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Launch brief
Sharing this brief with your team can help align the language you use for promotional campaigns, sales outreach, FAQ/Help content, etc.
Launching: [Name of product]
🌟 TL;DR
Provide a quick preview.
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.
Release date
12/1/2021
One-line pitch
What’s the one-sentence elevator pitch?
Outreach plan
Are you going to proactively announce this? Or reactively manage inbound if users have questions? Both?
Why are we launching it?
Internal motivation can help you craft your external messaging; why are we launching this?
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
📋 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!
Details
Add content here.
GIFs or images
Drag and drop images/GIFs here.
🔧 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!
Details
Add content here.
GIFs or images
Drag and drop images/GIFs here.
❓FAQs
What questions can we get ahead of via our messaging? What do we need to have pre-answered for inbound questions?
Question #1
Answer #1.
Question #2
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.
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.
Email
Draft email copy here.
Social
Draft social post copy here,
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