TGE timing playbook: 30, 60, 90 days out.

Token Generation Events are sprint events. Tell us the date, we backward-plan. But the date you tell us determines everything else — including whether what we ship will work.

Across 40+ token launches we've supported, the most common failure mode isn't bad creative or weak KOL lineup. It's compressed timing. Teams come to us 18 days out with a Tier-1 launch ambition and expect us to manufacture a 90-day ramp in 3 weeks. Sometimes we can. Most of the time, the cost of doing so is buying market attention that wouldn't have been needed if planning started earlier.

This is the sequence we run for the three windows we encounter most often. Read the one closest to your timeline.

90 days out — the ideal window

Three months is the minimum to build a launch that compounds. Less than this and you're buying attention. With this, you're earning it.

Days 90–60 · Community ignition

• Telegram + Discord setup with scripted moderation, founder-led AMAs, ambassador-program rollout
• Content cadence on X — 5 posts/week, mix of project narrative, technical detail, ecosystem context
• First wave of KOL deals — 3–5 mid-tier deals to seed audience awareness, not conversion
• Long-form Medium / Mirror posts establishing the project's market thesis

This phase is about building audience. Conversion comes later. If you skip it because "we'll do that closer to launch," your launch happens to an audience that doesn't know what they're looking at.

Days 60–30 · Listing PR + KOL stack

• CoinDesk / Cointelegraph / Decrypt feature pitches — 3–4 week lead time minimum
• Second KOL wave — Tier-1 KOLs booked for launch week
• Exchange listing PR (if applicable) — leak controlled, exclusive given to one outlet
• Community contests + referral mechanics building toward the launch date
• Compliant paid ramp on Brave / crypto-native networks for awareness

Days 30–7 · Pre-launch peak

• Final KOL wave — daily content from the Tier-1 lineup
• Founder push on podcasts (book these 6–8 weeks earlier; recording windows are tight)
• Community AMAs at higher cadence — 3x/week minimum
• Whitelist / IDO mechanics if applicable

Launch week

• Coordinated launch posts across KOLs at staggered times (not all at once)
• Price defense if there's an exchange listing — coordinated market-making + content
• Holder verification + early-buyer rewards on-chain
• Live AMA on launch day with founder

Days +1 to +30 · Post-launch retention

• Utility narrative — what the token does, not just that it exists
• Secondary-market support — community rituals around price action
• First post-launch product/protocol milestone within 2 weeks

60 days out — workable

Two months is enough to ship a strong launch but you'll skip the community ignition phase. The trade-off: more reliance on paid attention during launch week, less compound audience equity afterwards.

The schedule compresses: weeks 8–6 do community + content, weeks 6–4 add KOL waves, weeks 4–1 PR + final ramp, launch week, retention.

Biggest cut from the 90-day version: long-form thesis content. With 60 days you don't have time to establish a market position via writing. You inherit whatever position you already had.

30 days out — buy what you can't build

Four weeks before launch is where most teams discover they need help. The honest answer: we can ship a launch from this window, but the ROI shifts from "long-term audience asset" to "short-term price event."

What we do in 30 days:

1. Week 1 (days 30–22): KOL stack booked aggressively. Mid-tier and Tier-1 deals locked. Community manager active in TG/Discord. Listing PR pitched (lower hit rate at this lead time).
2. Week 2 (days 22–14): Content blitz — 8–10 posts/week. First KOL waves go live. Founder content amplified. Compliant paid running.
3. Week 3 (days 14–7): Daily KOL coverage. AMAs every 2–3 days. Referral mechanics activated. Whitelist push.
4. Week 4 (days 7–0): Final KOL push. Launch coordination. Day-of activation.

What's missing vs longer windows: the community core that holds through volatility, the content equity that converts inbound traffic post-launch, and the founder narrative that compounds for months.

Launches we've run from 30 days out usually hit launch-day metrics but drop steeper post-week-2. The audience didn't have time to convert into believers.

Common failure modes (by window)

Mistake	Cost
Leaving PR to the listing team without coordination	Headlines that don't match the narrative
No post-launch KOL coverage	Price drop has no defenders in week 2
No community ritual for the post-launch volatility	Holders panic; community shrinks 30–40% in month 1
Booking KOLs for launch week without seeding earlier	Launch posts hit an audience that doesn't know the project
Stopping marketing immediately after TGE	The 60-day post-launch window is when retention compounds

What we ramp regardless of window

Five things are non-negotiable for any launch we support — the timeline only changes how much of each:

1. Community ops (TG + Discord) with scripted moderation
2. KOL flow with verified-audience vetting and disclosure compliance
3. Content cadence (X + long-form) carrying the project narrative
4. PR sequence (3+ outlets minimum) aligned to launch date
5. Paid awareness via compliant channels (Brave, Coinzilla, X where allowed)

If you've got a TGE on the calendar within the next 90 days, get on a call. We'll backward-plan it free and tell you what we'd ship, what we'd cut, and what's already too late.