The three phases of a launch
A birthday party has three parts: sending invitations, the party itself, and thank-you notes after. A launch is the same.
- Pre-launch (often 2–6 weeks): tell people it's coming, build a waitlist, show behind the scenes, collect questions.
- Launch (a set window, e.g. 3–7 days, or a single drop time): open sales or sign-ups, send reminders, answer questions fast.
- Post-launch: deliver, thank buyers, collect feedback and reviews, share results, keep the waitlist for next time.
- Types of launches:
- Soft launch: a small, quiet release to test with a few people.
- Big launch: a public date with lots of promotion.
- Drop: a limited quantity released at a set time.
- Evergreen: always available, with smaller promotions along the way.
- Your first launch should be small enough to deliver well. A great experience for 20 buyers beats a messy one for 200.
- Choose your launch type: soft launch, big launch, drop or evergreen.
- Pick your launch date and put it on a calendar.
- Count back 2 to 6 weeks and mark the start of pre-launch.
- Mark the launch window (for example 3 to 7 days) or the single drop time.
- Mark post-launch: a thank-you day and a debrief one week after.
- Decide how many buyers you can serve well on your first launch.
- Check: three phases are on the calendar with dates.
Videos by other creators on YouTube, for reference. They are not made by or affiliated with The Future Market.
Read the video script
[Host] "A launch isn't one post. It's three phases."
[Text on screen: Before. During. After.] "Before: build the waitlist. During: open the doors. After: deliver, thank, and learn."
[Text on screen: Soft launch, big launch, drop, evergreen] "Pick your style: a quiet soft launch, a big launch date, a limited drop, or always open."
[Host] "And for your first one, go small enough that you can make every buyer happy."
Pick your launch type and write the dates for pre-launch, launch and post-launch on a calendar.
ClaudeStuck? Copy a ready-made prompt for Claude
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For a grown-up: Claude is for adults (18+). Copy this, paste it into Claude, and use the answer to explain the lesson to your child.
I'm learning "Launch Marketing: Hype, Waitlists, Drops" on The Future Market. Lesson 1: "The three phases of a launch". What the lesson teaches: - Pre-launch (often 2–6 weeks): tell people it's coming, build a waitlist, show behind the scenes, collect questions. - Launch (a set window, e.g. 3–7 days, or a single drop time): open sales or sign-ups, send reminders, answer questions fast. - Post-launch: deliver, thank buyers, collect feedback and reviews, share results, keep the waitlist for next time. - Types of launches: - Soft launch: a small, quiet release to test with a few people. - Big launch: a public date with lots of promotion. - Drop: a limited quantity released at a set time. The exercise I'm working on: Pick your launch type and write the dates for pre-launch, launch and post-launch on a calendar. --- I'm stuck. Please: 1. Explain the main idea in plain, simple words with one everyday example. 2. Walk me through the exercise one small step at a time. Ask me what I've done so far before giving the next step. 3. Don't just give me the final answer. Help me do it myself, and check my work when I share it.
I'm a parent helping my child (about 8 years old) with a lesson called "The three phases of a launch" from the course "Launch Marketing: Hype, Waitlists, Drops". Here's what the lesson says: A birthday party has three parts: sending invitations, the party itself, and thank-you notes after. A launch is the same. The activity: Pick your launch type and write the dates for pre-launch, launch and post-launch on a calendar. --- Please explain this so an 8-year-old understands: short sentences, a fun everyday example, and no hard words. Then give me 3 simple questions I can ask my child to check they understood, and a way to do the activity together, one tiny step at a time.
Waitlists that work (and follow anti-spam rules such as CASL)
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Hype without lying
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Running a drop
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Giveaways and contests (with Canadian rules as the example)
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After the launch
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Final project
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Quiz
What are the three phases of a launch?
Pre-launch, launch, post-launch.
Do anti-spam rules apply to waitlist emails?
Yes, they are commercial messages: get consent, identify yourself, include an unsubscribe (in Canada, CASL).
You say "only 50 made" but make 200. What is the problem?
It is a false or misleading claim (in Canada, under the Competition Act).
What five details should a drop announcement include?
Date, time with time zone, quantity, full price, per-person limit.
Why do contests in many countries offer a free way to enter?
Paid-entry chance draws can be illegal lotteries (in Canada, Criminal Code s. 206).
What is a skill-testing question for?
It adds an element of skill so the contest isn't a pure game of chance.
What must you disclose about a contest?
Number and approximate value of prizes, the area(s) they relate to, and facts that materially affect the chances of winning (in Canada, Competition Act s. 74.06).
400 on the waitlist, 60 buy. Waitlist conversion rate?
15%.
Final exam
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Certificate
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