BuildTheDreamBrand

Launch Runway Planner

A week-by-week countdown to your launch day, with checklists, playbooks, and trackers to ensure nothing falls through the cracks.

By Bhavna Rishi
Build The Dream Brand
Fashion Brand Consultant & Founder Mentor
20+ years sourcing, designing and managing productions for museums, heritage brands, multi-retail stores & independent founders.

Section 1: 12-8-4 Week Launch Timeline

Your launch does not start on launch day. It starts 12 weeks before. Use this timeline to build momentum steadily so that by the time you go live, your audience is ready to buy.

Phase 1: Foundation (12-9 Weeks Out)

Week	Focus Area	Key Actions
12	Brand & Product	Finalise product range, confirm pricing, order production
11	Website	Begin building product pages, write descriptions, plan site structure
10	Photography	Plan shoot: brief photographer, book model, source props/locations
9	Content	Execute photoshoot, begin editing, create lifestyle and flat-lay images

Phase 2: Build-Up (8-5 Weeks Out)

Week	Focus Area	Key Actions
8	Website	Upload all product images, write About page, test checkout flow
7	Email	Set up email platform, create welcome sequence, start building list
6	Social Media	Begin behind-the-scenes content, tease products, grow engagement
5	PR & Outreach	Send press samples, pitch to editors, reach out to micro-influencers

Phase 3: Countdown (4-1 Weeks Out)

Week	Focus Area	Key Actions
4	Hype	Announce launch date, start countdown content, open waitlist
3	Operations	Test all systems (checkout, email triggers, shipping), stock inventory
2	Pre-Launch	Send preview to email list, early access for VIPs, final website review
1	Final Prep	Schedule all launch day content, prep packaging station, brief any helpers

Section 2: Pre-Launch Checklist

Complete every item before launch day. Missing any one of these can cost you sales, credibility, or both.

Brand & Story

Brand story written and published on About page
Founder bio and photo on website
Brand values clearly communicated
Press kit ready (bio, images, product info, brand story)

Product

All products received and quality checked
Inventory counted and logged
Size guide created and tested
Care instructions written for each product
Products photographed (minimum 4 images per product)

Website

All product pages live with images, descriptions, and pricing
Checkout process tested end-to-end (desktop and mobile)
Payment gateway connected and tested
Shipping rates configured correctly
Returns policy page published
Terms & conditions and privacy policy live
Contact page with email and response time expectation
Mobile responsiveness checked on 3+ devices

Marketing

Launch announcement email drafted and scheduled
Social media content for launch week pre-created
Instagram bio updated with shop link
Launch day Stories and Reels planned
Friends and family notified (ask them to share on launch day)

Operations

Packaging materials stocked (boxes, tissue, thank-you cards)
Shipping labels and materials ready
Order confirmation email template set up
Shipping notification email template set up
Customer service response templates drafted

Section 3: Launch Day Hour-by-Hour Playbook

Launch day is intense. Having a minute-by-minute plan means you can focus on momentum instead of scrambling.

Launch Day Schedule

Launch date:

Store goes live at:

Time	Action	Platform
6:00 AM	Final website check — all products live, checkout working	Website
7:00 AM	Post launch announcement Story (behind the scenes, morning energy)	Instagram
8:00 AM	Send launch email to full list	Email
9:00 AM	Post main feed announcement (carousel or Reel)	Instagram / TikTok
10:00 AM	Share to Facebook, LinkedIn, Pinterest	Cross-platform
11:00 AM	Respond to all comments and DMs from first 3 hours	All
12:00 PM	Midday Story update: share first orders, customer excitement	Instagram
2:00 PM	Second email or SMS to non-openers with subject line variation	Email
4:00 PM	Go live or post a Reel showing products in detail	Instagram / TikTok
6:00 PM	Evening Story: "Here is what happened today" recap	Instagram
8:00 PM	Final push: "Still time to order" or limited stock reminder	Stories
10:00 PM	Review day's metrics, respond to remaining messages, breathe	All

Bhavna's Tip: The most important thing on launch day is not perfection — it is presence. Be visible, be responsive, be human. Your energy and enthusiasm are your biggest marketing asset.

Section 4: Email Sequence Plan

Your launch email sequence tells a story across 4 emails. Each one has a specific purpose. Do not send all 4 on the same day.

Email 1: The Story (3-5 Days Before Launch)

Subject line:

Purpose: Share your founder story. Why you started this brand. Make it personal.

Key message:

CTA:

Email 2: The Collection (2 Days Before Launch)

Subject line:

Purpose: Reveal the products. Show images, share the inspiration, build excitement.

Key message:

CTA:

Email 3: The Problem (1 Day Before Launch)

Subject line:

Purpose: Address the customer's pain point. Show how your product solves it.

Key message:

CTA:

Email 4: The Launch (Launch Day)

Subject line:

Purpose: Announce the store is live. Create urgency. Make buying easy.

Key message:

CTA:

Section 5: First 30 Days Action Calendar

The launch is just the beginning. What you do in the first 30 days determines whether your brand builds momentum or stalls.

Week 1: Momentum (Days 1-7)

Day	Action	Done
1	Launch day playbook (see Section 3)
2	Ship all Day 1 orders, share unboxing content
3	Follow-up email to non-purchasers with social proof
4	Repost customer reactions and Stories
5	Reach out to 5 micro-influencers for gifting
6	Post a Reel showing your bestseller in detail
7	Week 1 review: orders, revenue, top product, feedback themes

Week 2: Social Proof (Days 8-14)

Day	Action	Done
8	Request reviews from first customers
9	Share first customer photo / testimonial
10	Create a "how to style" Reel or carousel
11	Send email with customer review + bestseller highlight
12	Engage with every comment and DM from the week
13	Post behind-the-scenes of packing orders
14	Week 2 review: repeat customers? Common questions? Stock levels?

Week 3: Expansion (Days 15-21)

Day	Action	Done
15	Test first paid ad (boost best-performing organic post)
16	Pitch to 2 local press outlets or blogs
17	Create a gift guide or occasion-based content
18	Collaborate with a complementary brand on a giveaway
19	Email: new styling idea or customer story
20	Engage actively in 3 relevant Facebook or online communities
21	Week 3 review: conversion rate, website traffic sources, email open rates

Week 4: Optimise (Days 22-30)

Day	Action	Done
22	Review website analytics: which pages convert, which bounce
23	Optimise product descriptions based on customer questions
24	Set up abandoned cart email sequence
25	Plan next month's content calendar
26	Send "thank you" email to all first-month customers
27	Review stock levels, identify reorder needs
28-30	Full month review: total revenue, units sold, margin, top learnings

Section 6: Launch Metrics Tracker

Track these numbers weekly for the first 30 days. They will tell you what is working and what needs attention.

Weekly Metrics Dashboard

Metric	Week 1	Week 2	Week 3	Week 4
Total orders
Total revenue	£	£	£	£
Average order value	£	£	£	£
Website visitors
Conversion rate (%)	%	%	%	%
Email list size
Email open rate	%	%	%	%
Instagram followers
Top traffic source
Bestselling product
Returns / complaints
Customer feedback theme

30-Day Launch Summary

Total revenue: £

Total units sold:

Average order value: £

Top-selling product:

Biggest surprise:

Biggest challenge:

What I would do differently next time:

"A launch is not a moment — it is a campaign. The brands that win are the ones that show up consistently for the 12 weeks before and the 4 weeks after." — Bhavna Rishi

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This template is part of the BuildTheDreamBrand Course. Not for circulation, copying, or resale.