launch-strategy

name: launch-strategy description: Product launch, campaign launch, marketplace launch playbooks. Triggers on "launch plan", "product launch", "go-to-market", "ra mắt sản phẩm", "kế hoạch launch", "GTM strategy".

Launch Strategy

Plan and execute product launches, feature launches, campaign launches, and marketplace entries. Covers pre-launch buildup, launch day execution, post-launch optimization, and Vietnam-specific channels including Shopee, Lazada, TikTok Shop, and KOL/KOC partnerships.

Initial Assessment

Before planning any launch, determine:

1. What is being launched? New product, new feature, new pricing tier, new market entry, or campaign?
2. Launch type? Soft launch (limited audience), hard launch (public), or rolling launch (phased)?
3. Timeline? Days until launch. Minimum 2 weeks for soft, 4-6 weeks for hard launch.
4. Channels? Website, marketplace (Shopee/Lazada/TikTok Shop), social, email, paid ads, PR?
5. Budget? Total launch budget including ads, KOL fees, promotions, discounts.
6. Success metrics? Signups, sales, revenue, press coverage, social mentions — define before launch.
7. Brand context loaded? Read docs/brand-guidelines.md for positioning and audience.

Core Methodology

Three-Phase Launch Framework

Every launch follows three phases. Skipping a phase reduces impact.

Phase 1 — Pre-Launch (2-4 weeks before) Purpose: Build anticipation, collect early interest, prepare all assets.

Actions:

• Create waitlist or early-access signup form
• Seed teaser content on social channels (3-5 teaser posts, escalating specificity)
• Brief KOLs/KOCs and send product for review (Vietnam: 2-3 weeks lead time for KOLs)
• Prepare all launch assets: landing page, email sequence, ad creatives, social posts
• Set up tracking: UTM parameters, conversion events, dashboard
• Internal dry run: test the full purchase/signup flow end-to-end

Phase 2 — Launch Day (Day 0 + 48 hours) Purpose: Maximum concentrated impact. All channels fire simultaneously.

Hour-by-hour plan:

T-1h:  Final checks — landing page live, tracking confirmed, team standby
T+0:   Publish announcement (blog, social, email blast)
T+1h:  Paid ads go live (pre-built, just activate)
T+2h:  KOL/KOC posts go live (coordinate posting times)
T+4h:  First engagement check — respond to all comments/questions
T+8h:  Second push — Stories/Reels/TikTok content
T+24h: Day 2 email to non-openers, retarget ad audiences
T+48h: First performance review — adjust bids, messaging, offers

Phase 3 — Post-Launch (Week 1-4) Purpose: Sustain momentum, optimize conversions, gather feedback.

Actions:

• Week 1: Collect and share early user reviews/testimonials
• Week 2: Publish case study or "behind the scenes" content
• Week 3: Retarget engaged non-converters with new angle or incentive
• Week 4: Full post-mortem report — what worked, what didn't, learnings

Launch Messaging Stack

Prepare these messaging assets before launch day:

Workflow

Scenario 1: SaaS Product / Feature Launch

1. Load brand context from docs/brand-guidelines.md
2. Define launch type, timeline, and success metrics
3. Build the Three-Phase plan with specific dates
4. Create positioning statement: For [audience] who [need], [product] is a [category] that [key benefit]. Unlike [alternative], we [differentiator].
5. Generate the Launch Messaging Stack — delegate to appropriate skills or produce inline
6. Design the offer: early-bird pricing, limited-time bonus, extended trial, or exclusive access
7. Create launch day hour-by-hour timeline
8. Define post-launch optimization triggers: "If conversion rate < X%, do Y"
9. Save to assets/reports/launch-plan-[product]-YYYY-MM-DD.md

Scenario 2: Marketplace Launch (Shopee / Lazada / TikTok Shop)

1. Load brand context
2. Determine marketplace(s) and product catalog
3. Platform-specific setup:
   • Shopee: Register Shopee Mall if eligible (brand verification). Set up Shopee Ads, Flash Sale, and voucher campaigns. Join Shopee campaigns (9.9, 11.11, 12.12).
   • Lazada: Register LazMall. Set up sponsored products. Join LazFlash and campaign events.
   • TikTok Shop: Connect product catalog. Plan TikTok LIVE selling sessions. Brief affiliate creators.
4. Optimize product listings:
   • Title: [Brand] + [Product Name] + [Key Benefit] + [Specification]
   • Images: 5-9 images, white background for main, lifestyle for supporting
   • Description: benefit-first, specifications table, FAQ section
   • Price: use 9x000đ psychological pricing (see pricing-strategy)
5. Plan launch promotions: platform vouchers + free shipping + flash deal
6. Coordinate with KOL/KOC for launch-day livestream or video review
7. Save to assets/reports/marketplace-launch-[platform]-YYYY-MM-DD.md

Scenario 3: Campaign Launch (Seasonal / Promotional)

1. Load brand context
2. Identify the campaign hook: seasonal event, product milestone, cultural moment
3. Define campaign duration (typically 1-4 weeks)
4. Plan content arc: teaser → reveal → urgency → last chance → recap
5. Coordinate cross-channel: social teaser (Week -1), email + ads (launch), urgency push (final 48h)
6. Design the offer ladder: early offer → standard offer → last-chance offer
7. Save to assets/reports/campaign-plan-[name]-YYYY-MM-DD.md

Vietnam Launch Specifics

KOL/KOC Strategy for Vietnam

Tier classification:

Vietnam KOL best practices:

• Micro/Nano KOCs often deliver better ROI than Mega KOLs for conversion goals
• Request usage rights for KOL content to repurpose in ads (whitelist ads perform 2-3x better)
• Brief must include: key talking points, mandatory mentions, hashtags, posting deadline, approval process
• Payment terms: 50% upfront, 50% on posting is standard in Vietnam
• Track with UTM links or unique discount codes per KOL

Vietnamese Launch Calendar

High-impact launch windows in Vietnam:

Marketplace-Specific Tactics

Shopee Vietnam:

• Flash Sales drive algorithm visibility — schedule during peak hours (12 PM, 8 PM)
• "Miễn phí vận chuyển" (free shipping) voucher is the #1 conversion driver
• Join Shopee Affiliate Program to recruit creators
• Shopee LIVE: schedule 1-2 hour sessions during launch week

TikTok Shop Vietnam:

• TikTok LIVE selling is the primary conversion channel
• Affiliate commission model: set competitive rates (10-20%) to attract creators
• Short video + product link = discovery channel for new audiences
• Sample seeding to 20-50 creators before launch generates organic content wave

Output Specification

• Format: Markdown with phase-by-phase timeline and asset checklist
• Location: assets/reports/
• Naming: launch-plan-[product]-YYYY-MM-DD.md, marketplace-launch-[platform]-YYYY-MM-DD.md, campaign-plan-[name]-YYYY-MM-DD.md

Quality Checklist

• Three-Phase plan complete with specific dates
• Launch Messaging Stack all accounted for
• Success metrics defined before launch (not after)
• Hour-by-hour launch day timeline created
• Post-launch optimization triggers defined
• Vietnamese launches include KOL/KOC plan with tier and budget
• Marketplace launches include platform-specific listing optimization
• Seasonal calendar considered for timing
• Brand context from docs/brand-guidelines.md applied
• Output saved to assets/reports/ with correct naming

Related Skills

• ads-management — Paid ads as launch amplification
• email-marketing — Launch email sequences
• social-media — Launch social content
• copywriting — Landing page and announcement copy
• pricing-strategy — Launch pricing and offer design