Channel 05 / 13 · Create momentum
Product launches
Use one shipped feature to reach the right communities in several formats.
Use it when
A meaningful improvement changes what a user can now do.
Don't confuse it with
Launching every small bug fix as “revolutionary.”
01 / What companies actually did
Supabase documented its Launch Week operating system
Supabase uses fixed timelines and flexible scope. In its 2021 write-up, it says the person building the feature often writes the technical launch material, and different products go to different communities.
[S1] Supabase — How we launch ↗Supabase launches without waiting to ship code
Its write-up explicitly distinguishes shipping a feature early from giving it broad publicity during Launch Week. It details press preparation, content, sequencing and retrospectives.
[S1] Supabase — How we launch ↗Linear used a narrow waitlist before broad launch
Linear handpicked early users from its waitlist, asked about role, company size and existing stack, and iterated before the public launch.
[L1] Linear — Rethinking the early-stage MVP ↗02 / How to do it
- 01Choose one user-facing change worth showing; write the before/after in plain terms.
- 02Have the builder create the demo, technical explanation, repo and documentation.
- 03Choose channels based on who needs the feature (HN, GitHub, community, newsletter, partner, existing customers).
- 04Prepare QA, support responses, launch schedule and direct follow-up in advance.
- 05Publish once as a release, then repurpose into implementation guide, clip, tutorial and partner story.
Things you can publish or run
03 / What good looks like
Watch this
Activated users of the new feature, qualified trials, product usage at 7/30 days, assisted opportunities.
Common trap
Product Hunt votes or social impressions are not evidence that the feature is used.
04 / Copy the worksheet
COPYABLE WORKSHEET / 05
Product launches template
Replace the brackets. Use this as a starting point, not a rigid formula.
ONE-FEATURE LAUNCH KIT User problem: [job that was slow or impossible] New capability: [what changes now] Proof: [screen recording + runnable example + limitations] Launch article: why → how → demo → docs → next step Distribution by audience: - Current users: in-app, changelog, email - Evaluators: focused email + demo - Developers: GitHub, docs, relevant community - Partner: joint tutorial, if real integration Prelaunch: tests, owner, customer consent, support FAQ Launch day: owner + schedule + links + reply coverage Week 2: tutorial + customer use + learnings Measure: feature activation, retained usage, evaluation starts
05 / Original sources