Launching a product is complex. There are dozens of details to get right, and missing any of them can turn a promising launch into a disaster. This comprehensive checklist covers everything you need to think about.
Phase 1: Pre-Launch Preparation
Product Readiness
- Core product features are complete and tested
- Critical user journeys work end-to-end
- Performance meets acceptable thresholds (load times, response times)
- Edge cases and error states are handled gracefully
- Product has been tested on real devices and browsers
- Accessibility requirements are met
- Internationalization is ready (if applicable)
- Analytics and tracking are implemented
Technical Readiness
- Infrastructure is provisioned and tested
- Auto-scaling is configured and tested
- Database can handle expected load
- CDN is configured and caching properly
- SSL certificates are installed and valid
- Monitoring and alerting are in place
- Logging is comprehensive and accessible
- Incident response procedures are documented
- Rollback procedures are tested
- Security review has been completed
Quality Assurance
- Automated test suite passes
- Manual testing is complete on critical paths
- Regression testing confirms existing functionality works
- Load testing confirms system can handle expected traffic
- Security testing has been completed
- Bug bash has been conducted and critical bugs fixed
- User acceptance testing is complete
Phase 2: Marketing Readiness
Messaging and Positioning
- Product positioning is defined and documented
- Key messages and value propositions are finalized
- Messaging has been tested with target customers
- Competitive positioning is clear
- Product naming and branding are finalized
- Taglines and descriptions are approved
Content
- Website copy is finalized and reviewed
- Landing pages are built and tested
- Product screenshots and videos are created
- Demo videos are produced
- Blog posts or launch content are written
- Email templates are created
- Social media content is scheduled
- Press release is drafted and approved
Digital Presence
- Website is updated with product information
- SEO elements are optimized
- Social media profiles are updated
- App store listings are prepared (if applicable)
- Email signup forms are working
- Tracking pixels are installed
PR and Communications
- Press contact list is compiled
- Press kit is prepared (logos, screenshots, fact sheet)
- Media outreach is planned and scheduled
- Influencer outreach is planned
- Customer references are secured for press
- Executive talking points are prepared
Phase 3: Sales and Revenue Readiness
Pricing
- Pricing strategy is finalized
- Pricing page is published
- Payment processing is tested and working
- Billing systems are configured
- Invoicing is set up
- Refund policy is defined
Sales Enablement
- Sales team is trained on product
- Sales collateral is ready
- Demo environment is available
- Proposal templates are created
- Pricing approval workflows are set up
- Sales playbook is documented
Customer Acquisition
- Paid advertising campaigns are set up
- Landing pages are tested and optimized
- Conversion tracking is working
- Lead capture forms are functional
- Lead nurturing workflows are configured
Phase 4: Customer Success Readiness
Support Infrastructure
- Help center or documentation is published
- Support team is trained on product
- Support channels are configured (email, chat, phone)
- Support scripts and responses are prepared
- Escalation procedures are documented
- Support ticketing system is configured
Onboarding
- Onboarding flow is tested and optimized
- Welcome emails are configured
- In-app guidance is implemented
- Getting started documentation is ready
- Customer success playbook is documented
Success Metrics
- Customer health scoring is defined
- Key success metrics are identified
- Reporting dashboards are set up
- Review cadence is established
Phase 5: Operations Readiness
Legal and Compliance
- Terms of service are finalized
- Privacy policy is finalized
- Cookie policy is in place
- GDPR compliance is confirmed (if applicable)
- Data processing agreements are in place
- Security documentation is available
- Regulatory requirements are met
Business Operations
- Launch timeline is communicated to all stakeholders
- Roles and responsibilities are clear
- Launch command center is established
- War room schedule is defined
- Escalation paths are documented
- Success criteria are defined
Financial
- Revenue projections are updated
- Budget is adjusted for launch activities
- Billing systems are ready for volume
- Financial reporting is configured
Phase 6: Soft Launch
Limited Release
- Target customer segment is defined
- Invite system is working
- Waitlist is being processed
- Access controls are in place
- Launch environment is isolated if needed
Monitoring
- Real-time monitoring dashboards are active
- Alert thresholds are set
- On-call rotations are scheduled
- Incident response team is on standby
- Communication channels are established
Feedback Collection
- Feedback mechanisms are in place
- NPS surveys are configured
- User interview schedule is set up
- Bug reporting process is communicated
- Feature request system is ready
Iteration
- Daily standups are scheduled
- Issues are being tracked and prioritized
- Hotfix process is working
- Changes are being validated quickly
- Soft launch metrics are being reviewed
Phase 7: General Availability
Broader Release
- Marketing campaign is activated
- PR outreach is executed
- Social media campaign is launched
- Email announcement is sent
- Press release is distributed
- Partner communications are sent
Support Scaling
- Support team is fully engaged
- Support hours are extended if needed
- Additional support resources are ready
- Knowledge base is being updated continuously
Monitoring and Response
- Traffic is being monitored
- Performance is being tracked
- Errors are being addressed immediately
- Customer feedback is being monitored
- Adjustments are being made in real-time
Documentation
- Launch notes are published
- Blog post is live
- Social proof is being collected
- Case studies are being developed
Phase 8: Post-Launch
Analysis
- Launch metrics are compiled
- Conversion rates are analyzed
- Traffic patterns are reviewed
- Customer feedback is synthesized
- Revenue impact is measured
Optimization
- Performance issues are addressed
- Conversion funnels are optimized
- Marketing campaigns are adjusted
- Pricing is refined based on data
- Product roadmap is updated based on feedback
Celebration and Communication
- Team is recognized for launch success
- Stakeholders are updated
- Lessons learned are documented
- Post-launch report is created
Launch Day Checklist
Hours Before Launch
- Final code deploy is complete
- Infrastructure is verified
- Monitoring is active
- Support team is ready
- Marketing is queued
- Team is on standby
Launch Moment
- Traffic is monitored
- Response times are tracked
- Errors are being caught
- Customer feedback is being monitored
- Adjustments are being made as needed
Immediately After
- Launch success is confirmed
- Key stakeholders are notified
- Initial metrics are compiled
- Support issues are being handled
- Social media is being monitored
Common Launch Mistakes to Avoid
Product Mistakes
- Launching with critical bugs
- Poor performance under load
- Missing key features users expect
- Incomplete onboarding
Marketing Mistakes
- No pre-launch awareness
- Messaging that doesn't resonate
- Inconsistent branding
- Forgotten tracking
Operational Mistakes
- Inadequate support capacity
- No monitoring or alerting
- Slow incident response
- Poor communication
Strategic Mistakes
- Launching before product-market fit
- Wrong target audience
- Poor timing
- Unrealistic expectations
Related Reading
- MVP Launch Day Checklist - MVP-specific launch guidance
- Product Launch Strategy - Strategy for your first customers
- Go-to-Market Strategy - Comprehensive GTM planning
Preparing to launch? At Startupbricks, we help startups plan and execute successful launches. Contact us to discuss your approach.