A strong launch is a phased process, not a one-day event: internal launch (friendly testers), alpha (a landing page and early-access signups), beta (buzz plus broader feedback), early access (controlled expansion), then full launch (open signups across every channel). Structure your channels with the ORB framework — Owned (email, blog, community), Rented (social, marketplaces, Reddit), and Borrowed (guest content, collaborations, influencer partnerships) — and funnel Rented and Borrowed attention back into Owned channels you control. Scale each announcement to the update: a full multi-channel campaign for major features, a targeted email plus in-app banner for medium ones, and just a changelog entry for minor tweaks. The best companies launch again and again, so build momentum that compounds instead of relying on a single moment.
What's inside
The playbook covers
See it in action
We're launching a new B2B SaaS product for design teams in 6 weeks. It's a design review tool. We have a small audience (500 email subscribers, 2k Twitter followers). Help us plan the launch.
[ ] Announcement email to your list [ ] Blog post published [ ] Social posts scheduled and posted [ ] Product Hunt listing live (if using) [ ] In-app announcement for existing users [ ] Website banner / notification active [ ] Team ready to engage and respond all day [ ] Monitoring for issues and feedback
FAQ
What is the ORB framework for launches?
ORB splits your launch channels into three types: Owned (email list, blog, community, website — direct access you control), Rented (social, app stores, YouTube, Reddit — visibility you don't control), and Borrowed (guest posts, podcasts, collaborations, influencer partnerships — someone else's audience). Rented gives speed and Borrowed gives instant credibility, but both should funnel attention back into Owned channels, which compound in value over time.
How do I prepare for a Product Hunt launch?
Start 2-4 weeks ahead: build relationships with supporters and communities (provide value before pitching), optimize the listing with a compelling tagline, polished visuals, and a short demo video, and study successful launches. On launch day, treat it as an all-day event — respond to every comment in real time, activate your existing audience, and direct traffic back to your site to capture signups as owned relationships.
How much should I market a feature update versus a full launch?
Scale the effort to the update. Major updates (new features, overhauls) get a full campaign — blog, email, in-app messages, and social. Medium updates (integrations, UI enhancements) get a targeted email to relevant segments plus an in-app banner. Minor updates (bug fixes, small tweaks) belong in the changelog and release notes, which still signal active development and build retention.
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