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Launch · Add-on

Cover marketing, support and testing yourself, without dropping product work

In a small start-up, the PM often does support, testing and marketing too. Do them on purpose, learn from them, and protect time for product decisions.

About 1-2 daysEvergreenLast reviewed 5 November 2026

Who this applies to

Skills it builds
Prioritisation and roadmappingDelivery and execution
PM types
All
Product types
All
Starting points
All
Ways of working
All
Experience
All
Size of organisation
Early start-up

Steps, by experience

Beginner (under 1 year)

  1. List the jobs nobody owns yet, such as support, testing and launch posts.
  2. Agree with the founders which ones you will cover for now.
  3. Block time each week for discovery and planning so they don't disappear.
  4. Use support conversations as research and write down what you learn.
  5. Keep simple checklists for testing and launches so others can help.

Intermediate (1 to 4 years)

  1. Timebox each extra job and review the split monthly.
  2. Turn repeated support issues into backlog items.
  3. Flag to the founders when a job needs a hire.

Experienced (5+ years)

  1. Design the first roles the product team needs next.
  2. Hand over jobs with checklists and clear owners.
  3. Keep the founders owning vision while you run product execution.

Who can do this

Owner: Product manager

Tool examples

Notion
Keep checklists for testing and launches in one place.
Trello
Track support issues that should become backlog items.

Definition of done

  • Jobs you cover agreed with the founders
  • Weekly product time protected
  • Support insights logged

Common pitfalls

  • Support swallowing every week
  • Not telling founders when the load is too high
  • Losing what customers say in support

If you lead the team

What good looks like: In a start-up, PMs take on support, testing and marketing on purpose, without dropping product work.

Ask your PM

  • Which non-product tasks take most of your time, and what are you learning from them?
  • What product work is being squeezed out?

Warning signs

  • The PM has no time for discovery.
  • Learning from support never reaches the roadmap.

Sources