U.S. Launch Playbook
The four phases

From pre-launch to first proof of traction.

Four practical phases instead of a daily calendar. Read the phase you're in. Come back to the others when you face a specific question.

Phase 0

Before Launch

Most launches fail because founders skip this step or rush through it. Do not start selling until everything here is done. Give yourself enough time for this phase.

Goal · Get the rules, packaging, price, team, and shipping right — before Day 1.
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Phase 1

Finding Your First U.S. Customers

Your only goal right now: find people who love your product and learn everything you can from them. Do not try to grow fast. Do not spend big money on ads. Talk to real people. Sell to them directly. Listen carefully.

Goal · Find your first 10 true fans. Learn what message makes people buy.
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Phase 2

Focus on What Works

By the end of Phase 1, you should have real information: which messages worked, which places sold the most, what customers are saying. Now use that information to get better. Stop doing things that are not working. Spend more time and money on things that are.

Goal · Double down on the channel, message, and customers that are working.
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Phase 3

Growing After Your First Wins

By the end of Phase 2, you should have one sales channel that works, a message that makes people buy, and real customers who love your product. Now you start building a bigger business. You are not growing fast yet — you are building the base that allows you to grow.

Goal · Build proof. Proof that customers love your product, that you know how to reach them, and that the math works.
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Reference

The honest scorecard

Ten things that consistently worked across founder interviews — and ten that consistently failed.

Read the scorecard