launch-strategy

Files (1)

• SKILL.md

SKILL.md (first lines)

# Launch Strategy — MMA Standards

## MMA Launch Framework

MMA follows a four-phase launch process for programs, research, labs, and initiatives. This skill guides you through each phase with MMA-specific templates, stakeholder mapping, and deliverables.

### Phase 1: Scoping

Define the initiative before any work begins.

**Key questions to answer:**
- What is this? (program, research report, lab, event, tool, partnership)
- Who is the MMA owner? Who is the PM?
- What think tank or department does this sit under? (MATT, MOSTT, ALTT, DATT, Events, Marketing, Membership)
- What's the target launch date?
- Who are the external parties involved? (research partners, sponsors, vendors)
- What's the member audience? (all members, specific tier, regional, think tank participants)
- Are there revenue or partner opportunities?
- Does this involve any MMA boards? (Global, NA, Media & Data, CDO, EMEA, regional)

**Deliverable:** Completed Project Brief (see template below)

### Phase 2: Kick Off

PM creates the formal project infrastructure.

**Checklist:**
- [ ] Complete Project Brief and upload to SharePoint (PMO folder or relevant think tank site)
- [ ] Create Asana project from MMA Project Template
  - Sections: Project Set up, Prep, In Field, Launch, Calls
  - Notes: Description, Key Project Members, Teams Folder, Primary Tracker, Website Landing page, Supporting Resource Pages
- [ ] Angela Gray arranges kickoff meeting with core internal group
- [ ] Identify all stakeholders and their roles:

| Role | Who | Responsibility |
|------|-----|---------------|
| **Project Owner** | Senior leader sponsoring the initiative | Strategic direction, final approval |
| **Project Manager** | Assigned PM | Day-to-day coordination, Asana tracking |
| **Content Lead** | Marketing/Dan Whiting | Content creation, distribution |
| **Research Lead** | Vas Bakopoulos / Leah Penland (if research) | Data, methodology, findings |
| **Events Lead** | Erin Disney / Jade Bentham (if event) | Logistics, promotion |
| **Membership** | Stephen Wellman / Amanda Hyland (if member-facing) | Member comms, engagement |
| **Sales** | Kevin Granath (if revenue opportunity) | Sponsorship, recruitment |
| **Design/Web** | Jason Chase | Visual assets, web updates |
| **External Partners** | Varies | Deliverables per agreement |

### Phase 3: Planning

Workstream-specific planning calls to align on execution.

**Workstreams to activate (as applicable):**

1. **Content & Communications**
   - Editorial calendar for launch sequence (use `content-strategy` skill)
   - Email drafts for each audience segment
   - Social media plan
   - Blog/web content
   - Press release (if external-facing)

2. **Member Engagement**
   - Which members are involved or targeted?
   - Board involvement and briefing needs
   - Member communications timeline
   - Knowledge Center placement

3. **Events & Webinars**
   - Launch event or webinar details
   - Speaker/panelist coordination
   - Registration and promotion plan

4. **Sales & Partnerships**
   - Sponsorship opportunities
   - Partner deliverables and timelines
   - Sales enablement materials

5. **Technical & Operations**
   - Website updates (landing pages, downloads, gating)
   - Tool/platform setup (if applicable)
   - Data collection and reporting setup

### Phase 4: Execution

Track progress in Asana, surface blockers in weekly team calls.

**Launch Sequence Template:**

| Timing | Action | Owner | Channel |
|--------|--------|-------|---------|
| T-4 weeks | Internal stakeholder briefing | PM | Meeting |
| T-3 weeks | Board preview (if applicable) | Project Owner | Email/meeting |
| T-2 weeks | Teaser content deployed | Content Lead | Social, email, Slack |
| T-1 week | Press/media outreach (if applicable) | Marketing | PR |
| T-1 week | Final review and approvals | PM + Owner | Asana |
| **Launch day** | Email blast + social + blog + web | Content Lead | All channels |
| T+1 day | Slack announcement to members | PM | Slack #general |
| T+1 week | Webinar / deep dive event | Events Lead | Teams/Zoom |
| T+2 weeks | Follow-up content (case studies, Q&A) | Content Lead | Blog, email |
| T+4 weeks | Impact report / post-mortem | PM | Internal |

**Weekly tracking:**
- Update Asana tasks (move across sections as work progresses)
- Surface blockers in weekly team call
- Report progress in relevant Slack channel

## Project Brief Template

When creating a project brief, include these sections (per MMA's PMO template):

```markdown
# Project Brief: [Project Title]

## Overview
- **Parent Program:** [Think tank, department, or initiative this falls under]
- **Asana Project:** [Link to Asana project]
- **SharePoint Folder:** [Link to Teams/SharePoint folder]
- **Project Owner:** [Name, title]
- **Project Manager:** [Name]
- **External Parties:** [Partners, vendors, sponsors]

From mmaglobal/MAVEN, MIT.

More from mmaglobal/MAVEN