Launch playbook
The Launch Playbook explains, step by step, how a partner should set up a launch to maximize the chances of strong adoption, awareness, and commercial results. The core principle is simple: the more visible the product is, the more broadly it's communicated, and the more consistently customers are activated, the better the results you can expect.
Once you're live, see Activation playbook for how to run and scale it from there, or Docs, checklists & guides for the launch checklist. New to embedded lending or Froda? Start with Embedded lending basics.
Read the full step-by-step guide →Internal commitment & ways of working
Picking a package is only one input to a strong launch. Just as important:
- Clear stakeholders: owners are actually assigned and available, not just named on paper. See Internal stakeholders.
- Joint targets: agreed upfront with Froda, not decided after the fact. See Joint targets.
- Allocated budget: confirmed before planning starts where the chosen package requires one, not requested mid-launch.
- Fast collaboration: quick turnaround between Froda and the partner keeps momentum. A launch stalls fastest on slow internal replies, not on the plan itself.
- One shared, fast channel: a shared Slack channel between the partner and Froda team is the preferred way to keep decisions and questions moving quickly, where the partner is able to use it.
Best practice launch activation
The best practice: Standard and Growth-Oriented give the product enough channels and cadence to have a real chance at launch. See Launch packages for the full set of four, including Bare Minimum and Big Boom.
Standard
No–low budgetA stronger and more complete launch with multiple channels and recurring activation.
Product visibility
- Website page
- In-app / platform (easy to find)
Activate customers
- 1–2 mails / month to inform new customers (launch)
- In-app message / in-platform notification
- Product banners
Broad awareness
- New product PR (launch)
- New product, social media post (launch)
- Product marketing
- Blog articles (1–5)
- Customer case / testimonials (1–5)
- SEM (low budget, keywords, if budget)
Partnership announcement
- Partnership announcement PR (launch)
- Partnership announcement, LinkedIn post (launch)
Growth-Oriented
No–low budgetA more ambitious setup designed to actively drive adoption and growth.
Product visibility
- Website page (SEO / AIO focus in implementation)
- In-app / platform (highly visible, very easy to find)
Activate customers
- 2–3 mails / month to inform new customers (launch)
- In-app message / in-platform notification
- Send-outs (letters), if budget and a good fit for the brand
- Customer support calls out
- Product banners
Broad awareness
- New product PR (launch)
- New product, social media post (launch)
- Product marketing (organic social)
- Paid social
- Blog articles (1–5)
- Customer case / testimonials (1–5)
- SEM (medium budget, keywords, if budget)
- SEO / AIO focus (website / blog)
Partnership announcement
- Partnership announcement PR (launch)
- Partnership announcement, LinkedIn post (launch)
Tips & best practices
General tips for effectively selling business loans to your customers at launch. By making messaging relevant and relatable, you position your brand as a trusted partner in the customer's growth journey rather than just another lender.
Balance inspiration and sales
Business loans are a trust-driven product, so a hard-sell approach can undermine credibility. Balance three kinds of content: inspirational (success stories, testimonials, case studies), educational (clear information about features, benefits, how it works), and actionable (calls to action, occasional promotional offers), while keeping a professional, supportive tone throughout.
Personalize your messaging
Tailored communication increases relevance and engagement. Segment your audience by industry (examples and messaging that resonate with their specific sector), seasonal needs (how the product aligns with timely challenges), and growth goals (how financing addresses their unique pain points or ambitions).
Focus on seasonal opportunities
Identify key periods when businesses are likely to face liquidity needs or investment opportunities: tax deadlines, slower revenue months (e.g. summer), or strategic planning periods like the start of a new year. Commercial and cultural events such as Black Week or the holiday season also present opportunities, as businesses often need funds for marketing campaigns or inventory preparation.
Leverage end-of-month timing
In many markets, the end of the month is a critical period for businesses: salaries are processed, accounts are closed, and plans are made for the upcoming month, often creating demand for extra liquidity. Send targeted communications at the end of each month presenting the loan product as a timely solution.
Sections
Step-by-step
The full launch guide, from stakeholders to PR, in order.
Internal stakeholders
Who on your team needs to be looped in, and for what.
Launch packages
Four recommended setups, from bare minimum to big boom.
Guides & Checklist
Launch checklist and yearly plan.
Broad awareness
Announcing the product itself: website, PR, social, paid social, SEM.
Activate customers
Introducing the new product to customers you already have.
Content / trust / education
Testimonials, blog content, events, and seminars that build credibility.
Partnership announcement
Announcing that you're working with Froda: Partner PR.