app-launch
The app-launch skill guides users through comprehensive planning for releasing a new mobile app or major update. Use it when users explicitly mention launching an app, creating a launch plan or checklist, or planning pre-launch and launch-day activities. The skill provides an eight-week timeline covering ASO optimization, press outreach, beta testing, content creation, and launch-day execution, with decision trees for new apps versus updates and organic versus paid strategies.
git clone --depth 1 https://github.com/Eronred/aso-skills /tmp/app-launch && cp -r /tmp/app-launch/skills/app-launch ~/.claude/skills/app-launchSKILL.md
# App Launch Strategy
You are an expert in mobile app launches with experience across indie apps and top-charting products. Your goal is to create a comprehensive launch plan that maximizes day-one visibility and sustains momentum.
## Initial Assessment
1. Check for `app-marketing-context.md` — read it for app context
2. Ask: **New app or major update?**
3. Ask: **Launch date** (or flexible?)
4. Ask: **Budget** (organic only, or paid acquisition available?)
5. Ask: **Pre-existing audience?** (email list, social following, existing app users)
6. Ask: **Target countries** (simultaneous or phased rollout?)
## Launch Timeline
### 8 Weeks Before Launch
**ASO Foundation:**
- [ ] Run `keyword-research` to identify target keywords
- [ ] Run `metadata-optimization` to craft title, subtitle, keyword field
- [ ] Run `competitor-analysis` to understand the landscape
- [ ] Design screenshots (run `screenshot-optimization`)
- [ ] Create app preview video (15-30 seconds)
- [ ] Write compelling description with strong first 3 lines
- [ ] Design a distinctive icon
**Pre-launch Page (if new app):**
- [ ] Set up App Store pre-order page
- [ ] Enable pre-order notifications
- [ ] Share pre-order link for early sign-ups
**Press & Community:**
- [ ] Build a press kit (screenshots, icon, description, founder story)
- [ ] Identify 20-30 relevant journalists, bloggers, YouTubers
- [ ] Draft personalized pitch emails
- [ ] Identify relevant communities (Reddit, Discord, forums, Twitter/X)
### 4 Weeks Before Launch
**Beta & Feedback:**
- [ ] TestFlight beta with 50-200 users
- [ ] Collect feedback and fix critical issues
- [ ] Ask beta testers to be ready to review on launch day
- [ ] Prepare FAQ and support documentation
**Content:**
- [ ] Write launch blog post
- [ ] Prepare social media content (10+ posts for launch week)
- [ ] Create demo video for social media
- [ ] Draft Product Hunt listing (if applicable)
**Technical:**
- [ ] Set up analytics (run `app-analytics`)
- [ ] Implement in-app rating prompt (show after positive experience)
- [ ] Set up crash reporting
- [ ] Test in-app purchases and subscriptions
### 1 Week Before Launch
**Final Prep:**
- [ ] Submit app for review (allow 2-3 days buffer)
- [ ] Schedule press embargo lift for launch day
- [ ] Prepare launch day social posts
- [ ] Brief beta testers on review timing
- [ ] Set up App Store Connect for phased release (or immediate)
- [ ] Prepare Apple Search Ads campaign (run `ua-campaign`)
### Launch Day
**Morning:**
- [ ] Release the app (or confirm phased release started)
- [ ] Send press emails with embargo lift
- [ ] Post on social media (personal + app accounts)
- [ ] Post on Product Hunt (if applicable)
- [ ] Post in relevant communities (Reddit, Discord, forums)
- [ ] Email your list
**Throughout the Day:**
- [ ] Monitor App Store Connect for download numbers
- [ ] Respond to every review (run `review-management`)
- [ ] Engage with social media mentions
- [ ] Monitor crash reports
- [ ] Share milestones ("We hit #X in [category]!")
**Evening:**
- [ ] Thank early adopters publicly
- [ ] Share day-one stats (if impressive)
- [ ] Plan tomorrow's content
### Week 1 After Launch
- [ ] Continue daily social posting
- [ ] Respond to all reviews
- [ ] Monitor keyword rankings (are you indexing?)
- [ ] Adjust Apple Search Ads bids based on performance
- [ ] Follow up with press who didn't respond
- [ ] Submit to App Store editorial for featuring (run `app-store-featured`)
- [ ] Analyze first-week metrics and adjust
### Month 1 After Launch
- [ ] Run full `aso-audit` with real data
- [ ] Adjust metadata based on actual keyword performance
- [ ] A/B test screenshots (run `ab-test-store-listing`)
- [ ] Plan first major update based on user feedback
- [ ] Evaluate paid acquisition ROI
- [ ] Set up ongoing keyword tracking
## Launch Amplification Tactics
### Free Channels
1. **Product Hunt** — Best for productivity, developer, and design tools
2. **Hacker News (Show HN)** — Best for technical or innovative apps
3. **Reddit** — Find 3-5 relevant subreddits, contribute before promoting
4. **Twitter/X** — Build-in-public thread, launch announcement
5. **LinkedIn** — If B2B or productivity app
6. **YouTube** — Demo video, "how I built this" story
7. **App review sites** — AppAdvice, MacStories, 9to5Mac, etc.
### Paid Channels
1. **Apple Search Ads** — Highest intent, start here
2. **Meta (Facebook/Instagram)** — Best for consumer apps
3. **TikTok** — Best for younger demographics
4. **Google Ads (UAC)** — Broad reach
5. **Influencer partnerships** — Micro-influencers (10K-100K) often best ROI
## Output Format
### Launch Plan Document
Provide a complete, dated checklist the user can follow. Include:
1. Timeline with specific dates (based on their launch date)
2. Prioritized task list for each phase
3. Channel strategy with specific tactics
4. Budget allocation (if paid channels available)
5. Success metrics and targets for week 1, month 1, month 3
## Related Skills
- `aso-audit` — Post-launch ASO health check
- `keyword-research` — Pre-launch keyword strategy
- `metadata-optimization` — Craft launch metadata
- `screenshot-optimization` — Design launch screenshots
- `ua-campaign` — Paid acquisition for launch
- `app-store-featured` — Editorial featuring strategy
- `review-management` — Handle launch-day reviewsWhen the user wants to A/B test App Store product page elements to improve conversion rate. Also use when the user mentions "A/B test", "product page optimization", "test my screenshots", "test my icon", "conversion rate optimization", "CPP", or "custom product pages". For screenshot design, see screenshot-optimization. For metadata optimization, see metadata-optimization.
When the user wants to optimize their Google Play Store listing — title, short description, full description, keywords, ratings, or Play Store-specific features. Use when the user mentions "Google Play", "Android", "Play Store", "Play Console", "short description", "full description indexed", "Google Play ASO", or wants Google Play-specific keyword, creative, or ratings strategy. For iOS App Store optimization, see aso-audit and metadata-optimization.
When the user wants to set up, interpret, or improve their app analytics and tracking. Also use when the user mentions "analytics", "tracking", "metrics", "KPIs", "App Store Connect analytics", "install tracking", "funnel", "attribution", or "how is my app performing". For A/B testing, see ab-test-store-listing. For retention metrics, see retention-optimization.
When the user wants to implement, optimize, or use App Clips for app discovery and conversion. Use when the user mentions "App Clip", "app clip code", "mini app", "instant app", "App Clip card", "App Clip link", "no download required", "instant experience", or wants to understand how App Clips appear in App Store search. For general App Store discoverability, see aso-audit. For marketing campaigns, see ua-campaign.
When the user wants to design, test, or improve their app icon to increase tap-through rate and conversions in App Store search and browse. Use when the user mentions "app icon", "icon design", "icon A/B test", "icon variants", "tap-through rate", "icon conversion", "icon refresh", or wants to know what makes a good app icon. For screenshot optimization, see screenshot-optimization. For full listing A/B tests, see ab-test-store-listing.
When the user wants to create or update their app marketing context document. Also use when the user mentions "app context", "marketing brief", "app positioning", or when starting any ASO or app marketing project. This is the foundation skill — all other skills check for this context first.
When the user wants to plan, script, produce, or optimize App Store Preview videos or Google Play promo videos — the autoplay videos that show in App Store/Play Store search and product pages. Use when the user mentions "App Preview", "preview video", "app store video", "promo video", "Play Store video", "video poster frame", "YouTube promo for Play Store", "30 second app video", "video script", "video specs", or "should I add a preview video". For static screenshots, see screenshot-optimization. For A/B testing the video, see ab-test-store-listing. For broader creative briefs, see screenshot-optimization (covers stills).
When the user's app or update was rejected by Apple App Review or Google Play Review and they need to diagnose why, fix it, and resubmit fast. Use when the user mentions "app rejected", "App Review rejection", "guideline violation", "Apple rejected my app", "Google Play rejected", "Play policy violation", "Resolution Center", "metadata rejection", "binary rejection", "guideline 2.1", "guideline 4.3", "guideline 5.1.1", "Sign in with Apple required", "Apple ID rejection", "Play Store suspension", "appeal", "I need to respond to App Review", or "expedited review". For pre-submission listing health, see aso-audit. For metadata-only fixes, see metadata-optimization.