Product Launch Checklist
A product launch checklist for online stores and brands: stock, listing, pricing, launch campaign, support briefing and a post-launch review for each product.
- Typical schedule per product launch
- The checklist 5 sections, 20 items
- Variables
{{product}}{{launch_date}}
Use this checklist when you bring a new physical or digital product to market through your own store and other channels. It covers the weeks before launch, launch day and the first weeks after. Smaller additions, such as a new colour of an existing product, can use it with most marketing steps marked as skipped.
Who owns it
One launch owner, usually the product or e-commerce manager, owns the run and the launch date. Operations confirms stock and fulfilment. Marketing owns the campaign, and customer support needs to be briefed before the first customer asks a question. The launch owner calls a delay if a must-have item is not ready.
Common pitfalls
- Launch date set before stock is confirmed. Delayed production or customs is the most common reason for a failed launch. Confirm stock in the warehouse before you announce a date.
- No pre-launch audience. Announcing a product to nobody wastes the launch moment. Build a waiting list or tell existing customers first.
- Support hears about it from customers. Brief support on features, delivery times and known issues before launch day.
- No review after launch. Without comparing results to the plan, you cannot tell whether the price, channel or message worked.
Run it in Runbook with the product and date filled in, and every launch follows the same steps.
The checklist: Launch {{product}} on {{launch_date}}
Readiness
-
Confirm the launch goal for
{{product}}: target customers, sales target and channels -
Confirm the price, the margin after all costs and any launch offer
-
Confirm stock for
{{product}}is received and counted, or a firm delivery date before{{launch_date}} -
Confirm product safety, labelling and compliance requirements for the markets you sell to optional
For example, CE marking, ingredient lists or battery shipping rules, depending on the product.
Listing and site
-
Create the product page with photos, description, specifications, price and SKU
-
Create a hidden or scheduled listing and preview it on desktop and mobile
-
Add the product to collections, navigation and cross-sell sections
-
Set up the product on marketplaces or other sales channels optional
-
Confirm shipping weight, dimensions and any special shipping restrictions
Campaign
-
Build a waiting list or teaser for existing customers before
{{launch_date}} -
Prepare the launch email, social posts and ads with links to the product page
-
Brief partners, affiliates or press with samples and launch details optional
-
Set up tracking links so launch sales can be attributed to each channel
Support and operations
-
Brief support on features, sizing or compatibility, delivery times and known issues
-
Add FAQ entries for
{{product}}to the help centre or the product page -
Confirm fulfilment has packaging and inserts ready for
{{product}}
Launch and review
-
Publish the product page and send the launch campaign on
{{launch_date}} -
Place a test order for
{{product}}and check the order confirmation and fulfilment flow -
Monitor sales, stock, reviews and support questions daily in the first week
-
Review results against the launch goal and record lessons for the next launch
Checklist as Markdown
Frequently asked questions
What are the key steps in a product launch?
Define the goal and the audience, confirm the price and stock, build the product page, prepare the campaign, and brief support and fulfilment. Then launch, monitor closely in the first days, and compare results with the plan so the next launch improves.
How far in advance should I plan a product launch?
It depends mainly on stock lead times. For physical products, plan from the date stock is confirmed in your warehouse, not from the production date. Leave a few weeks for photos, the product page and the campaign, and time to build interest before launch day.
What is the difference between a product launch and a go-to-market plan?
A go-to-market plan is the strategy: who the product is for, how it is priced and which channels will sell it. A product launch checklist is the execution of that plan around a specific launch date. For a small store, both often fit into one checklist like this one.
Updated