Launch and Ongoing Distribution
Plan for momentum, not just attention. A good launch strategy builds credibility and energy over time, it doesn’t rely on one announcement or one feature drop.
Define what “success” looks like at each phase — adoption, contributors, integrations, etc. Identify existing networks to tap into — ecosystems, creators, early believers. Plan a content cadence: what gets shared, when, and by whom.
Start with a phased approach
Section titled “Start with a phased approach”- Early access / build-in-public stage
- Initial launch (public or gated)
- Post-launch sustain (growth, education, collaborations)
For each phase, map
Section titled “For each phase, map”- Who you’re trying to reach
- What you want them to understand or do
- What assets and comms are needed to support that
✅ Checklist
Section titled “✅ Checklist”- Launch timeline with owners and dates
- Core content: landing page, blog, announcement post
- Distribution plan across channels
- Follow-up plans: post-launch content, contributor calls, growth loops
⚠️ Anti-Patterns
Section titled “⚠️ Anti-Patterns”Do not:
- Launch with no follow-up plan
- Rely only on a social post or one announcement
- Ship landing pages without context or a call to action
- Wait until launch week to align with legal/product