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On the call you'll receive:
THE IDEA: An app launch is usually planned as one moment: the announcement. After that, the content calendar goes quiet or turns into random posting. But the people you want still need reasons to discover the app, try it and come back, and those reasons are different on day 2 than on day 20. This plan gives each week a single job, fills every day with a topic, a purpose and a script starter, and connects every video to a tracking sheet so you can see what deserves another version.
THE FOUR WEEKS:
| Week | Days | Job | The question the content answers |
|---|---|---|---|
| 1 | 1-7 | Introduce the problem | "Is that my problem too?" |
| 2 | 8-14 | Show the product | "How does the app handle it?" |
| 3 | 15-21 | Answer the hesitation | "Is it worth it, and is it safe to try?" |
| 4 | 22-30 | Develop the strongest ideas | "What worked and what should we make next?" |
HOW TO USE IT: Fill in the Launch Foundation (Part 1), brief your creators or your own team with the weekly job (Part 2), follow the calendar (Part 3), log every video in the tracking sheet (Part 4), and use the week-4 rules (Part 5) to decide what to repeat. It works for a mobile app, a web app or a desktop product, with creators, an in-house team, or both.
Every video should be built from the same facts. Write them down once.
| Foundation item | Write it down | Why it matters |
|---|---|---|
| The one task | The single thing a person gets done with the app, in plain words | Week 1 and week 2 are both built on it |
| Who it's for | One specific type of user and the moment they're in | Keeps the topics specific |
| How the app handles the task | 3 steps or fewer, as they really work today | The base for every demonstration |
| Current workarounds | What people use now (other apps, spreadsheets, manual steps) | Gives week 1 something real to talk about |
| Pricing and plans | Exact prices, free tier, trial terms, what each plan includes | Week 3 must match the store or website exactly |
| Setup and compatibility | Platforms, versions, accounts needed, how long setup takes | Week 3 answers these directly |
| Limitations | What the app doesn't do, known issues, regions or languages not supported | Honest content builds trust and avoids returns and complaints |
| Privacy facts | What data the app collects and what it doesn't, in the words of your privacy policy | Never say more than the policy says |
| Proof you really have | Reviews, usage numbers, testimonials with permission, or "none yet" | Only use real proof |
| Next step | One link: store page, landing page or sign-up | The same link in every video |
| Tracking | A tracked link or code per creator or per video | Needed for week 4 |
Honesty rule: every claim in every video must match what the app does today. If a feature is "coming soon," say so or leave it out.
Job: Make the audience recognise a task they want to solve. The app barely appears. The goal is "that's me."
Job: Let creators demonstrate how the app handles that task. This is the "proof by watching" week.