Product Adoption Academy full logo

Product Launches 101

Launching a new product or feature requires careful planning, timely execution, and a whole lot of communication. It can feel overwhelming, especially when you’re just getting started. And that’s exactly why we made this course. 

Product Launch definition
User onboarding 101 badge showing a map and a location marker
Inside the course
7 Lessons
1 hour
“Onboarding is the most important thing in the world.”
ERIC YU
Growth lead
Apple Airpods Pro email announcement for launch

Here’s what’s inside…

We’ll start with the basics: what is a product launch, who should be involved, what good looks like (read: examples)… you know, the basics. From there, we’ll break down the core components of a launch plan, share best practices for generating cross-functional buy-in and collaboration, and review everything that needs to happen on the big day. By the end of this course, you’ll be ready to launch… in 3… 2… 1… 

You'll learn:
Check mark
What makes a product launch great
Check mark
How to tier product launches for maximum impact 
Check mark
How to set and communicate launch goals
Check mark
The core components of every good launch plan
Check mark
Best practices for segmentation, messaging, and packaging
Check mark
Tips for enabling and inspiring your go-to-market teams 
Check mark
How to bring it all together in your own launch plan
This course is for:
Check mark
Product marketers
Check mark
Product managers
Check mark
Startup founders
Check mark
Curious executives
User onboarding 101 badge showing a map and a location marker

When you finish this course, you can humble brag about it for weeks. But that’s not all. We’ll send you a shareable certification and some fun (and practical) goodies. 😎

Helpful terms

Launch tier
Noun • Synonymous with Appcues

Launch tiers are tools used to categorize product launches by relative significance, within a broader launch tier framework.

Positioning
Noun • Synonymous with Appcues

Product positioning is how your product fits into the market and what pain point it solves. Typically not customer-facing, your positioning statement is most effective as an internal tool to keep your teams aligned.

Messaging
Noun • Synonymous with Appcues

Product messaging refers to the words that you use to convey your positioning to your target audience. It’s the expression of the positioning—where it comes to life.

Product discovery
Noun • Synonymous with Appcues

Product discovery is a process that prevents product teams from investing in ideas with no discernible market—a considerable waste of financial and human capital. Instead of creating solutions to problems no one is having, product discovery justifies why your product should exist and identifies who will actually use it.

Product discoverability
Noun • Synonymous with Appcues

Product discoverability refers to how easily and organically a product or feature is discovered by users. 

Beta testing
Noun • Synonymous with Appcues

Put simply, when you first put your product in the hands of users to evaluate usability and performance in a real world scenario.

In app
Noun • Synonymous with Appcues

An adjective that describes anything living inside your product (not exclusive to mobile apps).

OKRs
Noun • Synonymous with Appcues

Objectives and key results; a framework for setting goals and measuring progress against them.

Segmentation
Noun • Synonymous with Appcues

The concept of placing users in different groups based on use case, behavior, etc., so that they can be better targeted with relevant experiences and information. For example, new users should not get the same messaging as power users who’ve been around for a long time. 

product launches 101

Ready to become a product launch master?

START COURSE