60-launch-playbook-global

# Launch Playbook (Global)

> A playbook is not a plan. A plan is for one launch; a playbook is reusable and improves after every launch. Successful launches are not luck — they are the product of correct preparation and disciplined execution. Run `59-go-to-market-global` first for the GTM plan; this playbook is the execution layer underneath it.

## Information gathering

Read the GTM plan and the campaign brief if available. If missing, ask up to 4 questions:

1. **What is launching, and on what date?** Product or offer, exact D-day, and any blackout dates in the period.
2. **Who is on the team?** Content, design, media buying, sales/support, engineering — who can do what?
3. **What assets exist already?** Landing page, creative, email sequence, tracking — status of each.
4. **What did the last launch teach you?** Read the previous retrospective and update the playbook; never reuse the old version unchanged.

## Principles

1. **Update the playbook after every launch.** Lessons from the retrospective must land in the playbook.
2. **"No-go" is a valid decision.** Launching at the wrong time is worse than launching late.
3. **Only the leader decides go/no-go.** Never delegate it.
4. **Plan backwards from D-day.** Every task has exactly one owner and a deadline with a specific time and timezone. Keep a one-day buffer before launch for the unexpected.
5. **Ads are built and left Paused.** They go live on D-day only, never earlier.

## Phase 1 — Pre-launch (T-30 to T-1)

### T-30 to T-21: Foundation

- [ ] Offer finalized: price, bundle, guarantee, bonuses locked (no changes after this point)
- [ ] Positioning and core message locked (from `58-positioning-global` or the GTM plan)
- [ ] Landing page brief handed to design/dev
- [ ] Content team briefed: angles, hooks, visual direction
- [ ] Media buyer briefed: audience research, account structure, ads plan
- [ ] Full asset list built (run `41-campaign-asset-list-global`)
- [ ] Claim substantiation file started: every performance, health, or income claim has evidence on record

### T-21 to T-14: Build

- [ ] Landing page live, tracking verified green (pixel, server-side events, UTMs)
- [ ] Pre-launch email sequence written (3-5 emails), unsubscribe and sender identity compliant with CAN-SPAM/GDPR
- [ ] Designer has the brief and the asset list (T-14 checkpoint)
- [ ] Teaser content starts: 1-2 posts per week, problem-aware, NO offer reveal
- [ ] Warm-audience ads live (engagement objective, low CPM)
- [ ] Email #1 sent: name the problem
- [ ] Seeding in relevant communities (Reddit, Discord, Slack, niche forums) following each community's self-promotion rules
- [ ] Creators / UGC partners briefed, with disclosure requirements stated (FTC requires clear #ad or #sponsored disclosure on paid endorsements)

### T-7: Ramp up

- [ ] Teasers move to daily cadence
- [ ] Designer submits MVP concept > leader approves (T-7); complex assets such as the landing page finished by T-5
- [ ] Email #2: reveal the problem, hint at the solution
- [ ] Ads budget increased (traffic to landing page to build custom audiences)
- [ ] Social proof collected: testimonials from beta users or existing customers
- [ ] FAQ content published: handles the common objections

### T-3: Final prep

- [ ] All content approved and scheduled (medium-complexity assets — carousels, banner sets — done by T-3)
- [ ] Ads fully built and Paused, waiting for D-day
- [ ] Landing page final QA: load time, forms, payment (card, PayPal, wallets), mobile rendering
- [ ] Email #3: "Doors open [date] — want to be told first?"
- [ ] Team brief: who does what, at what hour, in which timezone (war room roster)
- [ ] Inbox coverage assigned with response scripts ready
- [ ] Fast assets (statics, stories) done by T-1

### T-1: Go / no-go check

- [ ] Tracking 100% working
- [ ] Payment tested successfully across every method offered
- [ ] All links resolve, no 404s
- [ ] Offer copy correct (price, bonuses, deadline)
- [ ] Consent, privacy notice, and unsubscribe paths verified
- [ ] Team confirmed ready
- **LEADER SIGN-OFF: GO / NO-GO** — any missing item means NO-GO

## Per-function checklist (before D-day)

| Function | Checklist |
|----------|-----------|
| Content | Captions, scripts, and creative approved by leader; hashtags and UTM links complete; schedule set or a person on duty to post; backup content if creator delivery slips |
| Design | Correct size per platform; assets follow the timeline T-14 brief > T-7 concept > T-5 complex > T-3 medium > T-1 fast; quick-asset standby on launch day |
| Ads (media buyer) | Pixel and tracking verified; campaigns built and Paused; budget matches plan; UTMs on every link; backup creative ready in case of policy rejection |
| Sales / support | Inbox coverage by shift and timezone; reply scripts for common comments and DMs; lead handoff process to sales; complaint-handling script |
| Engineering | Page loads fast, forms work, payment tested; on-call engineer on launch day; redirect plan if the page goes down |

## Phase 2 — Launch-day war room

The war room is one shared channel plus a clear on-duty roster. The leader coordinates and each function has a single point of contact. Data is checked hourly and decisions are made same-day. For distributed teams, publish the roster in a single reference timezone with local equivalents, and require written status updates at each checkpoint so no decision depends on someone being awake.

| Hour (launch timezone) | Activity | Owner |
|------------------------|----------|-------|
| T-1h | Leader runs the final check (page, tracking, schedule) | Leader |
| 0:00 | Publish the official announcement | Writer |
| +0:30 | Turn on BOFU ads (Meta, TikTok, Google) | Media buyer |
| +1:00 | Email and SMS blast: "We're live" | Leader |
| +2:00 | Data check 1: page views, form submits, ad delivery | Leader |
| +4:00 | Second post (different angle — social proof or urgency) | Writer |
| +7:00 | Mid-day review — adjust or hold | Le