Before you build a single page, answer these questions.
The four documents I write before every launch, and the key questions inside each one.
Most launches that struggle were decided before anyone built anything.
The page was fine. The ads were fine. What was missing was the work nobody could see: knowing exactly what was being sold, to whom, next to what else, and why anyone should choose it.
I call that work Phase 1. It's the part founders most want to skip, and on my launches nothing gets built until it's done. This checklist gives you the key questions from each of the four documents, so you can find the weak spots before you spend a cent on pages or ads.
What's inside
The four documents, in the order they feed each other, with the questions to answer in each one.
Why you, why this
The founder and the product, in two parts. The funnel is reverse-engineered from it.
Market research
Where the market is, who you're up against, and where you stand next to them.
Avatar intelligence
Your main buyer and every variation, in their own words, with a worksheet to fill in.
The marketing deck
Where it all comes together, and where the price and the offer get decided.
Plus a two-minute self-check to find the weakest part of your launch before you build.
This is for you if
- You're about to launch a new product, program or offer
- You're relaunching something that didn't sell the way you expected
- You're handing a launch to a team, a freelancer or an agency and want them working from the same page
- You've already launched, but never written down why someone should buy from you and not anyone else
It's not for you if
- You're looking for ten quick hacks
- You want someone to promise you a number before anyone has seen your product
I'm Simina.
I've spent 15 years building launches: webinars, challenges, summits, and new brands built from nothing. This checklist is the short version of the strategy work I do before anything gets built: the key questions behind each of the four documents, and what to watch for in your answers.
The full process goes much deeper: the complete founder interview, the market research and the avatar work. That's what I do with clients. This gives you enough to find the weak spots in your own launch before you spend on pages or ads.
I didn't invent it. I learned it inside one of the busiest launch teams I've worked with, where no launch could start without the strategy, and I've refined it on every client since.
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Launching soon and want Phase 1 done with you? Apply to work with me