Free tactics first. Paid only after proof.
Most launches die from spending money before proving the message works. Launch flips the order: 60 days of free, sequenced tactics first, then paid amplification only after you have data showing what is worth spending on.
Three principles, then sixty days.
Sequence beats stack
Foundations before sprints. Sprints before launch week. Compounding loops before retention. Every tactic lands when it can actually pay off.
Leading indicators win
Downloads are lagging. Sessions, ICP-fit, message-resonance — that is the data you act on in week two, not week eight.
Earned before paid
Free tactics produce proof. Proof shapes the message. The shaped message is what paid amplification actually scales.
The 60-day shape
Foundations
ICP locked, positioning sharpened, landing copy and hero shipped. No spend yet.
Pre-launch sprint
Email sequence, directories, content cluster, founder posts. Earned channels only.
Launch week
Product Hunt, PR pitches, niche communities. Real-time leading-indicator dashboard.
Compound + iterate
Re-write what is working. Cut what is not. Turn on paid only on the proven message.
Four weeks in the life of a real Android launch.
CallVault — a spam-call blocker for non-technical seniors — launched on a one-engineer team with the Launch plan. Here's what the first four weeks actually looked like.
- Step 01
Week 1
- ICP locked: "non-technical seniors with Android phones"
- Landing page hero + 4 sections written
- CallVault sub-Reddit, niche newsletter, and 3 directories identified
Leading indicator
Landing page CTR: baseline set at 3.4%
- Step 02
Week 2
- 5-email pre-launch sequence drafted, brand-voice locked
- Product Hunt listing + screenshots ready
- Founder LinkedIn series — 6 posts queued
Leading indicator
Waitlist signups: 84 (39% from LinkedIn)
- Step 03
Week 3 — Launch
- PH go-live, niche newsletter feature, 12 directory submissions
- Reddit AMA in r/Android + r/eldercare
- Press pitch — 8 reporters, 3 customized angles
Leading indicator
Day-1 installs: 412 · CTR holds at 3.6% · 2 press hits
- Step 04
Week 4
- Cut underperforming social channel, double down on Reddit
- Activate paid Reddit + Google ads on proven copy only
- Retention loop: in-app referral hook turned on
Leading indicator
D7 retention: 41% · paid ROAS: 2.3× on Reddit
Everything an agency would deliver, minus the retainer.
Strategy
- 60-day phased plan
- Positioning + ICP doc
- Competitive landscape
- Risk + compliance pass
Content
- Landing page (hero → FAQ)
- Blog cluster (10–20 posts)
- 5-email launch sequence
- Lifecycle nurture (14+ emails)
Channels
- Product Hunt assets
- Reddit + niche community plan
- Founder social series
- Newsletter & PR pitches
Operations
- Leading-indicator dashboard
- Brand voice profile
- Asset bank (50–200 ready)
- Readiness gate per phase
Describe what you are launching. We’ll take it from there.
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