Pre-Launch Marketing: 30-Day Checklist

The Critical Pre-Launch Window

The 30 days before your launch are the most important period for building the foundation of a successful launch. This is not about last-minute scrambling; it is about systematic preparation that compounds into launch momentum.

Why 30 days is the sweet spot:

• Long enough to build a meaningful waitlist and create quality content
• Short enough to maintain focus and urgency
• Practical for coordinating with partners, press, and your team

This checklist assumes you already have a working product (or will have one by launch day). If you are earlier in development, adapt the timeline accordingly, but keep the sequence of activities the same.

How to Use This Checklist

Each day has 1-3 primary tasks. Some are quick (30 minutes), others require deeper work (half day). Plan your schedule accordingly.

The tasks are sequenced intentionally: earlier items create foundations that later items build upon. Do not skip ahead or reorder significantly.

If you have a team, assign each task to a specific owner. For solo founders, prioritize ruthlessly: if you cannot do everything, focus on the items marked as high priority.

For a comprehensive understanding of launch strategy, pair this checklist with our Complete Startup Launch Strategy Guide.

Week 1 (Days 30-24): Foundation

The first week is about setting up the infrastructure and messaging that everything else builds upon. Take your time here; mistakes in foundation work create problems throughout the launch.

Day 30: Finalize Positioning and Messaging

Priority: High

Before any marketing activities, you need crystal-clear messaging. Document the following:

• One-line pitch: What is your product in 10 words or less? This becomes your headline.
• Problem statement: What specific pain point are you solving? Be concrete.
• Solution summary: How does your product solve this problem? Focus on outcomes, not features.
• Target audience: Who specifically is this for? Be as specific as possible.
• Key differentiator: Why should someone choose you over alternatives?
• Social proof: What validation do you have? Beta users, advisors, metrics?

Write all messaging in your customers' language, not industry jargon. Test your one-liner by saying it to someone unfamiliar with your space; can they understand it immediately?

Day 29: Set Up Landing Page

Priority: High

Your landing page is the hub of all pre-launch activity. Every link leads here. Every piece of content drives here.

Essential elements:

• Clear headline communicating your value proposition
• Subheadline explaining what the product does
• Email capture form (the primary action)
• Brief feature highlights or benefit bullets
• Social proof if available (testimonials, logos, metrics)
• Visual representation of the product (screenshot, illustration, or video)

Tools: Carrd (fastest), Webflow (most flexible), Framer (modern design), or your own code.

Keep the page simple. The only goal is email capture. Resist the urge to explain everything.

For detailed landing page strategies, see our guide on How to Build a Waitlist Before Launch.

Day 28: Configure Analytics

Priority: High

You need data from day one. Set up tracking before you start driving traffic.

Essential setup:

• Website analytics (Plausible, Fathom, or Google Analytics)
• Conversion tracking for email signups
• UTM parameter conventions for tracking traffic sources
• Event tracking for key interactions

Create a simple dashboard or document where you can monitor key metrics daily during the pre-launch period:

• Daily visitors
• Email signup rate
• Traffic sources
• Total waitlist size

Day 27: Create Lead Magnets

Priority: Medium

A lead magnet gives people a reason to join your waitlist beyond early access. Create 1-2 resources related to your product's problem space.

Effective lead magnet ideas:

• Checklist or template related to the problem you solve
• Short guide or mini-course
• Industry report or data compilation
• Free tool or calculator
• Exclusive community access

The lead magnet should provide immediate value while positioning you as an expert in your space. It should naturally lead people to want your product.

Day 26: Set Up Email Sequences

Priority: High

When someone joins your waitlist, they should receive more than a confirmation email. Set up a welcome sequence.

Minimum sequence (3 emails):

1. Welcome email (immediate): Confirm signup, deliver lead magnet, set expectations for launch
2. Story email (day 2): Share why you are building this, the problem, your vision
3. Engagement email (day 5): Ask for feedback, offer beta access, or share valuable content

Optional additions:

• Launch countdown emails (1 week, 3 days, 1 day before)
• Social proof email with testimonials once you have them
• Referral incentive email

Keep emails personal in tone. Write as a human, not a company.

Day 25: Prepare Social Profiles

Priority: Medium

Update all social profiles to reflect your upcoming launch:

• Twitter/X: Update bio, pin a tweet about what you are building
• LinkedIn: Update headline, post about the problem you are solving
• Product Hunt: Create maker profile, follow relevant people
• Indie Hackers: Create or update profile, join relevant groups

Make sure your landing page link is prominent in all profiles. Consistent branding and messaging across platforms reinforces credibility.

Day 24: Identify Key Communities

Priority: Medium

Research and list communities where your target audience spends time:

• Relevant subreddits (note their rules and culture)
• Slack or Discord communities in your space
• Facebook groups
• Forum communities
• Newsletter communities

For each community, document:

• Community size and activity level
• Self-promotion rules
• Key members or moderators
• Best types of content for that community

Do not spam these communities. Start engaging genuinely now so you are a known member by launch day.

Week 2 (Days 23-17): Content and Outreach

With foundations in place, week two focuses on creating content and beginning outreach. These activities start building the momentum you will leverage on launch day.

Day 23: Launch Blog/Content Strategy

Priority: Medium

Start creating content that demonstrates your expertise and drives traffic to your waitlist.

Content options:

• Blog posts on your website addressing your target audience's pain points
• Twitter threads sharing insights or building in public
• LinkedIn posts establishing thought leadership
• YouTube videos if appropriate for your audience

Aim for 2-3 pieces of content per week during the pre-launch period. Quality over quantity, but consistency matters.

Each piece should naturally include a mention of your upcoming launch with a link to the waitlist.

Day 22: Create Launch Announcement Drafts

Priority: High

Write all launch day content now while you have time to refine it:

• Launch email to waitlist (the most important one)
• Twitter launch thread (5-10 tweets)
• LinkedIn announcement post
• Reddit post (if appropriate for your target subreddits)
• Launch blog post
• Product Hunt first comment

Write multiple versions and test them with beta users or advisors. These messages will reach more people simultaneously than anything else you create.

Day 21: Build Media List

Priority: Medium

Compile a list of journalists, bloggers, and influencers who might cover your launch:

• Tech journalists who cover your space
• Bloggers with audiences that match yours
• Newsletter writers in your industry
• Podcasters who interview founders
• YouTubers who review products like yours

For each contact, document:

• Name and publication/platform
• Contact information (email or preferred contact method)
• Topics they typically cover
• Recent articles relevant to your product

Aim for 20-50 relevant contacts. Quality of fit matters more than quantity.

Day 20: Write Press Release

Priority: Medium

Even if you do not plan to use a press release service, having one forces you to crystallize your story.

Press release structure:

1. Headline: Newsworthy angle, not just product name
2. Subheadline: Additional context
3. Opening paragraph: Who, what, when, where, why (most important info first)
4. Quote: From you or a notable user/investor
5. Body: Features, benefits, market context
6. Boilerplate: About your company
7. Contact: How to reach you for more information

Keep it under 500 words. Journalists skim, so front-load the important information.

Day 19: Prepare Product Hunt Assets

Priority: High (if using Product Hunt)

If Product Hunt is part of your launch strategy, prepare your assets now:

• Thumbnail: 240x240px, eye-catching, shows your logo or product
• Gallery images: 1270x760px, 3-5 images showing key features
• Tagline: Under 60 characters, clear and compelling
• Description: 260 characters max for listing, longer for page
• Demo video: Optional but highly recommended, under 2 minutes
• Maker comment: First comment explaining your story and product

Review successful recent launches in your category for inspiration. What thumbnail styles, taglines, and gallery approaches work?

For a complete Product Hunt strategy, see our Product Hunt Launch Strategy guide.

Day 18: Schedule Social Content

Priority: Medium

Create and schedule 2 weeks of social content leading up to launch:

• Behind-the-scenes building content
• Problem/solution posts that do not directly pitch
• Countdown posts as launch approaches
• Engagement posts to build following

Use a scheduling tool (Buffer, Hootsuite, or native scheduling) so you can focus on other tasks during launch week.

Mix promotional content with valuable non-promotional content. A good ratio is 20% promotional, 80% value-add.

Day 17: Begin Community Engagement

Priority: High

Start participating actively in the communities you identified on day 24:

• Answer questions related to your expertise
• Share helpful resources (not your product)
• Comment thoughtfully on others' posts
• Build relationships with active community members

The goal is to become a recognized, helpful member before you announce your product. When you do launch, people will be more receptive because you have already added value.

Week 3 (Days 16-10): Amplification

Week three shifts focus to amplifying your reach through campaigns, partnerships, and paid channels.

Day 16: Start Waitlist Campaign

Priority: High

Kick off a dedicated push to grow your waitlist:

• Announce your launch date publicly
• Share waitlist link across all your channels
• Post in appropriate communities (following their rules)
• Ask friends and professional network to share
• Reach out individually to your most valuable prospects

Set a waitlist goal for launch day. Track progress daily. If you are behind, increase effort in the areas that are working.

Day 15: Launch Referral Program

Priority: Medium

Incentivize your waitlist to grow itself:

• Set up referral tracking (Viral Loops, SparkLoop, or custom)
• Define incentives for referrers (early access, discounts, swag)
• Create shareable content (social cards, email templates)
• Email existing waitlist announcing the referral program

Effective referral incentives:

• Move up the waitlist for each referral
• Unlock additional features or extended trials
• Lifetime discount tiers based on referral count
• Exclusive access to founder or team

Day 14: Begin Influencer Outreach

Priority: Medium

Reach out to influencers and micro-influencers in your space:

• Identify 10-20 relevant influencers with engaged audiences
• Craft personalized outreach (why them specifically)
• Offer early access, affiliate programs, or collaboration opportunities
• Follow up once if no response, then move on

Tips for effective influencer outreach:

• Engage with their content before reaching out
• Be specific about what you are asking and what you offer
• Make it easy for them to say yes
• Smaller, engaged audiences often outperform larger passive ones

Day 13: Guest Posting and Podcast Outreach

Priority: Medium

Pitch yourself as a guest contributor or podcast guest:

• Identify 5-10 blogs that accept guest posts in your niche
• Research 5-10 podcasts where you could add value as a guest
• Prepare specific topic pitches (not just "I'll talk about my product")
• Send personalized pitches with clear value proposition

Lead times vary. Some outlets can turn around content quickly; podcasts often book 4-8 weeks out. Start now to have coverage around or after launch.

Day 12: Paid Ads Testing

Priority: Low (optional)

If you have budget for paid acquisition, start small tests now:

• Set up tracking and conversion goals
• Test 2-3 platforms (Meta, Google, Twitter) with small budgets ($50-100 each)
• Test different messaging angles and creative
• Identify which channels and messages show promise

The goal is not to scale yet, just to learn. Which audiences respond? Which messages convert? Use these learnings to inform launch day campaigns.

Day 11: Partner Announcements

Priority: Medium

Coordinate with any partners who can help amplify your launch:

• Integration partners who will announce the partnership
• Companies in adjacent spaces who reach your audience
• Investors or advisors with platforms
• Professional contacts who can share with their networks

Provide partners with:

• Key dates and timing expectations
• Pre-written content they can customize
• Shareable graphics and assets
• Clear ask (what specifically you want them to do)

Day 10: Beta User Testimonials

Priority: High

Collect testimonials from beta users for use in launch materials:

• Reach out personally to satisfied beta users
• Ask specific questions to prompt useful responses
• Request permission to use their name and photo
• Get testimonials in text, screenshot, and video formats if possible

Good testimonial prompts:

• "What problem were you trying to solve when you found us?"
• "What specific result have you achieved?"
• "What would you tell someone considering this product?"

Use these testimonials on your landing page, in launch emails, and social content.

Week 4 (Days 9-1): Final Preparation

The final week is about ensuring everything is ready and the team is aligned. Minimize new work; focus on preparation and rest.

Day 9: Final Product Testing

Priority: High

Conduct thorough testing of everything users will experience:

• Complete signup flow end-to-end
• Payment processing (test and live modes)
• Core feature functionality
• Edge cases and error states
• Email deliverability
• Mobile responsiveness

Fix critical issues only. Non-critical bugs can wait until after launch. Do not introduce new features this week.

Day 8: Prepare Support Resources

Priority: High

Set up customer support infrastructure:

• FAQ page with common questions from beta users
• Help documentation for key features
• Response templates for common support scenarios
• Support channel setup (email, chat, or both)
• Escalation process for issues you cannot immediately resolve

You will get questions on launch day. Being prepared to answer quickly improves user experience and frees you to focus on launch activities.

Day 7: Team Coordination Call

Priority: High

If you have a team, align everyone on the launch plan:

• Review the hour-by-hour launch day schedule
• Confirm role assignments and responsibilities
• Share all prepared content and assets
• Establish communication channels for launch day
• Discuss contingency plans for common issues

Everyone should know exactly what they are doing and when. No surprises on launch day.

Day 6: Send Press Embargoed Previews

Priority: Medium

Reach out to your media list with early access:

• Send personalized emails to your top 10-15 press contacts
• Offer exclusive access to try the product
• Share press release and key assets
• Request coverage on launch day (embargoed until then)

Follow up is important. Many journalists are busy and miss initial emails. A polite follow-up 2-3 days later often gets responses.

Day 5: Final Email Sequence Check

Priority: High

Test all email automations one final time:

• Trigger each email sequence with test addresses
• Check formatting, links, and personalization
• Verify launch day emails are ready to send
• Confirm segmentation is correct

Email is typically the highest-converting channel on launch day. Errors here are costly.

Day 4: Load Test Infrastructure

Priority: High

Ensure your infrastructure can handle launch traffic:

• Run load tests simulating expected traffic (aim for 3-5x your estimate)
• Check database performance under load
• Verify auto-scaling is configured and working
• Set up monitoring and alerts
• Have a plan for manual scaling if needed

Nothing kills launch momentum like a crashed website. Better to over-prepare than discover limits on launch day.

Day 3: Prepare Launch Day Schedule

Priority: High

Create a detailed, hour-by-hour schedule for launch day:

• Specific times for each launch activity
• Who is responsible for each action
• What triggers each action (time or event)
• Communication checkpoints throughout the day

Share this schedule with everyone involved. Print copies if helpful.

Day 2: Final Social Scheduling

Priority: Medium

Schedule all launch day social content:

• Launch announcement posts on all platforms
• Follow-up posts throughout the day
• Engagement responses pre-drafted
• Stories and real-time content planned

Leave some capacity for real-time posting based on how launch unfolds.

Day 1: Rest and Prepare

Priority: High

The day before launch is for rest and mental preparation:

• Final review of launch schedule
• Charge all devices
• Clear your calendar for launch day
• Get a good night's sleep
• Eat well, hydrate

You have done the preparation. Trust it. Tomorrow is execution, not planning.

Downloadable Checklist Template

For easy tracking, use this checklist in your preferred format:

Quick Reference Checklist

Week 1: Foundation

• Day 30: Finalize positioning and messaging
• Day 29: Set up landing page
• Day 28: Configure analytics
• Day 27: Create lead magnets
• Day 26: Set up email sequences
• Day 25: Prepare social profiles
• Day 24: Identify key communities

Week 2: Content and Outreach

• Day 23: Launch blog/content strategy
• Day 22: Create launch announcement drafts
• Day 21: Build media list
• Day 20: Write press release
• Day 19: Prepare Product Hunt assets
• Day 18: Schedule social content
• Day 17: Begin community engagement

Week 3: Amplification

• Day 16: Start waitlist campaign
• Day 15: Launch referral program
• Day 14: Begin influencer outreach
• Day 13: Guest posting and podcast outreach
• Day 12: Paid ads testing (optional)
• Day 11: Partner announcements
• Day 10: Beta user testimonials

Week 4: Final Preparation

• Day 9: Final product testing
• Day 8: Prepare support resources
• Day 7: Team coordination call
• Day 6: Send press embargoed previews
• Day 5: Final email sequence check
• Day 4: Load test infrastructure
• Day 3: Prepare launch day schedule
• Day 2: Final social scheduling
• Day 1: Rest and prepare

Recommended Tools

Landing Pages

• Carrd: Fastest option for simple landing pages ($19/year)
• Webflow: Most flexibility for complex designs
• Framer: Modern templates, good for design-focused founders

Email Marketing

• ConvertKit: Creator-focused, great automations
• Buttondown: Simple, affordable for newsletters
• Mailchimp: Full-featured, free tier available

Waitlist and Referrals

• Viral Loops: Pre-built referral campaigns
• SparkLoop: Newsletter-focused referrals
• Waitlist.io: Simple waitlist with referral features

Social Media Management

• Buffer: Clean interface, affordable
• Hootsuite: More features, higher price
• Typefully: Specifically for Twitter threads

Analytics

• Plausible: Privacy-friendly, simple
• Fathom: Privacy-friendly, simple
• Google Analytics: Full-featured, free

Project Management

• Notion: Flexible workspace for everything
• Linear: Fast task management
• Trello: Visual kanban boards

Choose tools that match your budget and complexity needs. Simple is often better during launch phase.