Launch Plan
🎯Two launches: (1) **Validation launch** — content + waitlist, no stock; (2) **Commercial launch** — after <a href="/Go-No-Go-Decision-Framework.html">Gate 1</a>, with inventory.
Phase A — Validation launch (now)
Goal: traffic + waitlist signals, ~zero inventory spend.
☑️To-do
- Publish full site + pSEO pages + pillars
- Waitlist capture live (Klaviyo) with size/flow survey
- Instagram + TikTok presence (education-led, discreet)
- GSC/GA4/Clarity instrumented
- (Optional) small paid smoke test for faster demand read
Phase B — Commercial launch (post-Gate 1)
Goal: convert waitlist + organic into first orders, prove fulfilment + RTO.
☑️To-do
- Email waitlist with launch + discount (warmest buyers first)
- Turn product pages from "Notify me" → "Add to cart"
- COD + prepaid live (Payments-and-COD)
- Seed reviews aggressively (post-delivery flow)
- Influencer/UGC seeding (discreet, trust-building)
- Monitor Gate-2 economics (Unit-Economics)
Channels
| Channel | Role | Notes |
|---|---|---|
| SEO/content | Primary acquisition | The whole thesis (SEO-Strategy) |
| Awareness, trust, UGC | Education-led, discreet creative | |
| TikTok | Reach, younger buyers | Soft, informative |
| Email (Klaviyo) | Convert + retain | Waitlist → buyer → repeat |
| Daraz | Reach (phase 2) | Tap non-DTC buyers |
| Paid (Meta/Google) | Scale after unit economics proven | Watch ad restrictions on intimate |
| Influencers/UGC | Trust at scale | Micro, relatable, discreet |
Messaging by phase
- Validation: "Coming soon — be first, get a launch discount." Curiosity + education.
- Launch: "Now available, cash on delivery, discreet delivery." Confidence + savings. See Messaging-and-Voice.
Cultural guardrails
Discreet creative, no sexualization, education + dignity. Expect ad-platform friction on intimate products → lean organic + soft landing pages. (Risks-and-Sensitivities)
KPIs
Waitlist signups → orders, CAC, ROAS, RTO%, repeat rate. Tie to Go-No-Go-Decision-Framework.
Related
SEO-Strategy · Programmatic-SEO · Payments-and-COD · Go-No-Go-Decision-Framework · Messaging-and-Voice