launch-strategy

A phased product launch strategy moves through Internal, Alpha, Beta, Early Access, and Full Launch stages. You need this structured go-to-market playbook to ensure internal alignment, validate features via beta testing, and coordinate marketing efforts before full release.

Plan a go-to-market strategy by following a structured playbook covering pre-launch, launch day, and post-launch activities. Use detailed checklists and templates to coordinate feature announcements, beta testing, and phased rollout execution for your mobile app.

Owned, Rented, and Borrowed (ORB) channels are a framework for maximizing launch reach. Owned channels are internal properties, Rented channels are platforms you operate on, and Borrowed channels leverage partner audiences to execute your go-to-market strategy.

This launch playbook explicitly handles both pre-launch preparation and post-launch momentum. It provides detailed checklists and templates for feature announcements, ensuring continuous marketing efforts across all launch tiers from internal rollout to full release.

Structure feature announcements for early access using provided templates within a phased launch model. Coordinate announcements across Owned, Rented, and Borrowed channels to ensure your target audience receives consistent messaging during the pre-launch and launch day activities.

This go-to-market framework supports various launch tiers through a 5-phase model: Internal Launch, Alpha, Beta, Early Access, and Full Launch. It scales execution by providing specific pre-launch checklists and channel strategies tailored to each tier's requirements.