launch-strategy

The ORB framework categorizes go-to-market channels into Owned, Rented, and Borrowed to maximize owned-channel reliability while leveraging external reach. It tailors launch tactics to your audience, assets, and timeline for disciplined product releases.

Plan a product launch by applying the ORB framework across owned, rented, and borrowed channels. This produces a five-phase launch plan with phase goals, channel-specific tactics, a pre-launch checklist, and concrete deliverables tailored to your assets.

A SaaS go-to-market strategy should include five phases: Internal Launch, Alpha, Beta, Early Access, and Full Launch. Each phase has specific goals and channel tactics tailored to team assets and timelines for building momentum.

Yes, the launch strategy maximizes owned-channel reliability first before leveraging rented and borrowed channels. This approach allows you to tailor tactics based on existing audience and assets, making it effective for teams with limited budgets.

Structure a pre-launch checklist by mapping tasks across Owned, Rented, and Borrowed channels within a five-phase plan. This ensures all channel-specific tactics, phase goals, and deliverables are completed before full launch.

Avoid a phased launch approach if your timeline cannot accommodate the five sequential phases of Internal Launch, Alpha, Beta, Early Access, and Full Launch, or if your assets do not support managing multiple channel cohorts simultaneously.