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App Launch Plan

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
8 · US Letter
Style
Modern
Difficulty
Beginner
Updated
November 6, 2026

Every page (8)

Overview

App launches slip when the store page, beta, press and support all run on different calendars. This eight-page template pulls them onto one date. It covers the store listing, beta, review plan, press schedule, launch week run, a 30-day scorecard and the definitions behind each measure.

The sample plans the launch of a fictional listening app by Flintmere Media on 9 March 2027, with goals of 4,000 downloads in week one, 2,500 signups in 30 days and a 4.4 store rating. Replace the app, dates, owners, budget and targets with your own, and book your review date before launch.

Useful for

  • Aligning product, marketing and support on one launch date for a new mobile app
  • Running a three-week beta and a go/no-go meeting with clear exit criteria
  • Reporting week-one downloads, signups, rating and conversion against targets to a founder

What's included

  • Store listing diagram showing how a search view becomes a signup
  • Beta article with testers, test questions, changes made and the exit rule
  • Review plan with a strengths and risks grid, key dates and owned actions
  • Press and communications schedule with a table, calendar and target
  • Launch week checklist with owners and a daily watch-list
  • 30-day scorecard and measure definitions with a booked review date

How to use it

  1. 1

    Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.

  2. 2

    Replace the launch date, the T-minus dates and the owners with your own, and delete any rows your launch tier does not need.

  3. 3

    Rewrite the three launch goals with a number, a baseline and a date, then edit the readiness checklist to your own go/no-go criteria.

  4. 4

    Update the scorecard targets and sources, and book the 30-day review in everyone's diary before the launch.

  5. 5

    Delete the Make it yours page, then share the document with the launch team or export it as a PDF.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

  • Google Docs
  • Microsoft Word (download the .docx)

Questions

How far ahead should an app launch plan start?

Six to twelve weeks before launch is typical. The sample starts eight weeks out so the store listing, a three-week beta and the press schedule all have room.

Are the company, app, people and figures real?

No. Flintmere Media, the Fenlight app, its people and every figure are fictional sample content. Replace all of it with your own plan and numbers.

What goals should an app launch use?

Use adoption and revenue measures such as downloads, signups, store rating and trial-to-paid conversion. Press coverage is a means, not the goal, so keep it as a supporting target.

  • #app-launch
  • #launch-plan
  • #mobile-app
  • #google-docs
  • #beta-testing
  • #app-store
  • #go-to-market

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