launch-playbook
Launch Playbook (Internal + External Coordination)
Overview
A complete launch coordination playbook for software products and features. It covers the three windows that matter -- pre-launch (T-30 to T-1), launch day (T-0), and post-launch (T+1 to T+30) -- and produces five concrete artifacts: a run-of-show, an internal comms plan, an external comms checklist, a rollback plan, and a post-launch retro template.
Most failed launches are not failed builds; they are failed coordination. Engineering ships on time, but support has not been trained, sales does not have collateral, the changelog is wrong, the rollback path was never tested, and the executive sponsor hears about a customer complaint before hearing about the launch. This playbook prevents those failures by assigning every owner and every artifact before T-30.
The framework supports both "big bang" launches (single date, broad reach) and progressive rollouts (dark launch, ring deployment, feature-flag exposure curve). Use Marty Cagan's "three launches" model (alpha, beta, GA) to sequence and de-risk; use a RACI matrix to assign ownership across PM, Engineering, PMM, Sales, Support, and Legal.
When to Use
- GA after closed beta -- A feature is exiting beta (see
beta-program/) and needs coordinated launch. - Major version release -- Significant new functionality with cross-functional dependencies (sales enablement, support training, legal review).
- Re-launch / repositioning -- An existing feature is being relaunched with new positioning, pricing, or audience.
- High-blast-radius change -- Infrastructure migration, pricing change, or breaking API change requiring tightly coordinated comms.