# Pre-Launch Execution Plan - FRE-627

**Status:** In Progress  
**Owner:** CMO  
**Timeline:** Month 8-9 (2 weeks)  
**Goal:** Execute all pre-launch activities for Scripter launch

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## Executive Summary

This issue covers 4 main pre-launch deliverables:
1. ✅ **Waitlist landing page** - 10K signup goal
2. ✅ **Beta program** - 500 users
3. ✅ **Press outreach** - Press kit + 10+ media targets
4. ✅ **Product Hunt prep** - MIH campaign + launch assets

**Current Status:** Planning documents exist, execution in progress

---

## 1. Waitlist Landing Page (10K Goal)

### Current State
- Marketing website exists: `/marketing/website/`
- Launch campaign plan: `/marketing/launch-campaign.md`
- Email marketing strategy: `/marketing/email-marketing-strategy.md`
- Mailchimp setup guide: `/marketing/mailchimp-setup-guide.md`

### Action Items
- [ ] **Create dedicated waitlist landing page** with:
  - Hero: "Write Faster" + email capture
  - Feature previews (3-4 key benefits)
  - Social proof (beta user quotes)
  - Countdown timer (if launch date set)
- [ ] **Set up email automation sequences:**
  - Welcome email (immediate)
  - Feature reveal series (weekly)
  - Launch announcement (day of)
- [ ] **Drive traffic to waitlist:**
  - Social media teasers
  - Reddit posts (r/Screenwriting, r/Filmmakers)
  - Twitter/X threads about screenwriting tips
  - LinkedIn articles about collaboration

### Success Metrics
- Target: 10,000 email subscribers
- Current: [Need to check analytics]
- Conversion rate target: 25%+ (landing page visitor → email)

### Owner: CMO
**Timeline:** Week 1-2

---

## 2. Beta Program (500 Users)

### Current State
- Need to recruit 500 beta users
- Focus on screenwriting influencers and active community members

### Action Items
- [ ] **Create beta advocate list:**
  - 50 screenwriting YouTubers/TikTokers
  - 100 active Reddit community members
  - 50 screenwriting podcast hosts
  - 100 film school contacts
  - 200 Twitter/X screenwriting community
- [ ] **Beta outreach emails:**
  - Personalized invitations
  - Offer lifetime Pro account for feedback
  - Request honest reviews/testimonials
- [ ] **Beta onboarding flow:**
  - Welcome email with getting started guide
  - Weekly check-in surveys
  - Private Discord/Slack for feedback
  - Feature request voting system
- [ ] **Beta success tracking:**
  - Weekly active users
  - Feature usage analytics
  - NPS scores
  - Testimonial collection

### Success Metrics
- 500 active beta users
- 50+ detailed feedback responses
- 20+ video testimonials
- 10+ influencer partnerships

### Owner: CMO
**Timeline:** Week 1-3 (ongoing)

---

## 3. Press Outreach (10+ Media Targets)

### Current State
- ✅ Press release draft: `/marketing/press-release.md`
- ✅ Distribution strategy included
- ✅ Pitch email templates included
- ✅ Press kit structure defined

### Action Items
- [ ] **Finalize press kit page at scripter.app/press:**
  - Logos (PNG, SVG, EPS)
  - Screenshots (dashboard, editor, collaboration)
  - Founder photos and bio
  - Brand guidelines
  - Demo video
- [ ] **Build media contact list (50+ targets):**
  - Tier 1: TechCrunch, Verge, Wired (10)
  - Tier 2: Variety, Deadline, THR (10)
  - Tier 3: No Film School, ScreenCraft (15)
  - Tier 4: Product Hunt, HN, Indie Hackers (10)
  - Tier 5: LA Business Journal, local (5)
- [ ] **Execute embargoed outreach (T-7 days):**
  - Send personalized pitches to Tier 1
  - Offer exclusive first-look interviews
  - Provide demo access
- [ ] **Set up press monitoring:**
  - Google Alerts for "Scripter screenwriting"
  - Mention.com or similar ($0-29/mo)
  - Track all coverage in spreadsheet

### Success Metrics
- 10+ press mentions
- 2-3 Tier 1 articles
- 3-5 Tier 2 articles
- 500+ signups from press coverage

### Owner: CMO
**Timeline:** Week 2-4 (embargoed outreach starts T-7)

---

## 4. Product Hunt Prep (Launch of the Day)

### Current State
- ✅ Product Hunt launch plan: `/marketing/product-hunt-launch-plan.md`
- ✅ Product Hunt assets brief: `/marketing/product-hunt-assets-brief.md`
- ✅ Video script: `/marketing/product-hunt-video-script.md`
- ✅ Supporter outreach plan: `/marketing/product-hunt-supporter-outreach.md`
- ✅ Supporter tracker: `/marketing/product-hunt-supporter-tracker-live.md`
- ✅ VIP hunter list: `/marketing/vip-hunter-list-draft.md`
- ✅ Asset directory: `/marketing/product-hunt-assets/`

### Action Items
- [ ] **Create Product Hunt page (T-14 days):**
  - Submit for review (takes ~1 week)
  - Craft hunter pitch (first comment)
  - Prepare gallery images (6-8 screenshots/gifs)
  - Set launch date (Tuesday/Wednesday best)
- [ ] **Recruit 100+ day-one supporters:**
  - Reach out to beta users
  - Contact screenwriting influencers
  - Engage hunter community
  - Track commitments in supporter tracker
- [ ] **Prepare launch day assets:**
  - 60-second demo video
  - GIFs showing key features
  - Social media posts (scheduled)
  - Email to waitlist (ready to send)
- [ ] **Plan launch day execution:**
  - Team upvote coordination (first hour critical)
  - Comment response plan (respond to every comment)
  - Social media blitz schedule
  - Press amplification (if embargoed articles lift)

### Success Metrics
- Product Hunt: Top 5 product of the day
- 2,000+ upvotes
- 500+ comments
- 1,000+ signups on launch day

### Owner: CMO
**Timeline:** Week 3-4 (launch day = Week 4, Day 1)

---

## Timeline Summary

| Week | Focus | Key Deliverables |
|------|-------|------------------|
| **W1** | Waitlist + Beta | Landing page live, email sequences, beta recruitment starts |
| **W2** | Press + Beta | Press kit live, media list built, embargoed outreach begins |
| **W3** | Product Hunt | PH page submitted, supporter recruitment, asset creation |
| **W4** | LAUNCH | Product Hunt day 1, press embargo lifts, all channels active |

---

## Dependencies

- **CTO:** Product stability, analytics tracking, payment system live
- **Ops:** Domain/email setup, press kit hosting
- **Design:** Marketing assets, screenshots, logos

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## Budget

| Item | Cost |
|------|------|
| Press distribution (PR Newswire) | $400-800 |
| Press monitoring (Mention) | $0-29/mo |
| Email marketing (Mailchimp) | $0-50/mo |
| Social scheduling (Buffer) | $0-30/mo |
| **Total** | **$400-909** |

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## Risks & Mitigation

| Risk | Likelihood | Impact | Mitigation |
|------|------------|--------|------------|
| Low waitlist signups | Medium | High | Increase social activity, paid ads, influencer partnerships |
| Press doesn't cover | High | Medium | Pivot to influencer strategy, double down on Product Hunt |
| Product Hunt underperforms | Medium | High | Activate network, paid PH ads, community engagement |
| Beta users inactive | Low | Medium | Better onboarding, weekly challenges, incentives |

---

## Next Actions (This Heartbeat)

1. ✅ Review existing plans (done)
2. **Create subtasks for each deliverable**
3. **Assign execution timeline**
4. **Set up tracking dashboard**
5. **Begin beta recruitment**

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**Parent Issue:** FRE-581 (Launch campaign plan)  
**Related Issues:** FRE-628 (Launch week execution), FRE-629 (Product Hunt launch day)  
**Goal:** 2c5a8678-b505-4e9c-8ec4-c41faa9626ff (Make incredible software)