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SaaS MVP Launch Playbook

Пошаговый план запуска SaaS MVP за 8–12 недель — тот же playbook, который мы используем сами. С чеклистом из 60+ конкретных пунктов которые рулят между «выкатились вовремя» и «застряли на 6 месяцев».

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TL;DR

Залочьте скоуп до начала кода. Возьмите стек который умеет команда (не самый shiny). Постройте rails (auth + billing + multi-tenancy) до фич. Поставляйте по одной фиче end-to-end. Инструментируйте с первого дня. Запустите closed beta на 10–30 hand-picked пользователей до публичного launch.

Шесть фаз пути

  1. 01

    Discovery

    1–2 нед

    Talk to 3–5 stakeholders for 60–90 minutes each. Map the actual user journey for the top 3 personas. Produce a written scope document with explicit "out of scope" list. End with a fixed-bid estimate signed by both sides. Skipping Discovery is the #1 cause of MVP timeline overruns.

  2. 02

    Sprint 0

    1 нед

    Foundation week. Design system in Figma (tokens + 12-15 base components). Repo + ESLint + Prettier + CI/CD. Production infrastructure: Vercel/AWS account, environments (dev/staging/prod), DNS. Auth (Clerk/Auth.js) + billing (Stripe Subscriptions) scaffolding wired but not yet UI. First clickable prototype on staging by Friday.

  3. 03

    Build

    4–8 нед

    Sprints of 2 weeks each. Monday planning, Friday demo + retro, async daily updates in Slack. Each sprint ships ONE feature end-to-end (UI → API → DB → tests → deployed to staging) — not five half-features in parallel. Sprint 1: core feature. Sprint 2: auth + onboarding. Sprints 3–4: second feature + billing. Sprints 5–6 (mid-tier): polish + secondary features.

  4. 04

    Closed beta

    2–4 нед

    10–30 hand-picked users from your ICP. Weekly check-ins (15-min calls), daily triage, ship 2–3x per week with feature flags. Goal: zero "wait, this is broken" surprises in public launch. Feedback loop refines the product before scale exposes it. Skipping closed beta = you discover bugs at scale = your launch is your QA.

  5. 05

    Launch

    1 нед

    Final QA on real devices. Security audit: OWASP top 10, headers, CSP, dependency scan. Performance: Lighthouse 90+ Mobile, Core Web Vitals real-user reporting wired. Production deploy + DNS cutover Tuesday morning. Team in war-room mode for first 4 hours. War-room channel: dev + design + support + PM all online and reachable.

  6. 06

    Iterate

    Ongoing нед

    30–60 days post-launch support included by default. Daily review of: app store / web reviews, crash rate, conversion funnel, top user complaints. Push at least one fix release in week 1. After day 60: optional retainer or ad-hoc. Roadmap-session every 2 weeks. Decisions data-backed via PostHog / Mixpanel cohorts.

Чеклист — 60+ пунктов

☐ untouched · ☐→☑ shipped · prefix with date when done.

Discovery (Phase 01)

  • 3–5 stakeholder interviews (60–90 min each) recorded with consent
  • Top-3 user personas mapped with goals + frustrations
  • User journey for the core flow (signup → activation → conversion)
  • Written scope document — what's in, what's explicitly OUT for v1
  • Risk register: the 3–5 things that could blow up the timeline
  • Technical scope: data model, integrations, infra requirements
  • Success metric defined ("X users hit Y action by Z date")
  • Fixed-bid estimate signed by both sides — never start without this

Sprint 0 — foundation (Phase 02)

  • Design system Figma file: tokens (colors, type, spacing), 12–15 base components
  • Repository setup: TypeScript config, ESLint, Prettier, Husky pre-commit
  • CI/CD pipeline: PR previews, automated tests on every commit
  • Production infra: Vercel/AWS account, dev/staging/prod environments
  • DNS configured + SSL certificates issued
  • Auth scaffolding: Clerk / Auth.js / WorkOS — pick one, wire signup/login/reset
  • Billing scaffolding: Stripe Subscriptions, webhook handler with idempotency
  • Multi-tenancy decision: tenant_id column OR Postgres RLS policies
  • Error tracking: Sentry on both client and server, source maps uploaded
  • Analytics: PostHog or Mixpanel with the 5 critical events stubbed
  • First clickable prototype deployed to staging by Sprint 0 Friday

Build — Sprint 1: core feature (Phase 03)

  • Pick the ONE feature that defines whether the product works
  • Ship UI → API → DB → tests → staging deploy by Friday
  • Empty state, loading state, error state all implemented
  • Edge cases: timeouts, network failures, validation errors
  • Mobile responsive (test on real device, not just DevTools)
  • Friday demo: kickable on a phone, end-to-end

Build — Sprint 2: auth + onboarding

  • Sign-up flow polished (email verification, social login if needed)
  • Login + password reset + session expiry handled gracefully
  • Onboarding: welcome screen + 2–3 step tour OR empty-state guidance
  • Profile management page: edit, password change, delete account
  • Email transactional: signup welcome, password reset, account changes

Build — Sprints 3–4: second feature + billing

  • Second core feature shipped end-to-end
  • Billing UI: plan selection, payment method capture, change/cancel
  • Stripe webhooks tested with stripe CLI: subscription.created, .updated, .deleted
  • Subscription state mirrored in your DB with idempotent updates
  • Failed payment handling: dunning emails, grace period, suspension
  • Annual plan with 15–20% discount available

Closed beta (Phase 04)

  • 10–30 hand-picked beta users from your ICP — not random sign-ups
  • Beta acceptance terms (privacy, NDA optional, feedback expectation)
  • Weekly 15-minute check-in calls with each beta user
  • Daily Slack/email triage: bugs, feedback, feature requests
  • Feature flag system in place to ship 2–3x per week to beta only
  • Beta-only Discord/Slack for community feedback
  • Pre-launch metrics dashboard: signup, activation, churn, NPS

Launch (Phase 05)

  • Final regression test on iOS Safari + Chrome + 2 Android browsers
  • Security audit: OWASP top 10, headers (CSP, HSTS), dependency scan clean
  • Performance: Lighthouse 90+ Mobile, Core Web Vitals green on top pages
  • Real-user monitoring: Web Vitals reporting to PostHog or Sentry
  • Production deploy: Tuesday morning, NEVER Friday
  • War-room channel: dev + design + support + PM online for first 4 hours
  • Pre-written social posts and press releases ready to fire on confirmation
  • Status page (StatusPage.io / Atlassian) live for transparency on issues
  • Customer support email + auto-responder, support team has admin tools

Post-launch — first 7 days (Phase 06)

  • Daily review of: signup, activation, churn, top user complaints
  • Crash/error rate alert if > 1% on any release
  • Customer support response time < 24 hours, ideally < 4 hours
  • At least one bug-fix release shipped within first 7 days
  • Public changelog or "What's new" page populated
  • Postmortem if anything broke during launch

Things you must NOT skip (even when tempted)

  • Error monitoring (Sentry) — production without this is flying blind
  • Database backups + tested restore procedure
  • Security headers (CSP, HSTS, X-Frame-Options, X-Content-Type-Options)
  • Dependency scanning in CI (npm audit, Snyk-equivalent)
  • Email transactional service (Resend, Postmark, SES) — Gmail SMTP doesn't scale
  • A basic admin panel for support to look up users + reset/refund
  • Privacy policy + terms — required for App Stores, EU, US enterprise
  • Analytics with the 5 critical events: signup, activation, conversion, churn, key feature usage

Готовы запустить SaaS MVP?

Этот playbook — то что мы прогоняем сами на каждом проекте. Если хотите чтобы прогнали с вами — напишите.

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