tool 11 of 12 · class 13 · design for marketing

launch plan and campaign kit

The launch-week calendar, three ad concepts, and a short video spot, with the Creative Advertising partners' work chosen, directed, and credited.

instrument · acquisition funneldue before class 14 · Dec 1venture book chapter · the campaign

what you make

The launch-week calendar, three ad concepts, and a short video spot, with the Creative Advertising partners' work chosen, directed, and credited.

This is the brand meeting the market. The plan is what turns a campaign kit into a launch instead of a folder of files.

Channel by channel: how many people you reach, what it costs, how many convert at each step, and what one customer costs by the end.

This is where the unit economics from class 6 either hold up or get revised. Watching that happen is the point.

01
The launch calendar has dates and owners, not just ideas.
02
Three ad concepts, each a different way in, not three versions of one.
03
The funnel has a number at every step, with a source or a clearly labeled guess.
04
The acquisition cost at the bottom of the funnel is compared to the one on your unit economics page, and the difference is explained.

01
Choose the channels from your messaging matrix's 'where they will hear it' column.
02
For each channel, estimate reach, cost, and the conversion rate at each step. Use industry benchmarks and say which.
03
Multiply through to a cost per customer. Compare it to class 6.
04
Build the launch-week calendar: what goes out, where, when, by whom.
05
Direct the campaign work: choose, rewrite, credit the partners by name.

Print this page, or copy the structure into your Venture Book. Every line is meant to be filled in.

Cost per customer here versus the class 6 estimate, and why they differ