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Product Launch Plan

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
8 · US Letter
Style
Bold
Difficulty
Beginner
Updated
October 31, 2026

Every page (8)

Overview

Launches slip when each team works from its own plan. This template puts the whole countdown in one place: launch tier, three goals with numbers, who hears what and when, the assets to finish early, an embargoed press email, a go/no-go checklist and a scorecard for judging success afterwards.

The sample is a tier 1 launch for Quillon Brands on 20 May 2027, with a £120,000 budget, a goal of 2,500 signups in 30 days and a 9% trial-to-paid target. Replace the tier, dates, owners, goals and checklist with your own, then book the 30-day review before you launch.

Useful for

  • A product marketer planning a flagship release across product, sales, support and press
  • A small team deciding which launch tier a new feature deserves and what it needs
  • A launch lead running the go/no-go meeting with a checklist and named sign-offs

What's included

  • Launch tier page with a grouped, dated checklist of owners from eight weeks out
  • Goals scorecard showing targets, actuals, trend and red, amber or green status
  • Messaging table by audience and channel, with a month calendar of sends and meetings
  • Asset tips and an embargoed press email template with notes on why it works
  • Readiness page with a four-step process flow, go-live checklist and three sign-offs
  • Measures scorecard for adoption, signups, spend and support load, plus a make-it-yours guide

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

    Pick your launch tier, delete the assets and checks it does not need, and replace the T-minus dates with your actual launch date and owners.

  3. 3

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

  4. 4

    Replace the press email placeholders in square brackets, and book the 30-day review in the diary before launch.

  5. 5

    Delete the Make it yours page and share the plan with every team that owns a task.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

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

Questions

What does launch tier mean in the template?

Tier 1 is a flagship release with the most budget and the longest countdown. Smaller releases use lower tiers with fewer assets, so a minor update never gets flagship effort.

Which measures should a launch be judged on?

Adoption and revenue first, such as signups and trial-to-paid conversion, with press coverage as a supporting measure. The sample scorecard shows targets, actuals and status.

Are the organisation and people in the sample real?

No. Quillon Brands, its staff and every figure and date are fictional and exist only to show what a finished launch plan looks like.

  • #product-launch
  • #launch-plan
  • #go-to-market
  • #launch-checklist
  • #product-marketing
  • #go-no-go
  • #launch-goals

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