launch

Use the five-phase launch approach: Internal testing, Alpha with invited users, Beta with broader early access, Early Access expansion, then Full Launch. Map each phase to your timeline and assign tactics across owned, rented, and borrowed channels.

Prepare 2-4 weeks ahead by optimizing your tagline, visuals, and demo video, and building supporter relationships. On launch day, respond to every comment in real time and direct traffic to your site to capture email signups.

Owned channels (email, blog, community) give direct audience access without algorithms. Rented channels (social media, marketplaces) provide visibility but no control. Borrowed channels (podcasts, influencers, partnerships) tap into someone else's audience.

Major feature updates warrant a targeted campaign: announcement email, blog post, social posts, and in-app notification, but not a full multi-channel launch. Minor updates belong in the changelog to signal ongoing development.

Diagnose whether the cause was insufficient pre-launch audience building, wrong channels, or weak messaging. Then analyze which channels produced your existing signups, double down on those, leverage early users for testimonials, and run a 30-day recovery plan.

Focus on borrowed channels: podcast guest appearances, co-marketing with complementary tools, influencer partnerships, and community engagement. Start building these relationships well before launch day since borrowed audience strategies take time.