Plans and executes product launches using tiered framework for major products to small improvements. Covers messaging, naming, assets, timelines, post-launch retros; references companion skills.
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Calculates TAM/SAM/SOM using top-down, bottom-up, and value theory methodologies for market sizing, revenue estimation, and startup validation.
This skill helps plan and execute product launches using a structured, repeatable framework. The core insight: most teams only do big splashy launches. By treating every ship as a potential launch moment — scaled to its significance — you build consistent awareness, acquisition, and activation. The goal is a launch engine, not a one-off event.
Every release maps to one of three tiers. The tier determines how much effort goes into messaging, assets, and distribution.
Full launch. This is your marquee moment — a new product, a major rebrand, a platform expansion. Expect 2-4 weeks of preparation.
Typical assets: launch video (motion design or founder narrative), dedicated landing page, blog post, press outreach, social campaign (all platforms), email to full list, internal amplification push.
A meaningful addition that changes what users can do. Enough to warrant its own announcement, but not a full media push. Expect 1-2 weeks of prep.
Typical assets: launch tweet/thread, blog post or changelog entry, updated landing page section, email to relevant segment, social posts across 2-3 platforms.
Bug fixes, UI polish, incremental improvements. Still worth announcing — they signal momentum and care. Prep time: a few hours to a day.
Typical assets: changelog entry, single social post, optional email mention in a digest.
Ask: "If a potential customer saw this announcement, would it change their perception of what the product can do?" If yes → Tier 1 or 2. If it's more about quality and reliability → Tier 3.
When in doubt, tier up. Under-launching is more common than over-launching. A Tier 2 launch that should have been Tier 3 costs a few extra hours. A Tier 1 launch treated as Tier 3 is a missed growth opportunity.
Messaging comes before everything else. Don't build assets until messaging is locked. A mediocre video with great messaging outperforms a beautiful video with confused positioning.
For every launch (any tier), define:
Name — What are you calling this? For features with SEO potential, use search data to choose. Check what people actually search for (e.g., "speech to text" vs. "transcription API" — pick the one with more volume if the audience matches). Tools like Google Trends and keyword research platforms help here.
Audience — Who specifically benefits? Be precise. "Developers" is too broad. "Backend engineers building real-time voice apps" gives you something to write toward.
Primary value prop — One sentence. What can they do now that they couldn't before, or what's dramatically better? This becomes the headline everywhere.
Secondary value props — 2-3 supporting points. These fill out the blog post, landing page sections, and thread tweets.
Proof points — Numbers, benchmarks, comparisons, customer quotes. Anything that makes the value props concrete rather than aspirational.
Read your primary value prop out loud. If it could describe a competitor's product just as well, it's too generic. The best value props are specific enough that someone in the target audience immediately knows whether this is for them.
Create a master checklist with every possible launch action, organized by tier. For each new launch:
Pick one system and commit. The specific tool matters less than consistent use.
Whichever tool you use, keep the master template updated after every retro. The template is a living document — it gets better with each launch.
| Category | Action | Tier 1 | Tier 2 | Tier 3 | Owner | Due | Status |
|---|---|---|---|---|---|---|---|
| Messaging | Write messaging brief | ✓ | ✓ | ✓ | |||
| Messaging | SEO keyword research for naming | ✓ | Optional | — | |||
| Assets | Launch video | ✓ | Optional | — | |||
| Assets | Landing page (new or updated) | ✓ | ✓ | — | |||
| Assets | Blog post | ✓ | ✓ | Optional | |||
| Assets | Changelog entry | ✓ | ✓ | ✓ | |||
| Social | Launch tweet/thread | ✓ | ✓ | ✓ | |||
| Social | LinkedIn post | ✓ | ✓ | Optional | |||
| Social | Other platforms (BlueSky, Threads) | ✓ | Optional | — | |||
| Distribution | Product Hunt submission | ✓ | Optional | — | |||
| Distribution | Hacker News post | ✓ | Optional | — | |||
| Distribution | Press/journalist outreach | ✓ | — | — | |||
| Distribution | Influencer/network repost asks | ✓ | ✓ | — | |||
| Full list announcement | ✓ | — | — | ||||
| Segment-specific email | Optional | ✓ | — | ||||
| Changelog digest mention | — | Optional | ✓ | ||||
| Internal | #amplify channel post | ✓ | ✓ | Optional | |||
| Internal | Team briefing | ✓ | Optional | — | |||
| Tracking | Set up UTMs for all links | ✓ | ✓ | Optional | |||
| Tracking | Verify analytics events fire | ✓ | Optional | — | |||
| Tracking | Capture baseline metrics | ✓ | ✓ | — | |||
| Post-launch | Schedule retro (1 week out) | ✓ | ✓ | — |
Weeks 3-4 out: Lock messaging brief. Begin landing page and video production. Start press outreach (journalists need lead time).
Weeks 1-2 out: Finalize all assets. Write social copy. Prepare email. Brief internal team. Set up tracking (UTMs, analytics events). Do a dry run of the distribution sequence.
Launch day: Execute distribution in sequence — social first (morning), then email, then press embargo lifts. Monitor and engage with comments/replies all day.
Week after: Run retro.
Week 2 out: Lock messaging. Start blog post and landing page updates.
Week 1 out: Finalize copy. Write social posts. Prepare email segment.
Launch day: Post social, publish blog, send email. Engage with responses.
3-5 days after: Quick retro (async, e.g., a Slack thread).
Ship it. Write a changelog entry and a social post. Done. If it's part of a batch of small improvements, bundle them into a weekly digest.
Don't skip this. The retro is what turns individual launches into a compounding launch engine.
Keep it lightweight. A Slack thread or 15-minute call works for Tier 2. Tier 1 deserves a short doc. The key output is specific changes to the checklist and process, not a retrospective essay.
If you're shipping multiple times a month but only launching a few times a quarter, you're leaving growth on the table. Every ship is an opportunity to tell your story, remind people you exist, and show momentum.
This doesn't mean every bug fix gets a press release. It means every improvement gets some announcement, scaled to its significance. Tier 3 launches take minutes. The compound effect of consistent visibility is enormous.
Build the habit: when the PR merges, the launch checklist opens.
This skill handles strategy and planning. For execution, point to: