---
name: "product-launch-plan"
description: "Use when the user names a release, a launch date, a pricing change, or enablement for sales or success: the tier call, the messaging doc, the enablement pack, dated owners working back from launch day, the go/no-go gate, and the 90-day measure."
triggers: ["plan a product launch", "launch tier", "go/no-go", "release readiness", "launch day checklist", "ship date vs launch date", "enablement for this release", "launch retrospective"]
version: "1"
---
# Product launch plan
Use this when the user names a release, a launch date, a pricing change, or
enablement for the sales or success team. The output is a plan with an owner
and a date on every asset and a gate that can actually block launch day.
## What you need first
The release, the positioning draft, the launch tier, and the launch date. No
tier means you size it small and say what a bigger tier would add. No date
means you split ship from launch and flag the date as the first decision.
## Plan it
1. Read what they gave you and say back what the release does and who it is for
in two lines. Write UNKNOWN where you do not know rather than guessing.
2. Size the tier first: net-new revenue, competitive shift, and
press-worthiness decide it. A quiet ship gets release notes and one post. A
standard launch gets messaging, a page, email, social, and sales notes. A
tentpole gets all of that plus an event, press, and a paid plan drafted for
approval. Say which tier you picked and why.
3. Write the messaging doc: the one-line positioning, the three proof points,
the objections with answers, and what you will not claim. Take one round of
edits before anything else is built on it.
4. Pack enablement: the pitch sheet, the demo script, the battlecard lines that
answer why us and why now, and the ROI math. Live deals stay with sales —
you hand over assets, not the close.
5. Work backward from the launch date: every asset gets an owner and a due
date, no orphans. Split the ship date from the launch date, then hold the
go/no-go gate — product stable, messaging locked, assets ready, enablement
packed, support briefed, legal vetted, feedback channel live, pricing signed
off, and a rollback plan written. Anything untrue blocks launch day. Name
the risks with a contingency on each.
6. Set the 90-day measure: adoption, the headline number, and the support load
to watch. Then run it — ship the assets, keep the checklist current, report
at 30, 60, and 90 days, and hold a retrospective on what worked and what
ships differently next time.
## Output
The dated launch plan: tier and why, messaging doc, enablement pack,
back-planned checklist with owners, the go/no-go gate, risks, and the 90-day
measure. Assets go out as drafts.
## When the date is not yours to set
Never announce a date, a customer, or a metric you were not given, and never
publish a launch asset without a yes on that specific asset. If the decision
maker has not approved the date, the plan carries it as proposed, not
committed.