The App Launch Checklist: 30 Things to Do Before & After Launch

Launches fail in the gaps — the thing you forgot to set up, not the thing you did wrong. This 30-step checklist covers pre-launch, launch day and post-launch so nothing slips.

Pre-launch (2–4 weeks before)

1. Define one success metric (signups, downloads, paid conversions).
2. Write a one-line positioning statement and a 60-char tagline.
3. Build a press kit (logos, screenshots, boilerplate, founder bio).
4. Create a demo video under 90 seconds.
5. Set up analytics (page views, funnel, attribution).
6. Add an email capture for a waitlist or launch list.
7. Draft listing copy for 5+ directories.
8. Prepare social assets (OG image, tweet, LinkedIn post).
9. Line up 3–5 beta testers for launch-day social proof.
10. Pre-schedule directory submissions (staggered).

Launch day

1. Submit to AppGeoList (free, instant, indexed).
2. Submit to Product Hunt / your primary launch platform.
3. Post to relevant communities (Reddit, IndieHackers, X).
4. Email your waitlist with a clear CTA.
5. Monitor for bugs and have a hotfix path ready.
6. Respond to every comment and review within 2 hours.
7. Reshare social posts at peak hours for each timezone.
8. Update your directory listings with "Just launched" tags.

Post-launch (week 1–4)

1. Collect and respond to all reviews (Trustpilot, G2, app stores).
2. Submit to 10+ additional directories from our submission sites list.
3. Publish a "What we launched" blog post with results.
4. Reach out to anyone who mentioned you for a case study.
5. Fix the top 3 reported issues and announce the update.
6. Run a retargeting campaign to launch visitors who didn't convert.
7. Write a "lessons learned" post (great for SEO + trust).
8. Plan the next feature drop to keep momentum.
9. Audit analytics: which channel sent the most converting traffic?
10. Update all listings with the new version/changelog.
11. Submit to seasonal/holiday promotions if timing fits.
12. Set a 90-day review to measure against your success metric.