---
name: product-launch-plan
description: "Plans product launches with teaser campaigns, launch day tactics, and post-launch optimization for existing e-commerce stores."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Product Launch Plan

## When to Use This Skill

Use this skill when you need to:
- Plan a product launch within an existing e-commerce store
- Build pre-launch buzz with teaser campaigns and waitlists
- Coordinate launch day tactics across email, social, and your store
- Design post-launch optimization to sustain momentum beyond day one

**DO NOT** use this skill for brand launches, store launches, or crowdfunding campaigns. This is for launching a new product into an existing business with an audience.

---

## Core Principle

A PRODUCT LAUNCH IS NOT A SINGLE DAY — IT IS A THREE-PHASE CAMPAIGN: BUILD ANTICIPATION, EXECUTE THE DROP, AND SUSTAIN MOMENTUM.

---

## Phase 1: Launch Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Product** | "What product are you launching? Key features and differentiators." | No default — must be provided |
| **Launch date** | "When is the target launch date?" | No default — must be provided |
| **Audience size** | "How large is your email list and social following?" | Small — under 5,000 combined |
| **Revenue goal** | "What is your launch revenue target?" | No default — set based on audience size |
| **Launch type** | "Limited edition, permanent addition, seasonal, or pre-order?" | Permanent addition |

**GATE: Confirm launch details before building the campaign timeline.**

---

## Phase 2: Pre-Launch Campaign (2-4 Weeks Before)

### Week-by-Week Timeline

**Weeks 3-4 Before Launch:**
- Announce "something new is coming" on social and email
- Open a waitlist or "notify me" signup
- Share behind-the-scenes content — design process, prototypes, sourcing

**Weeks 1-2 Before Launch:**
- Reveal the product name and first images
- Share specific details — features, pricing hints, limited quantities
- Send a dedicated "launching soon" email to waitlist subscribers
- Seed product to 3-5 micro-influencers for unboxing content on launch day

### Pre-Launch Email Template

```
Subject: Something new is dropping [date]...

Hey [Name],

I've been working on this for [timeframe] and I'm finally ready to share it.

On [date], I'm launching [product hint — not the full reveal].

Here's what I can tell you:
- [Tease benefit 1]
- [Tease benefit 2]
- [Scarcity or exclusivity hook]

Want first access? Get on the list:

[Waitlist Button]

More details coming soon.

[Your name]
```

---

## Phase 3: Launch Day Execution

### Launch Day Checklist

```
## Launch Day — [Date]

### Before Launch (Morning)
- [ ] Product page is live with all images, copy, and pricing
- [ ] Checkout flow tested with a real transaction
- [ ] Email blast scheduled or ready to send
- [ ] Social media posts queued
- [ ] Waitlist notification ready to trigger

### Launch (Go Time)
- [ ] Send launch email to full list
- [ ] Notify waitlist subscribers with early access link
- [ ] Publish social media posts across all channels
- [ ] Post launch announcement in community (Discord, Facebook Group, etc.)
- [ ] Go live on Stories/Reels with product walkthrough

### During Launch Day
- [ ] Monitor orders and fix any checkout issues immediately
- [ ] Respond to comments and DMs within 30 minutes
- [ ] Share real-time updates — "50 sold in the first hour!"
- [ ] Repost customer reactions and influencer content

### End of Day
- [ ] Send a "still available" or "selling fast" follow-up email
- [ ] Post day-one results on social (if impressive)
- [ ] Note any issues for post-launch fixes
```

### Launch Email Template

```
Subject: It's here → [Product Name] is LIVE

[Name],

[Product Name] is officially available.

[One sentence on what it is and why it matters to the buyer.]

Here's what you get:
- [Benefit 1]
- [Benefit 2]
- [Benefit 3]

[Price] — [scarcity note if applicable]

[Shop Now Button]

[Your name]
```

---

## Phase 4: Post-Launch Optimization (Weeks 1-4)

### Week 1: Capture Momentum

- Send a "last chance" email if limited quantity or introductory pricing
- Share customer photos, unboxings, and first reviews on social
- Request reviews from early buyers (see customer-review-strategy skill)
- Run retargeting ads to page visitors who did not purchase

### Weeks 2-4: Sustain and Learn

- Analyze traffic sources — where did buyers come from?
- Review conversion rate on the product page — optimize if under 3%
- Collect customer feedback on the product and buying experience
- Plan a "restock" or "back by popular demand" campaign if sold out
- Integrate the product into ongoing marketing (email flows, bundles, cross-sells)

### Post-Launch Metrics

| Metric | What to Track |
|--------|--------------|
| Launch day revenue | vs. goal |
| Email conversion rate | click-to-purchase |
| Waitlist conversion | % of waitlist that bought |
| Social engagement | shares, saves, comments on launch posts |
| Return/complaint rate | early quality signals |

---

## Anti-Patterns

- **Launching without an audience** — a launch with no email list or social following is just a product listing going live. Build audience first.
- **No pre-launch warmup** — dropping a product with zero anticipation results in a quiet launch day.
- **One email and done** — launch campaigns need 3-5 emails minimum: teaser, reveal, launch, reminder, last chance.
- **Overcomplicating the product page** — on launch day, clarity beats cleverness. Price, benefits, and buy button must be obvious.
- **Ignoring post-launch** — most revenue comes in the weeks after launch if you sustain marketing efforts.

---

## Recovery

- **Small audience:** Focus on personal outreach, partnerships, and community seeding rather than broadcast campaigns.
- **Launch day technical issues:** Have a backup plan — manual order processing, a secondary payment method, or a "we're fixing it" email with a discount code as apology.
- **Low launch day sales:** Do not panic. Extend the "launch window" to a full week. Send additional emails with testimonials and urgency.
- **Product not resonating:** Gather feedback quickly. Pivot messaging to a different angle or audience if the product itself is solid.
- **Sold out too fast:** Capture waitlist signups immediately. Plan a restock announcement. This is a good problem.
