ANATOMY OF
A LAUNCH

Where you actually stand, and the first live test.

I question everything: the research, the pitch, the plan, the claims you make and who clears them, the website you built and never launched. On the first call we settle the doors: the two or three audiences the idea could serve, and my starting bet on which one leads. And the first landing page goes live, carrying the promise and ending in the self-check: a handful of questions, two minutes.

My audit challenges, on paper, and the first landing page live.

Everything you have, and your yes on the self-check questions: an hour, not a project.

One landing page per target audience.

The remaining audiences get their pages, each with its own promise. Then the plumbing: domain, email provider, thank-you pages, pixel, analytics. We are not selling the product yet. We are testing whether each audience wants what you stand for.

All pages live, wired and measuring: who starts the check, who finishes it, who leaves an email.

Yes, no or change on each page, within the week.

The market starts answering.

Creatives made, one campaign per audience on equal budget. From here, every day produces evidence.

Campaigns running and a shared live dashboard.

The ad budget, yours, agreed together in week 2. Plan for roughly €30 a day per audience, €2,000 to €2,500 across the sprint. It goes to Meta, not to me, and below €1,500 the verdict is not readable.

What you actually sell first.

The ads run their second week and I tune them daily. In parallel, the blueprint of the first thing people will pay for: what is inside, what is deliberately left out, how it is delivered, and the content plan that keeps the list warm until the doors open.

The offer blueprint and the content plan.

One working session and your corrections.

Does the need exist, and where.

Two full weeks of data: cost per completed check per audience, emails next to starts. This is the honest week. If no audience finishes the check, that is the cheapest bad news you will ever buy. We decide which audience leads, shape the founding offer around it, and the funnel deepens: the winning pages and the email sequence get the deep assessment wired in.

The verdict memo, the founding offer, and the deep assessment live in the funnel.

The decision, on the call.

From blueprint to something people can buy.

Decided on the week-5 call, one of three routes. An off-the-shelf platform, configured and wired to the funnel: my default, because it ships in days and the money goes into customers, not code. Or a traction version built from a base I already have, with the honest caveat that if it takes off, a development team builds the real thing later. Or, if your team is already building, I direct their build and spend these weeks on launch machinery instead.

A working version you can click through.

Your feedback on the working version.

Everything tested the way a customer will experience it.

Completed on your feedback. Launch emails written, the result screens flip from “we open soon” to “come in”, the sign-up or the payment tested end to end.

A launch-ready system, tested.

Final approvals on emails and pages.

Doors open.

Launch emails fire, and the check now ends in an open door instead of a waiting list. The ads keep selling the check, so the machine keeps feeding itself past launch. I watch it daily through the first week.

The launch, and the handover: everything built and everything learned, documented, yours.

Be on the calls. The rest is mine.