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Rethinking Google's Famous LaunchCal
Stakeholder center
Launch details
Use this page in meetings when you're reviewing progress and commenting. Then, press the Launch Button when it's time...but not too soon.
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Cat NFTs
10/28/2025
XYZ Launch
6/28/2025
Smart Email
6/24/2025
Payments in Yen
6/9/2025
Purchase with Apple Pay
5/30/2025
Dogecoin
5/26/2025
Cat Cams
5/21/2025
Self-driving stroller
5/16/2025
Membership communications
5/14/2025
NFC login from phone
5/10/2025
Mobile redesign
5/4/2025
Launch Name
Cat NFTs
Status
Update this status as the launch moves through the approval process.
Design
% to launch
This is a formula calculated based on the steps completed below.
0%
Weekly Updates
Right in time for National Cat Day
Planned Launch Date
10/28/2025
Actual Launch Date
PM
Stakeholders
Add Launch Steps
Review STePS
Fill out the approver, dates, and relevant links for each step below.
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Step Name
When to Use
Reviewer
Status
Nudge Reviewer
Start Date
Due Date
User Study
Recommended
Not Started
4/10/2025
4/24/2025
Design Review
Every time
Not Started
4/10/2025
4/17/2025
Code Review
Every time
Not Started
4/10/2025
4/17/2025
Localization Review
Recommended
Not Started
4/10/2025
4/15/2025
Submit Privacy Doc
Every time
Not Started
4/10/2025
4/13/2025
Privacy Review
Every time
Not Started
4/10/2025
4/15/2025
Support Documentation
Recommended
Not Started
4/10/2025
4/24/2025
Blog Post
Optional
Not Started
4/10/2025
4/17/2025
Email
Optional
Not Started
4/10/2025
4/17/2025
Cross-post on Social
Optional
Not Started
4/10/2025
4/13/2025
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Press to Launch!
Launch
Press Release
For each launch, create a press release or one pager that explains the details and impact of the launch.
There’s something very powerful about writing the launch press release upfront, before any work has been done on a new feature or project. Not only does it force clarity for the launcher, but it provides important context for all the reviewers. This ritual of “working backwards” by starting each launch with the press release was initially , and has become an integral part of my product teams.
Of course, you’ll want to choose a format that works best for your team. It could be a PRD, project brief, or a short press release with FAQ’s. I’ve included a template below that you can customize for your team.
[delete everything above this line]
Heading: short name for the product that the target customers will understand
Subtitle: One sentence saying who the market is and what the benefit is
By: [Type @ and select your name]
Summary: 2–4 sentences that gives a summary of the product and the benefits. Should be self-contained so that a person could read only this paragraph and still understand the new product/feature.
Problem : 2–4 sentences describing the problem that a customer faces, which this product solves. Tests your assumptions about the pain-points that you are addressing.
Solution : 2–4 sentences, describing how the new product/feature addresses this problem. Tests your assumptions about how you are solving the pain-points.
Getting started: 1–3 sentences describing how someone can start using this product/feature (if it’s baked into the existing product, say this explicitly). Tests your assumptions about how easy the ramp-up is for your customers to take advantage of the new product/feature.
Internal quote: Someone within your company being quoted about what they like about the product/feature. Tests your assumptions about the value you are creating for your customers and how you position this product within your broader product offerings.
Customer Quote(s): a hypothetical customer saying what they like about the new product/feature. Tests your assumptions about how you want your customers to react to the new product/feature and your ideal customer profile. They should be doing something that they couldn’t do before, doing something much quicker and easier, saving time and effort, or in some other way making their life better. Whatever the benefit is, their delight in the benefit(s) should be exhibited in the quote. This should be multiple quotes from different customers if you have multiple profiles of ideal customers, example: mid-market and F50 customers.
Call to action: 1–2 sentences telling the reader where they can go next to start using the product/feature. Tests your assumptions about whether this is a feature that is automatically on, something they need to turn on, a beta-release, etc.
FAQs
A set of public frequently-asked questions and their answers. This should be a comprehensive list of everything that a customer might want to know about the product. It should include any reasonable question that comes up when discussing the new product/feature with customers and customer-facing teams during the development of the product/feature.
Internal FAQs
A set of private, internal frequently-asked questions and their answers in a format that can be understood by every other stakeholder. An FAQ might include wireframes of a product with a strong UX component, or a link to separate wireframe documents, but the PR should rely on text alone. This will allow all internal stakeholders to get clarity on the product/feature.
Done reading? 
Dashboard
Link to, embed, or track in Coda the key metrics related to this launch.
[option 1: insert link to launch dashboard]
This is the one dashboard our team is obsessed with.
[option 2: embed the launch dashboard in this doc]
Type /embed to embed your dashboard tool of choice right in this doc.
[option 3: build a dashboard in Coda]
Type /chart and select a chart type to track your launch metrics in Coda.
Learnings
Important insights and learnings your team discovers after the launch.
Instructions
Metrics
Which metrics did you track, and how did the launch perform?
What went well
What went well?
What could have been improved
List a few things that could’ve been improved.
Insights
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Date
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Sentiment
Learning
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