211. Product launch playbook 🚀
A copy-and-paste guide to launching your next product feature
Thank you for being part of this newsletter. Each week, I share playbooks, case studies, stories, and links from inside the startup marketing world. You can click the heart button 💙 above or below to share some love. And you can reach out to me anytime at hello@kevanlee.com. I’d love to hear from you.
Links that are worth your time:
Storytelling and the Disney influence: Two of the ways that Airbnb builds products
Amazon brand flippers: New firms raising billions of dollars to buy up popular Amazon listings
The author of the bestseller Catcher in the Rye, J.D Salinger, is at a fancy party in New York City. He is talking to a friend when a magnate passes by. His friend says to him: J.D, that guy who just passed makes more money in a year than you have ever made with your book. To which, Mr. Salinger replies: but I have something he does not have. What is that? Asks the friend. Enough says Salinger, enough.
Hi there 👋
We’re in the midst of launching some new functionality at Polly, so I thought I’d share the playbook we’re using to plan, prioritize, and execute all things product launch. Got any launch tips that you swear by? I’d love to hear ‘em. Feel free to drop me a reply anytime.
Wishing you a great week ahead,
Kevan
Product launch playbook
I put this whole product launch playbook into a Notion doc, which you can copy for yourself and add to your team’s Notion space (or download as a PDF or HTML file if you don’t use Notion).
What you’ll find inside:
Feature launch prioritization matrix
Channel strategy for P1, P2, P3, and P4 launches
Sections on Research, Messaging, Goals, Assets, Channels, Customer Experience, and more
If you find there’s anything missing (and given how launches go, I’m sure there might be), please let me know. I’m always up for iterating on these.
Thanks and enjoy!
🏀
About this newsletter …
Each week, I share playbooks, case studies, stories, and links from inside the startup marketing world. If you enjoy what’s in this newsletter, you can share some love by hitting the heart button at the top or bottom.💙
About Kevan
I’m a marketing exec who specializes in startup marketing and brand-building. I currently lead the marketing team at Polly (we’re hiring!). I previously built brands at Buffer and Vox.
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