STEP 4.3: A CASE STUDY
Builds His Content Calendar
Leo has his one-page launch plan. Now, he needs to turn that strategy into a concrete schedule of posts for Instagram and his new Etsy shop.
The Challenge
What should Leo post on Instagram to build excitement for his wallets? How can he make his Etsy shop look professional from day one? Leo needs a daily to-do list to guide him through his 30-day launch.
The Action
Leo uses the Week-by-Week Countdown template to plot out the key phases of his launch.
1. Pre-Launch Content (Weeks 1-2)
This is the "warm-up" phase. Leo's goal is to build his audience and tell his brand story before asking for a sale.
Week 1 (The Craft): Post behind-the-scenes videos on Instagram of him cutting leather and saddle-stitching. Share close-up photos of the materials. Set up his Etsy shop with a "coming soon" banner.
Week 2 (The Product): Professional product photography. Post high-quality photos of the finished wallet from all angles. Announce the official launch date for his Etsy shop.
2. Launch Week (Week 3)
This is go-time! The Etsy shop goes live.
Post on Instagram: "The shop is LIVE!". Share a link to the Etsy shop in his bio. Post Instagram stories showing the wallet in use.
3. Post-Launch & Urgency (Week 4)
This is where Leo builds social proof and creates friendly urgency for his first batch.
Share a post announcing he has "Only 10 wallets left in the first batch!". Share any early positive comments from customers. Post a final "Last 5 remaining!" update to close out the launch.
The Outcome
Leo now has a detailed, day-by-day content plan. The big, scary "launch" has been broken down into a series of small, manageable posts. He feels organized and confident he can tell a compelling story that will attract his first customers.