Product Launch Process: Step by Step

By Marc Cronin, August 2026

A product launch is not a single event. It is a process that starts weeks before launch day and continues long after. Here is the step by step process.

Phase 1: Validation (Weeks 1 to 2)

Before building anything, validate demand. Survey your audience, pre-sell, or create a landing page and measure signups. If you cannot get 20 people interested, rethink the product.

Phase 2: Build (Weeks 3 to 6)

Create the product with a focused scope. One clear outcome. Ship the minimum viable version. You can always add more after launch based on feedback.

Phase 3: Pre-Launch (Weeks 7 to 8)

Build your sales page, email sequences, and social content. Warm up your audience with behind the scenes content and value related to the product topic.

Phase 4: Launch (Week 9)

Open sales with an early bird discount. Email your list, post on social media, run ads if budget allows. The first 48 hours determine your launch momentum.

Phase 5: Post-Launch (Weeks 10 to 12)

Collect feedback, fix issues, optimise. Plan your next promotion or product. See our course creation coaching for hands on help with your launch.