235 lines
7.1 KiB
Markdown
235 lines
7.1 KiB
Markdown
# Pre-Launch Execution Plan - FRE-627
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**Status:** In Progress
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**Owner:** CMO
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**Timeline:** Month 8-9 (2 weeks)
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**Goal:** Execute all pre-launch activities for Scripter launch
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---
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## Executive Summary
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This issue covers 4 main pre-launch deliverables:
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1. ✅ **Waitlist landing page** - 10K signup goal
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2. ✅ **Beta program** - 500 users
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3. ✅ **Press outreach** - Press kit + 10+ media targets
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4. ✅ **Product Hunt prep** - MIH campaign + launch assets
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**Current Status:** Planning documents exist, execution in progress
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---
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## 1. Waitlist Landing Page (10K Goal)
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### Current State
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- Marketing website exists: `/marketing/website/`
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- Launch campaign plan: `/marketing/launch-campaign.md`
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- Email marketing strategy: `/marketing/email-marketing-strategy.md`
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- Mailchimp setup guide: `/marketing/mailchimp-setup-guide.md`
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### Action Items
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- [ ] **Create dedicated waitlist landing page** with:
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- Hero: "Write Faster" + email capture
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- Feature previews (3-4 key benefits)
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- Social proof (beta user quotes)
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- Countdown timer (if launch date set)
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- [ ] **Set up email automation sequences:**
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- Welcome email (immediate)
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- Feature reveal series (weekly)
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- Launch announcement (day of)
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- [ ] **Drive traffic to waitlist:**
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- Social media teasers
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- Reddit posts (r/Screenwriting, r/Filmmakers)
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- Twitter/X threads about screenwriting tips
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- LinkedIn articles about collaboration
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### Success Metrics
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- Target: 10,000 email subscribers
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- Current: [Need to check analytics]
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- Conversion rate target: 25%+ (landing page visitor → email)
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### Owner: CMO
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**Timeline:** Week 1-2
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---
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## 2. Beta Program (500 Users)
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### Current State
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- Need to recruit 500 beta users
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- Focus on screenwriting influencers and active community members
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### Action Items
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- [ ] **Create beta advocate list:**
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- 50 screenwriting YouTubers/TikTokers
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- 100 active Reddit community members
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- 50 screenwriting podcast hosts
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- 100 film school contacts
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- 200 Twitter/X screenwriting community
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- [ ] **Beta outreach emails:**
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- Personalized invitations
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- Offer lifetime Pro account for feedback
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- Request honest reviews/testimonials
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- [ ] **Beta onboarding flow:**
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- Welcome email with getting started guide
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- Weekly check-in surveys
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- Private Discord/Slack for feedback
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- Feature request voting system
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- [ ] **Beta success tracking:**
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- Weekly active users
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- Feature usage analytics
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- NPS scores
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- Testimonial collection
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### Success Metrics
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- 500 active beta users
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- 50+ detailed feedback responses
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- 20+ video testimonials
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- 10+ influencer partnerships
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### Owner: CMO
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**Timeline:** Week 1-3 (ongoing)
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---
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## 3. Press Outreach (10+ Media Targets)
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### Current State
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- ✅ Press release draft: `/marketing/press-release.md`
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- ✅ Distribution strategy included
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- ✅ Pitch email templates included
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- ✅ Press kit structure defined
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### Action Items
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- [ ] **Finalize press kit page at scripter.app/press:**
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- Logos (PNG, SVG, EPS)
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- Screenshots (dashboard, editor, collaboration)
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- Founder photos and bio
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- Brand guidelines
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- Demo video
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- [ ] **Build media contact list (50+ targets):**
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- Tier 1: TechCrunch, Verge, Wired (10)
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- Tier 2: Variety, Deadline, THR (10)
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- Tier 3: No Film School, ScreenCraft (15)
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- Tier 4: Product Hunt, HN, Indie Hackers (10)
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- Tier 5: LA Business Journal, local (5)
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- [ ] **Execute embargoed outreach (T-7 days):**
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- Send personalized pitches to Tier 1
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- Offer exclusive first-look interviews
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- Provide demo access
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- [ ] **Set up press monitoring:**
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- Google Alerts for "Scripter screenwriting"
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- Mention.com or similar ($0-29/mo)
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- Track all coverage in spreadsheet
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### Success Metrics
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- 10+ press mentions
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- 2-3 Tier 1 articles
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- 3-5 Tier 2 articles
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- 500+ signups from press coverage
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### Owner: CMO
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**Timeline:** Week 2-4 (embargoed outreach starts T-7)
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---
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## 4. Product Hunt Prep (Launch of the Day)
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### Current State
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- ✅ Product Hunt launch plan: `/marketing/product-hunt-launch-plan.md`
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- ✅ Product Hunt assets brief: `/marketing/product-hunt-assets-brief.md`
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- ✅ Video script: `/marketing/product-hunt-video-script.md`
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- ✅ Supporter outreach plan: `/marketing/product-hunt-supporter-outreach.md`
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- ✅ Supporter tracker: `/marketing/product-hunt-supporter-tracker-live.md`
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- ✅ VIP hunter list: `/marketing/vip-hunter-list-draft.md`
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- ✅ Asset directory: `/marketing/product-hunt-assets/`
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### Action Items
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- [ ] **Create Product Hunt page (T-14 days):**
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- Submit for review (takes ~1 week)
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- Craft hunter pitch (first comment)
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- Prepare gallery images (6-8 screenshots/gifs)
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- Set launch date (Tuesday/Wednesday best)
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- [ ] **Recruit 100+ day-one supporters:**
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- Reach out to beta users
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- Contact screenwriting influencers
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- Engage hunter community
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- Track commitments in supporter tracker
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- [ ] **Prepare launch day assets:**
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- 60-second demo video
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- GIFs showing key features
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- Social media posts (scheduled)
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- Email to waitlist (ready to send)
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- [ ] **Plan launch day execution:**
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- Team upvote coordination (first hour critical)
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- Comment response plan (respond to every comment)
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- Social media blitz schedule
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- Press amplification (if embargoed articles lift)
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### Success Metrics
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- Product Hunt: Top 5 product of the day
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- 2,000+ upvotes
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- 500+ comments
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- 1,000+ signups on launch day
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### Owner: CMO
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**Timeline:** Week 3-4 (launch day = Week 4, Day 1)
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---
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## Timeline Summary
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| Week | Focus | Key Deliverables |
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|------|-------|------------------|
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| **W1** | Waitlist + Beta | Landing page live, email sequences, beta recruitment starts |
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| **W2** | Press + Beta | Press kit live, media list built, embargoed outreach begins |
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| **W3** | Product Hunt | PH page submitted, supporter recruitment, asset creation |
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| **W4** | LAUNCH | Product Hunt day 1, press embargo lifts, all channels active |
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---
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## Dependencies
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- **CTO:** Product stability, analytics tracking, payment system live
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- **Ops:** Domain/email setup, press kit hosting
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- **Design:** Marketing assets, screenshots, logos
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## Budget
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| Item | Cost |
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|------|------|
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| Press distribution (PR Newswire) | $400-800 |
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| Press monitoring (Mention) | $0-29/mo |
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| Email marketing (Mailchimp) | $0-50/mo |
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| Social scheduling (Buffer) | $0-30/mo |
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| **Total** | **$400-909** |
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---
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## Risks & Mitigation
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| Risk | Likelihood | Impact | Mitigation |
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|------|------------|--------|------------|
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| Low waitlist signups | Medium | High | Increase social activity, paid ads, influencer partnerships |
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| Press doesn't cover | High | Medium | Pivot to influencer strategy, double down on Product Hunt |
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| Product Hunt underperforms | Medium | High | Activate network, paid PH ads, community engagement |
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| Beta users inactive | Low | Medium | Better onboarding, weekly challenges, incentives |
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---
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## Next Actions (This Heartbeat)
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1. ✅ Review existing plans (done)
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2. **Create subtasks for each deliverable**
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3. **Assign execution timeline**
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4. **Set up tracking dashboard**
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5. **Begin beta recruitment**
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---
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**Parent Issue:** FRE-581 (Launch campaign plan)
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**Related Issues:** FRE-628 (Launch week execution), FRE-629 (Product Hunt launch day)
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**Goal:** 2c5a8678-b505-4e9c-8ec4-c41faa9626ff (Make incredible software)
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