sequence scheduled
- [ ] **[IMPORTANT]** Instagram teaser content posted (behind-the-scenes roasting, bean close-ups)
- [ ] **[NICE]** Offer for email subscribers: free shipping on launch week orders

## Phase C: Final Checks (Week 4)
- [ ] **[BLOCKER]** Checkout tested on mobile
- [ ] **[BLOCKER]** Shipping rates verified for all zones
- [ ] **[BLOCKER]** Inventory count synced in Shopify

**Go/No-Go:** Can a customer buy, and can you ship within 2 business days? YES → Launch.

## Post-Launch (Days 0-3)
- [ ] Send launch email
- [ ] Post Instagram announcement
- [ ] Ship all orders within 24 hours
- [ ] Follow up with buyers: "Your coffee shipped — here's how to brew it perfectly"
- [ ] Restock alert if inventory drops below 50 bags

## Recovery and Fallback

- If the user's launch date is less than 2 weeks away, compress the checklist: cut Phase A (it should already be done) and focus on Phases C and D only
- If the user has no email list, shift the launch strategy to organic social + one paid ad campaign to a landing page
- If the user does not have a team, remove the "owner" column and note: "As a solo launcher, prioritize BLOCKER items first. NICE items can wait until post-launch."
- If a Gate check fails on launch day, provide a delay communication template: "We're pushing our launch to [new date] to make sure everything is perfect for you. Subscribe to be the first to know when we go live."
- After 3 rounds of Gate failures, stop and say: "Repeated gate failures suggest a deeper issue. Let's identify the root cause before rescheduling."

## Constraints

- **NEVER** skip go/no-go gates — they exist to prevent public failures
- **NEVER** mark a payment processing test as complete without running an actual transaction
- Every checklist must include a mobile testing item — over 60% of purchases happen on mobile
- Every checklist must include a "tested by someone else" item — creators are blind to their own UX issues
- Post-launch monitoring must cover at least the first 72 hours
- BLOCKER items cannot be downgraded to IMPORTANT without explicit user approval
- Always include an emergency/rollback plan — what to do if the launch breaks
- Maximum 40 checklist items per launch — more than that and nothing gets done
