T-6 to launch day. Here's what we're doing this week.

We launch Avery NXR on Product Hunt on July 9. Six days from today.

I've been writing about this launch for months. Preparing content. Coordinating with the team. Trying to think about every angle.

None of the preparation is quite prepared for the actual six days ahead of us. Here's what we're doing between now and July 9.

The state of things at T-6

Product is ready. Website is aligned to the new positioning ("Own your intelligence" now on avery.software, not just in the deck). PH Coming Soon page is live at producthunt.com/products/avery-nxr?launch=avery-3.

The core marketing assets are drafted. Some are shipped. Some are pending final review. The launch day plan exists as a document — but documents don't survive contact with reality.

Waitlist is growing. Customer conversations are compounding. Content library is at 300+ pieces (blogs + Twitter threads) that will ship progressively.

The pieces are in place. The next six days are about execution + resilience.

Day-by-day plan for T-6 through T-0

Today (T-6, July 3): Content momentum + team alignment.

Publishing this post + companion Twitter thread. Team all-hands late afternoon to walk through the full launch day script. Every team member knows their role.

Also today: final review of the launch video. Second pass on the PH launch essay ("Own your intelligence" as hero piece). Sanity-check the customer testimonials embargoed for launch day.

T-5 (July 4): Quiet ops day.

US July 4 holiday means US press + partners are offline. We use the day for internal rehearsal: comment moderation drills, sim-tested onboarding flow, and load testing on infrastructure.

Also: personal calls to top 20 supporters to give them a heads-up on July 9. Not asking for anything. Just letting them know.

T-4 (July 5): Content push.

Ship 3 blog posts + 3 Twitter threads from the launch cluster (unlike normal cadence, we're front-loading launch week). Announce launch date publicly across our channels.

Also: press outreach follow-ups. The pieces we started 4-6 weeks ago on trade publications — some of them are now moving. Nudge them politely.

T-3 (July 6): Waitlist warmth.

Personal outreach to everyone who joined our waitlist over the past 90 days. Not a mass email — individual messages where possible. Tell them what launch day looks like + what to expect.

Also: last chance to make product changes. After today, feature-freeze until July 9.

T-2 (July 7): Rehearsal.

Full launch day rehearsal. Team practices the comment moderation cadence, the customer engagement scripts, the hourly check-ins. Anything that breaks in rehearsal gets fixed.

Also: pre-post everything postable. Blog posts scheduled. Twitter threads queued. Newsletter drafted. Reduce decision load on launch day itself.

T-1 (July 8): Deep breath + light day.

Deliberately light workload. Team members rest. I want everyone at 100% on July 9, not exhausted from cramming.

Final external comms: reminder emails to supporters. Team dinner in the evening. Home early.

T-0 (July 9): LAUNCH.

PH launches at 12:01 AM PT (12:31 PM in Bangalore). We're at our desks. Coffee is stocked. Slack is open. Comment moderation team is ready.

The 24 hours of launch day.

What we're worried about

Being honest about the anxieties, not hiding them:

→ Comment volume overwhelming us during the first few hours (planning for it, but you can never fully plan) → Onboarding funnel bugs surfacing under load (stress-tested but production is different) → A key customer being unavailable for the demos (backups planned but backups aren't as strong) → The launch video having a rendering issue on some devices (testing more devices this week) → Being #3 or lower instead of top 2 (competitive week — we don't know who else is launching) → The energy fizzling out too early (need momentum through evening EU + US timezone)

None of these are dealbreakers. All of them are worth naming so we plan for them.

What we're excited about

Also honest:

→ Real customers we've been building for months finally get to see everything at once → The positioning we've been iterating on — "Own your intelligence" — gets its biggest stage → Team members who've worked heads-down for months get public recognition for what they built → Conversations we've had privately (skeptics we won over, customers we convinced) may play out publicly on the PH thread → Momentum for July, August, September that this launch could kickstart

Why we're launching July 9 (not earlier)

We considered June 30. We considered July 2. We considered "as soon as possible."

We landed on July 9 for a few reasons:

→ Gives us the July 4 US holiday week to prep quietly without US press attention diluting our own timing → Post-July-4, US audiences are re-engaged and full attention is available → Product is 100% ready by then, not 95% (the last 5% matters) → Waitlist has time to warm up + hit critical mass → Team has time to be rested, not cramming

We're not the fastest launcher. We're trying to be the most prepared.

The one thing I keep reminding myself

Launch is one day. Product is forever.

If the launch goes worse than we hope, the product still works. Customers still get value. The work continues.

If the launch goes better than we hope, we still need to onboard those customers, ship the next set of improvements, and keep building.

Either way, July 10 is Day 1 of the next chapter, not Day 1 of the end.

What you can do if you want to help

If you're reading this and want to be part of what happens on July 9:

Save the date. July 9, 2026. Product Hunt.

Set an alarm for the launch time in your timezone.

Get the launch alert at producthunt.com/products/avery-nxr?launch=avery-3

Show up on launch day. Comment. Upvote. Share. Not because we asked but because you actually think it's worth it.

The people who show up on July 9 will shape whether the launch becomes momentum or a one-day event. Six days from today, we find out.

→ avery.software — the product is real. The launch is next week. The team is ready.