QUOTE : The launch process varies from team to team but usually involves things like: Running through a launch checklist. There might be final approvals from key stakeholders like Legal or coordination steps with teams like Marketing and Operations. Making sure that the teams who will support the product going forward are prepared. For a web product this might be the customer service team; for a hardware product it could be the manufacturing team; for a service-based product it could be the operations team. Preparing for all the things that could go wrong. As the release nears, urgent issues inevitably pop up, and the PM thinks on her feet to fight the fires.