---
name: plan-a-product-launch-campaign
category: start
description: Coordinate a truthful product launch across readiness, audience, content, channels, and support. Use when a new product or material change requires cross-functional sequencing and a go, delay, narrow, or rollback decision.
---

# plan-a-product-launch-campaign

Make the campaign follow product readiness. A launch date is not evidence that the product is ready for the promised audience.

## Procedure

1. Define launch scope, audience, availability, success, decision authority, and launch types such as pilot, beta, regional, or general release.
2. Verify product behavior, quality, security, privacy, accessibility, capacity, pricing, terms, support, and rollback evidence.
3. Create audience, positioning, message, claim, proof, objection, and limitation records.
4. Map customer journey, eligibility, onboarding, migration, documentation, support, and feedback.
5. Build channel and asset plans with owners, dependencies, approvals, localization, and accessibility.
6. Prepare internal teams, partners, status channels, incident response, and escalation before promotion.
7. Define go/no-go criteria, stop triggers, rollback communications, and who can narrow or pause the launch.
8. Rehearse critical journeys, high-risk claims, traffic, support load, and failure communications.
9. Launch in the smallest useful scope, monitor adoption, outcomes, harm, defects, and service burden.
10. Reconcile actual rollout state with public claims and hold a documented launch review.

## Guardrails

- Distinguish feature complete, released, available, and proven at scale.
- Do not let media, ad spend, or embargo timing override safety gates.
- Avoid soliciting testimonials before participants can give informed, voluntary permission.
- Pause claims or distribution when rollout state diverges.

## Done

- A launch plan links readiness, audience, assets, support, measurement, and authority
- Go/no-go and rollback evidence are verified
- Public messages match actual scope and availability
- Post-launch outcomes and gaps have owners