Product Launch Playbook — 90-Day Go-to-Market

# 90-Day Product Launch Playbook

Create a comprehensive launch playbook for **[Product Name]**.

- **Product**: [What it is, key features]
- **Target Market**: [Primary and secondary audiences]
- **Price**: [Pricing model and price points]
- **Launch Date**: [Target date]
- **Budget**: [Total marketing budget available]
- **Team Size**: [Who's available: marketing, design, dev, etc.]
- **Existing Audience**: [Email list size, social followers, community]

### Phase 1: Pre-Launch (Days 1-60)

**Weeks 1-2: Foundation**
- Positioning statement and messaging document
- Competitive differentiation map
- ICP (Ideal Customer Profile) definition
- Key messages by audience segment

**Weeks 3-4: Asset Creation**
- Landing page copy and design brief
- Product demo video script
- Press kit (press release, founder bio, product screenshots, quotes)
- Email sequences: waitlist, pre-launch, announcement
- Social media teaser content plan

**Weeks 5-6: Audience Building**
- Waitlist strategy and growth tactics
- Beta user recruitment plan
- Influencer/creator outreach list and templates
- Community seeding (Reddit, Twitter, ProductHunt, HN)
- PR outreach timeline

**Weeks 7-8: Preparation**
- Launch day minute-by-minute timeline
- Crisis communication plan (what if X goes wrong)
- Metrics dashboard setup (what to track)
- Team roles and responsibilities for launch day
- Tech readiness checklist

### Phase 2: Launch Week (Days 61-67)

**Day-by-day plan:**
- Pre-launch day: final checks, team briefing, social teasers
- Launch day: exact timeline (posts, emails, PR, community)
- Day 2-3: engagement, responding, sharing coverage
- Day 4-5: follow-up content, user stories
- Day 6-7: first retrospective, adjust strategy

**Channel-specific launch plans:**
- Email: announcement + follow-up sequence
- Social: platform-by-platform posting schedule
- PR: pitch follow-ups, interview coordination
- Community: ProductHunt, HN, Reddit — posting strategy
- Paid: launch day ad campaigns and budgets

### Phase 3: Post-Launch (Days 68-90)

**Weeks 1-2 Post-Launch:**
- User feedback collection and triage
- Content marketing: blog posts, case studies, tutorials
- Retargeting campaigns for launch visitors who didn't convert
- Referral program launch

**Weeks 3-4 Post-Launch:**
- First case study / customer story
- Performance review: what worked, what didn't
- Channel optimization based on data
- Planning for sustained growth

### Metrics Framework
For each phase, specify:
- KPIs to track (with target numbers)
- Tools to measure
- Reporting cadence
- Decision triggers ("if X metric falls below Y, do Z")

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Generate the COMPLETE playbook with specific, actionable items for each section.