Most founders treat launch as a single day. The ones who get traction treat it as a four-week campaign: build the foundation, create buzz, execute the spike, then compound distribution while iterating on feedback.
Week 1: Build the Foundation
You cannot launch what you cannot explain. Week one is about clarity: who this is for, why it matters, and what success looks like on day 30.
- Define your ICP. One sentence: "We help [person] do [job] without [pain]." If you cannot say it out loud, your landing page will not convert.
- Write launch copy. Tagline (10 words), one-liner (25 words), full description (150 words). Reuse across Product Hunt, directories, and social.
- Prepare visuals. Logo, 3–5 screenshots, 60-second demo video or GIF. Most platforms reject or bury text-only submissions.
- Set up tracking. Analytics, UTM parameters per channel, conversion events. You need to know which platform sent signups, not just clicks.
- Claim your listing. Create your Launch Llama profile and draft submissions for your top 5 target platforms.
Week 2: Build Buzz
Launch day works when people already know something is coming. Week two is warm-up, not hard selling.
- Share sneak peeks. Build-in-public threads on X/LinkedIn: problem, approach, one screenshot. Ask for feedback, not signups.
- Recruit early users. 10–20 beta testers who will leave honest comments on launch day. Quality beats quantity for PH and HN.
- Map your supporter list. Friends, customers, newsletter subscribers, Slack communities. You need a plan to notify them on launch day without spamming.
- Start directory prep. Read platform rules for Product Hunt alternatives you will hit in weeks 3–4.
Week 3: Pre-Launch Sprint
Final polish week. No new features unless critical. Fix onboarding friction, test payment flows, and prepare every asset in advance so launch day is execution, not panic.
- Product Hunt draft. Schedule launch date (Tuesday–Thursday often perform well). Write maker comment, prepare FAQ responses, line up first-hour supporters.
- Email sequences. Waitlist announcement, launch-day email, day-3 follow-up with feedback ask.
- Review submissions. Submit to review platforms that do not require launch-day timing (G2, AlternativeTo, SaaSHub).
- Press and newsletters. Short pitch to 5–10 relevant newsletters. Lead with why their readers care, not your feature list.
- Run a dry run. Click through signup, core workflow, and paywall as a new user. Fix anything that takes more than 60 seconds to understand.
Week 4: Launch and Grow
Launch day is the start, not the finish. Execute your primary spike platform first, engage every comment within the first two hours, and stagger secondary platforms across the rest of the week.
- Day 1–2: Primary launch (Product Hunt, Hacker News, or your best-fit platform). All hands on comments and support.
- Day 3–4: Secondary launches (Uneed, MicroLaunch, Indie Hackers post).
- Day 5–7: Directory batch submit, Reddit share threads where allowed, email follow-up to waitlist with social proof from launch week.
After week four, shift to retention: onboard new users personally, ship the top three pieces of feedback, and keep submitting to long-tail launch platforms for SEO compounding.
Key Takeaways
- Start building buzz at least two weeks before launch day.
- Prepare all assets in advance. Launch day is for engagement, not copywriting.
- Use multiple platforms, staggered over weeks — not one chaotic afternoon.
- Engage authentically on every comment and piece of feedback.
- Post-launch retention and iteration matter more than day-one visitor counts.