Capability template for marketing and content

Launch checklist

Whoever owns a launch date gets one dated checklist for the weeks before, the day itself and the weeks after, with an owner on every line. Each announcement is written out so the approver sees exactly what goes out, to whom and from where before saying go. Nothing is announced by the assistant.

The outcome

A launch stops being a day you hope goes well and becomes a sequence your team can see. Every step has a date counted from the launch day, skips the days you are closed, and names the person who does it. The page starts with a plain verdict on whether the thing is ready to show, and if one small cut would make it ready, it names the cut.

Launches here are sized to what they deserve. A new service gets the full sequence; a small improvement gets a quiet line on your list of changes. Channels are chosen by who controls them, so every post or partner mention leads people back to your own page, where the one action you want sits waiting.

Every line that reaches someone outside the business is spelled out: the draft, the group and how many people are in it, the address it goes from, and what happens when they reply. Your approver knows exactly what they are saying yes to. The assistant sends, posts, publishes and schedules nothing.

Who starts the work, and when

The person who owns the launch date starts it: an owner, a marketing lead or a project lead. Large launches start about three weeks ahead, medium ones about ten days ahead. It runs again whenever the date, the scope or the audience moves, and the new version lists what changed.

The launch owner settles every question and approves the checklist before it goes to the team.

What they supply

The launch brief. What you are launching, who it is for, the one action you want them to take, the launch day, who approves anything that goes out, and the days you are closed.
Three quick answers on size. How much of your audience it touches, whether it is new, and whether it changes what you sell or how people buy.
Your facts. A short note in your own words: what you sell, who buys, the proof you may show and the terms the launch must match.
The team. Each role and what it does, so every line gets an owner.
Your audience list. Each group you can reach, how you know them, how many there are and how you reach them, plus any channel you will not use.
Where the launch stands, the dates any partner or newsletter needs, earlier launches, and the pages and sales documents the launch might contradict.

What comes out

One checklist in a fixed order:

The launch in one line, its size and its readiness. The verdict comes first, with each reason tied to something you supplied.
The channels, each marked owned, borrowed or rented, with the groups and counts from your list and the reason any channel was left out.
Before, the day and after. Every line dated and owned; every outward line spelled out and waiting for the approver.
Drafts needed, with who writes each and by when.
What the launch makes wrong, such as an old price on a live page, each picked up by a line before the day.
Questions for the launch owner, each with the facts behind it.

A good checklist can be read by every owner in two minutes, and nobody is surprised by their name or their date.

An invented example

Illustrative example with invented data. Quillfern Bookkeeping is an invented 12-person bookkeeping firm; the people are named by role only, and the pages, counts, dates and prices below are all invented. No real firm, association or person is described. The owner is launching a fixed-fee service for restaurants. First come the inputs the owner supplied, in full, then the checklist the capability returned.

The inputs

1. The launch brief, with the size answers

What we are launching: Fixed-fee monthly books for restaurants:
  bookkeeping, payroll records and a monthly report, for $650 a month
  per location. A new service page with a booking link.
Who it is for: owners of independent restaurants with one to three
  locations.
The one action: book a 20-minute fit call from the service page.
Launch day: Thursday 19 November 2026.
Today: Monday 9 November 2026.
Launch owner: the owner.
Approver for anything that goes outside the firm: the owner.
Working days: Monday to Friday. Office closed: Thursday 26 and
  Friday 27 November 2026.

Size answers:
  Reach: a part of the people we can reach (restaurant owners only).
  New or improvement: new.
  Changes what we sell or how it is bought: yes.

2. Your facts

We are Quillfern Bookkeeping, a 12-person bookkeeping firm.
What we sell: monthly bookkeeping and payroll records for small
  businesses, billed monthly.
Who buys: owners of businesses with 5 to 50 staff.
Proof we may show: we keep the books for 9 restaurants today. We may
  say that. We may not name them.
Terms the restaurant service must match: $650 a month per location.
  No setup fee. Cancel with 30 days' notice. No launch discount.

3. The team

Owner: owns the launch date; approves everything that goes outside the
  firm; writes everything that goes out under the firm's name; sends
  personal notes and replies from their own email.
Senior bookkeeper: knows the restaurant clients; reads pages and
  drafts as a fresh reader.
Office manager: runs the website and the email list tool; tests forms
  and booking links; keeps the enquiries sheet.

4. The audience list

group,relationship,count,reached through
Restaurant clients,current clients,9,owner's email
Other current clients,current clients,77,owner's email
Restaurant owners on the newsletter list,asked to hear from us,64,email list tool
Restaurant owners' association members,association newsletter; the owner knows the editor,about 400,the association's monthly newsletter
Two partner accounting firms,refer clients to us,2,owner's email
Owner's LinkedIn connections,professional network,about 900,owner's LinkedIn account

Channels we will not use: paid advertising.

5. Where the launch stands

Service page: drafted in the website editor, not published. Shows the
  price, what is included and the booking link. Has a section headed
  "Client story coming soon" with no text under it.
Booking link: set up by the office manager. Not yet tested.
Monthly report sample: one page, finished, linked from the service page.
Owner's note: three restaurant clients asked this year whether we
  could charge one fixed monthly fee.

6. Hosts' dates

Restaurant owners' association newsletter: the editor needs our piece
  by Monday 16 November. The next issue goes out on Monday 23 November.

7. Earlier launches

Payroll records add-on: large. Tuesday 15 September 2026. Sent to all
  current clients and the newsletter list.

8. Existing material

Pricing page (live): "All services billed hourly after a free first
  month."
Services page (live): lists bookkeeping, payroll records and year-end
  packs.
Sales one-pager (PDF, handed to prospects): "We do not offer fixed
  fees."

The output

LAUNCH CHECKLIST: Fixed-fee monthly books for restaurants

For: Owner. Launch day (D): Thursday 19 November 2026. Approver: Owner.
Prepared: Monday 9 November 2026, from the launch brief with the size answers, your facts, the team, the audience list, where the launch stands, the host's dates, earlier launches and existing material. Not supplied: none.
The launch: fixed-fee monthly books for restaurants (bookkeeping, payroll records and a monthly report), to owners of independent restaurants with one to three locations, asking them to book a 20-minute fit call from the service page.

Size: medium. Reach: a part = medium. New or improvement: new = large. Changes what is sold or how it is bought: yes = large. Spacing: the payroll records add-on, large, Tuesday 15 September 2026, to all current clients and the newsletter list, 65 days before D: no change. Taken: the smallest, because the launch reaches only the restaurant owners among the people the firm can reach.

Readiness: ready if cut. Cut: remove the empty "Client story coming soon" section from the service page.

Clear at a glance: passes. The service page offers one service to restaurant owners, with its price and one booking link (where the launch stands; the launch brief).
A reason to choose it: passes. Three restaurant clients asked this year whether the firm could charge one fixed monthly fee (where the launch stands, the owner's note), and the firm keeps the books for 9 restaurants today (your facts).
Finished as shown: fails. The service page has a section headed "Client story coming soon" with no text under it (where the launch stands). The office manager, who runs the website, removes it in B1.

Stalls: none seen.

Channels: a medium launch, so the owned touches that reach restaurant owners, plus the association newsletter as the one borrowed touch, because it reaches restaurant owners directly.

Owned: restaurant clients, 9, through the owner's email, leads to the service page.
Owned: restaurant owners on the newsletter list, 64, through the email list tool, leads to the service page.
Borrowed: restaurant owners' association members, about 400, through the association's monthly newsletter, leads to the service page.
Rented: none.
Not used: other current clients, 77: they are not restaurant owners, so the launch is not for them. Two partner accounting firms, 2: a medium launch takes one borrowed or rented touch, and the association newsletter reaches restaurant owners directly. Owner's LinkedIn connections, about 900: the same reason. Paid advertising: the firm will not use it.

Checklist: 19 lines, 5 outward.

Before

B1 Monday 9 November 2026 (D-10). Remove the "Client story coming soon" section from the service page. Needs: the service page draft. Owner: Office manager.
B2 Monday 9 November 2026 (D-10). Set up the enquiries sheet to record each reply and booking with its source: personal note, newsletter list or association newsletter. Needs: the enquiries sheet. Owner: Office manager.
B3 Monday 9 November 2026 (D-10). Write the changes to the pricing page, the services page and the sales one-pager, ready to use on the day. Needs: the three pages; the answer to question 1. Owner: Owner.
B4 Thursday 12 November 2026 (D-7). Write the personal note to restaurant clients. Needs: the service page; your facts. Owner: Owner.
B5 Thursday 12 November 2026 (D-7). Write the email to the restaurant owners on the newsletter list. Needs: the service page; your facts. Owner: Owner.
B6 Thursday 12 November 2026 (D-7). Write the piece for the association newsletter. Needs: the service page; your facts. Owner: Owner.
B7 Friday 13 November 2026 (D-6), moved from Saturday 14 November 2026. A fresh reader reads the service page and the three drafts from B4 to B6 start to finish and lists anything unclear. Needs: the service page; the three drafts. Owner: Senior bookkeeper.
B8 Monday 16 November 2026 (D-3). OUTWARD. Send the association newsletter piece to the newsletter's editor. What goes out: the association newsletter piece (B6, revised after B7). To: restaurant owners' association members, about 400, through the newsletter's editor. From: the owner's email. What follows: the editor confirms the Monday 23 November issue; A2. Owner: Owner. Waits for Owner's go.
B9 Monday 16 November 2026 (D-3). Try the booking link the way a customer would: book a call and check that it lands in the enquiries sheet. Needs: the booking link; the enquiries sheet. Owner: Office manager.
B10 Wednesday 18 November 2026 (D-1). Check the service page before it goes live: no placeholder text; every link and image works, including the link to the monthly report sample; the page has its own title and short description; the page, as it will be published, is not set to stay out of search results; a shared link shows the intended title and image; it reads and works on a phone (the launch uses no social network, so there is no in-app browser to check); a screen reader announces a description for each image and a name for each booking form field; the office manager can undo the change, by taking the page down or putting back the previous version. Needs: the service page. Owner: Office manager.
B11 Wednesday 18 November 2026 (D-1). Approve the drafts for the day: the page changes (B3), the personal note (B4) and the newsletter email (B5), with the fresh reader's notes. Needs: B3 to B5; the notes from B7. Owner: Owner.

The day

D1 Thursday 19 November 2026 (D). OUTWARD. Publish the service page with the changes to the pricing and services pages, and put the changed sales one-pager in use. What goes out: the service page, the changed pricing and services pages and the changed sales one-pager. To: anyone who visits the website or receives the one-pager, count not known until the day. From: the firm's website. What follows: bookings recorded in the enquiries sheet; D2. Owner: Office manager. Waits for Owner's go.
D2 Thursday 19 November 2026 (D). OUTWARD. Send the personal note to each restaurant client. What goes out: the personal note (B4). To: restaurant clients, 9. From: the owner's email. What follows: each reply recorded in the enquiries sheet; A1. Owner: Owner. Waits for Owner's go.
D3 Thursday 19 November 2026 (D). OUTWARD. Send the email to the restaurant owners on the newsletter list. What goes out: the newsletter email (B5). To: restaurant owners on the newsletter list, 64. From: the email list tool. What follows: replies and bookings recorded in the enquiries sheet; A1. Owner: Office manager. Waits for Owner's go.
D4 Thursday 19 November 2026 (D). Watch the enquiries sheet through the day and note any question the service page should have answered. Needs: the enquiries sheet. Owner: Office manager.

After

A1 Friday 20 November 2026 (D+1). OUTWARD. Reply to every response not yet answered. What goes out: the owner's own replies, written one at a time. To: each person who responded, count not known until the day. From: the owner's email. What follows: each reply recorded in the enquiries sheet; A4. Owner: Owner. Waits for Owner's go.
A2 Monday 23 November 2026 (D+4). Check the piece appeared in the association newsletter and its link reaches the service page. Needs: the 23 November issue. Owner: not assigned.
A3 Monday 30 November 2026 (D+11), moved from Thursday 26 November 2026. Take each question that showed the service page to be unclear to the office manager, who runs the website. Needs: the notes from D4. Owner: not assigned.
A4 Thursday 3 December 2026 (D+14). Review every line (done, skipped or changed) against the replies and bookings in the enquiries sheet, by source, and list what to keep and what to drop next time. Needs: this checklist; the enquiries sheet. Owner: Owner.

Drafts needed: 3

Personal note to restaurant clients: for D2, written by Owner, by Thursday 12 November 2026.
Email to the restaurant owners on the newsletter list: for D3, written by Owner, by Thursday 12 November 2026.
Association newsletter piece: for B8, written by Owner, by Thursday 12 November 2026.

What this launch makes wrong or out of date

Contradicts: pricing page: "All services billed hourly after a free first month." The restaurant service is $650 a month per location. Picked up in B3.
Contradicts: sales one-pager: "We do not offer fixed fees." The restaurant service is a fixed monthly fee. Picked up in B3.
No longer complete: services page: lists bookkeeping, payroll records and year-end packs, and not the restaurant service. Picked up in B3.

Changes since the last version: first version.

Questions for the Owner: 3

The pricing page offers "a free first month" on all services, while your facts say the restaurant service has no setup fee and no launch discount. Does the free first month apply to the restaurant service? The wording in B3 to B6 depends on the answer.
A2, checking that the piece appeared in the 23 November association newsletter and that its link reaches the service page, is not assigned: no role in the team note covers it. Who does it?
A3, taking each question from D4 that showed the service page to be unclear to the office manager, is not assigned: no role in the team note covers it. Who does it, or does the office manager, who notes the questions in D4, act on them directly?

Draft for the Owner's approval. Nothing has been sent, posted, published, scheduled or switched on.

Where it fits

Marketing and content, which owns the announcement, the channels and the drafts.
Project and delivery, because a launch is a short project with a fixed date, and each line needs an owner.
Professional services, where a new service is launched to clients, past enquiries and the partners who refer work.
Software technology, where new features and plans ship often and each deserves the right size of launch.
E-commerce and retail, where a new range or offer goes live on a page that has to work on a phone.
Consumer brands, where a new product reaches customers through your own list and through other people's audiences.
New business lines, when a business takes something new to market for the first time.

What has to change for your company

Your lead times and review date. The defaults are three weeks before a large launch and ten days before a medium one, with the review two or four weeks after. Set your own.
Your standard lines. Add the steps your business always takes, such as a sales briefing or a stock check.
Your audience list. Keep it current, by group and count, never person by person.
Who approves. Name the person who says go on anything that reaches someone outside the business.
Where replies are recorded, so the review can count what each channel brought back.
Your platform. It is written for ChatGPT, Claude, Copilot or Gemini, working from the notes and lists you supply. It needs no access to your website or email tools.

What has been checked

Fully Powered AI wrote this capability template. It was editorially reviewed on 9 November 2026. It was tried once on its invented example in Claude on 9 November 2026, and the record of that run is published with the template; the template and example were edited after the run, and the record lists the edits. It has not yet been tested in a client environment. It has not yet been tested as a packaged version in ChatGPT, Claude, Copilot or Gemini.

Testing in your environment means running it on a launch your team remembers well, plus hard cases written in advance, each with its expected behavior: a step that lands on a closed day, a launch with no date yet, an audience list with different column names, a request to send the email on the day. Pilot acceptance-test preparation builds that test set, and what we test before we call an AI workflow ready shows the record.

The full capability template

Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.

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