# Product Launch Plan

**Card ID**: `PMK-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Approved | Active | Complete
**Product**: {PRODUCT_NAME}
**Launch Date**: {DATE}
**Owner**: {OWNER_NAME}

---

## Executive Summary

### Launch Overview

{2-3 sentence summary of what's launching and why it matters}

### Key Dates

| Milestone | Date |
|-----------|------|
| Internal launch | {Date} |
| Soft launch / Beta | {Date} |
| Public launch | {Date} |
| PR embargo lift | {Date} |

### Success Metrics

| Metric | Target | Tracking |
|--------|--------|----------|
| {Metric 1} | {Target} | {Source} |
| {Metric 2} | {Target} | {Source} |
| {Metric 3} | {Target} | {Source} |

---

## Launch Tier & Scope

### Launch Tier

- [ ] **Tier 1 (Major)**: New product, major platform shift, rebrand
- [ ] **Tier 2 (Medium)**: Major feature, new market, significant update
- [ ] **Tier 3 (Minor)**: Feature enhancement, incremental update

### Scope

| Element | In Scope | Out of Scope |
|---------|----------|--------------|
| Markets | {Regions} | {Excluded regions} |
| Segments | {Target segments} | {Excluded segments} |
| Channels | {Channels} | {Excluded channels} |

---

## Product Overview

### What We're Launching

{Description of the product/feature}

### Problem It Solves

{The customer problem this addresses}

### Key Features

| Feature | Benefit | Proof Point |
|---------|---------|-------------|
| {Feature 1} | {Customer benefit} | {Evidence} |
| {Feature 2} | {Customer benefit} | {Evidence} |
| {Feature 3} | {Customer benefit} | {Evidence} |

### Pricing & Packaging

| Tier/SKU | Price | Includes |
|----------|-------|----------|
| {Tier 1} | ${Amount} | {Features} |
| {Tier 2} | ${Amount} | {Features} |

---

## Target Audience

### Primary Audience

| Attribute | Detail |
|-----------|--------|
| Persona | {Persona name} |
| Job title | {Titles} |
| Industry | {Industries} |
| Company size | {Size range} |
| Pain points | {Key challenges} |

### Secondary Audience

{Repeat structure}

### Influencers & Decision Makers

| Role | Interest | Message Focus |
|------|----------|---------------|
| {Role} | {What they care about} | {Key message} |

---

## Messaging & Positioning

### Positioning Statement

For {target customer} who {need}, {Product Name} is a {category} that {key benefit}. Unlike {alternatives}, {Product Name} {key differentiator}.

### Key Messages

**Primary message**: {Single most important takeaway}

**Supporting messages**:
1. {Supporting message 1}
2. {Supporting message 2}
3. {Supporting message 3}

### Proof Points

| Claim | Evidence |
|-------|----------|
| {Claim 1} | {Data, quote, case study} |
| {Claim 2} | {Data, quote, case study} |

### Competitive Positioning

| Competitor | Their Position | Our Advantage |
|------------|----------------|---------------|
| {Competitor 1} | {How they position} | {Our differentiator} |
| {Competitor 2} | {How they position} | {Our differentiator} |

---

## Go-to-Market Strategy

### Launch Phases

| Phase | Dates | Focus |
|-------|-------|-------|
| Pre-launch | {Dates} | Awareness, waitlist, beta |
| Launch week | {Dates} | Announcement, PR, activation |
| Post-launch | {Dates} | Demand gen, optimization |

### Channel Strategy

| Channel | Role | Timing |
|---------|------|--------|
| Website | {Role} | {When} |
| Email | {Role} | {When} |
| Social | {Role} | {When} |
| PR | {Role} | {When} |
| Paid media | {Role} | {When} |
| Events | {Role} | {When} |
| Partners | {Role} | {When} |
| Sales | {Role} | {When} |

---

## Content & Assets

### Required Assets

| Asset | Owner | Due Date | Status |
|-------|-------|----------|--------|
| Product page | {Name} | {Date} | {Status} |
| Press release | {Name} | {Date} | {Status} |
| Blog post | {Name} | {Date} | {Status} |
| Email announcement | {Name} | {Date} | {Status} |
| Social content | {Name} | {Date} | {Status} |
| Sales deck | {Name} | {Date} | {Status} |
| Demo video | {Name} | {Date} | {Status} |
| One-pager | {Name} | {Date} | {Status} |
| Case study | {Name} | {Date} | {Status} |
| FAQ document | {Name} | {Date} | {Status} |

### Visual Assets

| Asset | Specs | Owner | Status |
|-------|-------|-------|--------|
| Hero image | {Dimensions} | {Name} | {Status} |
| Product screenshots | {Specs} | {Name} | {Status} |
| Social graphics | {Sizes} | {Name} | {Status} |
| Email graphics | {Specs} | {Name} | {Status} |

---

## Sales Enablement

### Sales Communication

| Item | Timing | Method |
|------|--------|--------|
| Preview/heads-up | {Date} | {Email/meeting} |
| Full enablement | {Date} | {Training/materials} |
| Q&A session | {Date} | {Live session} |

### Sales Materials

| Material | Purpose | Location |
|----------|---------|----------|
| Sales deck | Prospect conversations | {Link} |
| Battlecard | Competitive deals | {Link} |
| Objection handling | Common concerns | {Link} |
| Demo script | Product demo | {Link} |
| Pricing guide | Pricing discussions | {Link} |

### Sales Training

| Session | Date | Audience |
|---------|------|----------|
| Product overview | {Date} | All sales |
| Demo training | {Date} | AEs, SEs |
| Messaging training | {Date} | SDRs |

---

## Customer Communication

### Existing Customers

| Segment | Message | Timing | Channel |
|---------|---------|--------|---------|
| {Segment 1} | {Message focus} | {When} | {Email/in-app} |
| {Segment 2} | {Message focus} | {When} | {Email/in-app} |

### Beta/Early Access

| Activity | Timing |
|----------|--------|
| Beta invitations | {Date} |
| Beta feedback collection | {Dates} |
| Beta to GA migration | {Date} |

---

## PR & Analyst Relations

### PR Strategy

| Activity | Timing | Status |
|----------|--------|--------|
| Press release drafted | {Date} | {Status} |
| Media list finalized | {Date} | {Status} |
| Embargo briefings | {Dates} | {Status} |
| Press release distribution | {Date} | {Status} |

### Media Targets

| Outlet | Contact | Priority |
|--------|---------|----------|
| {Outlet 1} | {Name} | High |
| {Outlet 2} | {Name} | Medium |

### Analyst Relations

| Activity | Timing |
|----------|--------|
| Analyst briefing | {Date} |
| Report submission | {Date} |

---

## Partner Launch

### Partner Communication

| Partner Tier | Communication | Timing |
|--------------|---------------|--------|
| Strategic | {Method} | {When} |
| Solution | {Method} | {When} |
| Technology | {Method} | {When} |

### Partner Materials

| Material | Purpose | Status |
|----------|---------|--------|
| Partner one-pager | Partner sales | {Status} |
| Co-marketing toolkit | Joint marketing | {Status} |
| Integration guide | Technical | {Status} |

---

## Launch Day Checklist

### Pre-Launch (T-7 days)

- [ ] All assets complete and approved
- [ ] Website updates staged
- [ ] Emails scheduled
- [ ] Social content scheduled
- [ ] Sales team enabled
- [ ] Support team briefed
- [ ] PR embargo confirmed

### Launch Day (T-0)

- [ ] Website live
- [ ] Press release distributed
- [ ] Email sent
- [ ] Social posted
- [ ] Sales notified
- [ ] Executives share
- [ ] Monitor channels

### Post-Launch (T+1 to T+7)

- [ ] Daily metrics review
- [ ] Social engagement
- [ ] Support monitoring
- [ ] Media coverage tracking
- [ ] Sales feedback collection
- [ ] Customer feedback collection

---

## Success Metrics

### Launch Metrics (Week 1)

| Metric | Target | Actual |
|--------|--------|--------|
| Website traffic | {Target} | |
| Sign-ups / trials | {Target} | |
| Demo requests | {Target} | |
| Media mentions | {Target} | |
| Social engagement | {Target} | |

### 30-Day Metrics

| Metric | Target | Actual |
|--------|--------|--------|
| {Metric 1} | {Target} | |
| {Metric 2} | {Target} | |
| {Metric 3} | {Target} | |

### 90-Day Metrics

| Metric | Target | Actual |
|--------|--------|--------|
| Revenue | ${Target} | |
| Customers | {Target} | |
| Usage/Adoption | {Target} | |

---

## Team & RACI

### Core Team

| Role | Name | Responsibility |
|------|------|----------------|
| Launch Lead | {Name} | Overall coordination |
| Product | {Name} | Product readiness |
| Marketing | {Name} | GTM execution |
| Sales | {Name} | Sales enablement |
| PR/Comms | {Name} | External comms |
| Customer Success | {Name} | Customer comms |
| Creative | {Name} | Design assets |

### RACI Matrix

| Activity | PM | PMM | Sales | PR | CS |
|----------|-----|-----|-------|-----|-----|
| Messaging | C | A/R | I | I | I |
| Sales enablement | I | A | R | I | C |
| Website | I | A/R | C | I | I |
| PR | I | C | I | A/R | I |
| Customer comms | I | C | I | I | A/R |

---

## Budget

| Category | Allocated | Spent |
|----------|-----------|-------|
| Creative production | ${Amount} | |
| Paid media | ${Amount} | |
| Events | ${Amount} | |
| PR/Agency | ${Amount} | |
| Other | ${Amount} | |
| **Total** | **${Amount}** | |

---

## Risk & Contingency

| Risk | Probability | Impact | Mitigation |
|------|-------------|--------|------------|
| {Risk 1} | {H/M/L} | {H/M/L} | {Plan} |
| {Risk 2} | {H/M/L} | {H/M/L} | {Plan} |
| {Risk 3} | {H/M/L} | {H/M/L} | {Plan} |

---

## Appendix

### A. Detailed Timeline

{Gantt chart or detailed week-by-week breakdown}

### B. Messaging Guide

{Link to full messaging document}

### C. Asset Links

{Links to all launch assets}

---

## Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial plan |

---

*Template version: 1.0 | MMK Framework*