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claude-code

Awesome-pm-skills launch-execution

Helps write launch copy, position products, and create go-to-market materials using April Dunford's positioning framework and Airbnb's product marketing approach. Use when launching features, writing announcements, creating marketing materials, or positioning products.

install
source · Clone the upstream repo
git clone https://github.com/menkesu/awesome-pm-skills
Claude Code · Install into ~/.claude/skills/
T=$(mktemp -d) && git clone --depth=1 https://github.com/menkesu/awesome-pm-skills "$T" && mkdir -p ~/.claude/skills && cp -r "$T/launch-execution" ~/.claude/skills/menkesu-awesome-pm-skills-launch-execution && rm -rf "$T"
manifest: launch-execution/SKILL.md
source content

The Launch Playbook

When This Skill Activates

Claude uses this skill when:

  • Launching new features or products
  • Writing announcement copy
  • Creating marketing materials
  • Positioning product in market

Core Frameworks

1. April Dunford's Positioning Framework

Five Components:

  1. Who it's for (target customer)
  2. What it is (category)
  3. What alternatives exist (competitors)
  4. Unique value (differentiation)
  5. Why it matters (proof points)

2. Launch Announcement Structure

# [Feature Name]: [One-line value prop]

## The Problem
[What pain does this solve?]

## The Solution
[How does this feature work?]

## Why It Matters
[Customer benefits, not features]

## Get Started
[Clear next steps]

Action Templates

Template 1: Product Positioning

# Positioning: [Product]

## Target Customer
**Best for:** [specific segment]
**Not for:** [who should avoid]

## Category
**It's a:** [category name]
**Think of it as:** [analogy]

## Alternatives
**Customers currently use:** [list]
**Why switch:** [reasons]

## Unique Value
**What we do differently:** [differentiation]
**Why that matters:** [customer benefit]

## Proof
- [Metric/testimonial]
- [Metric/testimonial]
- [Metric/testimonial]

Template 2: Launch Checklist

# Launch: [Feature Name]

**Pre-Launch:**
- [ ] Positioning clear
- [ ] Announcement drafted
- [ ] Docs updated
- [ ] Support team briefed

**Launch Day:**
- [ ] Announcement sent
- [ ] Social posts
- [ ] In-app message
- [ ] Monitor feedback

**Post-Launch:**
- [ ] Track adoption
- [ ] Collect feedback
- [ ] Iterate messaging

Quick Reference

🚀 Launch Checklist

Positioning:

  • Who it's for (specific)
  • What category (clear)
  • Why different (unique value)
  • Proof points (credible)

Materials:

  • Announcement email
  • In-app message
  • Social posts
  • Docs/help articles

Distribution:

  • Email list
  • Social channels
  • In-product notifications
  • Press (if major launch)

Key Quotes

April Dunford:

"The best positioning makes it obvious who should buy, what they're buying, and why it matters."

Brian Chesky:

"Every feature needs a story. If you can't tell a story about it, you can't launch it."