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Minimum Viable LaunchJune 16, 2015

The Art of the Launch

Success

PR + AR + Social Media + Content + Online Ads + Excited Team

(synchronized storytelling)

Challenge at Launch: New brand + New product

Goal at Launch: Market positioning + Drive signs-up for private beta

40+ unique articles | 1,000+ unique tweets

1,000s of private beta sign-ups

e.g. example

Step One: Set Goals For Your Launch

Messaging and CTAs

Step Two: Timing Your Launch

Product is ready, really?

Tradeshows?

Industry news?

Timing Matters

Step Three: Develop the Story

Heading What is the overall message you want to get across

Subhead Provide one sentence that explains the message in greater detail

Summary of News First paragraph provides the news in an easy to digest paragraph form

Quote from CEO Write their quote for them

More information on the product Provide additional information on where to purchase

Quote from Third Party Write a fictional quote from an analyst, customer, partner or investor

Elements of a Press Release

Heading

Subhead

Summary of News

Quote from CEO

More information on the product

Quote from Third Party

boilerplate + contact info

assets - ads - newsletters - blogs

Brand Your Launch

Step Four: Third Party Validation

Third Party Validation Resources

Analysts Gartner, IDC, 451 Research, RedMonk and Forrester

Well-Known CustomersBrands your reporters know

PartnersIntegration points, Advisors

InvestorsAccelerators, Board, VCs

Step Five: Reaching Out to Press

Find Your Beat

&EMBARGOs

Hi X -

On X date at X time we will be launching funding alongside our new product called X. If you agree to the embargo happy to send you the release or set up time to tell you more.

Since we have not previously met, we do X.

Do you have time on X date to talk more?

Thanks,X

The Pitch

A reporter wants to talk, now what?

Step Six: The Day Before

Coordinate&

FOLLOW-UP

Step Seven: The Importance of Day-of

ALL-HANDS ON-DECK&

Follow-up, Again

Step Eight: Thank-Yous

Objectives: Set goals for Launch. (e.g. Brand positioning to Sign-ups)

Embargo Time: Stick with it or you lose respect quickly

Minimum Viable Launch: PR + AR + Social Media + Content + Online Ads + Excited Team

Prep for Interviews: Answer the hard questions, someone will ask them.

Day Of: Clear your schedule to focus on the launch. Encourage your team to promote. Keep following-up.

Post Mortem, Team Drinks, Repeat.

Quick Takeaways

Thank You@melsmomel@coreos.com

Now go and tell a great story!