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The Launch Checklist

Finally, a checklist that actually helps you launch.

Phase 1: Internal Launch

Goal: Get feedback from your inner circle before showing the world.

  • [ ] Recruit 5-10 beta testers from your network (friends, colleagues, community)
  • [ ] Collect their feedback on major issues
  • [ ] Make sure the prototype works and can be demoed
  • [ ] Fix critical bugs identified
  • [ ] Validate that the value proposition is understood

Phase 2: Alpha Launch

Goal: Put the product in the hands of real external users.

  • [ ] Create a landing page with an early access form
  • [ ] Announce that the product exists (social media, communities)
  • [ ] Invite first external users one by one
  • [ ] Make sure the MVP works in production
  • [ ] Set up a feedback channel (email, form, chat)

Phase 3: Beta Launch

Goal: Increase the number of users while creating buzz.

  • [ ] Work through your early access list (some free, some paid)
  • [ ] Start teasing on social media
  • [ ] Recruit friends and influencers to test and share
  • [ ] Add a "Beta" badge in the app
  • [ ] Collect testimonials from satisfied early users

Phase 4: Early Access Launch

Goal: Validate at scale before full opening.

  • [ ] Share previews: screenshots, GIFs, demos
  • [ ] Collect quantitative usage data
  • [ ] Conduct user interviews (offer credits in exchange)
  • [ ] Send a product-market fit survey
  • [ ] Open in waves (5-10% at a time) or all at once

Phase 5: Public Launch

Goal: Open the floodgates and maximize visibility.

  • [ ] Open self-serve signups
  • [ ] Start charging (if not already)
  • [ ] Announce general availability on all channels

Pre-Launch Checklist

Everything that needs to be ready BEFORE launch day.

Site & Marketing

  • [ ] Landing page with clear value proposition
  • [ ] Email capture form / waitlist
  • [ ] Early access list built (goal: 100+ emails)
  • [ ] Owned channels established (newsletter, blog, community)
  • [ ] Social profiles optimized (Twitter, LinkedIn, etc.)
  • [ ] Borrowed opportunities identified (podcasts, newsletters, influencers to contact)

Product

  • [ ] Onboarding flow ready and tested
  • [ ] Analytics and tracking in place
  • [ ] User feedback system configured

Product Hunt (if applicable)

  • [ ] Product Hunt listing prepared
  • [ ] Assets created (screenshots, demo video, GIFs)
  • [ ] Community notified for launch day
  • [ ] Makers and hunters contacted

Legal & Admin

  • [ ] Terms of service and legal notices written
  • [ ] Privacy policy in place
  • [ ] Payment provider configured (Polar, Stripe, etc.)

Launch Day Checklist

On launch day, in order.

Morning

  • [ ] Verify everything works (site, payment, onboarding)
  • [ ] Send announcement email to your list
  • [ ] Publish the announcement blog post
  • [ ] Post on social media (Twitter, LinkedIn, etc.)
  • [ ] Launch the Product Hunt listing (if applicable)

Throughout the Day

  • [ ] Activate in-app announcement for existing users
  • [ ] Put a banner/notification on the site
  • [ ] Reply to ALL comments and questions
  • [ ] Share positive feedback in stories/posts
  • [ ] Monitor metrics and bugs

Evening

  • [ ] Publicly thank those who shared
  • [ ] Note feedback and ideas for next steps
  • [ ] Celebrate (you did it!)

Post-Launch Checklist

The days after launch are as important as launch day itself.

Week 1

  • [ ] Activate onboarding email sequence
  • [ ] Follow up with prospects who engaged
  • [ ] Include announcement in your weekly/monthly newsletter
  • [ ] Publish comparison pages with competitors
  • [ ] Create an interactive demo (if not already done)

Week 2+

  • [ ] Collect and analyze user feedback
  • [ ] Act on priority feedback
  • [ ] Plan the next "launch moment" (feature, update)
  • [ ] Document what worked and what didn't

The ORB Framework

For every launch, think about your 3 types of channels.

Owned (You own it)

Channels you control directly.

  • Newsletter / email list
  • Blog
  • Podcast
  • Community (Slack, Discord)
  • The product itself

Why it matters: No algorithm, no pay-to-play, direct relationship with your audience.

Rented (You rent it)

Platforms that give visibility but you don't control.

  • Twitter / X
  • LinkedIn
  • Instagram
  • YouTube
  • Reddit
  • Product Hunt

How to use them: Pick 1-2 platforms where your audience is active. Use them to drive traffic to your owned channels.

Borrowed (You borrow it)

Other people's audiences.

  • Guest posts on other blogs
  • Podcast interviews
  • Collaborations (webinars, co-marketing)
  • Influencer partnerships

How to use them: List the leaders your audience follows. Propose win-win collaborations. Convert borrowed attention into owned relationships (email signup).

This checklist is based on SaaS and startup launch best practices. Adapt it to your context.

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