Use this when: You're ready to ship and need to coordinate the operational how — rollout type, messaging, internal enablement, channel staging, and monitoring. Not "should I launch?" but "how do I launch well?"
You're done when: You have a launch narrative, internal teams are briefed, channels are staged, metrics are instrumented, and you have a rollback plan.
The Sequence
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Template
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Example
A B2B SaaS launched a new reporting dashboard:
- Rollout type — phased: 10% of accounts first (power users who requested it), then 50%, then 100% over two weeks
- Launch narrative — "For ops managers who spend Friday afternoons pulling data into spreadsheets, the reporting dashboard gives them real-time answers without leaving the product"
- Internal prep — support got a 2-page FAQ with screenshots, sales got a 60-second demo script, CS got talking points for check-in calls
- Channels — in-app announcement to the 10% cohort on Tuesday, email to the waitlist on Wednesday, blog post on Thursday
- First 48 hours — watched dashboard load times, error rates, and support tickets mentioning "reports"
One cohort hit a bug with date filters — they fixed it before expanding to 50%. Post-launch review surfaced that the email drove 3x more activation than the in-app announcement, which shaped their channel strategy for the next launch.
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Written with ❤️ by a human (still)