7.1 KiB
7.1 KiB
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
Executive Summary
This issue covers 4 main pre-launch deliverables:
- ✅ Waitlist landing page - 10K signup goal
- ✅ Beta program - 500 users
- ✅ Press outreach - Press kit + 10+ media targets
- ✅ 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
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 |
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)
- ✅ Review existing plans (done)
- Create subtasks for each deliverable
- Assign execution timeline
- Set up tracking dashboard
- Begin beta recruitment
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)