home / skills / menkesu / awesome-pm-skills / launch-execution

launch-execution skill

safe

This skill helps craft launch copy and position products using April Dunford's framework and Airbnb's go-to-market approach for features.

npx playbooks add skill menkesu/awesome-pm-skills --skill launch-execution

Review the files below or copy the command above to add this skill to your agents.

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SKILL.md

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---
name: launch-execution
description: Helps write launch copy, position products, and create go-to-market materials using April Dunford's positioning framework and Airbnb's product marketing approach. Use when launching features, writing announcements, creating marketing materials, or positioning products.
---

# The Launch Playbook

## When This Skill Activates

Claude uses this skill when:
- Launching new features or products
- Writing announcement copy
- Creating marketing materials
- Positioning product in market

## Core Frameworks

### 1. April Dunford's Positioning Framework

**Five Components:**
1. **Who it's for** (target customer)
2. **What it is** (category)
3. **What alternatives exist** (competitors)
4. **Unique value** (differentiation)
5. **Why it matters** (proof points)

### 2. Launch Announcement Structure

```markdown
# [Feature Name]: [One-line value prop]

## The Problem
[What pain does this solve?]

## The Solution
[How does this feature work?]

## Why It Matters
[Customer benefits, not features]

## Get Started
[Clear next steps]
```

---

## Action Templates

### Template 1: Product Positioning

```markdown
# Positioning: [Product]

## Target Customer
**Best for:** [specific segment]
**Not for:** [who should avoid]

## Category
**It's a:** [category name]
**Think of it as:** [analogy]

## Alternatives
**Customers currently use:** [list]
**Why switch:** [reasons]

## Unique Value
**What we do differently:** [differentiation]
**Why that matters:** [customer benefit]

## Proof
- [Metric/testimonial]
- [Metric/testimonial]
- [Metric/testimonial]
```

### Template 2: Launch Checklist

```markdown
# Launch: [Feature Name]

**Pre-Launch:**
- [ ] Positioning clear
- [ ] Announcement drafted
- [ ] Docs updated
- [ ] Support team briefed

**Launch Day:**
- [ ] Announcement sent
- [ ] Social posts
- [ ] In-app message
- [ ] Monitor feedback

**Post-Launch:**
- [ ] Track adoption
- [ ] Collect feedback
- [ ] Iterate messaging
```

---

## Quick Reference

### 🚀 Launch Checklist

**Positioning:**
- [ ] Who it's for (specific)
- [ ] What category (clear)
- [ ] Why different (unique value)
- [ ] Proof points (credible)

**Materials:**
- [ ] Announcement email
- [ ] In-app message
- [ ] Social posts
- [ ] Docs/help articles

**Distribution:**
- [ ] Email list
- [ ] Social channels
- [ ] In-product notifications
- [ ] Press (if major launch)

---

## Key Quotes

**April Dunford:**
> "The best positioning makes it obvious who should buy, what they're buying, and why it matters."

**Brian Chesky:**
> "Every feature needs a story. If you can't tell a story about it, you can't launch it."

Overview

This skill helps product teams craft launch copy, position products, and produce go-to-market materials using April Dunford's positioning framework and Airbnb-style product marketing. It turns product detail and customer insight into clear positioning, announcement copy, launch checklists, and distribution plans. Use it to speed execution and ensure every launch tells a compelling, customer-focused story.

How this skill works

The skill inspects your feature or product brief, target customer data, and competitive context, then maps those inputs to Dunford's five positioning components: who it's for, what it is, alternatives, unique value, and proof points. It outputs a concise positioning statement, an announcement structure (problem → solution → why it matters → get started), and a practical launch checklist with pre-launch, launch-day, and post-launch actions. You can iterate prompts to refine voice, channels, or proof metrics.

When to use it

Launching a new product or major feature to customers
Drafting announcement emails, in-app messages, or social posts
Creating positioning docs for sales, support, or investors
Planning distribution and monitoring for launch day
Repositioning an existing product against new competitors

Best practices

Start with a tight target-customer definition—specific beats broad
Frame messaging around customer outcomes, not product specs
List current alternatives honestly to clarify why customers would switch
Include at least one measurable proof point or customer quote
Prepare in-product and support materials before the public announcement

Example use cases

Turn a product brief into a one-line value prop plus a full announcement email
Create a positioning doc that sales can use to qualify leads
Generate a launch-day checklist and a social calendar for distribution
Draft an in-app message and help article that reduce support volume
Rework messaging when a competitor releases a similar capability

FAQ

How long does it take to generate a useful positioning draft?

You can get a solid first draft in a few minutes; iterations with user quotes or metrics improve accuracy.

What inputs produce the best outputs?

Provide target customer details, competitor list, the specific problem solved, and any performance metrics or testimonials.