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Section 8 · Launch Strategy
Launches That Build Momentum
A launch is not a day — it's a 90-day system that converts attention into compounding growth.
Users
Growth
Revenue
Why it works
Done right, launches generate signups, press, reviews, and referral loops. Done wrong, they're a one-day spike.
Connects to
Users
Growth
Revenue
When to use it
New products, major features, course cohorts, membership openings.
When NOT to use it
Don't launch without a waitlist, audience, or feedback loop.
How to use it
- Pre-launch (4-8 weeks): build a waitlist, share build-in-public content, get 100+ beta users.
- Beta phase: collect testimonials, fix top friction, prep launch assets.
- Launch day: coordinated push on Product Hunt, X, LinkedIn, email, communities.
- Founder content: video story, behind-the-scenes, AMA on launch day.
- Early adopter bonus: lifetime deal, founder badge, exclusive access.
- Post-launch (30-90 days): publish results, win-back inactive users, ship visible updates.
Examples
Tool launch
Cron App's coordinated waitlist + Product Hunt launch generated 30k signups in week one.
Course
Most successful course launches use 5-7 day open cart windows with daily emails.