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Cognitive architecture for AI-augmented software development with structured memory, ensemble validation, and closed-loop correction. FAIR-aligned artifacts, 84% cost reduction via human-in-the-loop, standards adopted by 100+ organizations.
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# Product Launch Plan
**Card ID**: `PMK-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Approved | Active | Complete
**Product**: {PRODUCT_NAME}
**Launch Date**: {DATE}
**Owner**: {OWNER_NAME}
## Executive Summary
### Launch Overview
{2-3 sentence summary of what's launching and why it matters}
### Key Dates
| Milestone | Date |
|-----------|------|
| Internal launch | {Date} |
| Soft launch / Beta | {Date} |
| Public launch | {Date} |
| PR embargo lift | {Date} |
### Success Metrics
| Metric | Target | Tracking |
|--------|--------|----------|
| {Metric 1} | {Target} | {Source} |
| {Metric 2} | {Target} | {Source} |
| {Metric 3} | {Target} | {Source} |
## Launch Tier & Scope
### Launch Tier
- [ ] **Tier 1 (Major)**: New product, major platform shift, rebrand
- [ ] **Tier 2 (Medium)**: Major feature, new market, significant update
- [ ] **Tier 3 (Minor)**: Feature enhancement, incremental update
### Scope
| Element | In Scope | Out of Scope |
|---------|----------|--------------|
| Markets | {Regions} | {Excluded regions} |
| Segments | {Target segments} | {Excluded segments} |
| Channels | {Channels} | {Excluded channels} |
## Product Overview
### What We're Launching
{Description of the product/feature}
### Problem It Solves
{The customer problem this addresses}
### Key Features
| Feature | Benefit | Proof Point |
|---------|---------|-------------|
| {Feature 1} | {Customer benefit} | {Evidence} |
| {Feature 2} | {Customer benefit} | {Evidence} |
| {Feature 3} | {Customer benefit} | {Evidence} |
### Pricing & Packaging
| Tier/SKU | Price | Includes |
|----------|-------|----------|
| {Tier 1} | ${Amount} | {Features} |
| {Tier 2} | ${Amount} | {Features} |
## Target Audience
### Primary Audience
| Attribute | Detail |
|-----------|--------|
| Persona | {Persona name} |
| Job title | {Titles} |
| Industry | {Industries} |
| Company size | {Size range} |
| Pain points | {Key challenges} |
### Secondary Audience
{Repeat structure}
### Influencers & Decision Makers
| Role | Interest | Message Focus |
|------|----------|---------------|
| {Role} | {What they care about} | {Key message} |
## Messaging & Positioning
### Positioning Statement
For {target customer} who {need}, {Product Name} is a {category} that {key benefit}. Unlike {alternatives}, {Product Name} {key differentiator}.
### Key Messages
**Primary message**: {Single most important takeaway}
**Supporting messages**:
1. {Supporting message 1}
2. {Supporting message 2}
3. {Supporting message 3}
### Proof Points
| Claim | Evidence |
|-------|----------|
| {Claim 1} | {Data, quote, case study} |
| {Claim 2} | {Data, quote, case study} |
### Competitive Positioning
| Competitor | Their Position | Our Advantage |
|------------|----------------|---------------|
| {Competitor 1} | {How they position} | {Our differentiator} |
| {Competitor 2} | {How they position} | {Our differentiator} |
## Go-to-Market Strategy
### Launch Phases
| Phase | Dates | Focus |
|-------|-------|-------|
| Pre-launch | {Dates} | Awareness, waitlist, beta |
| Launch week | {Dates} | Announcement, PR, activation |
| Post-launch | {Dates} | Demand gen, optimization |
### Channel Strategy
| Channel | Role | Timing |
|---------|------|--------|
| Website | {Role} | {When} |
| Email | {Role} | {When} |
| Social | {Role} | {When} |
| PR | {Role} | {When} |
| Paid media | {Role} | {When} |
| Events | {Role} | {When} |
| Partners | {Role} | {When} |
| Sales | {Role} | {When} |
## Content & Assets
### Required Assets
| Asset | Owner | Due Date | Status |
|-------|-------|----------|--------|
| Product page | {Name} | {Date} | {Status} |
| Press release | {Name} | {Date} | {Status} |
| Blog post | {Name} | {Date} | {Status} |
| Email announcement | {Name} | {Date} | {Status} |
| Social content | {Name} | {Date} | {Status} |
| Sales deck | {Name} | {Date} | {Status} |
| Demo video | {Name} | {Date} | {Status} |
| One-pager | {Name} | {Date} | {Status} |
| Case study | {Name} | {Date} | {Status} |
| FAQ document | {Name} | {Date} | {Status} |
### Visual Assets
| Asset | Specs | Owner | Status |
|-------|-------|-------|--------|
| Hero image | {Dimensions} | {Name} | {Status} |
| Product screenshots | {Specs} | {Name} | {Status} |
| Social graphics | {Sizes} | {Name} | {Status} |
| Email graphics | {Specs} | {Name} | {Status} |
## Sales Enablement
### Sales Communication
| Item | Timing | Method |
|------|--------|--------|
| Preview/heads-up | {Date} | {Email/meeting} |
| Full enablement | {Date} | {Training/materials} |
| Q&A session | {Date} | {Live session} |
### Sales Materials
| Material | Purpose | Location |
|----------|---------|----------|
| Sales deck | Prospect conversations | {Link} |
| Battlecard | Competitive deals | {Link} |
| Objection handling | Common concerns | {Link} |
| Demo script | Product demo | {Link} |
| Pricing guide | Pricing discussions | {Link} |
### Sales Training
| Session | Date | Audience |
|---------|------|----------|
| Product overview | {Date} | All sales |
| Demo training | {Date} | AEs, SEs |
| Messaging training | {Date} | SDRs |
## Customer Communication
### Existing Customers
| Segment | Message | Timing | Channel |
|---------|---------|--------|---------|
| {Segment 1} | {Message focus} | {When} | {Email/in-app} |
| {Segment 2} | {Message focus} | {When} | {Email/in-app} |
### Beta/Early Access
| Activity | Timing |
|----------|--------|
| Beta invitations | {Date} |
| Beta feedback collection | {Dates} |
| Beta to GA migration | {Date} |
## PR & Analyst Relations
### PR Strategy
| Activity | Timing | Status |
|----------|--------|--------|
| Press release drafted | {Date} | {Status} |
| Media list finalized | {Date} | {Status} |
| Embargo briefings | {Dates} | {Status} |
| Press release distribution | {Date} | {Status} |
### Media Targets
| Outlet | Contact | Priority |
|--------|---------|----------|
| {Outlet 1} | {Name} | High |
| {Outlet 2} | {Name} | Medium |
### Analyst Relations
| Activity | Timing |
|----------|--------|
| Analyst briefing | {Date} |
| Report submission | {Date} |
## Partner Launch
### Partner Communication
| Partner Tier | Communication | Timing |
|--------------|---------------|--------|
| Strategic | {Method} | {When} |
| Solution | {Method} | {When} |
| Technology | {Method} | {When} |
### Partner Materials
| Material | Purpose | Status |
|----------|---------|--------|
| Partner one-pager | Partner sales | {Status} |
| Co-marketing toolkit | Joint marketing | {Status} |
| Integration guide | Technical | {Status} |
## Launch Day Checklist
### Pre-Launch (T-7 days)
- [ ] All assets complete and approved
- [ ] Website updates staged
- [ ] Emails scheduled
- [ ] Social content scheduled
- [ ] Sales team enabled
- [ ] Support team briefed
- [ ] PR embargo confirmed
### Launch Day (T-0)
- [ ] Website live
- [ ] Press release distributed
- [ ] Email sent
- [ ] Social posted
- [ ] Sales notified
- [ ] Executives share
- [ ] Monitor channels
### Post-Launch (T+1 to T+7)
- [ ] Daily metrics review
- [ ] Social engagement
- [ ] Support monitoring
- [ ] Media coverage tracking
- [ ] Sales feedback collection
- [ ] Customer feedback collection
## Success Metrics
### Launch Metrics (Week 1)
| Metric | Target | Actual |
|--------|--------|--------|
| Website traffic | {Target} | |
| Sign-ups / trials | {Target} | |
| Demo requests | {Target} | |
| Media mentions | {Target} | |
| Social engagement | {Target} | |
### 30-Day Metrics
| Metric | Target | Actual |
|--------|--------|--------|
| {Metric 1} | {Target} | |
| {Metric 2} | {Target} | |
| {Metric 3} | {Target} | |
### 90-Day Metrics
| Metric | Target | Actual |
|--------|--------|--------|
| Revenue | ${Target} | |
| Customers | {Target} | |
| Usage/Adoption | {Target} | |
## Team & RACI
### Core Team
| Role | Name | Responsibility |
|------|------|----------------|
| Launch Lead | {Name} | Overall coordination |
| Product | {Name} | Product readiness |
| Marketing | {Name} | GTM execution |
| Sales | {Name} | Sales enablement |
| PR/Comms | {Name} | External comms |
| Customer Success | {Name} | Customer comms |
| Creative | {Name} | Design assets |
### RACI Matrix
| Activity | PM | PMM | Sales | PR | CS |
|----------|-----|-----|-------|-----|-----|
| Messaging | C | A/R | I | I | I |
| Sales enablement | I | A | R | I | C |
| Website | I | A/R | C | I | I |
| PR | I | C | I | A/R | I |
| Customer comms | I | C | I | I | A/R |
## Budget
| Category | Allocated | Spent |
|----------|-----------|-------|
| Creative production | ${Amount} | |
| Paid media | ${Amount} | |
| Events | ${Amount} | |
| PR/Agency | ${Amount} | |
| Other | ${Amount} | |
| **Total** | **${Amount}** | |
## Risk & Contingency
| Risk | Probability | Impact | Mitigation |
|------|-------------|--------|------------|
| {Risk 1} | {H/M/L} | {H/M/L} | {Plan} |
| {Risk 2} | {H/M/L} | {H/M/L} | {Plan} |
| {Risk 3} | {H/M/L} | {H/M/L} | {Plan} |
## Appendix
### A. Detailed Timeline
{Gantt chart or detailed week-by-week breakdown}
### B. Messaging Guide
{Link to full messaging document}
### C. Asset Links
{Links to all launch assets}
## Version History
| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial plan |
*Template version: 1.0 | MMK Framework*