---
title: Launch Strategy
category: product
entity_type: skill
price: $15
canonical: https://forgehouse.ai/skills/launch-strategy/
lang: en
hreflang_alt: https://forgehouse.ai/tr/skiller/launch-strategy/
last_updated: 2026-06-20
---

# Launch Strategy

> Plan a product launch, feature announcement, or release strategy.

A complete go-to-market system for planning product launches, feature announcements, and ongoing release momentum. It organizes your launch around the Owned-Rented-Borrowed channel framework and a five-phase rollout, so attention compounds instead of fading after a single launch day.

## Use cases
- Planning a full product or feature launch end-to-end
- Structuring a phased rollout from internal test to full availability
- Preparing and running a Product Hunt launch day
- Building a waitlist and early-access program with exclusivity
- Designing post-launch onboarding and momentum touchpoints
- Deciding how much marketing each update deserves

## Benefits
- Turn one launch into compounding momentum across releases
- Funnel rented and borrowed attention into channels you own
- Reach early adopters without burning budget on a single spike
- Convert launch-day traffic into lasting email relationships

## What’s included
- The Owned-Rented-Borrowed channel framework with examples
- Five-phase launch approach from internal to full launch
- A complete Product Hunt pre-launch, launch-day, and follow-up playbook
- Post-launch onboarding, comparison-page, and win-back tactics
- An update prioritization matrix for major, medium, and minor releases
- Pre-launch, launch-day, and post-launch checklists

## Who it’s for
Founders, product marketers, and growth leads planning SaaS or software launches that build durable momentum.

## How it runs
Most launches fail in the sequencing, not the product. Channels get inventoried into owned, rented and borrowed, the launch climbs a five-phase ladder with real gates, and momentum is planned past day one.
1. Reads the product marketing context first, then inventories channels in the ORB hierarchy: owned (email list, blog, community), rented (social platforms, marketplaces) and borrowed (podcasts, influencers, guest posts), and wires every rented or borrowed activity to end with a CTA back into an owned channel.
2. Places the launch in the five-phase ladder: internal test with 5-10 friendly users, alpha with a landing page and waitlist, beta with 50-200 users and retention metrics, early access in throttled invite batches, then full launch with self-serve signup and pricing on.
3. Holds the phase gates: at least a week of feedback digestion between phases, and no jump to full launch while beta signals (retention, NPS) say product-market fit is not there yet.
4. Builds the launch-day checklist across every touchpoint: announcement email, blog post, scheduled social posts, in-app banner and product tour, website notification, and a team rostered to respond to every comment in real time, especially on Product Hunt where the listing, tagline, visuals and demo video are prepared weeks ahead.
5. Designs scarcity honestly: visible waitlist counts, invite-only framing and founding-member labels are used only when the constraint is real, because fake scarcity is treated as brand damage, not a tactic.
6. Plans the post-launch momentum engine: onboarding email sequence, comparison pages against alternatives, and a tiered announcement rhythm where major updates get full campaigns, medium updates get targeted emails and minor fixes go to the changelog, spaced out so the product never looks stale.

## FAQ
### Is this only for a big launch day, or does it help with small feature releases too?
Both. The update prioritization matrix sorts releases into major, medium, and minor tiers and tells you how much marketing each deserves, so a small fix gets a changelog line while a flagship feature gets the full five-phase rollout.

### What does the Owned-Rented-Borrowed framework change versus just posting everywhere on launch day?
It treats the launch-day spike on rented and borrowed channels (Product Hunt, social, someone else's newsletter) as fuel for channels you own, mainly your email list. The five phases sequence that funneling deliberately, which is why momentum compounds across releases instead of dying after day one.

### Will it get me press coverage or run my distribution?
No. It is a planning system: the channel framework, a phase-by-phase rollout, a complete Product Hunt playbook, and pre-launch, launch-day, and post-launch checklists. The outreach, posting, and follow-through are still execution you do.

## Price
$15, one-time, no subscription. VAT included.

Related guide: [AI for small business](https://forgehouse.ai/guides/ai-for-small-business/)