The 48‑Hour Launch Brief: A 2‑Page Contractor Package to Ship Store‑Ready Features

Page 1: Deliverables, context, and hard constraints. At the top list the deliverables the contractor must produce: (A) device‑specific screenshots exported to required resolutions, (B) a 15–30s microdemo/app preview storyboard and 1 vertical poster frame, (C) JSON‑LD sample for any web listing or marketing page, (D) ASO copy blocks (title, subtitle, 3 screenshot captions, short description), and (E) acceptance tests. Under ‘context’ include the single‑sentence value prop, target persona, and the exact build/version to screenshot.

Page 2: Exact assets spec, copy blocks, and the acceptance checklist. Give precise screenshot specs (which devices/sizes to export), the microdemo shots and timing, raw copy blocks to use on the screenshots, and acceptance criteria (file names, lengths, and content checks). This single sheet removes back‑and‑forth by converting subjective requests into testable pass/fail items.

Screenshots: specify the exact device frames and pixel sizes required by the store. For iOS, include required variants (e.g., 6.7″ and 6.5″ where relevant) and note that the first screenshot should show the actual UI and a 1‑line headline. Link to the store’s screenshot specs and remind contractors of common review flags such as inappropriate device chrome or using real personal data in the images.

Microdemo/app preview: give a 15–30 second storyboard (3–6 shots) with timestamps, on‑screen captions, and the poster frame. App Store previews default to muted playback — so plan for text overlays that communicate the hook even with no audio. For both platforms export a vertical poster frame and a short mp4 (H.264) optimized for the store.

Provide short, tested copy blocks the contractor can place directly onto screenshots and into store metadata. For each language include: App Title (max length), Subtitle/Short Description, 3–5 screenshot captions (one line each), and a single‑sentence CTA to end the microdemo. Keep screenshot captions benefit‑focused and readable at a glance — they exist to clarify the image, not sell a manifesto.

Include rules about keyword insertion (which keywords to prioritize and where), and remind them that promotional text like App Store’s promotional field doesn’t affect search ranking — so reserve it for timely messages only. This reduces accidental over‑optimization and store rejections.

Turn subjective review into a checklist. For each asset include pass/fail tests: correct file name and dimensions, no private user data, headline legible at 50% scale, microdemo length within ±2s, JSON‑LD valid (lint pass), and copy within specified char limits. Require delivery in a zipped export with a flat folder structure and a single JSON manifest that lists files and their intended use.

Timeline: Day 0 (kickoff) — contractor confirms receipt within 1 hour and acknowledges constraints. Day 1 (24h) — first complete export (lower‑res proofs for quick iteration). Day 2 (48h) — final exports, metadata text file, JSON‑LD, and acceptance report. Use short synchronous calls only when an acceptance test fails; otherwise accept via the checklist.

A short launch‑hour checklist avoids last‑minute mistakes. Include: verify localized screenshot sets in App Store Connect and Play Console, upload poster frame and microdemo assets to the correct locale, paste ASO fields exactly as provided, confirm JSON‑LD appears on the public marketing page and validates, and set the release time window. Also confirm who is responsible for monitoring the first hour of review or rollout and a fallback contact.

After launch, run quick conversion checks: track first‑hour impressions and installs where available, and run a variant test on the first screenshot if traffic permits. Keep the asset bundle and acceptance report as the single source of truth so you can reproduce or iterate quickly on the next feature.