Go-to-Market Launch

Use when turning a positioning statement into actual copy - building the value proposition, message pillars, proof points, and per-channel messaging that keep the website, ads, and sales deck all saying the same thing. Triggers on "write our value proposition", "message pillars", "messaging framework", "messaging house", "key messages", "proof points", "our website and sales say different things", "per-channel messaging", "on-message copy", "get everyone on the same message". Takes the positioning-statement as input and feeds landing-page-copy. Do NOT use when you have not yet fixed positioning (audience, category, differentiator) - use positioning-statement first. Do NOT use when you need the actual hero/landing page words - use landing-page-copy with this framework as the brief. Do NOT use to schedule or sequence the launch phases (pre-launch, launch, post-launch) - use launch-plan-sequencer. Do NOT use to plan the hour-by-hour go-live - use launch-day-runbook. Do NOT use to build the sales deck, one-pager, or talk track - use sales-enablement-kit (it consumes this house). Do NOT use to design the in-product / free-trial activation flow - use plg-motion-designer (it pulls its language from this house).

Use when planning a product launch end-to-end and you need the full dated timeline. Triggers on "plan my launch", "launch plan", "how do I sequence a launch", "pre-launch checklist", "what happens before launch day", "launch timeline", "GTM launch plan", "coordinate a launch across channels", "who owns what for launch". Builds the pre-launch → launch-day → post-launch arc with a channel & asset checklist, owners, and dates. Do NOT use when you need the minute-by-minute run-of-show for the day itself - use launch-day-runbook instead. Do NOT use to write the core message - use positioning-statement for the one-line claim and messaging-hierarchy for the laddered copy. Do NOT use to design the self-serve adoption motion - use plg-motion-designer. Do NOT use to build the sales deck, battlecard, or demo script - use sales-enablement-kit.

Use when you are running an actual launch day in real time across channels. Triggers on "launch day runbook", "we launch tomorrow", "Product Hunt launch day plan", "hour by hour launch schedule", "who does what on launch day", "PH / Hacker News / Twitter / email sequencing", "launch day checklist", "our launch is going sideways", "contingency if we get rate-limited / Show HN flops / site goes down". Turns the plan into a minute-by-minute war room. Do NOT use when you are still picking the launch date, beats, or channel mix - use launch-plan-sequencer for the calendar first; this is the execution companion that runs the day it lands on.

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), and a boilerplate block. Use when a user says "write a press release for our launch", "we're announcing a funding round, draft the release", "turn this announcement into a press release", or "is this press release newsworthy enough". Do NOT use for orchestrating a Product Hunt launch - use product-hunt-launch instead - for running the launch day itself - use launch-day-runbook instead - or for tracking coverage after the release goes out - use media-monitor instead.

Use when designing a product-led, self-serve activation motion for signups. Triggers on "design our PLG motion", "self-serve onboarding", "what is our aha moment", "define activation", "activation rate", "time-to-value", "onboarding funnel", "in-product nudges", "set activation milestones", "signup to value", "free-to-paid", "PQL". Defines the aha moment, the activation milestones to it, and the in-product nudges and metric gates between each step. Do NOT use for outbound/sales-led launch sequencing - use launch-plan-sequencer instead; for arming a human sales team with collateral, use sales-enablement-kit instead; for the page that captures the signup, use landing-page-copy; for pricing tiers and the paywall, use saas-pricing and pricing-strategy.

Use when equipping a sales motion with the full set of assets reps actually carry into deals, produced as one coherent kit - a one-pager, a competitive battlecard, a demo script outline, and an objection-handling matrix. Triggers on "build the sales enablement kit for our new product", "equip our sales reps with enablement assets", "put together the sales collateral for our launch". Do NOT use for a single standalone battlecard or a one-competitor deep-dive - use competitive-intelligence instead; do NOT use when the category frame (for whom, unlike what) is not yet fixed - use positioning-statement first; do NOT use when the value ladder and proof points are not settled - use messaging-hierarchy first; do NOT use to sequence the rollout calendar - use launch-plan-sequencer; do NOT use to brief the team and run the checklist on launch day - use launch-day-runbook; do NOT use for a self-serve / no-rep-in-the-room motion - use plg-motion-designer instead.

Build a sequenced go-to-market plan - beachhead ICP, positioning, one or two channels, and dated milestones - instead of a scattershot launch. Use when someone asks "how do I take this to market", "what's my GTM strategy", "which channel should I start with", "who should I sell to first", or is planning a new product or a new market entry. Do NOT use for the dated launch-week timeline and asset checklist - use launch-plan-sequencer instead; for Product Hunt copy and day-of tactics use product-hunt-launch; for deep persona research use icp-persona-builder.

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. Use when someone asks "write my landing page", "improve my hero headline", "what should the homepage say", "turn these features into benefits", or is shipping a new page for a launch or campaign. Do NOT use for testing and optimizing an existing page's conversion rate - use landing-page-cro instead; for the one-line claim itself use positioning-statement; for the full message ladder use messaging-hierarchy.

Map competitors across positioning, product, pricing, proof, and weaknesses, then turn the research into sales-ready battlecards with an update cadence. Use when someone asks "what are our competitors doing", "build a battlecard", "how do we compare to X", "why are we losing deals to X", or before a pricing or positioning decision. Do NOT use for designing long-term defensibility strategy - use competitive-moat instead; for a public comparison landing page use comparison-page-builder; for rep-facing objection scripts beyond the battlecard use objection-handler.

Set or revise pricing for any product by triangulating value, competition, and cost floor into a recommended structure, price points, and a test plan. Use when someone asks "what should I charge", "how do I price my product", "are we priced too low", "should we go usage-based or flat", or is preparing a repricing or a new-product launch. Do NOT use for designing SaaS tier ladders, value metrics, and expansion packaging in detail - use saas-pricing instead; for gym front-end offers and guarantees use gym-pricing-and-guarantees; for checking whether the resulting price produces healthy CAC payback use unit-economics.

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. Use when a founder asks "how should we price our SaaS", "per seat or usage-based", "what features go in each tier", or is building or overhauling a pricing page. Do NOT use for pricing strategy outside SaaS packaging - use pricing-strategy instead; for the upsell motion after pricing exists, use expansion-revenue.