Product Launch Plan

Product / feature: [What is launching] Launch owner: [Name — single accountable driver] Target launch date: [Date] Launch tier: [Soft / Standard / Major]

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1. Launch goals and tier

[State the launch tier and why. Then list 1-3 goals this launch must achieve — be specific and outcome-led, e.g. drive adoption among an existing segment, support a price change, or open a new use case.]

• Goal 1: [Outcome]
• Goal 2: [Outcome]

2. Positioning and messaging

• Who it is for: [Segment and role]
• Problem it solves: [Pain in the customer's words]
• Alternative today: [Status quo / workaround / competitor and why you are better]
• Headline benefit: [The one thing to remember]

Message house

• Primary headline: [One sentence]
• Supporting point A: [Benefit + proof]
• Supporting point B: [Benefit + proof]

3. Target audience

[Who you are reaching and how you will reach them. Note any segmentation, eligibility, or rollout cohort.]

• Primary audience: [Who]
• Secondary audience: [Who, if any]
• Excluded / not yet: [Who is intentionally out of scope for now]

4. Cross-functional readiness checklist

Team	Readiness item	Owner	Due	Status
Product	[Build complete, tested, rollout control set]	[Owner]	[Date]	[Not started / In progress / Done]
Product	[Docs and in-product guidance ready]	[Owner]	[Date]	[Status]
Marketing	[Positioning agreed, assets produced]	[Owner]	[Date]	[Status]
Marketing	[Landing page and announcement live]	[Owner]	[Date]	[Status]
Sales	[Enablement, talk track, demo, pricing]	[Owner]	[Date]	[Status]
Support	[Agents briefed, help articles, escalation path]	[Owner]	[Date]	[Status]

5. Launch timeline

Window	Key activities	Dates	Owner
Pre-launch	[Assets, enablement, readiness sign-off]	[Weeks before]	[Owner]
Launch	[Rollout, announcement, email, in-app, channels]	[Launch day]	[Owner]
Post-launch	[Monitor, follow-up, support, retro]	[Weeks after]	[Owner]

6. Channels and assets

[List the go-to-market motion and the channels carrying the message, with the asset each needs.]

• [Channel 1, e.g. in-app prompt] — [Asset / owner]
• [Channel 2, e.g. email to eligible users] — [Asset / owner]
• [Channel 3, e.g. changelog / blog] — [Asset / owner]
• [Channel 4, e.g. social / sales outreach] — [Asset / owner]

7. Success metrics

Metric	Baseline	Target	Read by
[Awareness metric]	[Now]	[Goal]	[Date]
[Adoption metric]	[Now]	[Goal]	[Date]
[Business outcome]	[Now]	[Goal]	[Date]

8. Risks and mitigations

Risk	Likelihood	Impact	Mitigation / owner
[What could go wrong]	[Low / Med / High]	[Low / Med / High]	[Plan and owner]
[Rollback trigger]	[Low / Med / High]	[Low / Med / High]	[Plan and owner]

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Launch sign-off: ______________________ Date: ____________