A launch isn't a single moment. It's a season. Most brands launch to silence because they treat it as a ta-dah moment instead of a 12-week campaign. This chapter gives you the full runway.
The 12-8-4 Week Pre-Launch Timeline
12 weeks out: Show up consistently. Share BTS. Build email waitlist. Goal = visibility.
8 weeks out: Sneak peeks. Introduce ideal customer to herself. Lead magnet. Goal = anticipation.
4 weeks out: Announce date. Countdown. Talk specific products. Early access for email list. Goal = excitement.
Building an Audience Before You Have Product
Document the journey. People buy stories, values, connection. If you wait until everything is 'perfect' before appearing, you're robbing your audience of the chance to grow with you.
The Tech Checklist
- ☐ Website navigation works on desktop AND mobile
- ☐ Product pages: 4-6 images, description, sizing, care
- ☐ Payment gateway tested (Stripe/PayPal)
- ☐ Shipping rates and options configured
- ☐ Confirmation email tested
- ☐ Made a dummy purchase end-to-end
The First 30 Days
Launch day is the beginning, not the verdict. Selling out of a smaller batch and reordering is better than drowning in boxes you can't move. Gather feedback. Iterate quickly. Your launch is just the first chapter.
Chapter 7 Templates & Worksheets
12-8-4 Week Launch Runway Planner
Week-by-week action plan from 12 weeks out to launch day
Pre-Launch Checklist
Everything that must be ready before you go live
Launch Day Playbook
Hour-by-hour plan for launch day including social posts, emails, and contingencies
First 30 Days Action Plan
Daily and weekly tasks for the critical first month post-launch
Your Action Step
Set your launch date 12 weeks from today. Write it down. Then work backwards through the 12-8-4 timeline filling in what needs to happen each week. That's your launch runway.
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