Gaby Goldberg shared a great piece on launch strategies that’s well worth a read. She breaks down five key approaches: The Waitlist, The Blue Check Phenomenon, Building in Public, Moneybags, and Wild Card.
Another strategy that’s quickly gaining traction: Launch Week. More and more teams are embracing this format—a full week of daily feature drops, usually tied together by a common theme. It’s becoming a go-to way to build momentum and ship fast, with many teams running a Launch Week at regular intervals.
Why do a Launch Week?
A Launch Week strategically blends elements of the waitlist strategy and the build-in-public approach, combining the best of both worlds: The hype and exclusivity around a launch, as well as the trust that comes from continuously and publicly sharing what you have built. It offers the added benefit of launching again and again.
Launch Week announcements from Fastgen, Mintlify, and CodSpeed.
The Launch Week Playbook
What does a Launch Week look like in action?
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Set the stage with a dedicated Launch Week site. Create a site where people can register in advance to stay informed. Use it as a hub to showcase your announcements, results, and highlights throughout the week.
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Plan a daily schedule with feature-focused themes. Outline the timing for each blog post, tweet, and Product Hunt launch. Dedicate each day to showcasing a specific feature or theme to maintain engagement and momentum.
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Register your launch in relevant communities. For example, the Supabase community repository can help spread the word, avoid overlaps, and coordinate visibility with other launches.
For more insights on launch strategies, subscribe to my Substack. Want to learn more about Launch Weeks? Check out Ant Wilson’s post: How We Launch at Supabase.