Launch framework
From about 12 weeks pre-TGE through the first month post-listing - the pattern we see across 230+ launches (your mileage may vary).
Foundation
Narrative lock, landing + docs, socials baseline, early TG/Discord seed, KOL shortlist, token story that matches product reality.
Channels: X, TG, Discord, site · Mistake: pretty deck, no proof · Metrics: waitlist→verify rate, site time-on-page, Discord retention D1/D7
Community build
Ambassadors, daily content, AMAs, regional hubs, light paid tests; roles mapped to next actions, not vanity member counts.
Channels: TG, Discord, Galxe-style quests · Mistake: bot-filled rooms, giveaways with no funnel · Metrics: real replies/min, mod response time, quest completion
PR + KOL wave
Media placements, coordinated KOL cadence, proof-led threads, exchange narrative alignment - still tied to one primary CTA.
Channels: crypto media, X, TG AMAs · Mistake: spray-and-pray KOLs, no UTMs · Metrics: CAC by channel, CTR to LP, wallet connect starts
Listing prep
Countdown comms, MM/CEX coordination, support macros, volatility FAQs, final liquidity + contract comms checks.
Channels: all hands + status TG · Mistake: going dark pre-listing · Metrics: support backlog, FUD response time, deposit funnel drop-offs
Launch
24/7 coverage, bridge/listing announcements, incident playbooks, holder onboarding, CEX/MM on speed-dial.
Channels: TG, Discord, X · Mistake: hype then silence · Metrics: volume quality, holder churn 24-72h, social sentiment vs. facts
Post-launch
Roadmap delivery story, holder utility, second-wave KOL, retention loops; cut what didn’t move numbers.
Channels: product updates, community programs, targeted PR · Mistake: only price talk · Metrics: DAU/WAU, staking or product actions, repeat purchase / deposit