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Launching a Program: A Comprehensive Guide to Success

Updated: Sep 30, 2023

Launching a program is an exciting and pivotal moment for any business. Whether you're selling a coaching program, increasing your social media followers, or creating a new online course, a successful launch can make all the difference. To ensure your launch is a resounding success, it's crucial to plan meticulously and execute with precision. In this guide, we'll walk you through the key steps and considerations for a successful product launch.

Goals for the Launch

Before diving into the launch strategy, it's essential to define your goals. What results are you looking to achieve from the launch? These goals should be specific and measurable, allowing you to track your progress. For instance, if you're launching a program, your goals might include selling a specific number of seats or achieving a certain revenue target. If your goal is to increase social media followers, you might aim for a specific percentage increase in followers within a defined timeframe.

The Offer

The heart of your launch is your offer. What exactly are you offering to your target market? Consider the format, price, key dates, and any upsells or downsells. List all the details that come to mind to ensure clarity and alignment with your target audience.

For example, if you're launching an online course, specify the course's content, duration, price, and start date. Additionally, consider offering bonuses or exclusive access to early buyers to create a sense of urgency.

Launch Strategy

Choosing the right launch strategy is crucial for success. There are various options, including webinars, challenges, freebies, and more. Select a strategy that aligns with your target audience and the nature of your offer.


A well-structured timeline is essential for a smooth launch. Consider the following milestones:

  • Launch Strategy & Planning: Dedicate as much time as needed to plan your launch thoroughly.

  • Launch Prep: Typically, this stage lasts 7-21 days and involves creating all necessary launch assets and materials.

  • Pre-Launch/Promotion: Build anticipation and engagement over 4-20 days before the launch.

  • Cart Open: Your product or program is available for purchase, lasting 1 to 7 days.

  • Upsell/Downsell: Implement upsells or downsells as needed during the launch.

  • Launch/Start Date of Delivery Program: The official start date of your program or product.

  • Post-Launch: Ongoing activities, including follow-ups, customer support, and evaluation.

Promotional Channels

Identify the channels you'll use to promote your launch:

  • Internal Promotions: Utilize your email list, social media channels, and existing customer base.

  • Inner Circle Promotions: Leverage your current clients or loyal followers to spread the word.

  • Outer Circle Promotions: Explore advertising, affiliate partnerships, speaking events, and other external avenues.


Determine how customers will purchase your product or program. It can be anything from Sales Calls to Click & Buy on Webpage.

Launch Assets

Create the necessary assets for your launch. These usually involve:

  • Graphics and Copy

  • Opt-in Page

  • Sales Page

  • Marketing Emails

  • Social Media Posts

  • Platforms/Tools (for course materials, sales pages, email marketing, webinars, scheduling sales calls, etc.)

Team Resources

Identify the team members needed for the launch, ensuring their availability for the entire launch period. If you need to hire a new team member to execute on a particular task, take the recruiting and onboarding period into account when doing the planning.


List all the platforms and tools you'll need to execute the launch successfully. Think of website or funnel-building platform, email marketing tools, scheduling software, analytics tools, etc.


Calculate the budget required to execute the launch effectively. Consider costs such as team hours, potential new hires, advertising spend, and platform subscriptions. Having a clear budget will help you allocate resources wisely.


Launching a product successfully requires careful planning and execution. By setting clear goals, crafting a compelling offer, choosing the right launch strategy, and following a well-structured timeline, you can maximize your chances of achieving your desired results. With the right team and resources in place, your product launch can be a success, setting the stage for future growth and opportunities.

If you would like something to keep you on track and to make sure you won’t miss any of the steps needed for a launch, head over to our Resources page to download our Launch Plan Checklist.

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