Launch Strategy
Plan repeatable product and feature launches using owned, rented, and borrowed channels instead of one-off release posts.
Overview
Launch Strategy is an agent skill most often used in Launch (also Grow, Validate) that structures repeatable go-to-market launches around owned, rented, and borrowed channels for solo builders.
Install
npx skills add https://github.com/alirezarezvani/claude-skills --skill launch-strategyWhat is this skill?
- ORB framework: owned (email, blog, community), rented (social, ads), and borrowed (partners, press) with traffic back to
- Treats every feature and update as a launch moment to compound momentum over time
- Emphasizes early user access and real feedback loops before big-bang announcements
- Includes concrete play patterns such as invite-only waitlists and high-touch onboarding demos
- Positions owned channels as long-term compounders versus algorithm-dependent rented reach
- ORB framework across three channel types (owned, rented, borrowed)
Adoption & trust: 533 installs on skills.sh; 17.5k GitHub stars; 2/3 security scanners passed (skills.sh audits).
What problem does it solve?
You ship features regularly but each release feels like starting from zero because you lack a channel strategy that compounds attention over time.
Who is it for?
Indie SaaS and content founders who launch often and want a channel framework instead of ad-hoc social posts.
Skip if: Teams that only need a one-line changelog with no distribution goals, or deals where legal/compliance review of outbound claims is required before any copy is drafted.
When should I use this skill?
Planning how to announce a product, feature, or major update and you need channel mix and compounding launch habits.
What do I get? / Deliverables
You leave with an ORB-aligned launch plan that sequences owned, rented, and borrowed touchpoints and can hand off to content, email, or landing-page skills for execution.
- ORB-structured launch channel plan
- Launch sequencing notes tying updates to owned assets
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Launch is where distribution strategy and channel mix are defined before you scale growth tactics. Distribution is the canonical shelf for go-to-market channel planning, waitlists, and launch sequencing.
Where it fits
Shape waitlist copy and exclusivity mechanics before you code the marketing site.
Sequence owned email, rented social, and borrowed partner mentions for a v1 ship week.
Turn each changelog into a mini-launch that points readers back to your blog or newsletter.
Align release timing with channel readiness so code complete is not your only launch artifact.
How it compares
Use for launch channel strategy instead of generic social-media prompt packs that ignore owned-list compounding.
Common Questions / FAQ
Who is launch-strategy for?
Solo and indie builders shipping products who own distribution themselves and need a structured way to plan launches across email, community, content, and partner channels.
When should I use launch-strategy?
Use it in Launch when planning distribution for a ship or feature drop, in Grow when turning updates into lifecycle campaigns, and in Validate when testing positioning and waitlist mechanics before a full build.
Is launch-strategy safe to install?
It is reference guidance only; review the Security Audits panel on this page and treat any outbound marketing copy the agent drafts as yours to verify for accuracy and platform policies.
SKILL.md
READMESKILL.md - Launch Strategy
# launch-strategy reference ## Core Philosophy The best companies don't just launch once—they launch again and again. Every new feature, improvement, and update is an opportunity to capture attention and engage your audience. A strong launch isn't about a single moment. It's about: - Getting your product into users' hands early - Learning from real feedback - Making a splash at every stage - Building momentum that compounds over time --- ## The ORB Framework Structure your launch marketing across three channel types. Everything should ultimately lead back to owned channels. ### Owned Channels You own the channel (though not the audience). Direct access without algorithms or platform rules. **Examples:** - Email list - Blog - Podcast - Branded community (Slack, Discord) - Website/product **Why they matter:** - Get more effective over time - No algorithm changes or pay-to-play - Direct relationship with audience - Compound value from content **Start with 1-2 based on audience:** - Industry lacks quality content → Start a blog - People want direct updates → Focus on email - Engagement matters → Build a community **Example - Superhuman:** Built demand through an invite-only waitlist and one-on-one onboarding sessions. Every new user got a 30-minute live demo. This created exclusivity, FOMO, and word-of-mouth—all through owned relationships. Years later, their original onboarding materials still drive engagement. ### Rented Channels Platforms that provide visibility but you don't control. Algorithms shift, rules change, pay-to-play increases. **Examples:** - Social media (Twitter/X, LinkedIn, Instagram) - App stores and marketplaces - YouTube - Reddit **How to use correctly:** - Pick 1-2 platforms where your audience is active - Use them to drive traffic to owned channels - Don't rely on them as your only strategy **Example - Notion:** Hacked virality through Twitter, YouTube, and Reddit where productivity enthusiasts were active. Encouraged community to share templates and workflows. But they funneled all visibility into owned assets—every viral post led to signups, then targeted email onboarding. **Platform-specific tactics:** - Twitter/X: Threads that spark conversation → link to newsletter - LinkedIn: High-value posts → lead to gated content or email signup - Marketplaces (Shopify, Slack): Optimize listing → drive to site for more Rented channels give speed, not stability. Capture momentum by bringing users into your owned ecosystem. ### Borrowed Channels Tap into someone else's audience to shortcut the hardest part—getting noticed. **Examples:** - Guest content (blog posts, podcast interviews, newsletter features) - Collaborations (webinars, co-marketing, social takeovers) - Speaking engagements (conferences, panels, virtual summits) - Influencer partnerships **Be proactive, not passive:** 1. List industry leaders your audience follows 2. Pitch win-win collaborations 3. Use tools like SparkToro or Listen Notes to find audience overlap 4. Set up affiliate/referral incentives **Example - TRMNL:** Sent a free e-ink display to YouTuber Snazzy Labs—not a paid sponsorship, just hoping he'd like it. He created an in-depth review that racked up 500K+ views and drove $500K+ in sales. They also set up an affiliate program for ongoing promotion. Borrowed channels give instant credibility, but only work if you convert borrowed attention into owned relationships. --- ## Five-Phase Launch Approach Launching isn't a one-day event. It's a phased process that builds momentum. ### Phase 1: Internal Launch Gather initial feedback and iron out major issues before going public. **Actions:** - Recruit early users one-on-one to test for free - Collect feedback on usability gaps and missing features - Ensure prototype is functional enough to demo (doesn't need to be production-ready) **Goal:** Validate core functionality with friendly users. ### Phase 2: Alpha Launch Put the product in front of external users in a control