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Launch brief

Every detail for your next product launch.
Draft this brief and share with your team to align the language you use for promotional campaigns, sales outreach, FAQ/Help content, etc.

Launching: [Name of product]

🌟
TL;DR

What's launching
Provide an overview of features/value props of upcoming product launch.

Who is the intended user/audience?
Notes on any personas, usage patterns, opportunity sizing go here.

Why are we launching it?
Internal motivation can help you craft your external messaging; why are we launching this?

One-line pitch
What’s the one-sentence elevator pitch?

Release date:
[DATE]

Outreach plan
Are you going to proactively announce this? Or reactively manage inbound if users have questions? Both?

Primary channels
Where are you landing your launch message? Examples could be Press Release, Blog, Social Media, Sales Team, Support Team, etc.

Points of contact
PM:
Design:
Eng:
PMM
:

📋 WHAT IS IT?

Fuller detailed version of what’s launching. Include GIFs & images here! If before/after matters, try to get an image of both!

🔧 HOW DOES IT WORK?

How do you access and use the feature? Any watch-outs or things that might be confusing?
Include GIFs & images here!

❓FAQs

What questions can we get ahead of via our messaging? What do we need to have pre-answered for inbound questions?

Q: Question #1
A: Answer #1

Q: Question #2
A: Answer #2

🚧 RISKS & MITIGATION

Are we risking anything with this product launch or our go-to-market plan?

Risk
:
Articulate the risk here.
Mitigation
:
Explain how we are mitigating the risk here.

⌨️ DRAFT INTERNAL COMMS

How are you giving your team & company a heads-up about this launch? It may be a synthesis of the above!

📣 DRAFT EXTERNAL COMMS

Use this space to riff on your external messagingーwhether that’s draft email copy, social copy, etc.


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