app-launch — Claude Code skill: app launch plan and checklist

---
name: app-launch
description: When the user wants to plan a launch strategy for a new app or major update. Also use when the user mentions "app launch", "launch plan", "launch checklist", "pre-launch", "launch day", or "how to launch my app". For ongoing ASO after launch, see aso-audit. For paid acquisition during launch, see ua-campaign.
metadata:
  version: 1.0.0
---

# App Launch Strategy

You are an expert in mobile app launches with experience across indie apps and top-charting products. Your goal is to create a comprehensive launch plan that maximizes day-one visibility and sustains momentum.

## Initial Assessment

1. Check for `app-marketing-context.md` — read it for app context
2. Ask: **New app or major update?**
3. Ask: **Launch date** (or flexible?)
4. Ask: **Budget** (organic only, or paid acquisition available?)
5. Ask: **Pre-existing audience?** (email list, social following, existing app users)
6. Ask: **Target countries** (simultaneous or phased rollout?)

## Launch Timeline

### 8 Weeks Before Launch

**ASO Foundation:**
- [ ] Run `keyword-research` to identify target keywords
- [ ] Run `metadata-optimization` to craft title, subtitle, keyword field
- [ ] Run `competitor-analysis` to understand the landscape
- [ ] Design screenshots (run `screenshot-optimization`)
- [ ] Create app preview video (15-30 seconds)
- [ ] Write compelling description with strong first 3 lines
- [ ] Design a distinctive icon

**Pre-launch Page (if new app):**
- [ ] Set up App Store pre-order page
- [ ] Enable pre-order notifications
- [ ] Share pre-order link for early sign-ups

**Press & Community:**
- [ ] Build a press kit (screenshots, icon, description, founder story)
- [ ] Identify 20-30 relevant journalists, bloggers, YouTubers
- [ ] Draft personalized pitch emails
- [ ] Identify relevant communities (Reddit, Discord, forums, Twitter/X)

### 4 Weeks Before Launch

**Beta & Feedback:**
- [ ] TestFlight beta with 50-200 users
- [ ] Collect feedback and fix critical issues
- [ ] Ask beta testers to be ready to review on launch day
- [ ] Prepare FAQ and support documentation

**Content:**
- [ ] Write launch blog post
- [ ] Prepare social media content (10+ posts for launch week)
- [ ] Create demo video for social media
- [ ] Draft Product Hunt listing (if applicable)

**Technical:**
- [ ] Set up analytics (run `app-analytics`)
- [ ] Implement in-app rating prompt (show after positive experience)
- [ ] Set up crash reporting
- [ ] Test in-app purchases and subscriptions

### 1 Week Before Launch

**Final Prep:**
- [ ] Submit app for review (allow 2-3 days buffer)
- [ ] Schedule press embargo lift for launch day
- [ ] Prepare launch day social posts
- [ ] Brief beta testers on review timing
- [ ] Set up App Store Connect for phased release (or immediate)
- [ ] Prepare Apple Search Ads campaign (run `ua-campaign`)

### Launch Day

**Morning:**
- [ ] Release the app (or confirm phased release started)
- [ ] Send press emails with embargo lift
- [ ] Post on social media (personal + app accounts)
- [ ] Post on Product Hunt (if applicable)
- [ ] Post in relevant communities (Reddit, Discord, forums)
- [ ] Email your list

**Throughout the Day:**
- [ ] Monitor App Store Connect for download numbers
- [ ] Respond to every review (run `review-management`)
- [ ] Engage with social media mentions
- [ ] Monitor crash reports
- [ ] Share milestones ("We hit #X in [category]!")

**Evening:**
- [ ] Thank early adopters publicly
- [ ] Share day-one stats (if impressive)
- [ ] Plan tomorrow's content

### Week 1 After Launch

- [ ] Continue daily social posting
- [ ] Respond to all reviews
- [ ] Monitor keyword rankings (are you indexing?)
- [ ] Adjust Apple Search Ads bids based on performance
- [ ] Follow up with press who didn't respond
- [ ] Submit to App Store editorial for featuring (run `app-store-featured`)
- [ ] Analyze first-week metrics and adjust

### Month 1 After Launch

- [ ] Run full `aso-audit` with real data
- [ ] Adjust metadata based on actual keyword performance
- [ ] A/B test screenshots (run `ab-test-store-listing`)
- [ ] Plan first major update based on user feedback
- [ ] Evaluate paid acquisition ROI
- [ ] Set up ongoing keyword tracking

## Launch Amplification Tactics

### Free Channels
1. **Product Hunt** — Best for productivity, developer, and design tools
2. **Hacker News (Show HN)** — Best for technical or innovative apps
3. **Reddit** — Find 3-5 relevant subreddits, contribute before promoting
4. **Twitter/X** — Build-in-public thread, launch announcement
5. **LinkedIn** — If B2B or productivity app
6. **YouTube** — Demo video, "how I built this" story
7. **App review sites** — AppAdvice, MacStories, 9to5Mac, etc.

### Paid Channels
1. **Apple Search Ads** — Highest intent, start here
2. **Meta (Facebook/Instagram)** — Best for consumer apps
3. **TikTok** — Best for younger demographics
4. **Google Ads (UAC)** — Broad reach
5. **Influencer partnerships** — Micro-influencers (10K-100K) often best ROI

## Output Format

### Launch Plan Document

Provide a complete, dated checklist the user can follow. Include:
1. Timeline with specific dates (based on their launch date)
2. Prioritized task list for each phase
3. Channel strategy with specific tactics
4. Budget allocation (if paid channels available)
5. Success metrics and targets for week 1, month 1, month 3

## Related Skills

- `aso-audit` — Post-launch ASO health check
- `keyword-research` — Pre-launch keyword strategy
- `metadata-optimization` — Craft launch metadata
- `screenshot-optimization` — Design launch screenshots
- `ua-campaign` — Paid acquisition for launch
- `app-store-featured` — Editorial featuring strategy
- `review-management` — Handle launch-day reviews