# Product Hunt Launch Execution Plan

**Issue:** FRE-629  
**Owner:** CMO  
**Status:** In Progress  
**Launch Date:** TBD (coordinate with CTO on product stability)  
**Target:** Top 5 Product Hunt of the Day

---

## Executive Summary

This document outlines the complete Product Hunt launch strategy for Scripter, the modern screenwriting platform. Product Hunt is a critical launch channel that can drive 1,000+ day-one users and significant press attention.

**Goal:** Achieve Top 5 ranking on launch day with 500+ upvotes and 200+ signups.

---

## Timeline Overview

| Phase | Timing | Key Activities |
|-------|--------|---------------|
| **Preparation** | T-14 days | Create PH page, submit for review |
| **Teaser** | T-7 days | Announce launch date, build anticipation |
| **MIH Campaign** | T-3 days | "Make It Happen" supporter outreach |
| **Launch Day** | Thursday 12:01 AM PT | Post, monitor, engage, share |
| **Follow-up** | +1 to +7 days | Thank supporters, share results |

---

## Pre-Launch Preparation (T-14 to T-1)

### 1. Product Hunt Page Creation

**Submit 2 weeks before launch** at [producthunt.com/posts/new](https://www.producthunt.com/posts/new)

**Required Assets:**
- **Tagline:** "Write screenplays faster, collaborate better, ship anywhere"
- **Thumbnail:** 240x240px PNG (Scripter logo on brand blue background)
- **Gallery:** 5-7 screenshots showcasing:
  1. Real-time collaboration
  2. Industry-standard formatting
  3. Character/scene/word count analytics
  4. Export to PDF/Final Draft
  5. Mobile app preview
  6. AI-powered features (if ready)
  7. Pricing page (free tier highlighted)

**Maker Comment Draft:**
```
Hey Product Hunt! I'm [Founder Name], creator of Scripter.

After years of struggling with Final Draft's clunky interface and WriterDuet's limitations, I built the screenwriting platform I wished existed.

Scripter features:
✨ Real-time collaboration (like Google Docs for scripts)
✨ Industry-standard formatting (WGA-approved)
✨ 33% faster than WriterDuet
✨ Free tier for new writers
✨ Desktop + Web + Mobile apps

We're on a mission to help screenwriters write faster and collaborate better. Would love your feedback!

Ask me anything about screenwriting, building in public, or taking on legacy players like Final Draft. 🚀
```

**First Comment Strategy:**
- Post immediately after launch
- Include feature list with emojis
- Add demo video link
- Invite questions

### 2. Supporter Recruitment

**Goal:** 50+ committed supporters for first-hour upvotes

**Target Lists:**
1. **VIP Hunters (10 people)** - Super supporters who upvote within first hour
   - Beta testers who gave positive feedback
   - Screenwriting influencers
   - Founder friends from other companies

2. **Active Supporters (25 people)** - Upvote and share on launch day
   - Waitlist subscribers (top 25% engagement)
   - Social media followers
   - Industry contacts

3. **General Network (15+ people)** - Backup support
   - LinkedIn connections
   - Twitter/X followers
   - Reddit community members

**Outreach Email Template:**
```
Subject: Quick favor? Launching on Product Hunt Thursday 🚀

Hey [Name],

I'm launching Scripter on Product Hunt this Thursday and could use your support!

It takes 10 seconds:
1. Go to [PH link] at 12:01 AM PT Thursday
2. Click the upvote button
3. Optionally leave a comment or share

Product Hunt is huge for early visibility. Your upvote in the first hour especially matters.

Can I count on you?

Thanks!
[Founder Name]

P.S. Happy to return the favor on your next launch!
```

**Tracking Spreadsheet:**
| Name | Email | Category | Commitment | Upvoted? | Notes |
|------|-------|----------|------------|----------|-------|
| John Doe | john@example.com | VIP | Yes | ✅ | Beta tester |

### 3. MIH (Make It Happen) Campaign

**Timing:** 3 days before launch (Monday if Thursday launch)

**Strategy:** Personal outreach to maximize day-one momentum

**Channels:**
- Email (primary)
- Twitter/X DMs
- LinkedIn messages
- Discord/Slack communities

**Message Variants:**

**For Beta Testers:**
```
Subject: Scripter launches on Product Hunt Thursday!

You were one of our amazing beta testers, so you're getting first dibs!

Scripter officially launches on Product Hunt this Thursday. As someone who's used the product, your voice matters.

Can you:
1. Upvote at [link] (12:01 AM PT Thursday)
2. Leave a quick comment about your experience?
3. Share with 2 screenwriter friends?

This launch determines our visibility for months. Thank you! 🙏
```

**For Industry Contacts:**
```
Subject: New screenwriting platform launching Thursday

Hey [Name],

Quick note - I'm launching Scripter, a new screenwriting platform built to compete with Final Draft and WriterDuet.

We're live on Product Hunt Thursday. If you have 10 seconds to upvote, it would mean the world:

[Link]

Would also love your feedback on the product itself. Happy to comp a Pro account.

Thanks!
[Founder Name]
```

### 4. Launch Asset Checklist

**Creative Assets:**
- [ ] 90-second maker video (screen recording + voiceover)
  - Hook: Problem with current tools (0-15s)
  - Solution: Scripter features (15-60s)
  - CTA: Try free + upvote on PH (60-90s)
  
- [ ] Product screenshots (5-7, 1920x1080px)
  - Editor interface
  - Collaboration view
  - Analytics dashboard
  - Export options
  - Mobile app
  
- [ ] Thumbnail variants (3, 240x240px)
  - Logo on blue
  - Logo with tagline
  - Feature highlight
  
- [ ] GIF demos (3-4, <5MB each)
  - Real-time collaboration
  - Format automation
  - Export flow
  - AI feature (if ready)

- [ ] Social share graphics
  - Twitter/X (1200x675px)
  - LinkedIn (1200x627px)
  - Instagram story (1080x1920px)
  - Launch announcement template
  - Milestone templates (100 upvotes, #1 of the day, etc.)

**Written Assets:**
- [ ] Maker comment (see draft above)
- [ ] First comment with feature list
- [ ] 10+ comment response templates
  - Pricing questions
  - Feature comparisons
  - Platform availability
  - Export compatibility
  - Security/privacy
  - Team collaboration
  - Student discounts
  - Integration requests
  - Mobile app questions
  - AI features

**Response Template Examples:**
```
@user Thanks for the question! Scripter is free to start with unlimited pages. Pro is $9.99/mo with advanced features like AI tools and priority support. Happy to answer any other questions!

@user Great catch! Yes, we export to Final Draft (.fdx), PDF, Fountain, and more. Your scripts stay yours, always.

@user Absolutely! We're on web, macOS, Windows, and iOS/Android apps launching soon. All sync in real-time.
```

---

## Launch Day Execution (Thursday)

### Pre-Launch Checklist (Wednesday night)

- [ ] PH page approved and scheduled
- [ ] All supporters reminded (email + social)
- [ ] Graphics uploaded to PH gallery
- [ ] Maker comment drafted and ready
- [ ] Social posts scheduled in Buffer/Hootsuite
- [ ] Analytics tracking live (UTM parameters)
- [ ] Team briefed on roles

### Launch Day Timeline (All times PT)

**11:55 PM (Wednesday)**
- Final team check-in (Discord/Slack)
- Confirm PH page is live at 12:01 AM
- Prepare to share link

**12:01 AM - LAUNCH**
- Post goes live on Product Hunt
- Immediately post maker comment
- Post first comment with features
- Share to all social channels:
  - Twitter/X
  - LinkedIn
  - Facebook
  - Instagram Stories
  - Reddit (r/Screenwriting, r/Filmmakers)
  - Discord servers
  - Email waitlist

**12:01 AM - 1:00 AM (Critical First Hour)**
- VIP supporters upvote (target: 50+ upvotes)
- Respond to every comment within 5 minutes
- Share milestone: "We're live! 🚀"
- Monitor velocity (aim for 10+ upvotes/15 min)

**1:00 AM - 8:00 AM**
- Continue responding to comments
- Share progress updates (100 upvotes, etc.)
- Engage with other PH launches (cross-support)
- Monitor ranking hourly

**8:00 AM - 12:00 PM**
- Morning push: share on LinkedIn
- Email reminder to supporters who haven't upvoted
- Post update: "X hours left!"
- Engage with PH community comments

**12:00 PM - 5:00 PM**
- Afternoon momentum check
- Share customer stories/testimonials
- Respond to any remaining comments
- Prepare evening push

**5:00 PM - 8:00 PM (Final Push)**
- "2 hours left!" urgency posts
- Final email to waitlist
- Thank all supporters publicly
- Share final ranking goal

**8:00 PM - 12:00 AM**
- Launch ends
- Calculate final stats
- Thank everyone again
- Begin follow-up emails

### Hourly Monitoring Dashboard

Track these metrics every hour:

| Time | Upvotes | Comments | Rank (Day) | Rank (Week) | Signups |
|------|---------|----------|------------|-------------|---------|
| 12 AM | | | | | |
| 1 AM | | | | | |
| ... | | | | | |
| 12 PM | | | | | |

**Alerts:**
- If <100 upvotes by 8 AM PT → escalate outreach
- If ranking drops → mobilize VIP list
- If negative comments → respond professionally within 10 min

### Social Media Posting Schedule

**12:01 AM:** "We're LIVE on Product Hunt! 🚀"
- All channels
- Link to PH post
- Hero graphic

**3:00 AM:** "100 upvotes in 3 hours! Thank you! 🎉"
- Twitter/X, LinkedIn
- Milestone graphic

**8:00 AM:** "Write your best script yet with Scripter"
- LinkedIn article share
- Feature highlight

**12:00 PM:** "Halfway through launch day!"
- All channels
- Demo GIF

**4:00 PM:** "4 hours left to support!"
- Twitter/X, LinkedIn
- Urgency graphic

**7:00 PM:** "Final stretch! Thank you for an amazing launch 🙏"
- All channels
- Thank you graphic

**9:00 PM:** "Launch day complete! Here's what happened..."
- Twitter/X thread
- Results summary

---

## Post-Launch Follow-Up (+1 to +7 days)

### Day +1 (Friday)
- **Thank you email** to all supporters
- **Results announcement** on social media
- **Press outreach** with launch stats
- **Blog post:** "What we learned launching on Product Hunt"

**Thank You Email Template:**
```
Subject: We did it! Scripter launches on Product Hunt 🎉

Hey [Name],

WOW. Thank you!

Thanks to supporters like you, Scripter launched on Product Hunt with:
- [X] upvotes
- [Y] comments
- [Z] signups on day one
- Top [N] product of the day

This is just the beginning. We're committed to building the best screenwriting platform ever.

Start writing free: [link]

With gratitude,
[Founder Name]
```

### Day +2 to +7
- **Press releases** go live (embargo lifted)
- **Influencer content** publishes (YouTube, TikTok)
- **Reddit AMA** (if scheduled)
- **Customer stories** shared on social
- **Weekly review** of launch metrics

---

## Success Metrics

### Primary KPIs
| Metric | Target | Actual | Status |
|--------|--------|--------|--------|
| Upvotes | 500+ | | |
| Comments | 50+ | | |
| Day ranking | Top 5 | | |
| Week ranking | Top 20 | | |
| Day-one signups | 200+ | | |
| Press mentions | 5+ | | |

### Secondary KPIs
- Social media followers gained
- Email list growth
- Backlinks acquired
- Domain authority increase
- Waitlist conversions

---

## Budget

| Item | Cost |
|------|------|
| PH advertising (optional) | $0-500 |
| Graphic design (Fiverr/Upwork) | $200 |
| Video production | $300 |
| Email tool (Customer.io) | $279/mo |
| Social scheduling (Buffer) | $100/mo |
| **Total** | **$879 + tools** |

*Can launch with $0 using organic tactics only*

---

## Risk Mitigation

| Risk | Likelihood | Impact | Mitigation |
|------|------------|--------|------------|
| Low first-hour momentum | Medium | High | Activate VIP list immediately |
| Technical issues | Low | High | Have rollback plan, monitor closely |
| Negative comments | Medium | Medium | Respond professionally, learn |
| PH page rejected | Low | High | Submit early, follow guidelines |
| Competitor launches same day | Low | Medium | Differentiate, focus on our strengths |
| Low conversion to signups | Medium | Medium | Optimize landing page, clear CTA |

---

## Competitive Intelligence

**Recent Successful Launches in Creator Tools:**
- Notion: 2,500+ upvotes (established brand)
- Descript: 1,200+ upvotes (unique value prop)
- Riverside.fm: 800+ upvotes (clear differentiation)

**Key Learnings:**
1. Real-time collaboration is a strong hook
2. Free tier generates more upvotes than paid-only
3. Video demos increase engagement 3x
4. Founder authenticity matters more than polish
5. First 4 hours determine final ranking

---

## Appendix: Product Hunt Best Practices

### DO:
- Launch on Tuesday, Wednesday, or Thursday
- Post at 12:01 AM PT for full 24-hour cycle
- Respond to every comment (even negative ones)
- Share authentic founder story
- Include video demo
- Mobilize network for first hour
- Cross-promote other PH launches

### DON'T:
- Launch on weekends or holidays
- Buy upvotes (PH will ban you)
- Spam communities
- Ignore comments
- Over-promise features
- Launch without mobile optimization
- Forget to thank supporters

---

## Related Documents

- [Launch Campaign Plan](/FRE/issues/FRE-581#document-plan)
- [Launch Readiness Checklist](/home/mike/code/FrenoCorp/marketing/LAUNCH_READINESS.md)
- [Brand Identity Guide](/home/mike/code/FrenoCorp/marketing/brand/identity.md)

---

## Subtasks Created

- [x] FRE-635: Create Product Hunt page and submit for review
- [x] FRE-636: Build Product Hunt supporter list from waitlist
- [x] FRE-637: Create Product Hunt launch assets
- [x] FRE-638: Execute Product Hunt launch day monitoring

---

**Next Actions:**
1. Confirm launch date with CTO (product stability)
2. Create Product Hunt account and submit page (FRE-635)
3. Begin VIP supporter outreach (FRE-636)
4. Commission launch assets design (FRE-637)

**Status:** Ready to execute pending launch date confirmation
