launch-strategy

A go-to-market launch strategy uses a five-phase plan covering internal, alpha, beta, early access, and full launch stages. Each phase includes specific checklists and templates to guide execution across owned, rented, and borrowed channels for sustained momentum.

The ORB framework structures marketing campaigns across Owned, Rented, and Borrowed channels. It allows you to tailor your launch strategy based on your available resources and audience size, ensuring you maximize reach and signups effectively across all channel types.

Execute a phased launch plan by progressing through internal, alpha, beta, early access, and full launch stages. The strategy provides ready-to-use templates and checklists for each phase, ensuring you build momentum and capture signups systematically before your full launch.

Yes, you can turn initial post-launch momentum into sustained growth by implementing a dedicated post-launch strategy. This involves running ongoing updates and experiments after the full launch to maintain user engagement and drive continuous adoption of your product or feature.

The best way to structure a go-to-market campaign for a small audience is to tailor the ORB framework to your specific resources. By mapping owned, rented, and borrowed channels, you can focus your five-phase launch plan on the most effective tactics for your scale.