# Launch Tier Framework

Complete guide to determining and executing different launch tiers for technical products.

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## Overview

Not all launches are created equal. The launch tier framework helps you allocate the right resources and effort based on the scope and impact of what you're launching.

**Key Principle:** Match investment to impact.

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## The Three Tiers

| Tier | Type | Investment | Timeline | Example |
|------|------|------------|----------|---------|
| **Tier 1** | Major | Full GTM | 12-16 weeks | New product GA, v2.0 |
| **Tier 2** | Standard | Selective GTM | 6-8 weeks | New feature, integration |
| **Tier 3** | Minor | Minimal GTM | 2-4 weeks | Update, improvement |

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## Tier 1: Major Launch

### When to Use

- **New product GA** (General Availability)
- **Major version release** (v2.0, v3.0)
- **Platform expansion** (new capabilities)
- **Game-changing feature** (industry first)
- **New market entry**

### Characteristics

**Scope:**
- Impacts all or most users
- New revenue stream potential
- Significant competitive differentiation
- Industry-level interest expected
- Major technical undertaking

**Timeline:** 12-16 weeks

**Budget:** $50K-$500K+ depending on company size

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### Deliverables

#### Documentation (Complete Set)
- [ ] Getting started guide
- [ ] Complete API reference
- [ ] Integration guides (3+)
- [ ] Migration guide
- [ ] Best practices guide
- [ ] Troubleshooting guide
- [ ] Video tutorial series (5+ videos)
- [ ] Architecture documentation

#### Code Assets
- [ ] Multiple SDKs (3+ languages)
- [ ] Sample applications (3+ different use cases)
- [ ] Starter templates
- [ ] Code snippet library
- [ ] Interactive playground/sandbox
- [ ] CLI tools (if applicable)

#### Marketing Assets
- [ ] Launch blog post (long-form)
- [ ] Product page redesign
- [ ] Demo video (professional)
- [ ] Case studies (2-3)
- [ ] Infographic/visual assets
- [ ] Explainer video
- [ ] Social media campaign
- [ ] Email nurture series

#### PR & Communications
- [ ] Press release
- [ ] Media kit
- [ ] Analyst briefings (Gartner, Forrester)
- [ ] Press tour
- [ ] Spokesperson training
- [ ] Crisis communication plan

#### Sales Enablement
- [ ] Technical battlecard
- [ ] Competitive analysis
- [ ] Demo script (detailed)
- [ ] ROI calculator
- [ ] Customer presentation deck
- [ ] Pricing/packaging materials
- [ ] FAQ (20+ questions)

#### Events
- [ ] Launch event/webinar
- [ ] Customer workshops
- [ ] Conference talks
- [ ] Community meetups

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### Launch Channels

**Primary:**
- Developer documentation (hero banner)
- Company blog (featured)
- Email (entire developer base)
- Social media (coordinated campaign)
- Product Hunt launch
- Hacker News announcement
- Press release distribution

**Secondary:**
- Tech press outreach (TechCrunch, VentureBeat, etc.)
- Developer communities (Reddit, Dev.to)
- YouTube (demo + tutorials)
- Podcasts (interviews)
- Webinars
- Virtual events

**Tertiary:**
- Conference presentations
- Industry publications
- Analyst reports
- Partner co-marketing
- Influencer outreach

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### Team & Resources

**Core Launch Team:**
- Product Marketing Lead
- Product Manager
- Engineering Lead
- Developer Relations
- Sales Engineering
- PR/Communications
- Content Marketing
- Design
- Legal/Compliance

**External Resources:**
- PR agency
- Video production
- Event planning
- Analyst relations

**Time Commitment:**
- PMM: 100% for 8+ weeks
- PM: 50%
- Eng: 25% (docs, demos)
- DevRel: 75%

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### Success Metrics (Tier 1)

**Week 1:**
- 10K+ API keys / sign-ups
- 50%+ activation rate
- 1M+ webpage views
- 100K+ social impressions
- 10+ press mentions

**Month 1:**
- 25K+ active developers
- 40%+ Day 7 retention
- 5%+ paid conversion (if applicable)
- NPS > 40

**Quarter 1:**
- 50K+ active developers
- $X ARR (if revenue product)
- 3+ case studies published
- Industry recognition (awards, mentions)

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### Budget Breakdown (Example)

| Item | Cost Range |
|------|------------|
| PR Agency | $20K-$50K |
| Video Production | $10K-$30K |
| Event/Webinar | $15K-$40K |
| Paid Promotion | $25K-$100K |
| Analyst Relations | $10K-$30K |
| Design Assets | $5K-$15K |
| Tools/Software | $5K-$10K |
| **Total** | **$90K-$275K** |

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## Tier 2: Standard Launch

### When to Use

- **New feature** (significant but not transformative)
- **Integration** with popular tool
- **SDK** for new language
- **Regional expansion**
- **Beta to GA** transition

### Characteristics

**Scope:**
- Impacts segment of users (25-75%)
- Moderate revenue impact
- Some competitive differentiation
- Developer community interest
- Moderate technical complexity

**Timeline:** 6-8 weeks

**Budget:** $10K-$50K

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### Deliverables

#### Documentation
- [ ] Feature guide
- [ ] API reference updates
- [ ] Code samples (3-5)
- [ ] Integration tutorial
- [ ] Migration guide (if applicable)
- [ ] Video demo (1-2)

#### Code Assets
- [ ] SDK (if new language)
- [ ] Sample application (1-2)
- [ ] Code snippets
- [ ] Sandbox example

#### Marketing Assets
- [ ] Launch blog post
- [ ] Product page update
- [ ] Demo video
- [ ] Email template
- [ ] Social media posts
- [ ] Changelog entry (detailed)

#### Sales Enablement
- [ ] Feature overview (1-pager)
- [ ] Demo talking points
- [ ] FAQ (10+ questions)
- [ ] Competitive comparison

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### Launch Channels

**Primary:**
- Developer blog
- Email (targeted segment)
- Changelog (featured)
- Social media
- In-product notification

**Secondary:**
- Developer newsletter
- Community forums
- YouTube demo
- Partner channels (if applicable)

**Optional:**
- Dev.to article
- Reddit post (relevant subreddits)
- Product Hunt (if major feature)

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### Team & Resources

**Core Team:**
- Product Marketing Lead
- Product Manager
- Developer Relations
- Engineering (docs)
- Content Writer

**Time Commitment:**
- PMM: 75% for 4 weeks
- PM: 25%
- Eng: 10% (docs)
- DevRel: 40%

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### Success Metrics (Tier 2)

**Week 1:**
- 2K+ feature adoptions
- 1K+ email opens
- 50K+ blog views

**Month 1:**
- 5K+ active users
- 25%+ engagement rate
- NPS > 30

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### Budget (Example)

| Item | Cost |
|------|------|
| Video Production | $3K-$8K |
| Design Assets | $2K-$5K |
| Email Platform | $500 |
| Paid Promotion (optional) | $5K-$15K |
| **Total** | **$10.5K-$28.5K** |

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## Tier 3: Minor Launch

### When to Use

- **Incremental improvements**
- **Bug fixes** (significant ones)
- **Performance enhancements**
- **Small feature** additions
- **UI/UX updates**
- **Deprecation** notices

### Characteristics

**Scope:**
- Impacts small segment (<25%)
- Minimal revenue impact
- No competitive angle
- Low external interest
- Simple technical change

**Timeline:** 2-4 weeks

**Budget:** $1K-$5K

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### Deliverables

#### Documentation
- [ ] Release notes
- [ ] Documentation updates
- [ ] Changelog entry

#### Marketing Assets
- [ ] Short blog post or announcement
- [ ] Email (optional)
- [ ] Social media post (single)

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### Launch Channels

**Primary:**
- Changelog
- Release notes
- Documentation

**Secondary (optional):**
- Short blog post
- Email mention
- Social media (single post)
- In-product notification

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### Team & Resources

**Minimal Team:**
- Product Manager or PMM
- Engineering (docs)

**Time Commitment:**
- PM/PMM: 25% for 1 week
- Eng: 5% (docs)

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### Success Metrics (Tier 3)

**Week 1:**
- Documentation viewed
- Feature adopted by target users
- No support spikes

**Month 1:**
- 10-20% of eligible users adopt
- Positive sentiment

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### Budget

Typically < $5K, mostly internal time.

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## Decision Framework

### Scoring System

Use the `assess_launch_tier.sh` script or manually score:

**Score Components:**

1. **Type of Launch** (0-10 points)
   - New product/GA: 10
   - Major version: 8
   - New feature: 5
   - Improvement: 2
   - Bug fix: 0

2. **User Impact** (0-10 points)
   - All users (100%): 10
   - Most users (50-99%): 7
   - Segment (25-50%): 5
   - Small segment (<25%): 2
   - Beta only: 1

3. **Revenue Impact** (0-10 points)
   - New revenue stream: 10
   - Major driver: 7
   - Moderate: 4
   - Minor: 2
   - None: 0

4. **Competitive Differentiation** (0-8 points)
   - Industry first: 8
   - Significant: 6
   - Some: 4
   - Parity: 1
   - None: 0

5. **Technical Complexity** (0-7 points)
   - New platform: 7
   - Significant: 5
   - Moderate: 3
   - Simple: 1
   - Minor: 0

6. **Documentation Needs** (0-6 points)
   - Complete new set: 6
   - Major updates: 5
   - New guides: 3
   - Updates: 1
   - Release notes only: 0

7. **External Interest** (0-7 points)
   - High (industry news): 7
   - Moderate (tech press): 5
   - Some (community): 3
   - Low (niche): 1
   - Minimal: 0

**Total Score: 0-58**

**Tier Assignment:**
- **40-58:** Tier 1 (Major)
- **20-39:** Tier 2 (Standard)
- **0-19:** Tier 3 (Minor)

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## Common Scenarios

### Scenario 1: API GA Launch
**Type:** New product
**Users:** All (new audience)
**Revenue:** New stream
**Competitive:** Industry first capability
**Technical:** New platform
**Docs:** Complete set
**Interest:** High

**Score:** 52 → **Tier 1**

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### Scenario 2: New Language SDK
**Type:** New integration
**Users:** Segment (e.g., Python devs)
**Revenue:** Moderate impact
**Competitive:** Parity
**Technical:** Moderate
**Docs:** New guide
**Interest:** Some

**Score:** 25 → **Tier 2**

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### Scenario 3: Performance Update
**Type:** Improvement
**Users:** All
**Revenue:** None direct
**Competitive:** None
**Technical:** Simple
**Docs:** Updates
**Interest:** Low

**Score:** 12 → **Tier 3**

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## Best Practices

### Right-Sizing

**Over-investing (Tier 3 as Tier 1):**
- Wastes resources
- Confuses users ("This isn't major")
- Diminishes future Tier 1 launches

**Under-investing (Tier 1 as Tier 3):**
- Misses opportunity
- Poor adoption
- Competitive disadvantage

### Flexibility

**Adjust tier based on:**
- Company stage (early vs. mature)
- Market position (leader vs. challenger)
- Resources available
- Strategic importance

### Communication

**Be explicit with stakeholders:**
- "This is a Tier 2 launch, so we'll do X but not Y"
- Set clear expectations upfront
- Document tier decision and reasoning

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## Summary

Use launch tiers to:
1. **Match effort to impact**
2. **Set stakeholder expectations**
3. **Allocate resources efficiently**
4. **Maintain consistency**
5. **Maximize ROI**

**Remember:** A well-executed Tier 2 launch beats a poorly-executed Tier 1.