A four-week online product launch plan
Four weeks is long enough to build anticipation and short enough to keep it. If you have an existing audience, you can compress it to two; if you are starting from nothing, give yourself longer to build the list first.
- Week four, decide: write the one sentence that says who the product is for and what changes for them. Set the launch date, the price and the launch offer, and decide what people do on the day: buy, book, join a waitlist or start a trial.
- Week four, build: set up the launch page and the event room, with sign-up at the door so every guest is captured and tagged to the launch.
- Week three, tease: share the problem, not the product. Behind-the-scenes posts, early sketches and the story of why you built it, each ending with the sign-up link.
- Week two, invite: announce the live launch event with the date, time and what attendees get that nobody else does, such as an early price or a bonus.
- Week one, warm up: send the reminder sequence, line up any guests or early users who will speak, and rehearse the event end to end.
- Launch day: host the live event, open the doors at the high point, and keep the offer visible until you close.
- The days after: send the replay, answer questions in public, and close the launch offer on the date you promised.
Run of show for a live launch event
A launch event is a story with a reveal. Keep it under an hour and put the reveal roughly a third of the way in, once people have arrived and settled but before attention dips.
- Doors open, ten to fifteen minutes before: a branded waiting page with a countdown and the launch name. Guests enter name and email at the door.
- Minute zero: start for everyone at once. Welcome people, say what they will see and that there is something only live attendees get.
- Minutes two to fifteen, the problem: the story of the customer you built this for, and what they put up with today.
- Minutes fifteen to twenty, the reveal: show the product. Pause. Fire the confetti or rocket. Let the chat react before you speak again.
- Minutes twenty to forty, the walkthrough: a live demo of the three things that matter most, with an early user or guest if you have one.
- Minutes forty to forty-five, the offer: price, what is included, the live-only bonus and when it ends. Put it on screen and beside the meeting at the same time.
- Minutes forty-five to fifty-five, questions: answer the ones that stop people buying, such as fit, timing and support.
- Final minutes: restate the offer and the deadline, thank people, and celebrate the first orders or sign-ups by name if they agree.
Launch event checklist
Run through this a week out and again the morning of the launch.
- One-sentence positioning written and agreed.
- Launch date, price, launch offer and deadline fixed and written down.
- Launch page live with the event date and a sign-up form.
- Event room built: branding, waiting-room message, countdown and add-to-calendar.
- Guest capture on, with the event tag set, so you know who attended live.
- Reminder emails scheduled for one week, one day and one hour before, plus a starting-now message.
- Speakers briefed and rehearsed, including the hand-offs.
- Demo tested on the same connection and device you will use live.
- Offer link tested end to end, including a real purchase or booking.
- Effects chosen for the reveal and the first order, and tested on a second device.
- Capacity checked against your meeting licence's participant limit, with an overflow plan if needed.
- Replay email and follow-up sequence written before the event, not after.
Virtual launch ideas worth stealing
Pick the ones that suit your product and audience. One memorable moment beats five gimmicks.
- Live unboxing: if the product is physical, open the first box on camera at the reveal.
- Founding member wall: name the first buyers live, with their permission, and thank them on air.
- The build story: show the earliest, ugliest version alongside the finished one.
- Customer co-host: invite an early user to co-present the walkthrough in their own words.
- Countdown doors: keep the offer locked until a set minute, then open it together with a countdown and a celebration.
- Ask the maker: a closing segment where the person who built it answers the most technical questions.
- Launch-day office hours: a second, smaller session later the same day for people in other time zones.
- Bonus for being there: one extra, such as a template or a session, offered only to live attendees.
- Launch party, not presentation: music in the waiting room, a toast at the reveal and applause for the team.
Common launch mistakes
The most common is launching to nobody. A launch event amplifies an audience; it does not create one, so spend the early weeks on sign-ups. The second is a buried offer: hosts teach for fifty minutes, then rush the offer as people leave. Decide the minute you will present it and keep it visible from then on.
Third, sending guests away to buy. Every click to another tab is a chance to drift off. Fourth, no follow-up plan: the replay and the deadline reminder are often where many decisions happen, so write them before the day. Finally, an untested checkout. Make a real purchase the day before.
Where a branded room fits a product launch
A branded meeting room makes the launch feel like your event from the first click: your logo, colours and launch name around the meeting, a waiting room with a countdown, and guests captured at the door. Start the room opens the meeting for every waiting guest at the same moment, so the opening and the reveal land together, and effects let you fire confetti or a rocket on every in-room screen at once.
On a Branded Room, the launch offer can sit in the featured offers rail beside the meeting and open in a slide-over, so guests buy or book without leaving the event. Guest details go to your CRM or email tool with the launch tag, and the follow-up funnel sends guests to the replay or offer you choose. Effects are not in the meeting platform's recording, and capacity is set by your meeting licence, so plan the replay and the room size accordingly.