Deliverables
2.1 Master Launch Timeline
What you're creating: A comprehensive calendar showing every launch activity.
Create comprehensive task list
Brain dump every activity needed:
- Content creation (blog, social, email)
- Asset production (videos, graphics, screenshots)
- Website updates
- Sales enablement
- Customer communications
- Internal training
- PR/analyst outreach
- Paid advertising setup
- Event planning (if applicable)
Map dependencies
For each task, identify:
- What needs to happen before this can start?
- What's blocked by this task?
- Who else needs to be involved?
Build your timeline using the Master Launch Tasklist
Rather than building a timeline from scratch, use the [Master Launch Tasklist](https://docs.google.com/spreadsheets/d/1emEr6WZCYLrZmY4Uw2t8Tdbtvf-oJyZdEHpL0yRsf6Y/copy) included with this cluebook. It's pre-organized by week (6 weeks before launch through ongoing) and covers every category—content, design, sales enablement, video, email, social, website, and analytics. Duplicate it, then:
- Assign an owner to every task
- Set deadlines based on your launch date
- Mark dependencies between tasks
- Identify your critical path (tasks that, if delayed, would push the launch)
Identify critical path
Highlight tasks that, if delayed, would delay launch:
- Product readiness
- Legal/security reviews
- Core messaging approval
- Website development
- Critical content pieces
Update frequency: Daily during final 2 weeks
2.2 Channel Strategy
What you're creating: A plan for how you'll use each channel throughout the launch.
Define channel priorities
| Channel | Priority | Purpose | Key Assets | Success Metric |
|---|---|---|---|---|
| Website | Primary | SEO, conversions | Landing page, product pages | Sign-ups, demos |
| Primary | Conversion | Launch series, nurture | Open rate, CTR, conversions | |
| Primary | Awareness, social proof | Posts, videos, testimonials | Engagement, reach | |
| Sales | Primary | Direct revenue | Demos, outreach | Deals influenced, pipeline |
| Product (in-app) | Primary | Adoption | In-app messages, tours | Feature adoption rate |
| Secondary | Engagement | Threads, quick takes | Engagement rate | |
| Paid Ads | Secondary | Demand gen | LinkedIn/Google ads | CAC, conversion rate |
| PR | Tertiary | Brand awareness | Press release, briefings | Coverage, backlinks |
2.3 Campaign Milestones
What you're creating: Key checkpoints to ensure you're on track.
Set major milestones
Each milestone maps to the chapters ahead — we'll dive deeper into the work behind each one as we go.
Milestone 1 (6 weeks before launch): Foundation Complete (Chapter 1)
- Positioning, messaging, personas, and competitive positioning are locked
- Go/No-Go Decision: Do we have strategic clarity?
Milestone 2 (4 weeks before launch): Enablement Ready (Chapters 3 & 4)
- Sales materials, internal training, demo environment, and support docs are complete
- Go/No-Go Decision: Is the team ready?
Milestone 3 (2 weeks before launch): Content Complete (Chapters 5, 6 & 7)
- Email copy, social posts, videos, and website are produced and staged
- Go/No-Go Decision: Do we have all assets?
Milestone 4 (1 week before launch): Campaign Ready (Chapters 6 & 7)
- Emails scheduled, ads loaded, social queued, sales trained
- Go/No-Go Decision: Are systems ready?
Milestone 5 (Launch day): Launch (Chapter 8)
- Website live, communications sent, team activated, monitoring in place
Create weekly status template
Every Friday, report:
- Completed this week
- Planned for next week
- Blockers/risks
- Decisions needed
- Budget status
Define go/no-go criteria
Launch only if:
- Product is stable (< 2% error rate)
- Core messaging approved by leadership
- Sales team trained (100% attendance)
- Support team ready (knowledge base complete)
- Website tested (no critical bugs)
- Legal/compliance sign-off received
Review frequency: Weekly
