Launch week plan: Acme Planner
Here's the plan. It runs from Tuesday 27 October to Thursday 5 November. The offer ends on Monday 9 November, which is after that window, so that day gets its own rows at the end of the table.
The table uses two names for the cofounders. Product runs product and support. Marketing runs marketing and the community.
Timing notes
- All times are Pacific, on a 24-hour clock, as your clock shows them that day. US clocks go back an hour at 2:00 on Sunday 1 November.
- The launch-day posts on X go out at 9:10, 12:30 and 15:00 Pacific. That's 12:10, 15:30 and 18:00 Eastern: lunchtime in the east and mid-morning in the west, then afternoon on both coasts, then the end of the East Coast working day. LinkedIn gets one launch post, and the replies under it do the rest.
- Tuesday 3 November is also US election day. Results will fill feeds in the evening, so the last launch post goes out at 15:00 and the evening is for replies only.
Questions the plan needs answered
- [ask: Does a team get half price by starting the free trial during launch week, or by paying during launch week? A trial started on 3 November ends on 17 November, after the offer closes.]
- [ask: At what time on Monday 9 November does the offer end, and in which time zone?]
- [ask: Is the half price applied automatically at checkout, or do teams enter a code?]
- [ask: What is the exact link for starting the free trial? And from 3 November, should acmeplanner.example.com/waitlist send people to the trial or do something else?]
- [ask: Product Hunt's day runs from 00:01 Pacific, and as far as I know, launches scheduled ahead go live at 00:01, not 9:00. Do you want the listing live at 00:01 with the site, email and posts at 9:00? Or do you want to post the listing by hand at 9:00, which gives it about 15 of the day's 24 hours?]
- [ask: Where do most of the people on your waitlist live? These times assume North America. 9:00 Pacific is 17:00 in London.]
- [ask: Do you have a short screen recording or a screenshot of a planned week? Teaser 2, the Product Hunt gallery and the launch thread all need one.]
- [ask: What is the regular price? People will ask what half price comes to, and the reply bank needs the answer.]
The announcement pack, as the table names it
| Piece | What it is |
|---|---|
| Teasers 1 to 4 | Short posts before launch. 1: the problem in your users' words. 2: how it works, with a screenshot or clip. 3: Sunday evening, on X only. 4: "tomorrow at 9:00 Pacific." |
| Reminder email | Waitlist email for 2 November |
| PH listing | Product Hunt tagline, description, gallery and the makers' first comment |
| Launch site | Home page with the trial button, offer banner, beta quote and beta numbers, plus a version without the offer for after 9 November |
| Launch email | Waitlist email for 3 November |
| Launch posts | X thread (pinned), LinkedIn post and two short follow-up posts on X |
| Beta DM | Note to the 38 beta teams, sent before and on launch day |
| Reply bank | Ready answers to the likeliest questions |
| Thank-you post | X and LinkedIn, 4 November |
| Day-two post | One worked example, 5 November |
| Last-day email and post | 9 November |
| Link sheet | Every URL, where it's used and who checked it |
The plan
| Day and time (Pacific) | Channel | What goes out or happens | Pack piece | Who |
|---|---|---|---|---|
| Tue 27 Oct, 9:00 | Internal | 30-minute kickoff: agree this plan, split the pack between you, answer the questions above | This plan | Both |
| Tue 27 Oct, 10:00 | X, LinkedIn | Teaser 1: the problem in your users' words ("40 things on the list, 6 free hours"). Opening to everyone on Tuesday 3 November | Teaser 1 | Marketing |
| Tue 27 Oct, 14:00 | Product Hunt | Start the listing as a draft: tagline, description, gallery, makers' first comment. Set the date to 3 November (ask 5) | PH listing | Marketing, with screenshots from Product |
| Wed 28 Oct, 10:00 | Website | Build the launch site on a preview link: trial button, offer banner with the end date, beta quote and numbers | Launch site | Product |
| Wed 28 Oct, 14:00 | Load drafts of the reminder, launch and last-day emails into the email tool. Send test copies to both of you | Reminder, launch and last-day emails | Marketing | |
| Thu 29 Oct, 8:30 | X, LinkedIn | Teaser 2: how it works. On Sunday evening it reads the calendar and the to-do list and puts the tasks into real time slots. Screenshot or clip (ask 7) | Teaser 2 | Marketing |
| Thu 29 Oct, 11:00 | Direct messages | Note to the 38 beta teams: the launch date and time, a thank-you, and a question: would they share an honest comment on Product Hunt on the day? | Beta DM | Product |
| Thu 29 Oct, 15:00 | Internal | Pack freeze: every piece final, and every URL in the link sheet | All pieces, link sheet | Both |
| Fri 30 Oct, 10:00 | Website | Dry run on the preview: create a new account on a phone and on a laptop, connect a calendar, get a first plan, reach checkout and see the offer applied (asks 1 and 3) | Launch site | Product |
| Fri 30 Oct, 13:00 | Internal | Write the reply bank: the ten likeliest questions. Examples: what calendar access it needs, which calendars and to-do apps work, the price after three months, how the offer works, what happens when the trial ends | Reply bank | Both |
| Fri 30 Oct, 15:00 | X, LinkedIn | Schedule Teaser 3 (Sunday, X only) and Teaser 4 (Monday) | Teasers 3 and 4 | Marketing |
| Sat 31 Oct | None | Day off. Nothing goes out | None | Both |
| Sun 1 Nov, 17:00 | X | Teaser 3: it's Sunday evening, when Acme Planner plans a team's week. Open to everyone from Tuesday 3 November. Scheduled on Friday, so check it still shows 17:00 after the clocks go back | Teaser 3 | Marketing |
| Mon 2 Nov, 8:00 | Reminder email to the waitlist (1,240 people): open to everyone tomorrow, Tuesday 3 November, at 9:00 Pacific. Includes the launch-week offer and its end date, and says one more email will come when it's live. No Product Hunt link yet, because it doesn't exist until launch day | Reminder email | Marketing | |
| Mon 2 Nov, 8:30 | X, LinkedIn | Teaser 4: tomorrow at 9:00 Pacific | Teaser 4 | Marketing |
| Mon 2 Nov, 10:00 | Website | Link check 1, on the preview: every URL in every piece, tracking tags and the unsubscribe link. Check that replies to the emails reach a person | Link sheet | Both, each checking the other's pieces |
| Mon 2 Nov, 11:00 | Website | Get ready for a rush: error alerts on, the support inbox set up with the reply bank as saved replies, calendar connections tested again | Reply bank | Product |
| Mon 2 Nov, 13:00 | Product Hunt | Final check of the listing: tagline, gallery order, first comment, site link, launch date and time | PH listing | Marketing |
| Mon 2 Nov, 15:00 | Internal | Walk through launch day hour by hour. Turn on notifications for Product Hunt, X, LinkedIn and the support inbox. Early night | This plan | Both |
| Tue 3 Nov, 8:30 | Website | Put the launch site live: trial button, offer banner, beta quote and numbers. Point /waitlist where ask 4 says | Launch site | Product |
| Tue 3 Nov, 8:40 | Website | Link check 2, on the live site: every URL in the link sheet. Do one full trial signup on a phone and one on a laptop, with a calendar connected and the offer shown at checkout | Link sheet | Both |
| Tue 3 Nov, 9:00 | Product Hunt | Listing goes live, or has been live since 00:01 (ask 5). Post the makers' first comment straight away. Open the listing in a logged-out browser and add its URL to the link sheet | PH listing | Product |
| Tue 3 Nov, 9:05 | Launch email to the waitlist. The main button starts a free 14 day trial. Add the Product Hunt link as "we're answering questions there" | Launch email | Marketing | |
| Tue 3 Nov, 9:10 | X | Launch thread, pinned: the problem, how it works (with the clip), the beta quote, the offer, the trial link. Product Hunt link in the last post of the thread | Launch posts | Marketing |
| Tue 3 Nov, 9:15 | Launch post: the same story in one post, with the trial link | Launch posts | Marketing | |
| Tue 3 Nov, 9:30 | Direct messages | Personal note to each beta team and to contacts who asked to hear: it's live, thank you, and an honest comment on Product Hunt would help. Ask for comments, not upvotes, because Product Hunt discourages vote requests | Beta DM | Product (beta teams), Marketing (contacts) |
| Tue 3 Nov, 9:30 to 12:30 | Product Hunt, X, LinkedIn | Comment block 1: answer every comment within 30 minutes | Reply bank | Marketing on all three. Product takes Product Hunt questions about how planning works, plus the support inbox |
| Tue 3 Nov, 12:30 | X | Midday post: the beta quote, and "38 teams in the private beta since June planned an average of 31 tasks a week each." Trial link | Launch posts | Marketing |
| Tue 3 Nov, 12:30 to 13:30 | Internal | Lunch in turns, 30 minutes each. Whoever is on covers Product Hunt | None | Both |
| Tue 3 Nov, 13:30 to 16:00 | Product Hunt, X, LinkedIn | Comment block 2, with the same split | Reply bank | Both |
| Tue 3 Nov, 15:00 | X | Afternoon post: the most-asked question so far, answered in two lines, with the trial link. Last post of the day | Launch posts, reply bank | Marketing |
| Tue 3 Nov, 16:00 | Website | Health check: trial signups, failed calendar connections, checkout errors. Fix what can be fixed today and note the rest for tomorrow | None | Product |
| Tue 3 Nov, 16:00 to 17:30 | Product Hunt, X, LinkedIn | Comment block 3: clear everything unanswered, then stop | Reply bank | Marketing |
| Tue 3 Nov, 21:00 | Product Hunt | 20-minute check for comments from other time zones, then done for the night | Reply bank | Product |
| Wed 4 Nov, 8:00 | Internal | Pull yesterday's real numbers: trials started, Product Hunt finishing position, comments answered. Use only numbers you can show | Thank-you post | Product (app), Marketing (Product Hunt and social) |
| Wed 4 Nov, 9:00 | X, LinkedIn | Thank-you post: thank you, where we are (yesterday's numbers), one thing people asked for. The offer ends Monday 9 November. Trial link | Thank-you post | Marketing |
| Wed 4 Nov, 9:00 to 11:00 | Product Hunt, X, LinkedIn | Comment block: overnight comments and replies to the thank-you post | Reply bank | Marketing |
| Wed 4 Nov, 9:00 to 12:00 | Check in with every team that started a trial yesterday but hasn't connected a calendar or seen a first plan | Reply bank | Product | |
| Wed 4 Nov, 14:00 | Website | Add the three most-asked launch-day questions, with answers, to the site | Reply bank, launch site | Product |
| Wed 4 Nov, 16:00 | Internal | 30-minute review: what broke, what worked, anything to change for Thursday and Monday | This plan | Both |
| Thu 5 Nov, 8:30 | X, LinkedIn | Day-two post with one worked example: a meeting lands on Wednesday afternoon, and that afternoon's tasks move to free slots without anyone dragging blocks. Reuse the clip. The offer ends Monday 9 November | Day-two post | Marketing |
| Thu 5 Nov, 10:00 | Direct messages | Marketing follows up with anyone whose question got a late or partial answer. Product thanks the beta teams | Reply bank, beta DM | Both |
| Thu 5 Nov, 13:00 | Website | Prepare the end of the offer: the site version without the banner, and the discount set to stop at the end time (ask 2). Test on a preview | Launch site | Product |
| Thu 5 Nov, 14:00 | Load and test the last-day email. Send it to the waitlist, leaving out anyone who has started a trial. [ask: Can your email tool leave out waitlist people who have already started a trial?] | Last-day email | Marketing | |
| Mon 9 Nov, 8:00 | Last-day email: the offer ends today at the end time (ask 2). Trial link | Last-day email | Marketing | |
| Mon 9 Nov, 8:30 | X, LinkedIn | Last-day post, with the same message | Last-day post | Marketing |
| Mon 9 Nov, end time (ask 2) | Website | Offer off: banner down, discount stopped, site showing standard pricing | Launch site | Product |
| Mon 9 Nov, right after the end time | Website, Product Hunt, X | Final link check: trial signup still works, and no page, Product Hunt listing or pinned post still offers half price. Unpin the X launch thread | Link sheet | Both |
The busiest channel is X on launch day, with three posts. Every other channel stays at one post a day or fewer.
Three things most likely to go wrong
1. A link or the signup fails when people arrive. You can't fix an email once it's sent. And the one action you want, starting a trial, depends on signup and calendar connection working for strangers on their own devices. Check:
- Keep every URL in the link sheet, with every place it appears.
- Send each email to yourselves and click every link from the inbox on a phone, not from the editor.
- In the Friday dry run and the 8:40 launch-day run, use brand-new accounts and go all the way from calendar connection to checkout.
- At 16:00 on launch day, look for failed calendar connections.
2. Something goes out at the wrong time. There are three ways this can happen this week:
- Product Hunt's day starts at 00:01, not 9:00 (ask 5).
- The clocks go back on Sunday 1 November. If a tool is set to UTC or a fixed offset instead of Pacific time, anything scheduled before the change goes out an hour early.
- An email tool or scheduler set to another time zone sends at the wrong hour.
Check on Monday 2 November:
- Open every scheduled post and email, and make sure the time and time zone match the table.
- Make sure the email tool's account time zone is Pacific.
- Confirm the Product Hunt launch time on its scheduling screen.
3. The offer confuses people or doesn't work. "Teams who join in launch week" can mean starting a trial or paying, and a trial started on 3 November doesn't end until the 17th (ask 1). If checkout doesn't apply the half price, the complaints show up in public Product Hunt comments during launch week. After 9 November, a leftover banner or pinned post can keep offering a deal that has ended. Check:
- Write the rule as one sentence, with the end time and time zone. Use that sentence word for word in the emails, the site, the Product Hunt listing and the reply bank.
- Test checkout in the Friday dry run.
- When the offer ends, search the site, the Product Hunt listing and pinned posts for "half price".
