Position it, message it, sequence the launch, run launch day, and equip the self-serve and sales motions - without reinventing your pricing work.
Everything between 'the product is ready' and 'people are buying it,' as one workflow. Nail positioning (alternatives → value → segment), build the messaging hierarchy that keeps site, ads, and sales consistent, sequence the pre-launch → launch-day → post-launch arc, run launch day hour-by-hour across Product Hunt, Hacker News, social, email, and changelog, write the press release with the inverted-pyramid discipline and a fill-in skeleton, design the product-led activation motion to the aha-moment, and equip sales with a one-pager, battlecard, demo script, and objection matrix. Bundled with the catalog's go-to-market planner, landing-page copy, competitive intelligence, and pricing skills so you reuse them instead of duplicating.
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Arranged in the author's recommended order. Walk through them in sequence, or open any one on its own.
Writes one defensible positioning paragraph using April Dunford's method – competitive alternatives, unique attributes, the value they enable, best-fit segment and market frame – and names the riskiest assumption to test.
Turns a positioning statement into a one-page messaging house – one value proposition, three pillars with checkable proof points, and per-channel copy – so the website, ads and sales deck say the same thing.
Builds a dated pre-launch, launch-day and post-launch plan with every channel and asset given an owner and a due date, a dry run and buffer day, and the retro already scheduled.
Turns a launch plan into an hour-by-hour launch-day runbook – one named owner per line, four war-room roles, assets frozen the day before, a 30-minute monitoring loop and pre-decided contingencies.
Writes announcement press releases in proper wire format – inverted pyramid structure, a headline under 100 characters carrying the news verb, dateline conventions, quote construction rules (executive quote states vision, customer quote states outcome).
Designs a self-serve activation path – an aha moment backed by retention data, the milestone ladder to reach it, metric gates and one in-product nudge per leaking step – on a one-page activation spec.
Builds the four assets reps carry into deals as one coherent kit – a leave-behind one-pager, a battlecard per main competitor, a demo script outline and an objection-handling matrix.
Build a sequenced go-to-market plan – beachhead ICP, positioning, one or two channels, and dated milestones – instead of a scattershot launch.
Write landing-page copy section by section – hero, social proof, features-as-benefits, objections, CTA – leading with one promise and proving it down the page.
Map competitors across positioning, product, pricing, proof, and weaknesses, then turn the research into sales-ready battlecards with an update cadence.
Set or revise pricing for any product by triangulating value, competition, and cost floor into a recommended structure, price points, and a test plan.
Designs a SaaS pricing model – the value metric, three-tier packaging with feature gates, list prices, annual discount, and a built-in expansion path targeting net revenue retention – delivered as a pricing page spec.