Launch Checklist: What You Need To Do Before You Launch

I’m not a fan of blueprints and formulas in business, because everyone’s business is different.

But there are times when having a checklist to run through is a good idea.

Like before you jump out of a plane with your parachute. (That’s what launching can feel like many times!)

7 step launch checklist for your next course, product, or book

1. Validate your idea

Launch checklistThe biggest mistake I see people make when they want to launch a new product or course is trying to sell something that no one is interested in buying.

That’s where the launch crickets thrive.

Instead of creating something purely because you think it will be what people want, validate your ideaf by talking to potential customers, and even going so far as to sell it before you make it.

If you can talk to a handful of people who are willing to give you money for something before you have it, then you know you’ve got a winner.

2. Line up your prospects

Another reason why launches fail is because you just don’t have the right people seeing your offer, or enough of them.

This is where building your email list really comes into perspective. But it’s not just about building a general email list, it needs to be the right people.

I talk a whole lot about list building in my free 30 Day List Building Challenge, but when it comes to building a list, you can get loads of new subscribers during your pre-launch, too.

3. Design your promotion strategy

Will you have joint venture partners or affiliates helping you promote your new offering? Will you use Facebook ads, do guest interviews, or have a series of free videos and downloads?

Do you want to offer your program or book for just a short period of time, or will you make it available indefinitely as an evergreen product?

Are you going to do a live webinar, Google Hangout, or start out with a lower price and increase it to create more urgency?

Answering these questions will help you design the best launch campaign for your offering.

4. Create your launch calendar

Now that you have a better idea of what your pre-launch sequence will look like, it’s time to put all the pieces together into a calendar or plan you can follow.

I’m a huge fan of being nimble during a launch, to adapt to what’s happening in real time so you can make the best of any situation.

But I also love to see which days I’ll be emailing my email list, when I plan to release certain pieces of pre-launch content and whether I’ve got too many things happening at once or I can ramp up the excitement even more.

5. Set up the technology pieces

The tech side of a launch causes many headaches, especially if things don’t work when people are trying to buy.

That’s why I recommend running through your ordering process from start to finish a few times before you open your shopping cart – just to be sure there aren’t any breaking points.

Decide if you’ll need a new website, membership software, an email auto responder, a shopping cart, tracking tools, and which ones you’ll use.

You can start simple and improve the tools you’re using once you’ve done your first launch.

6. Announce it to the world & get accountability

One major block you might be experiencing with launching is “not being ready yet”.

The reality is that you’ll never feel like everything is perfect, so set yourself a non-negotiable deadline and announce your launch to the world.

When people are expecting you to launch it, you’ll do what it takes to make it happen. You can always improve on your next go around!

7. Ready, set, launch

Launch It and Profit registration is closed, but click here to find out how it can help you plan and execute your launch profitably from the get go.

Now it’s time to do the work, one step at a time.

Leave a comment below and let me know which step on this launch checklist is stopping you up, and I’ll help you move through it so you can get your work out into the world in the next few weeks or months!


  1. Brandy Middleton on November 5, 2014 at 11:39 pm

    Thank you Nathalie! These are some great tips. I am excited to say that I have joined the Launch it and Profit Program. I can’t wait for it to start! In the mean time, I am working on choosing my techy tools I want to use.

    I am so inspired! Thanks, again!

    Brandy xo

    • Nathalie Lussier on November 6, 2014 at 3:05 pm

      Woohoo Brandy, so excited to have you on board! And yay for being able to sort out all the tech stuff before you even get started on your marketing, right?! :)

  2. Stef Gonzaga on November 6, 2014 at 4:31 am

    Hey Nathalie! A lot of experts selling launch courses also share the same tips, but it’s not always clear if this type of launch is suitable for a specific group of people (e.g. business owners vs. creatives).

    Would you say that your launch program is suitable for creatives who don’t sell a product that solves an immediate problem or a product of medium-large proportions? What if it’s a singer selling an album or a writer selling a book? Would a launch of this kind work, or is this once again best for service-based biz owners selling information?


    • Nathalie Lussier on November 6, 2014 at 3:24 pm

      That’s a great question Stef! I checked out your website and wasn’t sure what products you might be considering releasing (thinking it would be a book or written + art project). I think that the mechanics of doing a marketing campaign work no matter what you’re releasing into the world: you want to build anticipation, get people to see it and want to buy it, and then asking for the sale. How you come up with the product might be a little different, but there are still ways to validate you’re on the right track..

      Just thinking about say the romance book market versus the abstract poem market… neither really solves a “problem” but the chances of selling your romance genre novel is more likely than a poetry book. So there is a way to gage what the market is interested in buying before you create it, even if it is art and not a “problem solving / teaching product”.

      All that being said, I think that Launch It and Profit is designed for people who currently have a 1-1 service offering that they want to shift into a 1-to-many offering or package their expertise. But we also have crafters and all kinds of other great businesses in the group, and they’ve done well too – so I say check in with your goals and make your decision from your instinct on this one, or email us at with your specific business idea and we can chat more. :)

  3. Llyane @FrenchOnSkype on November 6, 2014 at 4:33 pm

    Hi, Nathalie

    I love this list and I wish I could join your program, but I have joined another recently and there is so much time in the day for this entrepreneur :)

    I am a French language coach and I came to your webinar, where I asked how you see the conversation part play into a group setting.

    It turns out that the conversation is not mandatory for the group program, especially because it appears that people are really shy to speak in public in the first place, so I will have weekly Q&A sessions and, if people would like to have conversation, I’ll offer my 1-on-1 service on Skype as situations arise.

    This is the only element that stopped me open a group program, so now I feel free and happy, so I intend to launch it for Thanksgiving (I have all the elements prepared for more than a year now).

    I also work on an eBook, which I’d like to launch for Christmas, and my question to you is: what is the difference between an eBook launch and a group program launch?

    Thank you so, so much!!

    • Nathalie Lussier on November 6, 2014 at 5:40 pm

      Way to go Llyane – so happy you’re moving forward with your group program! The main difference between launching an ebook and a program is basically how much lead up and extra “free stuff” you generally need to provide, depending on the price point of what you’re offering. :)