The Goldilocks Guide to Launching: How to Choose the Right Launch for Your Business
Jun 04, 2025
Hey friends! Today, we’re pulling back the curtain and giving you a sneak peek into one of the most popular topics inside Launch Lessons, for entrepreneurs ready to market smarter—not louder.
As a Business Coach for Women, I know one of the hardest parts of launching is figuring out what kind of launch actually works for your business. And spoiler alert: it’s not one-size-fits-all. That’s why Whitney and I teach what we call the Goldilocks approach to launching. It’s all about finding what’s just right—for your season, your goals, your audience, and your capacity.
Let’s walk through the three types of launches—small, medium, and big (or as we lovingly call it, the big-a$$ launch)—so you can decide which one is the best fit for your next offer.
Why the Size of Your Launch Actually Matters
Not all launches need to be massive productions with a month-long runway and 16 different funnel pieces. If you skip straight to a six-week launch campaign without warming up your audience or validating your offer, you risk burnout—and possibly a whole lot of crickets. Launching is a skill. And like any skill, it gets easier and more effective with experience. That’s why it’s so important to start small and scale smart. You build your launch muscles over time.
The Three Types of Launches (And How to Know Which One Is Right for You)
In my work as a Female Business Coach, I’ve helped dozens of women entrepreneurs craft launch strategies that align with their offer, energy, and business model. Let’s break down each launch style with real-life context.
Small Launches
A Small Launch typically includes one to two steps and is perfect for low-ticket offers or quick wins. Think of it as your low-lift, low-risk option. Examples might include a 10-day email sequence promoting a digital product, or a couple of weeks of Instagram posts selling tickets to an in-person event. You could also sell directly after being featured on a podcast or speaking engagement. This type of launch is best when you’re testing a new idea, bringing back an older offer, or re-engaging a warm audience that already knows and trusts you. It’s a great place to start—just don’t stay here forever. You’ll eventually need to expand your reach and marketing.
Medium Launches
A Medium Launch is more structured and includes three to five key steps. You might use a lead magnet to build your email list, then send a nurture sequence before opening your cart. Another example? A free masterclass or challenge, followed by a series of follow-up emails and a live Q&A. Medium launches are ideal for mid-ticket offers (typically in the $300–$2,000 range) and are a great way to warm up new leads or re-engage a colder list. If you have a few weeks to prepare, your audience needs a bit more convincing, or you’re ready to take things up a notch without going full-on launch Olympics, this is your sweet spot.
Big Launches
Then there’s the Big Launch, or as we like to call it, the Big-A$$ Launch. This type of launch usually runs six to eight weeks and includes multiple layers: a pre-launch runway, visibility campaigns, partnerships, lead magnets, a webinar or challenge, cart open sequences, and even a post-launch downsell. These full-blown campaigns are best for higher-ticket offers, like signature courses or group coaching programs. We recommend doing one of these per year—they create incredible momentum, expand your reach, and give you data to work from for months.
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How to Choose Your Launch Type
Choosing the right launch comes down to a few key questions:
- What are you selling?
- Is it a low-ticket or high-ticket offer?
- How much capacity do you have this quarter?
- And do you need to grow your audience, or are you ready to convert your existing one?
If you’re just getting started, the smallest launch type that still supports your revenue goal is likely the best place to begin. You don’t need to prove anything with a huge campaign if a smaller one can get you results. The key is building momentum. That’s the name of the game.
Ready to Take Action?
Choose your launch size—small, medium, or big—and start sketching out your plan for this quarter. Even if it's rough or messy, just start.
And if you want help building the full strategy, that’s exactly what I created Launch Lessons for. It’s a free, private podcast that walks you through how to validate your offer, build your plan, and launch with confidence—whether this is your first time or your fiftieth.
Inside, I share real case studies, marketing strategies pulled straight from my Business Strategy Coaching calls, and honest reflections on what it really takes to make launching feel less overwhelming and more fun.
Launch Smarter (Not Louder)
Whether you're dreaming up your first digital product or preparing to scale a signature service, this is your reminder: You don’t need to do it all. You just need to do what works for you.
With the right plan, the right offer, and the right energy, your next launch can feel strategic, aligned, and profitable. It doesn’t have to be loud to be successful.
And if this post helped you decide what kind of launch is right for you, DM me or share it with a friend who needs a little clarity. Let’s go build something just right.
About the author
Holly Haynes is a business strategist who loves a good plan and flow chart. She is crazy passionate about teaching women like you how to build your dream job and scale to 6-figures without sacrificing your weekends or priorities.
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