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Product Launch Plan™ by Optiblack

Launching a new feature or a product ? Use this template to fine tune your entire launch plan
VR
Vishal Rewari
Product launches involve several teams, including the sales team, the customer support team, product teams, product marketing, event management, and even managers.

info

This Launch plan is by
Optiblack
⁠
⁠

⁠
Optiblack
⁠
is a SaaS Product Growth firm, build scaleable products and increase paying users

Subscribe to our growth newsletter SaaS Product Growth for more such resources and growing SaaS

How to use this list?

Copy the doc to your Coda workspace
Based on product launch or feature launch follow the checklist
Assign the person responsible
Modify the checklist as per your internal process

Product Launch Checklist
Step
Action
Select list
Progress
Team Responsible
Notes
9
Consolidate your persona, positioning and messaging work
000
Open
Decide on a sales strategy
000
Open
Conduct a sales and marketing material impact assessment
000
Open
Create your marketing plan - incl. timelines and assigned tasks
000
Open
Create your sales enablement plan
000
Open
Create your post-launch plan
000
Open
Resource costing and budget allocation
000
Open
Security testing of the application
000
Open
User testing of the application
000
Open
21
Circulate your GTM template with relevant teams/departments
000
Open
Create a collateral calendar/timeline
000
Open
Blog posts
000
Open
Social posts - paid and organic
000
Open
Whitepaper
000
Open
Webinar
000
Open
Press release
000
Open
New web pages
000
Open
Existing web pages
000
Open
Video demo
000
Open
Email copy - prospects
000
Open
Email copy - customers
000
Open
Push notifications
000
Open
Guides
000
Open
FAQs
000
Open
User guide content
000
Open
Map and define up/cross-sell messaging
000
Open
Onboarding messages - either create new or assess the impact on your existing ones
000
Open
Customer feedback survey/forms
000
Open
Adverts
000
Open
Customer testimonials (from beta version, if applicable)
000
Open
10
Sales training content
000
Open
Sales one-pager
000
Open
Battlecards
000
Open
Training sessions
000
Open
Cheat sheets (if required)
000
Open
Demo/training video
000
Open
Email templates
000
Open
Pitch decks
000
Open
Playbook
000
Open
Sales Kit as per ICP
000
Open
14
Kickoff deck
000
Open
Change Management Decks
000
Open
Social selling aids
000
Open
Determine which people and departments will be impacted
000
Open
Put a communication plan in place
000
Open
Arm the right people with the right information - ideally face-to-face
000
Open
Create and share a central and accessible location to store content
000
Open
Ask for feedback
000
Open
Keep a clear and open line of communication/support
000
Open
If applicable, launch/test beta version
000
Open
Make sure partners are aware of the launch
000
Open
Create and document release notes
000
Open
Make sure everyone has what they need before launch
000
Open
Collect all NFI Distribution channels
000
Open
11
Stress test every customer and prospect touch point
000
Open
Leveraging NFI Distribution channels with a communication plan
000
Open
Have a crisis plan in place
000
Open
Stick to marketing tactics as per your marketing plan
000
Open
Make internal contact point(s) known company-wide
000
Open
Keep everyone up-to-date with any delays/issues
000
Open
Messaging for Non-ICP
000
Open
Messaging for ICP
000
Open
Pre-Onboarding
000
Open
Onboarding
000
Open
Customer Journey Mapping with content
000
Open
4
Monitor and optimise all marketing channels
000
Open
Measure onboarding effectiveness - refine/change if necessary
000
Open
Define your cost per acquisition (CPA) for each channel
000
Open
Monitor website and useage analytics and act if/where necessary
000
Open
5
Release a post-launch survey
000
Open
Gather feedback from customer and prospect-facing teams
000
Open
Prioritise tickets/change requests
000
Open
Conduct win-loss interviews
000
Open
Collect customer case studies
000
Open
⁠



Feature Launch Checklist
Step
Action
Select list
Progress
Team Responsible
Notes
9
Consolidate your persona, positioning and messaging work
000
Open
Decide on a sales strategy
000
Open
Conduct a sales and marketing material impact assessment
000
Open
Create your marketing plan - incl. timelines and assigned tasks
000
Open
Create your sales enablement plan
000
Open
Create your post-launch plan
000
Open
Decide the Product Metrics for the feature and setup tracking
000
Open
Security testing of the application
000
Open
User testing of the application
000
Open
19
Create a collateral calendar/timeline
000
Open
Blog posts on the feature
000
Open
Social posts - paid and organic
000
Open
Webinar
000
Open
Press release
000
Open
New web pages
000
Open
Existing web pages
000
Open
Video demo
000
Open
Email copy - prospects
000
Open
Email copy - customers
000
Open
Push notifications
000
Open
Guides
000
Open
FAQs
000
Open
User guide content
000
Open
Map and define up/cross-sell messaging
000
Open
Onboarding messages - either create new or assess the impact on your existing ones
000
Open
Customer feedback survey/forms
000
Open
Adverts
000
Open
Customer testimonials (from beta version, if applicable)
000
Open
10
Sales training content
000
Open
Sales one-pager
000
Open
Battlecards
000
Open
Training sessions
000
Open
Cheat sheets (if required)
000
Open
Demo/training video
000
Open
Email templates
000
Open
Pitch decks
000
Open
Playbook
000
Open
Sales Kit as per ICP
000
Open
13
Kickoff deck
000
Open
Change Management Decks
000
Open
Social selling aids
000
Open
Determine which people and departments will be impacted
000
Open
Put a communication plan in place
000
Open
Arm the right people with the right information - ideally face-to-face
000
Open
Create and share a central and accessible location to store content
000
Open
Ask for feedback
000
Open
Keep a clear and open line of communication/support
000
Open
If applicable, launch/test beta version
000
Open
Make sure partners are aware of the launch
000
Open
Create and document release notes
000
Open
Make sure everyone has what they need before launch
000
Open
11
Stress test every customer and prospect touch point
000
Open
Leveraging NFI Distribution channels with a communication plan
000
Open
Have a crisis plan in place
000
Open
Stick to marketing tactics as per your marketing plan
000
Open
Make internal contact point(s) known company-wide
000
Open
Keep everyone up-to-date with any delays/issues
000
Open
Messaging for Non-ICP
000
Open
Messaging for ICP
000
Open
Pre-Onboarding
000
Open
Onboarding
000
Open
Customer Journey Mapping with content
000
Open
4
Monitor and optimise all marketing channels
000
Open
Measure onboarding effectiveness - refine/change if necessary
000
Open
Define your cost per acquisition (CPA) for each channel
000
Open
Monitor website and useage analytics and act if/where necessary
000
Open
5
Release a post-launch survey
000
Open
Gather feedback from customer and prospect-facing teams
000
Open
Prioritise tickets/change requests
000
Open
Conduct win-loss interviews
000
Open
Collect customer case studies
000
Open
⁠


This Launch plan is by Optiblack
Optiblack is a SaaS Product Growth firm, build scaleable products and increase paying users
How to use this list?
Product Launch Checklist
Feature Launch Checklist
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