essential elements of a launch checklist

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The Launch

An Outlineof EssentialConsiderations

Define Goals• What are you goals?• What are your objectives?• Mission statement?• What do you hope to accomplish.. And

when?

Financial Goals• Don’t forget things like your financial

goals… how you will fund your launch

• Be sure to calculate out at least a year.

Follow-Up Goals 1• Start broad.. Big goals.• Then, like a funnel, work down

toward the details..

Follow-Up Goals 2• Details include how many fans you

want to add to a social network per month, etc.

• Keep it simple to start out your planning.


Launch DatePencil in that date!

Launch Date

Launch Date• Pick a date. If you are clueless, start

with 90 days out from today.• The importance of this date is to

work backwards with dates for launch tasks.

Allow Plenty of Time• It should be at least 90 days out from

today.• Also, be prepared to adjust

(especially during this planning phase).


You want a party, right?!

Launch Party

Party Time!• Include a launch party date on your

calendar.• It can be a virtual party.• Or, both a virtual and live party –

those are the best!


Pad Your PlansCreate a margin

Create Space

Create Margin• As you plan (especially with time),

include a margin of 20%• What is that?• If something is 10 hrs, plan for 12 hrs.

Create Margin• You may even want to modify your

launch date after you see your time needs expanding.

• That is fine! You used pencil anyway


Blog Campaign and Blogger Outreach

Blog Campaign

Blog Campaign• Start planning your blog campaign.• This includes your blog.• It also includes blogger outreach.


Social Media Campaign

Social Media

Social Media Campaign• Start planning your social media posts leading

up to your launch.• Don’t forget to include all of your social

profiles.• Use tools that allow scheduling and recurring.


Tell the Story – Interviews, Videos, and More…

The Story

Tell the Story• Have a story about your launch that

evokes emotion?• Use it!

Tell the Story• An example is a video interview that

can be used in blogger outreach and social media marketing leading up to the launch.

Create Desire• Create desire!• Use emotion to your advantage.• Integrate this with the story

presentation.


Other Checklist ItemsOdds n Ends to include

Other

Newsletter• Announce the upcoming launch in the

newsletter.• Build desire.• Keep the date vague in case it needs

to change.

Recognition• Recognize those who are helping to build

buzz (team members and clients).• Consider a “leader board” for social media

buzz.• Reward them generously (i.e. gift product).

Community Events• Plan events mid-way through launch.• Count-down events.• Even virtual events like Twitter Parities

and Hangout Parties (which can also be watched/streamed).

Launch Page• Make sure there is a launch page.• Send people there and offer a newsletter

subscription (and free download).• Build the list while building anticipation.


Checklist items for the … “Close to Launch”

Pre-Launch

Quality Assurance• Test the product.• Test it again… and again..• Cannot be “too sure.”• Involve beta testers and qualified

testers (QA experience).

Marketing Launch• Blog Campaign.• Social Media Marketing Campaign.• Ask Influencers to share… • Re-enforce Customer Satisfaction Dept.


Post-LaunchButton it Up Nicely.

Post-Launch

Post Launch• Offer surveys to customers and team

members (solicit feedback).• Tweak and fix any bugs.• Wrap-up promotions (auto-tweets;

fund raising).

Post Launch• Be sure to over-deliver (and under-promise).• Request testimonials (even video

testimonials).• Look for opportunities for improvement.• Begin next phase… (next project).