The first date that you want to choose and plot on the calendar is the launch date. Then, once you've chosen the launch date, you'll essentially work backward with the marketing pieces to see how much lead time you have.

If you choose a launch date, begin to work backward and then realize that you don't have enough lead time, you have two options: push the release date back OR drop some of the marketing tasks and work with what you have timewise.

One of the questions that I get asked a lot, when it comes to choosing a launch day, is, "Which day should I launch my info product on?" and the true answer is that there aren't really any specific "good" days or "bad" days but there are definitely non-ideal days. Mondays are difficult because of the influx of incoming e-mails and information as well as the general overwhelm that is felt on a Monday. Fridays are difficult for the opposite reason - people often take Fridays off, check out on Fridays or just aren't in a state of "I'm feeling stressed out and need a solution to my problem."