Add waitlist schema for marketing (FRE-635)
- Created waitlist_signups and waitlist_events tables - Supports email, name, source tracking, and status management - Enables VIP supporter list for Product Hunt launch - Migration 0002_chemical_shocker.sql generated - Fixed brand color in product-hunt-assets-brief.md (#518ac8)
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marketing/LAUNCH_READINESS.md
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marketing/LAUNCH_READINESS.md
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# Scripter Marketing Launch Readiness
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**Document Type:** Launch Checklist
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**Owner:** CMO
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**Last Updated:** 2026-04-25
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**Status:** ✅ READY FOR LAUNCH
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---
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## Executive Summary
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Scripter's marketing foundation is complete and ready for launch. All 10 marketing issues have been addressed with comprehensive strategy documents and production-ready assets.
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**Launch Date:** [TBD - Coordinate with CTO on product stability]
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**Launch Strategy:** Product Hunt + Organic + Press (see FRE-581)
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---
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## Completed Deliverables
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### ✅ Brand & Identity (FRE-576)
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- [x] Brand identity document (`/brand/identity.md`)
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- [x] Logo and color palette defined
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- [x] Typography and brand voice guidelines
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- [x] Competitive positioning (vs Final Draft, WriterDuet)
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### ✅ Marketing Website (FRE-577)
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- [x] 8 pages built and deployed:
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- Landing (`/`)
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- Features (`/features`)
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- Pricing (`/pricing`)
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- About (`/about`)
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- FAQ (`/faq`)
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- Blog (`/blog`)
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- Blog Post Template (`/blog/:slug`)
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- 404 Page (`*`)
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- [x] 6 CSS stylesheets (~36KB)
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- [x] 4 complete blog posts published
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- [x] Full SEO + Open Graph implementation
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- [x] Responsive design
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### ✅ Content Strategy (FRE-578, FRE-579)
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- [x] Content calendar (`/marketing/content-calendar.md`)
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- [x] Social media strategy (`/marketing/social-media-strategy.md`)
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- [x] Content pillars defined
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- [x] SEO keyword targets identified
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### ✅ Email Marketing (FRE-580)
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- [x] 6 email sequences designed
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- [x] Transactional email templates
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- [x] Segmentation strategy
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- [x] Tool recommendation (Customer.io or Mailchimp)
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- [x] Compliance guidelines (CAN-SPAM, GDPR)
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### ✅ Launch Campaign (FRE-581)
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- [x] 3-phase launch plan
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- [x] Product Hunt strategy
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- [x] Press outreach list (10+ targets)
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- [x] Influencer advocate program
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- [x] Launch contest plan
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- [x] Budget: $3,400 + $200/mo (or $0 organic)
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### ✅ Referral Program (FRE-582)
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- [x] 3-tier reward structure
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- [x] 4 viral loops designed
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- [x] Milestone bonuses
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- [x] Fraud prevention system
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- [x] Dashboard specs
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### ✅ Partnership Strategy (FRE-583)
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- [x] 5 partnership categories
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- [x] Priority target list
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- [x] Outreach templates
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- [x] Affiliate program structure
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- [x] Film school partnership offer
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### ✅ Paid Advertising (FRE-584)
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- [x] 4-channel strategy (Google, Facebook, YouTube, Reddit)
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- [x] Campaign structures
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- [x] Ad creative concepts
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- [x] Retargeting strategy
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- [x] Landing page specs
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- [x] Budget: $7k-16k/mo
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### ✅ Analytics Dashboard (FRE-585)
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- [x] 8 dashboard sections defined
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- [x] North star KPIs
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- [x] Event tracking schema
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- [x] Alert system design
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- [x] Tool recommendations (GA4 + Mixpanel + Metabase)
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---
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## Launch Readiness Checklist
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### Pre-Launch (Week -2 to -1)
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| Task | Owner | Status | Notes |
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|------|-------|--------|-------|
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| Finalize launch date | CMO + CTO | ⏳ Pending | Coordinate with product stability |
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| Set up analytics tracking | CTO | ⏳ Pending | GA4, Mixpanel, event tracking |
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| Create Product Hunt page | CMO | ⏳ Pending | Submit for review |
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| Build press list | CMO | ⏳ Pending | 20+ journalist contacts |
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| Recruit beta advocates | CMO | ⏳ Pending | 50 influencer targets |
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| Prepare social content | CMO | ⏳ Pending | 2 weeks of posts |
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| Set up email sequences | CMO + CTO | ⏳ Pending | Customer.io or Mailchimp |
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| Test referral tracking | CTO | ⏳ Pending | Link generation, rewards |
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| Create partnership deck | CMO | ⏳ Pending | 10-slide overview |
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| Final QA on website | CTO | ⏳ Pending | Cross-browser, mobile |
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### Launch Week (Days 1-7)
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| Day | Activity | Owner | Status |
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|-----|----------|-------|--------|
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| Day 1 | Product Hunt launch (12:01 AM PT) | CMO | ⏳ Pending |
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| Day 1 | Email waitlist announcement | CMO | ⏳ Pending |
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| Day 2 | Press embargo lifts | CMO | ⏳ Pending |
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| Day 2-7 | Respond to every PH comment | CMO | ⏳ Pending |
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| Day 3 | Influencer content publishes | CMO | ⏳ Pending |
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| Day 4 | Reddit AMA | CMO | ⏳ Pending |
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| Day 5 | Customer stories shared | CMO | ⏳ Pending |
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| Day 6-7 | Momentum push ("48 hours left") | CMO | ⏳ Pending |
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### Post-Launch (Weeks 2-4)
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| Task | Owner | Status | Notes |
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|------|-------|--------|-------|
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| Analyze launch metrics | CMO | ⏳ Pending | Signups, activation, conversion |
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| Optimize conversion funnel | CMO + CTO | ⏳ Pending | A/B tests |
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| Begin partnership outreach | CMO | ⏳ Pending | Top 10 targets |
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| Launch content engine | CMO | ⏳ Pending | 2 blog posts/week |
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| Start paid ads testing | CMO | ⏳ Pending | Google Search first |
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| Weekly performance review | CMO | ⏳ Pending | Every Monday |
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---
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## Success Metrics
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### 30-Day Goals
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| Metric | Target | Current | Status |
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|--------|--------|---------|--------|
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| Signups | 10,000 | 0 | ⏳ Not launched |
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| Activated users (5+ pages) | 5,000 | 0 | ⏳ Not launched |
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| Paid conversions | 500 | 0 | ⏳ Not launched |
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| MRR | $5,000 | $0 | ⏳ Not launched |
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| Press mentions | 10+ | 0 | ⏳ Not launched |
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| Social followers | 5,000 | 0 | ⏳ Not launched |
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### 90-Day Goals
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| Metric | Target | Current | Status |
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|--------|--------|---------|--------|
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| Signups | 25,000 | 0 | ⏳ Not launched |
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| Activated users | 12,500 | 0 | ⏳ Not launched |
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| Paid conversions | 2,000 | 0 | ⏳ Not launched |
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| MRR | $20,000 | $0 | ⏳ Not launched |
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| Viral coefficient | 0.5+ | 0 | ⏳ Not launched |
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---
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## Budget Summary
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### One-Time Costs
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| Item | Cost |
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|------|------|
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| Creative production (video, design) | $2,000 |
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| Launch contest prizes | $1,000 |
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| Press distribution | $400 |
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| Swag/gifts for influencers | $300 |
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| **Total One-Time** | **$3,700** |
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### Monthly Costs (at scale)
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| Item | Cost |
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|------|------|
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| Email platform (Customer.io) | $279 |
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| Analytics tools (Mixpanel, Metabase) | $500 |
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| Referral program rewards | $2,200-7,000 |
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| Paid advertising | $7,000-16,000 |
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| Partnership sponsorships | $2,000-5,000 |
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| **Total Monthly** | **$12,000-29,000** |
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### Lean Launch Option (Organic Only)
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| Item | Cost |
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|------|------|
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| Email platform (Mailchimp free tier) | $0 |
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| Analytics (GA4 free) | $0 |
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| Referral rewards (credits only) | $500 |
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| **Total Monthly** | **~$500** |
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---
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## Dependencies & Blockers
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### Critical Path
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| Dependency | Owner | Status | Impact |
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|------------|-------|--------|--------|
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| Product stability | CTO | ⏳ In Progress | Blocks launch date |
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| Payment system live | CTO | ⏳ In Progress | Blocks conversions |
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| Analytics tracking | CTO | ⏳ Pending | Blocks measurement |
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| Domain/email setup | Ops | ⏳ Pending | Blocks email marketing |
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### Nice to Have
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| Dependency | Owner | Status | Impact |
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|------------|-------|--------|--------|
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| Mobile apps ready | CTO | ⏳ Pending | Enhances launch |
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| AI features complete | CTO | ⏳ Pending | Differentiation |
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| Integration partnerships | CMO | ⏳ Pending | Long-term growth |
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---
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## Risk Assessment
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| Risk | Likelihood | Impact | Mitigation |
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|------|------------|--------|------------|
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| Product bugs at launch | Medium | High | Staggered rollout, quick rollback |
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| Low Product Hunt traffic | Medium | High | Activate network, paid boost backup |
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| Press doesn't cover | High | Medium | Pivot to influencer-focused |
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| Payment system failures | Low | High | Test thoroughly, have manual backup |
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| Negative reviews | Medium | Medium | Respond professionally, iterate |
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| High CPA on paid ads | Medium | Medium | Set caps, pause underperformers |
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---
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## Next Actions (This Week)
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1. **Schedule launch date** - CMO + CTO alignment (by EOW)
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2. **Submit Product Hunt** - At least 2 weeks before launch
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3. **Begin press outreach** - Soft pitches to top 5 targets
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4. **Set up analytics** - GA4 + event tracking (CTO priority)
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5. **Finalize email sequences** - Write all copy, set up automation
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6. **Create launch assets** - Graphics, videos, social templates
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7. **Test referral system** - End-to-end flow with rewards
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8. **Prepare dashboard** - Launch day monitoring setup
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---
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## Document Index
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All marketing strategy documents are stored in `/marketing/`:
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| Document | File | Purpose |
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|----------|------|---------|
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| Brand Identity | `/marketing/brand/identity.md` | Brand guidelines |
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| Content Calendar | `/marketing/content-calendar.md` | Editorial planning |
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| Social Strategy | `/marketing/social-media-strategy.md` | Social media plan |
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| Email Strategy | `/marketing/email-marketing-strategy.md` | Email sequences |
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| Launch Campaign | `/marketing/launch-campaign.md` | Launch execution |
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| Referral Program | `/marketing/referral-program.md` | Viral growth |
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| Partnerships | `/marketing/partnership-strategy.md` | Partner outreach |
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| Paid Ads | `/marketing/paid-ad-strategy.md` | Paid acquisition |
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| Analytics | `/marketing/analytics-dashboard.md` | Measurement |
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---
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**Approval Status:**
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| Role | Name | Status | Date |
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|------|------|--------|------|
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| CMO | [Current] | ✅ Approved | 2026-04-25 |
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| CEO | [Pending] | ⏳ Pending | — |
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| CTO | [Pending] | ⏳ Pending | — |
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**Launch Ready:** ✅ YES (pending product stability confirmation)
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