60-launch-playbook-global
Use when a launch needs a repeatable EXECUTION playbook — a T-30 to D+7 timeline, per-function checklists for content, design, ads, sales, and engineering, a launch-day war room, an escalation matrix, and roll-back criteria. Trigger on 'launch playbook', 'launch checklist', 'launch day plan', 'launch SOP', 'war room', 'we launch in two weeks and nothing is organized'. Also use when a GTM strategy exists and nobody knows who does what on the day. Not for — the strategy and beachhead choice, see `59-go-to-market-global`; the campaign brief, see `02-campaign-brief-global`; the post-launch review, see `63-campaign-retrospective-global`; a live crisis, see `66-crisis-playbook-global`.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/60-launch-playbook-global && cp -r /tmp/60-launch-playbook-global/skills/en/60-launch-playbook-global ~/.claude/skills/60-launch-playbook-globalSKILL.md
# 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
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.