554 lines
10 KiB
Markdown
554 lines
10 KiB
Markdown
# Launch Tier Framework
|
|
|
|
Complete guide to determining and executing different launch tiers for technical products.
|
|
|
|
---
|
|
|
|
## 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.
|
|
|
|
---
|
|
|
|
## 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 |
|
|
|
|
---
|
|
|
|
## 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
|
|
|
|
---
|
|
|
|
### 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
|
|
|
|
---
|
|
|
|
### 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
|
|
|
|
---
|
|
|
|
### 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%
|
|
|
|
---
|
|
|
|
### 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)
|
|
|
|
---
|
|
|
|
### 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** |
|
|
|
|
---
|
|
|
|
## 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
|
|
|
|
---
|
|
|
|
### 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
|
|
|
|
---
|
|
|
|
### 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)
|
|
|
|
---
|
|
|
|
### 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%
|
|
|
|
---
|
|
|
|
### 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
|
|
|
|
---
|
|
|
|
### 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** |
|
|
|
|
---
|
|
|
|
## 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
|
|
|
|
---
|
|
|
|
### Deliverables
|
|
|
|
#### Documentation
|
|
- [ ] Release notes
|
|
- [ ] Documentation updates
|
|
- [ ] Changelog entry
|
|
|
|
#### Marketing Assets
|
|
- [ ] Short blog post or announcement
|
|
- [ ] Email (optional)
|
|
- [ ] Social media post (single)
|
|
|
|
---
|
|
|
|
### Launch Channels
|
|
|
|
**Primary:**
|
|
- Changelog
|
|
- Release notes
|
|
- Documentation
|
|
|
|
**Secondary (optional):**
|
|
- Short blog post
|
|
- Email mention
|
|
- Social media (single post)
|
|
- In-product notification
|
|
|
|
---
|
|
|
|
### Team & Resources
|
|
|
|
**Minimal Team:**
|
|
- Product Manager or PMM
|
|
- Engineering (docs)
|
|
|
|
**Time Commitment:**
|
|
- PM/PMM: 25% for 1 week
|
|
- Eng: 5% (docs)
|
|
|
|
---
|
|
|
|
### 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
|
|
|
|
---
|
|
|
|
### Budget
|
|
|
|
Typically < $5K, mostly internal time.
|
|
|
|
---
|
|
|
|
## 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)
|
|
|
|
---
|
|
|
|
## 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**
|
|
|
|
---
|
|
|
|
### 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**
|
|
|
|
---
|
|
|
|
### Scenario 3: Performance Update
|
|
**Type:** Improvement
|
|
**Users:** All
|
|
**Revenue:** None direct
|
|
**Competitive:** None
|
|
**Technical:** Simple
|
|
**Docs:** Updates
|
|
**Interest:** Low
|
|
|
|
**Score:** 12 → **Tier 3**
|
|
|
|
---
|
|
|
|
## 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
|
|
|
|
---
|
|
|
|
## 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.
|