🍀 LORO PIANA

ON THIS EPISODE OF GO-TO-MILLIONS

I’ve lived through many launches which means I’ve had a lot of hell dreams. 

Please find my sanity checklist/ rules, covering exactly what I believe needs to happen the morning of a launch.

Nothing listed here is actually accomplished on launch day. Full end-to-end testing also happens before launch day. But, on launch day, I don’t trust my past self and we check all of these multiple times across multiple people because fucking up is not an option. 

1. PIXELS!!!!!!! We check that every pixel is firing that morning – a new brand launch requires this extra check because otherwise I can’t sleep. 

And, while you’re here, please don’t forget to place your Microsoft Clarity pixel. It’s free. 

^ How I text Merin on launch day. Would it kill me to start with good morning??? I’ll work on it. 

2. Double-check that ‘continue selling when out of stock’ isn’t selected. Check this on EVERY SINGLE PDP. The more people with access to Shopify the more important this is to check yourself right before launch. It takes 1-click to accidentally oversell. Trust no one LOL. 

3. If your drop has a password page, when you’re sending out the password via email – make sure your design doesn’t have an extra space after the password accidentally typed in from where you copied it over from your copy doc. It needs to match exactly to what’s in Shopify’s backend. It’s also case-sensitive. 

Can you tell that this has happened to me before? 

4. Have someone else watch you schedule the launch comms. Or send a screenshot of the confirmation. Don’t trust 1 person. 

5. Resist the urge to flip your theme earlier than your stated launch time. What I mean here is let’s say you’re launching at 11am PT. Let’s say you’ve communicated that launch time to your loyal subscribers and on social.

Then let’s say it’s 10:57am PT and you’re sitting there with your team waiting to launch the product or the storefront and you get antsy. It’s 10:58am PT and so you guys just decide to go for it. Because you want 2 minutes to check everything before the launch email goes out. 

It sucks to say this but I don’t think you should do that. Unless you’re positive that the store or product won’t sell out in those few extra minutes. You’ll be able to gauge that by the amount of traffic on your store. But, if there are thousands of customers waiting on the site, you’re at risk.

Can you tell that I once accidentally went out early and a product sold out before our email went out and all hell broke loose? It took 3 minutes to sell out. HELL!!!!

P.S. I play out different scenarios in my head when I sleep I guess but whenever this happens I email myself the thing I need to remember to check. Sometimes it happens on Saturdays as pictured below. Remember when I said I would never get Severed? Maybe I take it back.

P.S.S. I’ve decided this is who I am and will not get Severed.