mkt-launchlisted

# Launch — Release Campaign Design **A launch is decided by message readiness, not by the date.** Starting with mixed channels to "make noise" ends in quiet disappearance. ## Launch Tiering (resource-allocation premise) | Tier | Criteria | Prep time | Channels | |---|---|---|---| | Tier 1 | Can shift a category | 6~8 weeks | All channels + PR | | Tier 2 | Major feature | 3~4 weeks | Email, blog, social | | Tier 3 | Improvement | 1 week | In-app, changelog | Most releases are Tier 3 — judging the tier down is itself resource protection. ## T-Timeline (Tier 1 basis) - **T-6 weeks**: lock the message house (one-sentence core claim, 3 proofs, 3 customer quotes). If you can't produce this, delay the launch - **T-4 weeks**: secure a preview group (10~20 real users), collect reviews and screenshots - **T-2 weeks**: complete channel assets (3 emails, 7 social posts, docs), response FAQ - **T-0**: blog + email sent simultaneously, in-app notice, whole team on the same message audio - **T+2 weeks**: post-mortem — actuals vs targets on metrics (signups, activation, mention volume) ## Judgment Criteria - Single-claim rule: the launch message is one sentence. Feature lists belong only to Tier 2+ content - Notify existing users first (24 hours ahead) — if your strongest promoters are surprised, the channel structure is wrong - Failure signals: if the message house is incomplete at T-2 weeks, decide channel cuts first ## Output ``` # Launch Plan — {release name} ## Tier verdict +