Launch Library, a free playbook
The founder's launch playbook: a product launch checklist
A launch works when the right people see a clear product, can try it in a minute, and hear about it from someone they trust. This checklist covers 33 tasks across 8 stages, from foundations six weeks out to the follow-up 30 days after, with platform rules linked so you can check them yourself. It is all on this page, no email required.
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We add channel deep dives as we test them on our own launches.
Stage 1, 4 to 6 weeks before
Foundations
Make sure every visitor you are about to attract can understand, try and remember you.
- Write a one-sentence pitchWho it is for, what it does, and what changes for them. Test it on three people outside your team.
- Fix the first screen of your homepageHeadline, one supporting line, one primary call to action and a product visual. No carousel.
- Set up tracking you trustAnalytics, a signup event, and UTM links for every launch channel. Use the UTM builder with one naming convention.
- Create a launch landing page or changelog postOne URL that explains what is new, with screenshots or a 60 second video.
- Check meta tags and social previewsTitle, description and Open Graph image on the pages you will share. Paste the HTML into the meta tag checker.
- Start a launch listA simple email capture for people who want to know when you go live. Write to them once a week with progress.
Stage 2, 2 to 6 weeks before
Community groundwork
Communities reward people who participated before they needed something.
- Pick three to five communitiesSubreddits, Slack groups, forums or newsletters where your buyers already ask questions.
- Read the rules, then read them againNote self-promotion limits, required flairs and whether launch posts are allowed at all.
- Answer questions without linkingHelp on ten or more threads before you mention the product anywhere.
- Line up early users for honest feedbackAsk people who tried the beta whether they are willing to share their real experience in comments. Never script or pay for upvotes or reviews.
- Draft platform-specific postsOne version per platform. A Show HN post, a Reddit post and a LinkedIn post should not share a single sentence.
Check the rules: Reddit Rules
Stage 3, Launch day
Product Hunt
A clear listing and a present maker matter more than a perfect launch time.
- Prepare the listingName, tagline under 60 characters, three to five gallery images, a short demo video and a first comment that tells the story.
- Choose a weekday you can be online all dayYou will answer comments for hours. Plan the day around that.
- Tell your list, not strangersShare the launch with your users and followers. Ask for honest feedback, not upvotes.
- Reply to every commentThank people, answer questions and note feature requests in public.
Check the rules: Product Hunt launch guide
Stage 4, Launch week
Hacker News
Show HN is for things people can try. Plain language and a present maker win.
- Make it tryableA live demo, a free tier or a repo. No signup walls in front of the core experience if you can avoid it.
- Write a plain titleShow HN: Name, what it does in plain words. No superlatives.
- Post a first commentWhy you built it, how it works technically, what is rough, and what feedback you want.
- Stay for the threadAnswer critical comments with facts. Do not ask anyone to upvote.
Check the rules: Show HN guidelines
Stage 5, Launch week
X and LinkedIn
Your own audience is the easiest place to start. Tell the story, not the feature list.
- Write a launch thread or post with a storyThe problem you hit, what you built, one screenshot and one link.
- Put the link where the platform prefers itTest link in post versus link in first comment for your own account rather than following rumours.
- Post from founders, then reshare from the company pagePeople engage with people. The company page is the archive.
- Follow up with a build-in-public postTwo or three days later, share what you learned from launch day.
Stage 6, Launch week, only where allowed
Reddit
Post where launch posts are welcome, and lead with the problem you solve.
- Use launch-friendly subredditsSome communities have weekly self-promotion threads. Use those instead of top-level posts.
- Disclose that you are the makerSay it in the first line. Hidden affiliation is the fastest way to get banned.
- Share something useful on its ownA lesson, a teardown or data from building. The product link is a footnote.
Check the rules: Reddiquette
Stage 8, The following 30 days
After the launch
Launch day is a spike. The follow-up turns it into a channel.
- Write the launch retrospectiveTraffic by source from your UTM links, signups, activation and the top three questions people asked.
- Turn questions into contentEach repeated question becomes a docs page, an FAQ entry or a blog post.
- Email everyone who signed upA personal note from a founder asking what they hoped the product would do.
- Plan the next launchMajor features deserve their own launch. Keep a list of what you will ship and announce next.
Go deeper
Frequently asked questions
How far ahead should I start preparing a launch?
Four to six weeks is enough for most small products. That gives you time to fix the homepage, set up tracking and take part in communities before you ask them for attention.
Should I launch on Product Hunt and Hacker News on the same day?
You can, but both need you present in the comments for hours. Many founders spread them across the launch week so they can give each thread full attention.
Is it OK to ask friends to upvote my launch?
No. Hacker News and Reddit both prohibit vote manipulation, and Product Hunt discourages it. Ask people to try the product and leave honest feedback instead.
What should I measure after launch day?
Visits and signups by source from your UTM links, how many signups reached the first useful moment in your product, and the questions people asked most. Those questions become your next content.