Plan the launch before launch day
Launch strategy is a planned Buteo module that turns your validation and your go-to-market study into a launch plan: the channels, the order, how to get seen, and how to read the result. It is not built yet.
By Buteo · Updated
Here now
Your validation and your study
- The customer your run modelled
- Acquisition channels
- 90-day plan & KPIs
Soon
A launch plan, phase by phase
Before
- The goal, and the result that would count
- An audience and first users
- What has to be ready
Launch day
- Each channel, in order
- The claim to make on each
After
- What to measure
- What the result says about the idea
- Channels
- Where to launch, ranked for your business
- Visibility
- Where a stranger meets the product, and what they find
- Analysis
- What to measure, and what counts as a signal
How it will work
Start from what you validated
Your run knows the customer and where they talk. Your study names the channels and the position.
Buteo drafts the plan
Goal, channels, message and order, with what has to be ready, to read before anything goes out.
You launch, then read the result
What to measure and what it says about the idea. What goes out stays your call.
What will Launch strategy do?
A go-to-market study says which channels are worth trying and what position to take. It does not say what to do on the day, or in the weeks either side of it.
Launch strategy is that plan: where to launch, in what order, what to say in each place, how a stranger comes to see the product, and how to read what the launch tells you once it is over.
What is in a launch plan?
- Goal. What the launch is for, and the result that would count, set before the day rather than after it.
- Channels. Where to launch, ranked for your business, each with its reason: launch sites, communities, directories, newsletters, press and your own audience.
- Message. The claim to make on each channel, taken from your study's positioning, with the proof behind it.
- Sequence. What happens before (an audience, a waitlist, first users), on launch day (what goes out, and in what order) and after (the follow-up, and a second wave).
- Visibility. Where a stranger meets the product and what they find there: search, listings, press, social and your own page.
- Readiness. What has to be in place before the day: the page, onboarding, a way to sign up or pay, a way to measure and a way to answer.
- Analysis. What to measure, what counts as a signal against the goal, and what the result says about the idea.
Why start from the validation and the study?
Because a launch is the first time the idea meets strangers all at once, and a plan written from nothing guesses at every part of it. A validation has already tested who the customer is and where they talk, against published evidence, the case against it included. A study ranks the channels for your business rather than listing them, and proposes a proof point only with evidence behind it. The launch plan starts from both.
What can you do today?
Everything up to the launch plan. Validate the idea, run a go-to-market study on it for the channels, the pricing and a plan, cited line by line, and draw a build plan from the evidence your run found. That is what a launch is planned from, whoever plans it.
Your first validation is free, and the method behind it is public.
What is not decided yet?
- When it ships. There is no date, and we would rather give none than miss one.
- What it costs. Buteo runs on credits. The price of this module is not set.
- Which channels come first. The kinds named above are the ones planned so far. The order is open.
- How the results come in. Whether Buteo reads a launch's numbers itself or you report them. Buteo reads a source only where its terms allow it.
If there is something you would want from this module, tell us.