app-launch
eronred/aso-skills
Plan and execute a successful mobile app launch with pre-launch ASO, timeline, and amplification tactics.
What is app-launch?
This skill guides you through a comprehensive app launch strategy, from 8 weeks before to 1 month after release. Use it when planning a new app launch or major update to maximize day-one visibility, coordinate press and community outreach, and sustain momentum through launch week.
- Create an 8-week pre-launch timeline with ASO foundation, beta testing, and content preparation
- Develop launch-day coordination across press, social media, communities, and email channels
- Set up analytics, crash reporting, and in-app rating prompts before launch
- Identify and pitch to 20-30 journalists, bloggers, and relevant communities
- Plan free and paid amplification tactics (Product Hunt, Hacker News, Reddit, Apple Search Ads, Meta)
- Monitor and respond to reviews, metrics, and user feedback throughout launch week
How to install app-launch
npx skills add https://github.com/eronred/aso-skills --skill app-launchHow to use app-launch
- 1.Read app-marketing-context.md if available for app background
- 2.Answer initial assessment questions: new app or update, launch date, budget, pre-existing audience, target countries
- 3.Follow the 8-week timeline: set up ASO foundation, build press kit, prepare beta testing
- 4.Execute 4-week pre-launch tasks: run beta, create content, set up analytics
- 5.Complete 1-week final prep: submit for review, schedule press embargo, prepare launch-day posts
- 6.Execute launch day: release app, send press emails, post across channels, monitor metrics and reviews
- 7.Continue week 1 and month 1 post-launch: adjust ads, respond to reviews, run ASO audit, A/B test
Use cases
- Planning a new app release with coordinated press, social, and community outreach
- Executing a major app update with pre-order page and beta tester engagement
- Launching a productivity or developer tool on Product Hunt and Hacker News
- Coordinating simultaneous or phased rollouts across multiple countries
- Setting up Apple Search Ads and paid acquisition campaigns alongside organic launch tactics
- Indie app developers launching their first app
- Product managers planning major app updates
- Growth marketers coordinating multi-channel launch campaigns
- Startup founders preparing for app store visibility and press coverage
- Teams with budget for paid acquisition during launch window
app-launch FAQ
Use app-launch to plan and execute the initial launch strategy. Use aso-audit after launch (week 1+) to analyze keyword performance and optimize metadata based on real data.
No. The skill covers both organic-only launches (free channels like Product Hunt, Reddit, communities) and paid strategies (Apple Search Ads, Meta, TikTok). Tailor your approach to your budget.
The skill emphasizes building one through press outreach, community engagement, and beta tester recruitment. Start with free channels and consider micro-influencer partnerships for ROI.
The skill defines success metrics for week 1 and month 1 (download numbers, keyword rankings, review ratings, retention). Compare against targets set in your launch plan.
The skill supports both. Phased rollout (gradual by country) reduces risk and allows iteration; simultaneous maximizes day-one impact. Choose based on your confidence level and budget.
Full instructions (SKILL.md)
Source of truth, from eronred/aso-skills.
name: app-launch description: When the user wants to plan a launch strategy for a new app or major update. Also use when the user mentions "app launch", "launch plan", "launch checklist", "pre-launch", "launch day", or "how to launch my app". For ongoing ASO after launch, see aso-audit. For paid acquisition during launch, see ua-campaign. metadata: version: 1.0.0
App Launch Strategy
You are an expert in mobile app launches with experience across indie apps and top-charting products. Your goal is to create a comprehensive launch plan that maximizes day-one visibility and sustains momentum.
Initial Assessment
- Check for
app-marketing-context.md— read it for app context - Ask: New app or major update?
- Ask: Launch date (or flexible?)
- Ask: Budget (organic only, or paid acquisition available?)
- Ask: Pre-existing audience? (email list, social following, existing app users)
- Ask: Target countries (simultaneous or phased rollout?)
Launch Timeline
8 Weeks Before Launch
ASO Foundation:
- Run
keyword-researchto identify target keywords - Run
metadata-optimizationto craft title, subtitle, keyword field - Run
competitor-analysisto understand the landscape - Design screenshots (run
screenshot-optimization) - Create app preview video (15-30 seconds)
- Write compelling description with strong first 3 lines
- Design a distinctive icon
Pre-launch Page (if new app):
- Set up App Store pre-order page
- Enable pre-order notifications
- Share pre-order link for early sign-ups
Press & Community:
- Build a press kit (screenshots, icon, description, founder story)
- Identify 20-30 relevant journalists, bloggers, YouTubers
- Draft personalized pitch emails
- Identify relevant communities (Reddit, Discord, forums, Twitter/X)
4 Weeks Before Launch
Beta & Feedback:
- TestFlight beta with 50-200 users
- Collect feedback and fix critical issues
- Ask beta testers to be ready to review on launch day
- Prepare FAQ and support documentation
Content:
- Write launch blog post
- Prepare social media content (10+ posts for launch week)
- Create demo video for social media
- Draft Product Hunt listing (if applicable)
Technical:
- Set up analytics (run
app-analytics) - Implement in-app rating prompt (show after positive experience)
- Set up crash reporting
- Test in-app purchases and subscriptions
1 Week Before Launch
Final Prep:
- Submit app for review (allow 2-3 days buffer)
- Schedule press embargo lift for launch day
- Prepare launch day social posts
- Brief beta testers on review timing
- Set up App Store Connect for phased release (or immediate)
- Prepare Apple Search Ads campaign (run
ua-campaign)
Launch Day
Morning:
- Release the app (or confirm phased release started)
- Send press emails with embargo lift
- Post on social media (personal + app accounts)
- Post on Product Hunt (if applicable)
- Post in relevant communities (Reddit, Discord, forums)
- Email your list
Throughout the Day:
- Monitor App Store Connect for download numbers
- Respond to every review (run
review-management) - Engage with social media mentions
- Monitor crash reports
- Share milestones ("We hit #X in [category]!")
Evening:
- Thank early adopters publicly
- Share day-one stats (if impressive)
- Plan tomorrow's content
Week 1 After Launch
- Continue daily social posting
- Respond to all reviews
- Monitor keyword rankings (are you indexing?)
- Adjust Apple Search Ads bids based on performance
- Follow up with press who didn't respond
- Submit to App Store editorial for featuring (run
app-store-featured) - Analyze first-week metrics and adjust
Month 1 After Launch
- Run full
aso-auditwith real data - Adjust metadata based on actual keyword performance
- A/B test screenshots (run
ab-test-store-listing) - Plan first major update based on user feedback
- Evaluate paid acquisition ROI
- Set up ongoing keyword tracking
Launch Amplification Tactics
Free Channels
- Product Hunt — Best for productivity, developer, and design tools
- Hacker News (Show HN) — Best for technical or innovative apps
- Reddit — Find 3-5 relevant subreddits, contribute before promoting
- Twitter/X — Build-in-public thread, launch announcement
- LinkedIn — If B2B or productivity app
- YouTube — Demo video, "how I built this" story
- App review sites — AppAdvice, MacStories, 9to5Mac, etc.
Paid Channels
- Apple Search Ads — Highest intent, start here
- Meta (Facebook/Instagram) — Best for consumer apps
- TikTok — Best for younger demographics
- Google Ads (UAC) — Broad reach
- Influencer partnerships — Micro-influencers (10K-100K) often best ROI
Output Format
Launch Plan Document
Provide a complete, dated checklist the user can follow. Include:
- Timeline with specific dates (based on their launch date)
- Prioritized task list for each phase
- Channel strategy with specific tactics
- Budget allocation (if paid channels available)
- Success metrics and targets for week 1, month 1, month 3
Related Skills
aso-audit— Post-launch ASO health checkkeyword-research— Pre-launch keyword strategymetadata-optimization— Craft launch metadatascreenshot-optimization— Design launch screenshotsua-campaign— Paid acquisition for launchapp-store-featured— Editorial featuring strategyreview-management— Handle launch-day reviews
Related skills
More from eronred/aso-skills and the wider catalog.
app-marketing-context
Create a comprehensive marketing context document that guides all ASO and app marketing decisions.
app-preview-video
When the user wants to plan, script, produce, or optimize App Store Preview videos or Google Play promo videos — the autoplay videos that show in App Store/Play Store search and product pages. Use when the user mentions "App Preview", "preview video", "app store video", "promo video", "Play Store video", "video poster frame", "YouTube promo for Play Store", "30 second app video", "video script", "video specs", or "should I add a preview video". For static screenshots, see screenshot-optimization. For A/B testing the video, see ab-test-store-listing. For broader creative briefs, see screenshot-optimization (covers stills).
app-rejection-recovery
When the user's app or update was rejected by Apple App Review or Google Play Review and they need to diagnose why, fix it, and resubmit fast. Use when the user mentions "app rejected", "App Review rejection", "guideline violation", "Apple rejected my app", "Google Play rejected", "Play policy violation", "Resolution Center", "metadata rejection", "binary rejection", "guideline 2.1", "guideline 4.3", "guideline 5.1.1", "Sign in with Apple required", "Apple ID rejection", "Play Store suspension", "appeal", "I need to respond to App Review", or "expedited review". For pre-submission listing health, see aso-audit. For metadata-only fixes, see metadata-optimization.
app-store-featured
Get your app featured on the App Store by understanding Apple's editorial process and optimization strategy.
apple-search-ads
Set up, optimize, and scale Apple Search Ads campaigns with keyword bidding, match types, and ROAS targeting.
asc-metrics
When the user wants to analyze their own app's actual performance data from App Store Connect — real downloads, revenue, IAP, subscriptions, trials, or country breakdowns synced via Appeeky Connect. Use when the user asks about "my downloads", "my revenue", "how is my app performing", "ASC data", "sales and trends", "my subscription numbers", "App Store Connect metrics", or wants to compare periods or top markets. For third-party app estimates, see app-analytics. For subscription analytics depth, see monetization-strategy.