A good launch gives buyers a reason to look again and gives your team a story to tell for weeks. I plan and run launches for B2B SaaS and AI startups, from a single release to a full launch week, and leave behind a launch system the team can reuse.
AI startups ship faster than buyers can keep track of. Without a launch rhythm, important releases go out quietly and the market keeps its old picture of the product.
Fast-growing AI companies treat releases as launches. Lovable moved from quarterly launches to monthly ones with smaller releases in between, and Supabase built launch weeks into a format much of the developer-tools market copied. I break both down in the Lovable teardown and the launch week playbook.
What counts as a weekly update, a monthly launch and a quarterly moment, with the right amount of effort for each.
For each major launch or launch week: owners, dates, story and a daily rhythm for the launch itself.
The announcement post, demo video script, launch page copy, customer email and a short brief partners can share.
Product Hunt, Hacker News and communities where they fit your buyer, plus partners, investors and customers lined up to share.
Sign-ups, demo requests and replies per launch day, and a follow-up list for sales.
About six weeks for a major launch or launch week. Smaller monthly launches need a week or two once the system is in place.
It depends on the buyer. Product Hunt works well for developer tools and products individuals can try on their own. For products sold to larger teams, communities, partners and the founder’s network usually reach buyers more directly.
A launch week bundles several releases into one fixed week, one launch a day, often with a hackathon or event alongside. Supabase made the format popular. It works best when each day is useful news on its own.
Against a normal week: sign-ups, trial starts, demo requests and replies, broken down by day and by channel, so the next launch starts from data.
How Lovable Turns Launches Into Growth
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