How to Actually Do a P0 Launch

I’ve watched 100s of founders launch.

Most fail.

The ones who succeed follow a strict process.

The best launch playbook I’ve seen is from Sumeru Chatterjee of Coworker AI who built a 10-week launch playbook at 4 unicorns (+ ran a launch agency) that consistently generates millions of impressions.

Here’s his 10 week launch playbook:

Week 0: Learn From Your Losses

Download 20 recent sales call transcripts from 10 wins and 10 losses.

Upload them to Claude / ChatGPT and ask: Why did people buy? Why didn’t they? What do they use instead?

The goal: Understand the real reason behind the decision - which they never tell you directly.

One founder realized customers weren’t buying their “AI-powered analytics” but rather “not looking stupid in Monday meetings.”

They rebuilt the launch around this insight.

Revenue tripled.

Weeks 1-2: Know Your Targets

Answer 4 questions clearly:

1. Who exactly buys this?

2. What are they trying to do?

3. How are they failing today?

4. What emotion should your solution trigger?

That last one is crucial.

Stripe made developers feel powerful. Slack made teams feel synchronized. What feeling are you creating?

Then build 2 lists:

1. Sales200: Companies to sell to

2. Dream50: Influencers who own your customers’ attention

To build the lists and end up with ~700 people, use Keyplay + Sales Navigator.

Weeks 3-4: Design Your Trojan Horse

Nobody wants another demo.

Create a useful “mini-offer” they can’t ignore like HubSpot’s Website Grader or Gong’s Discovery Call Cheat Sheet.

They’re gifts that prove you understand their problem.

Every download shows their pain and urgency.

Weeks 5-6: Get Ready To Attack From All Angles

The best launches create inevitability by happening everywhere at once.

As you can’t be everywhere, fake it with sequencing:

• Warm companies get personal outreach

• 2nd-degree connections get semi-automated sequences

• Strangers get targeted campaigns

• Your Dream50 get paid to pay attention

The key: Each channel references the others.

Your LI posts mention emails. Emails reference content. Content points to events.

It’s how you build an echo chamber.

Weeks 7-8: Activate Everyone

Launch and ask EVERYONE for help.

Don’t be too proud - e.g. your 10 employees connect to 500,000 people, use them!

Write individual, specific requests to:

• Every employee (with exact posts to share)

• Every investor (with intro requests)

• Every customer who loves you (with testimonial prompts)

• Every friend who owes you a favor (cash it in)

Don’t ask them to “share if you feel like it.”

Coordinated a strike: Tuesday, 9 AM. Everyone, everywhere, all at once.

Weeks 9-10: Double Down

You now know what’s working.

Ignore what’s not, take your best channel, and 10x your investment there while killing everything else.

You get 10x the leads at half the cost.

This is how you launch successfully!

Want Sumeru’s detailed 10-week launch playbook?

Go to LinkedIn / X and drop your email in the comments of this post and I’ll send it over:

• Linkedin

• X

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Enjoyed reading this?

Then check out my conversation on the focal podcast with Sumeru Chatterjee of Coworker AI who built a 10-week launch playbook at 4 unicorns (and even ran a launch agency) that consistently generates millions of impressions.

Youtube | Apple Podcast | Spotify

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