01Two weeks out
If any of these are open, move the date rather than launch half ready.
- Positioning line final and tested on a few people in your ICP.
- Launch video done: real task, short, captions on.
- Launch thread drafted: video first, problem, how it works, one call to action.
- Landing page matches the thread: same line, same video, one button.
- Onboarding tested by someone outside the team.
- Creator and KOL list confirmed, with early access granted.
- Support channels scheduled: Product Hunt, communities, email list.
- Answers ready for data, privacy and pricing questions.
02Launch day
Run it hour by hour with one owner per block.
- Morning: post the launch thread from the founder account and pin it.
- First hours: team and close supporters engage, creators post their takes.
- All day: reply to every substantive reply and quote post.
- Midday: post a follow up clip or behind the scenes moment.
- Support channels go live in the planned order.
- Watch signups and onboarding for errors and fix fast.
- Evening: thank-you post and a short recap of what is next.
03The week after
Most of the value of a launch is captured after the day itself.
- Message every new signup who has not reached the first useful result.
- Turn the best questions from replies into posts.
- Ship one visible improvement and post it.
- Test small X ads behind the posts that performed best.
- Write down what worked and what did not for the next launch.
04Common launch failures
Launching to no audience because the founder account started too late. A thread with no video. A landing page that says something different from the thread. A broken signup nobody noticed. No follow up, so attention fades without converting.
05Owners for launch day
Name one person for the thread and replies, one for creators and support channels, and one for product and onboarding issues. In a two founder team, split those roles before the day, not during it.
Prepare two weeks out, run launch day hour by hour, and treat the week after as part of the launch.
Terms: What is GTM in marketing?, GTM process