SaaS launch planning workbook

Plan one launch for one primary objective. Replace relative milestones with your own dates. All numeric example assumptions below are fictional, not benchmarks.

1. Launch brief

Launch owner:
Intended release date or readiness milestone:
Audience and eligibility:
Problem and useful result:
Primary objective:
Next action for the audience:
Primary outcome measure and observation window:
Secondary measures:
Product limits and offer terms:
Capacity and budget constraints:

2. Map the customer path

Step	Customer action	Information or help needed	Likely obstacle	Owner	Evidence of completion
Discover	Fill in	Fill in	Fill in	Fill in	Fill in
Assess fit	Fill in	Fill in	Fill in	Fill in	Fill in
Start	Fill in	Fill in	Fill in	Fill in	Fill in
Reach result	Fill in	Fill in	Fill in	Fill in	Fill in
Decide to continue	Fill in	Fill in	Fill in	Fill in	Fill in

3. Readiness gates

Condition	Evidence required	Owner	Review date	Status or limit	Decision if unmet
Promised workflow works	Fill in	Fill in	Fill in	Fill in	Fill in
Offer and compatibility clear	Fill in	Fill in	Fill in	Fill in	Fill in
Next-action path tested	Fill in	Fill in	Fill in	Fill in	Fill in
Measurement checked	Fill in	Fill in	Fill in	Fill in	Fill in
Support capacity available	Fill in	Fill in	Fill in	Fill in	Fill in

Final readiness decision owner:
Decision: ready, ready within stated limits, or delayed:
Reason and contingency:

4. Assets and distribution

Asset or distribution route	Purpose and audience	Required or optional	Owner	Dependency or confirmation	Review milestone	Cost
Launch page	Fill in	Fill in	Fill in	Fill in	Fill in	Fill in
Demo and onboarding	Fill in	Fill in	Fill in	Fill in	Fill in	Fill in
Selected distribution route	Fill in	Fill in	Fill in	Fill in	Fill in	Fill in

Verify channel rules and permission before scheduling. Treat unconfirmed partner participation as a dependency.

5. Volume and delivery model

Use decimal rates: 4% is 0.04. Define what makes a visitor or signup qualified.

Completed-evaluation goal:
Assumed qualified-signup-to-completion rate:
Required qualified signups = goal / completion rate:
Assumed relevant-visitor-to-qualified-signup rate:
Required relevant visitors = required signups / signup rate:
Evidence and uncertainty behind each assumption:
Support hours per evaluation:
Required delivery capacity = evaluation goal × support hours:
Weaker scenario:
Stronger scenario:

Fictional worked example: 20 completed evaluations / 0.25 completion rate = 80 qualified signups. 80 / 0.04 signup rate = 2,000 relevant visitors. At two support hours per evaluation, the goal requires 40 support hours. These assumptions need validation; they are not an expected result.

6. Relative milestones

Agree on audience, objective, promise, and next action.
Complete required product and asset dependencies.
Test the customer path and measurement.
Confirm distribution and support coverage.
Make the readiness decision.
Release within the agreed limits.
Review after the outcome window closes.

Assign dates and owners to these milestones. Do not treat an announcement date as proof of readiness.

7. Post-launch review

Audience actually reached:
Counts and rates with eligible denominators:
Customer results and remaining obstacles:
Support effort:
Known measurement gaps:
Assumptions confirmed, weakened, or still unknown:
Next decision and evidence behind it:
Owner and review condition: