Generate a go-to-market launch strategy that ties together all promotion skills into a unified plan. Reads PRD and research data, defines the beachhead, maps channels, validates pricing against manifesto principles, and produces an actionable launch checklist.
# /launch
Generate a go-to-market launch strategy that ties together all promotion skills into a unified plan. Reads PRD and research data, defines the beachhead, maps channels, validates pricing against manifesto principles, and produces an actionable launch checklist.
**Philosophy:** Launch is not a single event — it's a sequence of small bets. Each channel is an experiment. Measure before scaling. Reference: manifesto principle "Money without overheating — revenue before automation, scale what works."
## MCP Tools (use if available)
- `kb_search(query)` — find launch methodology, past launches
- `web_search(query)` — research channels, communities, pricing benchmarks
- `project_info(name)` — get project stack and status
If MCP tools are not available, fall back to Glob + Grep + WebSearch.
## Steps
1. **Parse project** from `$ARGUMENTS`.
- Read `docs/prd.md` — features, ICP, pricing, acceptance criteria
- Read `docs/research.md` — competitors, personas, market size, pain points
- Read `CLAUDE.md` — stack, deploy target
- If none found: ask via AskUserQuestion
2. **Validate beachhead segment:**
Check if PRD has a beachhead section (added by `/validate`). If not, define it now:
- **Segment:** narrow, specific group (not "everyone who needs X")
- **Size estimate:** how many people in this segment?
- **Reachability:** where do they gather online? (specific subreddit, community, newsletter)
- **Willingness to pay:** evidence from research.md or competitor pricing
- **Why first:** why this segment before others?
3. **Pricing validation** against manifesto:
Read pricing from PRD. Check against principles in `templates/principles/manifest.md`:
| Check | Pass/Fail | Notes |
|-------|-----------|-------|
| Does it cost to run? (server, API, storage) | — | If no → should be free or one-time |
| Subscription justified? | — | Only if ongoing costs exist |
| Is pricing transparent? | — | No hidden fees, clear what you get |
| Lock-in risk? | — | Can user export data? Own their content? |
| Subscription fatigue check | — | Is there a one-time alternative? |
If pricing conflicts with principles, flag it and suggest alternatives.
4. **Channel mapping** (3-5 channels, ordered by effort):
For each channel, define:
| Channel | Effort | Cost | Timeline | Expected Result | Skill |
|---------|--------|------|----------|----------------|-------|
| ProductHunt | Medium | Free | Day 1 | 200-500 visits, feedback | `/community-outreach` |
| Reddit (specific subs) | Low | Free | Week 1 | 50-100 visits, pain validation | `/community-outreach` |
| SEO / Content | Medium | Free | Month 1-3 | Organic traffic baseline | `/seo-audit` + `/landing-gen` |
| Twitter/LinkedIn | Low | Free | Ongoing | Network effect, credibility | `/content-gen` |
| Paid (if justified) | High | $50-200 | After organic validates | Scale what works | — |
Rules:
- Start with free channels — paid only after organic validates demand
- One channel at a time — don't spread thin (manifesto: "wip = 1")
- Measure each channel before adding the next
- Offline-first products: app store optimization (ASO) over web marketing
5. **Launch timeline** (4-week plan):
```
Week 0 (pre-launch):
- [ ] /landing-gen — landing page with email capture
- [ ] /seo-audit — baseline SEO score
- [ ] /metrics-track — PostHog events wired
Week 1 (soft launch):
- [ ] /community-outreach — 3-5 value-first posts in target communities
- [ ] /content-gen — LinkedIn post + Twitter thread
- [ ] Collect feedback, fix critical issues
Week 2 (public launch):
- [ ] ProductHunt launch (if web/SaaS)
- [ ] App Store submission (if iOS)
- [ ] /video-promo — demo video for landing page
- [ ] Monitor metrics daily
Week 3-4 (iterate):
- [ ] Review metrics — kill/iterate/scale decision
- [ ] Double down on best-performing channel
- [ ] /content-gen — release notes for updates
- [ ] Second community push based on feedback
```
Adapt timeline to product type (iOS has App Store review delays, web can launch same day).
6. **Growth loops** (sustainable, not hacks):
Design 1-2 growth loops appropriate to the product:
**Content loop:** User creates → content is public/shareable → new users discover → they create
**Referral loop:** User gets value → shares with peer → peer signs up → both benefit
**SEO loop:** Solve problem → write about it → rank → new users find solution → they use product
**Tool loop:** Free tool solves adjacent problem → captures intent → funnels to main product
Rules:
- Loop must be natural, not forced (no "share to unlock" dark patterns — manifesto: against exploitation)
- Loop must benefit the user, not just the product
- Offline-first products: growth through quality and word-of-mouth, not viral mechanics
7. **Launch risks** (from research.md + pre-mortem thinking):
- **Timing risk:** is a competitor about to launch? Big industry event?
- **Pricing risk:** will users pay at this price point? Evidence?
- **Channel risk:** if primary channel fails, what's the backup?
- **Technical risk:** can the product handle 10x traffic? (serverless = yes, VPS = plan)
8. **Write launch strategy** to `docs/launch-strategy.md`:
```markdown
---
type: launch-strategy
status: draft
title: "Launch Strategy — {Project Name}"
created: {YYYY-MM-DD}
tags: [{project}, launch, gtm]
---
# Launch Strategy: {Project Name}
## Beachhead Segment
{from step 2}
## Pricing
{from step 3, with manifest alignment}
## Channels
{table from step 4}
## Timeline
{4-week plan from step 5}
## Growth Loops
{from step 6}
## Risks
{from step 7}
## Launch Checklist
- [ ] Landing page live (`/landing-gen`)
- [ ] SEO baseline checked (`/seo-audit`)
- [ ] Metrics wired (`/metrics-track`)
- [ ] Content pack ready (`/content-gen`)
- [ ] Community posts drafted (`/community-outreach`)
- [ ] Demo video planned (`/video-promo`)
- [ ] Privacy policy published (`/legal`)
- [ ] Kill/iterate/scale thresholds defined
---
*Generated by /launch. Review and adapt before executing.*
```
9. **Output summary:**
- Beachhead segment (one line)
- Recommended pricing model
- Top 3 channels with timeline
- Growth loop type
- Path to generated launch-strategy.md
- Suggested next step: run the skills from the checklist
## Notes
- This skill is a strategic planner — it doesn't execute. Run the referenced skills to produce actual content
- Launch strategy should be revisited after Week 2 metrics review
- For products with no cloud component (offline-first), skip paid channels and focus on ASO + community
## Common Issues
### No PRD found
**Cause:** Haven't run `/validate` yet.
**Fix:** Run `/validate <idea>` first to generate PRD with ICP, pricing, and features.
### Pricing conflicts with manifesto
**Cause:** Product uses subscription model but has no running costs.
**Fix:** This is intentional — the skill flags it. Consider one-time purchase or freemium instead.
### Beachhead too broad
**Cause:** "Everyone who uses X" is not a beachhead.
**Fix:** Narrow to a specific community, profession, or behavior pattern. You should be able to find them in one place.