LAUNCH

STARTER KIT
By The Launch Library
 Hello!
I'm Melody DiCroce, founder of The
Launch Library. I've worked behind
the scenes on dozens of launches
that have generated more than $16
million in revenue.

Now I help business owners like you

level up your launch strategies to
make your launches easier and
more profitable, so you can boost
your revenue while making an
impact.

This guide is a great resource to help you plan and prepare

for your next launch. I also share short, bite-sized strategies
and pro tips over on Instagram so be sure to follow me there
so you don't miss a thing!

FOLLOW ON INSTA

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 INTRO

LAUNCH
BASICS

“The first step towards getting somewhere is to decide

you're not going to stay where you are.”
~ J.P. Morgan
 LAUNCH BASICS

WHAT'S A LAUNCH?
A launch is a sequence of events to promote and sell a
product.

The main benefits of doing a launch:

Draws in your ideal customers and clients
Gets a lot of eyes on your offer at once
Builds excitement around your offer
Educates and provides value
Grows your audience
Builds the know, like, trust factor

You might be scared to launch your offer because it

requires you to show up in a bigger way than you
normally do, but trust me... you can see big returns
using even the simplest launch strategies.

I believe that selling is serving, and that when

we share our expertise with our customers and
clients, we are empowering them and helping
them make their lives better. So let's dive in!

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 LAUNCH BASICS

5 LAUNCH PHASES
PLANNING
1 This is where you make all of the big decisions! The key to
every successful launch is mapping out a solid, clear plan to
help you stay on track.

PRODUCTION
2 This phase is where you create all the elements necessary for
your launch. This includes your sales page, promo graphics,
emails, checkout pages, and more.

PRE-LAUNCH
3 The pre-launch phase is the warm-up phase. This is where you
start to build excitement for your launch so that once you
open the doors, your audience is ready to buy.

PROMOTION
4 The promotion period is where the sales happen! This is also
called the 'open cart' period. During this phase, it's important
to keep up the momentum you created during the pre-launch.

POST-LAUNCH
5 Many people think the launch is over when the doors close.
Nope! The post-launch is where you deliver the product and
look at your analytics to see how you can improve next launch.

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 LAUNCH BASICS

COMMON MISTAKES

Mistake #1: Not validating your idea first

You might think it's a great idea (and it might be!) but is it what your audience
wants right now? Is this a problem they'll pay to solve? There are several ways
to validate your offer: survey your audience, ask clients, pre-sell your offer, etc.

Mistake #2: Waiting to launch

This is a common mistake because people often think they need to wait for
the "right" time to launch. Here's the thing. If you have something you can
teach/sell and you have an audience, you can launch any time. You can
launch even with a small audience. Ask yourself, what's the cost of NOT
launching? When you wait to launch, you're leaving money on the table.

Mistake #3: Not giving yourself enough time

There are a LOT of moving parts and pieces to a launch, and most clients I've
worked with who claim to hate launching find out later it's because they tried
to do too much too fast. Give yourself some breathing room. I recommend
starting 6-8 weeks before you open the cart.

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 PHASE ONE

PLANNING

“Give me six hours to chop down a tree and I will

spend the first four sharpening the axe.”
~ Abraham Lincoln
 PHASE 1: PLANNING

DECISIONS
There are a lot of decisions to be made when planning for a launch!
This checklist outlines the key decisions you'll need to make. More
detail and tips on each of these are on the following pages.

MAP OUT YOUR NOTES:

DIGITAL OFFER

DETERMINE YOUR
PRICING & PAYMENT PLAN(S)

DECIDE YOUR GUARANTEE

& REFUND POLICY

SET SALES &

REVENUE GOALS

MAP OUT YOUR

LAUNCH STRATEGY

CHOOSE YOUR
LAUNCH DATES

DECIDE ON YOUR
TECH & SOFTWARE

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 PHASE 1: PLANNING

DECISIONS
MAP OUT YOUR DIGITAL OFFER
There are several types of digital offers you can create. I recommend an online
course or digital product to start. Examples: Turn your method of working with
clients into a self-study course or sell templates to help people take action quickly.

DETERMINE YOUR PRICING + PAYMENT PLANS

What's the end result your offer provides and what is that worth to the person who
wants that result? That's where you start. Price based on the value your offer
provides, not details like how many modules, how easy it was to create.

DECIDE YOUR GUARANTEE & REFUND POLICY

With digital products, customers usually get immediate access so you want to
carefully consider your refund policy and make sure it's clear in your FAQs, and also
in your Terms of Purchase which I recommend having on your checkout page.

SET SALES & REVENUE GOALS

When setting sales goals, it's important to be realistic. On average, an engaged
email list will convert at 1-3%. So if you have 1,000 people on your email list, you can
expect between 10 and 30 sales. That's why email list growth is always important!

MAP OUT YOUR LAUNCH STRATEGY

At minimum, I recommend launching to your email list with a minimum of 7-10 emails
over 5-8 days. Add elements to level up, such as a launch event (webinar, challenge
etc.), bonuses, paid ads, and affiliates. Start small and scale up with each launch!

CHOOSE YOUR LAUNCH DATES

Once you've mapped out your launch strategy, choose your dates! Don't overthink
this too much. Choose dates that work for you and roll with it. Don't delay launching
by waiting for the "perfect" time. I recommend launching at least once per quarter.

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 PHASE 1: PLANNING

TECH & SOFTWARE

Email Marketing Software
Email converts higher than any other launch promo method. I recommend
ConvertKit - it's robust and user-friendly. I’ve tried others… they don’t
compare. Click below for a 14-day free trial (no credit card required).

LEARN ABOUT CONVERTKIT

Payment & Checkout Software

You'll need a way to collect payments if you want to get paid! I use
Thrivecart to create high-converting checkout pages, funnels, and more.
Click below to get a lifetime license (no recurring payments!).

LEARN ABOUT THRIVECART

Course Hosting Platform

If you're selling an online course or membership, you'll need a platform for
hosting everything. I use Thrivecart Learn because it integrates seamlessly
with Thrivecart. Click below to get a lifetime license (no recurring payments!).

Canva
LEARN ABOUT THRIVECART

Project Management Software

In order to keep track of all the moving parts of a launch, I highly recommend
using Asana to manage your tasks, launches, and more. The free version is all
you need! And if you want to take the guesswork out of your launch, get my
Launch Project Template for Asana which has all the tasks you need to
launch your next offer! Get $10 off with coupon code STARTER10

Canva
GET MY LAUNCH PROJECT MANAGEMENT TEMPLATE

*Affiliate Link Disclaimer: Some of these links are affiliate links which means I get a commission if you
choose to purchase through me at no additional cost to you (and in some cases you can save money). I use
and recommend these products in my own launches and those of my clients.

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 PHASE 1: PLANNING

NOTES & IDEAS

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 PHASE TWO

PRODUCTION

“Nothing in the world can be more exciting than to

create something and see it work.”
~ Paloma Picasso
 PHASE 2: PRODUCTION

LAUNCH ASSETS
Just as there are a lot of decisions to be made during a launch, there
are also several launch assets you need! Here's a list of assets you'll
need to create before your launch.

RELEVANT FREEBIE TO ATTRACT NOTES:

MORE LEADS BEFORE YOU LAUNCH

LAUNCH EVENT ASSETS (WEBINAR

OR CHALLENGE EMAILS +
CONTENT)

PROMO PAGES (SALES PAGE,

CHECKOUT PAGE, ETC.)

PROMO CONTENT (EMAILS, SOCIAL

POSTS, ADS)

DELIVERY CONTENT (EMAIL TO GIVE

ACCESS OR DELIVER PRODUCT)

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 PHASE 2: PRODUCTION

CONTENT NEEDED
KEEP IT SIMPLE LAUNCH
Sales emails (7 -10 emails over 5-7 days)
Social media posts
Sales page
Checkout page
Thank you / order confirmation page
Welcome email or product delivery email (depending on your product)

LAUNCH WITH LAUNCH EVENT (CHALLENGE OR

WEBINAR)
Launch event invitation emails (5-7 emails over 1-2 weeks)
Registration page
Thank you / registration confirmation page
Registration confirmation email
Launch event reminder / show-up emails
Social posts promoting launch event
Webinar slides or challenge content
Workbook (optional)
Sales emails (7 to 10 emails over 5-7 days)
Social media posts
Sales page
Checkout page
Thank you / order confirmation page
Welcome email or product delivery email (depending on your product)

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 PHASE 2: PRODUCTION

NOTES & IDEAS

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 PHASE THREE

PRE-LAUNCH

“I hated every minute of training, but I thought to

myself, ‘Suffer now and live the rest of your life
as a champion.”
~ Muhammad Ali
 PHASE 3: PRE-LAUNCH

PRE-LAUNCH TASKS
The Pre-Launch Phase is often overlooked, but the more effort you
put here, the bigger results you'll see during your launch. I
recommend starting this phase as soon as possible.

PROMOTE YOUR FREEBIE AS MUCH NOTES:

AS POSSIBLE TO GENERATE LEADS

START TALKING ABOUT THE TOPIC

OF YOUR OFFER ON SOCIAL, BLOG,
ETC. TO GENERATE INTEREST AND
EXCITEMENT AROUND THE TOPIC

BEGIN INVITING PEOPLE TO YOUR

LAUNCH EVENT (WEBINAR,
CHALLENGE)

It may not look like there's much to do

here, but again I want to reiterate that
this phase is super important.

The more consistently you talk about

your topic (without mentioning your
actual offer yet), you'll create curiosity
and excitement. And curious, excited
people will be your most likely buyers.

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 PHASE 3: PRE-LAUNCH

NOTES & IDEAS

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 PHASE FOUR

PROMOTION

“People don’t buy because what you do is

awesome. People buy because it makes them
feel awesome.”
~ Tara Gentile
 PHASE 4: PROMOTION

SELL, SELL, SELL!

This is the moment you've been waiting for. Time to throw open the
virtual doors and open the cart to buyers. Put on a smile and your
selling cap and get ready to knock their socks off in the best way!

HOST YOUR LAUNCH EVENT AND NOTES:

OPEN DOORS AT THE END

SEND SALES EMAILS - RECOMMEND

AT LEAST 1 PER DAY FOR 5-7 DAYS

PERSONAL OUTREACH TO PEOPLE

YOU KNOW MIGHT BE INTERESTED

BE ACTIVE ON SOCIAL - BUILD THE

HYPE!

USE BONUSES TO CREATE FOMO

AND SCARCITY

CREATE COUNTDOWN TO CART

CLOSE TO HELP PEOPLE TAKE
ACTION

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 PHASE 3: PROMOTION

LAUNCH CALENDAR
The calendar below shows a 6-week runway for a launch and a
sample timeline to use as an example of what your launch could look
like. On the following page is a blank calendar that you can customize
for your own launch.

Mon Tue Wed Thu Fri Sat Sun

Blog Promote Email IG Live

Week freebie newsletter Promote
1 (add to freebie
IG bio)

Blog Email IG Live

Week newsletter
2

Blog IG Live
Week Webinar Webinar
3 Invitation Invitation
Email #1 Email #2

Blog IG Live
Week Webinar Webinar
4 Invitation Invitation
Email #3 Email #4

Blog Webinar Sales Sales Sales Sales Sales

7pm Email #1 Email #2 Email #3 Email #4 Email #5
Week Webinar
5 Invitation Cart Open
Email #5 IG Live

Sales Sales Sales Launch

Email #6 Email #7 Email #8 Debrief
Week Email #9
6 Email #10
Cart Close

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 PHASE 3: PROMOTION

LAUNCH CALENDAR
Mon Tue Wed Thu Fri Sat Sun

Week
1

Week
2

Week
3

Week
4

Week
5

Week
6

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 PHASE 4: PROMOTION

NOTES & IDEAS

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 PHASE FIVE

POST-LAUNCH

“If you always do what you’ve always done, you’ll

always get what you’ve always got.”
~ Henry Ford
 PHASE 5: POST-LAUNCH

POST-LAUNCH TASKS
There are a lot of decisions to be made when planning for a launch!
This checklist outlines the key decisions you'll need to make. More
detail and tips on each of these are on the following pages.

DELIVER PRODUCT TO NOTES:

CUSTOMERS

SURVEY BUYERS &

NON-BUYERS

LAUNCH DEBRIEF - THE NUMBERS

DON'T LIE

START PLANNING THE NEXT

LAUNCH!

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 PHASE 5: POST-LAUNCH

LAUNCH DEBRIEF
After the launch, you'll want to look at your numbers and analytics as well as
what went well and what needs improvement. By looking objectively at your
launch when everything is still fresh, you can improve the next launch!

SALES & REVENUE MOST COMMON Q'S

WHAT WENT WELL IMPROVEMENTS NEEDED

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 PHASE 5: POST-LAUNCH

NOTES & IDEAS

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WANT DONE-FOR YOU LAUNCH
TEMPLATES TO SAVE YOU TIME,
STRESS, AND MONEY?
Check out The Launch Library All Access, my
complete set of launch templates to help you sell
your online course, membership, services, or
coaching program.

GET YOUR ALL ACCESS PASS

THE LAUNCH LIBRARY