Shannon Matson – Live Launch Academy 24

Live Launch Academy 24 is Shannon Matson’s step-by-step course on planning and running live product launches. It is designed for entrepreneurs, business owners, coaches and creators launching a first offer or refining an existing campaign.

The training applies to digital products, physical products and services. Video lessons and real-world examples are accompanied by exercises, templates and checklists that help learners put the launch process into practice.

Live launch skills you’ll build

• Plan effective launch campaigns with specific open and close cart periods.
• Capture aligned buyers by showcasing your solution to their needs.
• Unlock major profit opportunities through well-executed launches.
• Execute structured marketing strategies that maximize sales.
• Create compelling scripts that resonate with your ideal buyers.
• Analyze post-launch performance to refine future strategies.

The Live Launch Academy 24 approach

Shannon Matson presents live launching as a structured campaign rather than a collection of isolated marketing activities. The course moves from planning through execution and optimization, connecting the strategy to an offer and the audience it is intended to serve.

The framework combines instruction with examples and practical resources. It is intended to help business owners organize a launch around their goals while developing a consistent brand presence through the campaign.

A structured live launch curriculum

The modules progress through the stages of a launch, with video tutorials, exercises and detailed checklists supporting implementation. Each stage builds on the preceding work, from the first planning decisions to reviewing the completed campaign.

Planning and strategy begin with setting launch objectives and establishing a timeline. The course then moves into scripting and content creation, followed by the marketing tactics and execution work needed to promote an offer.

Post-launch analysis completes the sequence. Reviewing the campaign gives learners a way to carry what they discover into their next launch instead of treating each campaign as a separate project.

Launch templates and resources

The course provides launch planning templates for organizing ideas and schedules, alongside resource guides for applying the process. Scripts and content templates can be customized to reflect a business’s own brand voice.

Detailed checklists cover activities from pre-launch preparation through post-launch follow-up. These materials give learners a way to organize the work and keep its individual steps connected to the wider campaign.

Downloadable materials include videos, docs, PDFs, slides and spreadsheets.

Marketing, positioning and sales opportunities

The marketing material explores how to understand an ideal buyer’s needs and communicate the value of an offer. It considers how the audience encounters that message and how the offer can be positioned as a response to the problem the buyer wants to solve.

The course also addresses urgency within the cart period. This places timing alongside the campaign message as part of the broader launch strategy.

Sales training looks at structuring upsell and downsell opportunities, encouraging additional purchases and building a sales funnel. Modules and real-life case studies illustrate how these elements can fit into a launch and how launch revenue can support future business growth or new projects.

Reviewing the launch and improving the next campaign

Post-launch work focuses on using data and analytics to assess campaign performance. The course examines how to identify both strengths and weaknesses, rather than judging the launch only by whether it has ended.

The final step is to use those findings to adjust the process for future campaigns. This connects the results of one launch with decisions about planning, marketing and execution in the next.

Frequently asked questions

What does Live Launch Academy 24 cover?

The course covers launch planning, scripting, content creation, marketing, execution and post-launch analysis. It also addresses offer positioning, upsells, downsells and sales funnels.

Who is Live Launch Academy 24 for?

Shannon Matson designed the course for entrepreneurs, business owners, coaches and creators. It addresses both first-time product launches and the refinement of existing launch strategies.

What materials are included in the course?

The downloadable materials include videos, docs, PDFs, slides and spreadsheets. The course also contains exercises, launch planning templates, scripts, content templates, checklists and resource guides.

Can the launch framework be used for services as well as products?

Yes. The course addresses launches for services, digital products and physical products.