My first product launch was absolute chaos. 

The launch date was moved back once and forward twice. Thankfully, it all went well in the end. The aftermath, though, left me drained and sleep-deprived.

After poring over product launches from top companies, reading countless product announcement emails, signing up for multiple free trials, and scrolling through miles of product landing pages, I finally found a better way to approach launches.

This post explains why planning is a must and outlines steps for smoother pre-launch preparation, and offers tips on creating a product launch timeline with our Product Launch Planner.

What is a product launch?

A product launch is a detailed plan to put a new product on the market. It's a series of actions across various teams—such as marketing, sales, and the customer support department—to ensure a coherent and impactful debut. 

What is the difference between a product launch and a go-to-market strategy?

A product launch is the event of introducing a new product to the market, aimed at generating buzz and initial user engagement. The focus is on generating excitement, building awareness, and driving initial adoption.

Launch activities you can consider include marketing campaigns, PR, live workshops, and customer engagement tactics to build anticipation and momentum.

On the flip side, a go-to-market (GTM) strategy is the comprehensive plan leading up to the launch. It includes identifying the target market, positioning the product, deciding on pricing, and planning distribution channels.

The GTM strategy also involves cross-departmental coordination between sales, marketing, product development, and customer service to make for an easier entry into the market and guarantee your product aligns with customer expectations.

What are the phases of a product launch?

We recommend taking a phased approach to successful product launches because we recognize that it works. When executed well, it helps build momentum and excitement over time with your users.

• Pre-launch: In the pre-launch phase, anticipation is the name of the game. It's about creating a buzz around your upcoming product through teasers, social media posts, and perhaps a landing page where interested folks can sign up to learn more.
• Soft launch: ‍A soft product launch is like a dress rehearsal before the big show. It's a quieter release to a limited audience, allowing you to gather feedback, make necessary tweaks, and ensure everything runs smoothly before the grand debut.
• Full launch‍: The full product launch is the grand opening where your product takes center stage in the market. It's the moment when all the meticulous planning, marketing efforts, and community engagement come together to introduce your product to the wider world.
• Feature launch‍: A feature launch is about spotlighting new features (or updated ones) post-launch. It's an opportunity to re-engage your audience, show continuous improvement, and potentially attract new users who find the fresh features beneficial.

What are the 4 Ps of product launch?

Most companies launch products with the goal of driving engagement, adoption, and market growth, but a structured approach makes all the difference. That’s where the 4 Ps of product launch come in, providing a framework to ensure every launch aspect is thoughtfully planned.

• Product: Define the product’s unique value proposition and what problem it solves.
• Pricing: Determine a pricing strategy aligned with customer value and market positioning.
• Placement: Choose distribution channels for your product launch that best reach your target audience, maximizing exposure and accessibility.
• Promotion: Plan an outreach strategy—think email marketing, social media, or paid ads—to build excitement and drive product awareness.‍

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‍Why you need to plan a product launch

When you've spent months developing the perfect product, it's easy to overlook the launch. With so much competition, capturing your audience's attention can be hard. That's why you need to launch your product in a way that generates buzz, builds excitement, and, ultimately, sets your product on the road to success.

Besides having some breathing room for course corrections so you can roll with the punches of unexpected roadblocks, there are several other advantages of advanced planning for a successful launch:

You get time to do (more) customer research

If you're thinking about your product launch, you've most likely already established product-market fit. But there's still a lot you can learn from your customers.

1. How do they describe their pain points? Getting a sense of the tone and vocabulary customers are using can help you fine-tune your messaging. You can then incorporate these into your launch materials (e.g. emails, blog posts, value propositions, etc.)
2. What products are they currently using to solve their problem, and where do they fall short? Pre-launch customer surveys help you understand more about your competition and where your product fits into the market. What frustrations do they have around current solutions? How does your product address these?
3. Where can you reach them? What blogs do they read? What conferences are they attending? Social networks, industry newsletters, and targeted ads can help spread the word about your launch. To be most effective, you need to go where your audience is. Asking them directly is the easiest way to find out where that is

You can achieve internal alignment and get buy-in from all of your teams

Internal alignment around your product is the key to product-led growth. Before your launch date, build alignment among your different teams. These should all be on the same page when it comes to key messaging, the product metrics that matter, and launch goals.

Promoting communication across all teams before the launch event will keep your entire company invested in your product's success and help you spot problems early. This is a good way to break down communication silos and improve collaboration across departments.

You can notify your partners and stakeholders

With open and clear communication, you can get your partners on board and use them as early product testers. This will give them valuable feedback and uncover potential issues.

Plus, updating your partners early on means they can use their platforms to spread information about your product online—potentially elevating the launch's success.

When should you think about a launch?

The sooner you start thinking about your launch, the better. No plan is foolproof, but with enough time, you can roll with any setbacks and adjust your product launches.

Plus, having a clear plan for your product launch strategy can help your product too: As you begin to plan, you'll gain valuable insights into your customers, team, and goals—all of which can impact the work you do on your product in the final stretch.

In the ‘Types of product launches' section of the Product Launches 101 course, we specifically recommend taking a phased approach to product launches.

This method means you're carrying your customers along each step of the way of building your product. In the following sections, we'll discuss more on how to use this method for a successful product launch.

Product testing and feedback loops

A well-executed product testing phase lets you spot what needs to be improved, get customers' trust, and create a product your target audience will want. Key testing stages include:

Concept testing

Validating an idea lets you put your product (or the idea behind it) in front of potential customers. You'd use surveys, interviews, or focus groups to get a better feel of their reactions to the concept and see if it resonates with them.

This launch strategy phase gives you enough insights into features and positioning so you can decide if it's worth investing in the product in the first place. For this, it's a good idea to focus on creating a minimum viable product (MVP) or a prototype of your concept. A simplified product version can help target customers visualize the end product and provide concrete feedback on its usability.

Beta testing

Once an early version of your product is ready, beta testers (i.e. a smaller segment of the target audience) will use the product as they'd do for common daily tasks and provide feedback on functionality, usability, and any potential bugs.

This phase is essential for catching technical errors and seeing exactly how users interact with the product. Beta testing can also reveal problems you didn't expect during the development process. If solved, you can deliver a better final user experience for everyone and make sure your product is well-received.

Getting feedback from early users

Beyond beta testers, engaging with early users offers invaluable, real-world feedback that can further enhance the product. These often offer insights that you hadn't expected or tested for.

Use these fresh perspectives and workflows to make unique product enhancements. Plus, feedback as part of your launch strategy from early adopters also builds stronger communities and demonstrates responsiveness and adaptability.

How to launch a product: A step-by-step guide

Now that you understand why you need to plan a product launch, the next question is how.

Here's a 10-step product launch checklist that combines the psychology of excitement with a structured approach to achieve measurable results and sustained engagement.

Step 1: Define your objectives and key results (OKRs)

What will a successful product launch look like to you? Do you want signups? Downloads? The first step on this product launch template involves taking time to think about how you should measure success, then identify your north star metric.

Once you've determined which metrics you'll be measuring and optimizing for, you should set some OKRs in your product launch plan. Use historical data whenever possible. For example, if you had a similar launch that got you 400 signups, 400 or 500 signups is a good goal to start with.

Step 2: Get team-wide alignment

Make sure all team members are aligned on the importance of the new product, the messaging around it, and the goals of the launch.

Your sales team will talk directly to prospective customers, so give them all the tools they need to succeed. This often takes the form of a one-pager summarizing everything a sales team needs to know to successfully sell the new product.

Next, make sure your customer support team is well-versed in marketing messaging. This will provide context to the support tickets they're likely to receive in the future (i.e. “Your product promised X but didn't deliver! 😒”)

And don't underestimate the importance of educating the rest of your team, even non-customer-facing folks on the engineering, marketing, or product development teams. Understanding the product's value and how customers respond will better inform future developments.

Step 3: Integrate customer feedback

Gathering and applying customer feedback is essential to refining your product and aligning it with market needs.

Use surveys, beta testing, or early reviews to understand target customer preferences and pain points, and make adjustments as needed. This feedback not only strengthens the product but also shows customers that their input matters, building trust and generating excitement before launch day.

A well-known example of a failed product launch due to ignoring customer feedback is Google Glass. When Google introduced its augmented reality glasses in 2013, there was significant buzz around the product.

However, early users and tech reviewers flagged major issues, including privacy concerns, poor battery life, and limited functionality. Instead of adjusting the product or addressing these concerns before a broader launch, Google proceeded, and the public reaction was overwhelmingly negative.

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Step 4: Create a timeline

You want a timeline that covers all important product benchmarks and gets down into the nitty-gritty of each team's deliverables before the launch event. That way, each team will know what their deadlines are and how those align with overall launch goals.

One notable example of a SaaS company that failed to meet its product launch timelines is Clinkle. Founded in 2011, Clinkle aimed to revolutionize mobile payments and generated substantial buzz by raising $30 million in funding before its official launch.

The product also came with a lot of technical issues and confusion over how it worked. The product launch strategy was a disaster and failed to bring in users as expected. Ultimately, Clinkle’s failure highlighted the risks of launching an overhyped product without ensuring market readiness​

Our Product Launch Planner can help you get started developing a roadmap to a successful product launch date.

Step 5: Decide on messaging

To determine what your messaging will be, talk to your product team and product marketing manager. Think about what sets your product apart from the competition, what customer pain points it solves, and so on.

Once you've settled on messaging, it's important to convey it to your marketing and sales teams. This will ensure that the language you use to communicate with your target audience is consistent and accessible across channels.

Step 6: Create a product launch landing page

Keep a landing page short and sweet. Don't overload people with too much information — focus only on what potential users need to know about your product, what problem it solves, and who it's for.

Pictures of your product, an explainer video, and quotes from beta users are all great ways to increase page conversions. Use ‘em if you got ‘em.

For example, here is a screenshot of the landing page we used for launching our integration with Salesforce.

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Step 7: Publish a product launch teaser on your blog

In the weeks leading up to launch day, seed your blog and social media campaigns with content marketing that addresses the problems that your new product is designed to solve. This will boost SEO ahead of the release of the product, as well as with product validation among your target market.

For example, before the official launch of Appcues Checklists for user onboarding, we published a post explaining the psychological benefits of using checklists to guide the completion of complicated tasks.

You should also publish on product launch day or shortly thereafter. Use this content (ideally written by your CEO or product team lead) to discuss your company's vision, the pains you solve, and how your product will address that problem.

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Step 8: Build an in-product tutorial

In-app messaging shouldn't be complicated.

A few concise and thoughtful tooltips here, a modal introducing your new product there—these little bits of communication can go a long way toward reducing churn. They're also handy for making sure users stay with your product long enough to realize its value.

Step 9: Send announcement emails

The best way to reach your existing audience is through their inboxes.

First segment your database by blog subscribers, content signups, free trials, and existing customers. Then, divide each of these segments into smaller ones based on topics of interest or demographic categorizations. This lets you tailor your subject lines and email copy for maximum effect.

An email's subject line can make or break its success. Too bland, and it will get overlooked; too sales-y, and you've bought yourself a one-way ticket to the junk folder. Aim for a subject line that catches the eye and teases out the idea of your product launch but leaves the reader wanting more.

The body copy should be punchy and to the point. Start with a strong hook that sets the stage for your big announcement. Then, briefly explain the problem and how your new problem will solve it. Finally, wrap it up with an irresistible CTA that directs the reader to the landing page you made in Step 5.

Step 10: Launch!

Launch day is here! Celebrate and enjoy the rush of knowing you did everything possible for the initial success.

If you need some inspiration, product launches are happening all day, every day (just peek at your Product Hunt homepage to see what I mean). However, some do it better than others. Here are some examples of the ones we truly love.

How to measure product launch success

I've got an almost extensive list for you with everything measuring product launch success can help you avoid:

Ignoring customer feedback, neglecting data analysis, skipping competitor research, overlooking marketing alignment, setting vague goals, failing to track key performance indicators, and disregarding post-launch support.

Now that's a lot but here are some key methods for assessing a successful launch strategy and ultimately product success include:

Using data analytics

Tracking quantitative metrics (e.g. traffic, page views, conversion rates) lets you measure success by looking at usage patterns and in-app behavior.

This will tell you which features users prefer and even show you how they use them for their use cases. Metrics such as customer acquisition cost (CAC) and lifetime value (LTV) provide in-depth insights into the financial effectiveness of your product launch strategy.

Consider segmenting your audience to analyze how different demographics engage with your product. This segmentation can uncover patterns and preferences that may inform a winning launch tailored to specific user groups.

To get more insights, look at how your product performs in the broader market by comparing your metrics against industry benchmarks. This comparison can help you understand your position relative to competitors and identify areas for improvement.

Getting feedback on user sentiment

Gather feedback through post-launch surveys, social media sentiment analysis, customer reviews, or simply by reading user comments. This qualitative data lets you see what went well and what you still need to improve.

To improve future your feedback strategy, dig into customer support tickets to find common issues users face. This should be a part of a continuous feedback loop you create to prompt users to share their thoughts at any time.

Pair this with an analytics tool to track user behavior and get a better feel of user sentiment. Engaging with influencers and industry experts can provide broader perspectives, while follow-up email campaigns can encourage more detailed feedback from users, ultimately aligning your launch strategy with their expectations.

Using KPIs to iterate on future product launches

Common KPIs include customer acquisition, user retention rates, customer satisfaction, and engagement levels. Define clear KPIs with your product launch team and you'll have an accurate assessment tool at the end to see if the launch met expectations.

Analyzing the data from all of these sources aids product launch planning. It does so by giving you the exact cue points into how to adjust your strategies, messaging, and any new launch process.

Launch setbacks and contingency plans

Despite careful planning, product launches can face unexpected delays, failures, or setbacks. Here are our best tips for managing setbacks and steps for regaining traction:

1. Anticipate and communicate any delays

Is a delay unavoidable? communicate it transparently with all stakeholders and customers. Explain the reasons behind the delay and outline the next steps to reassure them that the product launch is still on track.

To avoid delays, start launch planning three to six months in advance. Tailor the timeline to your team’s specific needs, factoring in development, testing, and marketing stages individually. Instead of setting one overall deadline, break down each phase—from initial concept to marketing strategy and launch.

Next steps: Send an update via email or your website with a revised timeline. Share teasers, previews, or extra resources to maintain interest until the product is ready.

2. Prepare for technical setbacks

Get your team to handle unexpected technical issues by setting up monitoring systems to catch issues early and respond rapidly. Prioritize in-detail testing, including user acceptance and load testing. Set up a robust QA process you can use for successful launch plans in the future too.

Prevent technical errors before a product launch with proper planning and market research. A roadmap with clear milestones paired with Agile methodologies will give you the flexibility to check and fix problems quickly.

Next steps: Conduct a technical review before launch to anticipate potential weak points. During product launch, have IT staff on standby and communicate promptly if issues arise so you can send users timely updates.

3. Have a backup marketing strategy

Marketing campaigns can underperform. Have your marketing team come up with a backup plan that includes alternative channels or messaging options so you can diversify your marketing tactics to regain visibility and even trust.

To prevent marketing blunders during a product launch, understand your target audience through research and pre-tested value propositions. A complex marketing plan should always include A/B testing strategies as well as backup resources you can turn to in case of an emergency. You'll also need to keep brand, tone, and messaging consistency in mind when preparing a crisis communication plan.

Next steps: Work with your marketing teams to track marketing data so you can see where engagement peaks or if you're losing it altogether. Have them experiment with content formats, partnerships, or platforms to rekindle interest in the product if needed.

Post-launch optimization

But we're not done yet. Here's a checklist with everything you need to keep in mind after your product launches:

Gathering feedback from real users

Beyond the beta launch and initial input, you want to rely on long-term feedback so you can keep improving your product over time. By listening to real users, you can prioritize improvements, address issues, and adapt to new user expectations, ensuring the product remains relevant and useful.

How to get started:

• Use surveys, in-app feedback, or dedicated feedback forms to gather insights continuously.
• Track usage patterns, feature engagement, and drop-off points to identify improvement areas for a successful product launch strategy in the future.
• Regularly review feedback with your team, prioritize high-impact changes, and incorporate updates based on user insights.
• Show users their input matters by sharing improvements based on their feedback, enhancing engagement and trust.

Tracking user engagement and activation rates

This can show you what user retention patterns look like and allow product teams to identify barriers in how people use the product. Such data helps optimize features, refine messaging, and ensure the product meets user needs.

How to get started:

• Use tools like Appcues to track user engagement and interactions with every feature.
• Pay particular attention to where users struggle or leave to find friction areas.
• Adjust features, messaging, and flows based on insights to improve user engagement and activation rates.

Optimizing your onboarding process after a product launch

Post-launch onboarding adjustments give you room to provide a better experience to new customers. You can now look at real user data to get rid of friction points, clarify confusing flows, and reach faster product adoption.

How to get started:

• Identify steps where users drop off or slow down, signaling areas for improvement.
• Experiment with shorter, more focused onboarding to reduce friction and improve clarity.
• Introduce in-app cues or tutorials to clarify complex actions and guide users seamlessly.
• Monitor how changes impact user activation and retention, iterating as needed for optimal results.

Launching your product with Appcues!

With Appcues, setting up a successful product launch becomes streamlined and impactful. The Appcues Product Launch Planner provides a step-by-step, customized timeline for each launch stage, helping you focus on core essentials to reach your target audience effectively.

Answer eight key questions, and you’ll receive a timeline with specific action items, like when to publish blog posts, release social media content, and use targeted paid ads.

For teams with a tighter schedule, Appcues helps you focus on high-impact elements so you can prioritize essentials without overstretching. A successful product launch process starts with clear priorities—and Appcues has you covered!

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FAQs

What is a product launch?

To write a product launch, start with a clear goal and target audience. Use a product launch checklist to outline essential steps: define product messaging, set launch timelines, and plan promotional activities like email, social media, and PR outreach. Get stakeholders aligned and create a compelling value proposition that resonates with your audience to maximize results.

What is a product launch sequence?

A product launch sequence is a structured plan to build anticipation and drive sales for a new product. It includes a pre-launch phase with teasers and waitlists, a soft launch for beta testing and feedback, the main launch with official announcements and events, and a post-launch phase with follow-up campaigns, onboarding, and feedback collection. Approaching product launches like this improves visibility, keeps early adopters engaged, and supports long-term customer satisfaction.

What is a product launch roadmap?

A product launch roadmap can be created as a plan or document to present the key steps, due dates, and materials needed to take a product to market. It helps teams coordinate across departments and includes phases like market research, development milestones, pre-launch marketing, the official launch, post-launch activities, and ongoing support or product updates.

Why do product launches fail?

While not all product launches will fail, some are more exposed to this due to poor market research, unclear value propositions, lackluster marketing, bad timing, or product quality issues. Some other aspects that impede success include unfounded pricing, no team alignment, and missing post-launch customer support. Good news is you can prevent all of these by preparing a risk management plan so you can handle a potential issue as soon as the first signs arise.

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Creating your timeline with our Product Launch Planner

Your product launch timeline should begin three to six months out. But if you’ve passed that mark, don’t sweat it—the Appcues Product Launch Planner can help you figure out what to prioritize. It’s easy (and totally free).

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Answer 8 questions to get a detailed, personalized timeline for your product launch, including suggestions for when to post on your blog, publish on social media, and supplement your announcement with targeted paid ads. If you have a shorter launch lead time, the planner can also help you focus on key steps to add to your product launch checklist. It’s better to hit the basics than try to do everything at once and stretch yourself too thin (and risk letting important things fall through the cracks).