I wanted a place for developers to discover awesome dev-first products and for founders to find inspiration.

It started last year as an open collection, a public repository that lists past and upcoming launch weeks — a week where a dev-first company announces a new feature every day.

## introducing launchweek.dev

Paul Copplestone, CEO & co-founder of Supabase, reached out later on Twitter/X:

> **We own `launchweek.dev`. Perhaps we can repurpose it and use it for the entire dev community?**
>
> — Paul Copplestone, CEO & co-founder of Supabase

Four weeks ago, we refreshed the project.

We introduced a new layout, logo, and color theme. We launched social accounts on [Twitter/X](https://lweek.dev/tw) and [Bluesky](https://lweek.dev/bsky) (follow us) and started a newsletter, too.

People reached out asking:

> **Is it an alternative to Product Hunt?**

That made me think about the future of this project.

## this is not another Product Hunt

Product Hunt is a place where I enjoy hanging out, so I'm humbled by the comparison. [launchweek.dev](https://launchweek.dev) is different thought for three main reasons:

1. It focuses on the dev tools space

2. Filtered out by default

3. Spam-free by design

### focused on dev tools

First, it focuses on the dev tools space.

Developers are the target audience. Serverless and API-first are frequently used keywords. Usually, this means that the announcements include some code examples. And if you want to add your launch week, there's no submit form — you need to [create a pull request](https://lweek.dev/lw/new).

### filtered out by default

Second, featured products are filtered out by default.

Launch weeks are challenging. They create buzz and excitement around the product. They require planning and coordination across the team, too. Running a launch week has a "cost" for one company — if many experimented with it, few companies managed to do it consistently. This year, we tracked 122 launch weeks run by 92 different companies. Only 7 companies have run 3 launch weeks or more this year: Highlight, Supabase, Daytona, Outerbase, Mux, Memfault, Wasp. 7 companies — *in the world.*

### spam-free by design

Third, this place is spam-free by design.

Because launch weeks filter out featured products by default, there’s no need to add an upvote system to find out the best products, no need to hack (read: spam) the system to be Product Of The Week (POTW). Take this year 2024. If you exclude the [Mega Launch Week](https://lweek.dev/mega) that featured 22 developer tools, there were exactly 2 launches per week on average. When your team runs a launch week, you are POTW by default.

From my perspective, this fundamentally changes the way it works.

Launch weeks are high peaks — 5 announcements in 5 days — the most significant "sign of life," Zeno Rocha said, and they require effort. Launch weeks are so intense. We should celebrate them, not add a layer of stress with competition. launchweek.dev is a place that shines a spotlight on those dev-first companies that run launch weeks, those teams that ship.

## looking forward

To wrap up, [launchweek.dev](https://launchweek.dev) is a place for developers to discover great dev-first products and for founders to find inspiration and learn how to run successful launch weeks.

Starting today, I'll maintain the social accounts and post weekly about upcoming launch weeks, insights, and best practices. Every week, you'll get an email on what companies announced the previous week and what companies will launch next. I'm also working on improving product discovery and building comprehensive guides.

Please let me know if you have any expectations. It started as an open-source project and will remain open-source forever — [star this repo](https://git.new/lw).

Oh, and one more thing — I couldn't be able to build on this vision without sponsors, and I'm thankful for Supabase's early support. If you want to help and support me, please reach out.

Thank you for your time reading this note. You can follow me [@fmerian on Twitter/X](https://x.com/fmerian). I'm building launchweek.dev in public.

Enjoy your day — and keep launching!

Initial commit

In 2020, Buffer surveyed [2,300 remote workers](https://lp.buffer.com/2021-state-of-remote-work) and shared their insights. This year, 27 percent of remote workers selected not being able to unplug as their main struggle with remote work.

I’ve been working from home for 7 years, in 1 to 1,000-people companies across different timezones.

Here's what I learned:

**All is about routines.**

Routines make you switch from `Home` mode to `Work` mode. Researchers name it [Integration vs. Segmentation](https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/6421/phillips_multiple_roles.pdf).

In short, life is commonly split into 3 parts:

1. You leave home and go to work.

2. At work, you’re in your `Work` mode.

3. Then you go back home, and you switch to your `Home` mode.

While working from home, those steps are blurred. It’s easy to wake up, stay in pajamas and walk 5 meters to your work station. Definitely not the best productivity hack, isn’t it?

**How to make the switch smoothly?**

I built three routines to switch from one state to another and set me in the best possible conditions to work from home:

1. **Wake up and dress up, like a normal working day;**

2. **Anticipate action plan for the day;**

3. **stop working, really.**

## **Working from home**

### **Wake up and dress up like a normal working day**

A day working from home is just like any other working day. Start it as if you were going to work. It’s my best routine to switch from `Home` mode to `Work` mode.

Here's how I start my day:

* I wake up at 7 AM,

* do a 7-minute workout,

* have a shower,

* have breakfast,

* and read for 20 minutes.

When done, I sit in front of my laptop, and I know exactly what to do.

### **Anticipate your action plan for the day**

If you’re more productive in the morning, keep your agenda clean to focus on your work. I know I work better early in the morning. I have the energy, the clarity of mind, and the focus to do my best work. I don’t read emails. I don’t read my Slack conversations nor my social notifications. When I start my day, I know what to do, so I just do it and start working.

Later in the afternoon, I check what I’ve done, define my 2–3 main action items for the next day, so I’m ready for tomorrow. And ready to really stop working.

### **Stop working, really**

To really stop working is key for your work-life balance. To be honest, it’s one routine I’m still working on right now. Sometimes it feels hard to disconnect from your laptop and your smartphone. Leave 'em far, far away from you. How about a quick look at your work apps? Don’t. Do something else instead. Have a walk, do some meditation, or read a non-work book. Anything that makes you switch. My computer is in a dedicated room, and I don’t go in there when I’m not working. I shut it down every day, so I know I won’t open it — even if it starts in less than 4 seconds.

To stop working on your smartphone is harder. [I’m still running experiments](https://twitter.com/fmerian/status/1270293812485726214?s=20) to reduce my screen time. I deleted most of my work apps — Gmail, Twitter, Slack… I’ve set up time limits for apps and downtime. I preferably use widgets. It’s still a running experiment.

## **Recap**

1. **Wake up and dress up. Like a normal working day;**

2. **Anticipate your action plan for the day;**

3. **Stop working. For real.**

**Thanks for reading!** **I hope you found some insights that would help you work better and get things done -- and fun -- while working from home.**

**What are your best practices to stay productive while working from home?**

Working from home

**If you're building an API company, the first-time experience is *vital*. It's what makes users fall in love with your product.**

Most developers sign up, set up their workflows, and never return. During this setup moment, you want them to get their job done and realize the value of the product as soon as possible.

In psychology, people call it the **Aha moment**.

> *The Aha moment is a moment of sudden insight or discovery. In software, it's the pivotal moment when a new user first realizes the value of your product and why they need it.*\
> — Source: [growth.design](https://growth.design/psychology#aha-moment)

I had the opportunity to work on the developer experience at Specify. I benchmarked how awesome dev-first companies welcomed their users and ran experiments for conversion rate optimizations.

**Below are my key takeaways.**

## unparalleled first-time developer experiences

When I started benchmarking how awesome dev-first companies welcomed their users, I wanted to understand the reasoning behind every detail, pixels and words, that makes the experiences unparalleled.

Above all, the first-time experience should answer:

**What should I know about your product? Anything I shouldn't miss?**

* Take Linear. It introduces its keyboard shortcut `Cmd+K` during the process.

* Stripe helps you "start accepting payments instantly." And so, it only takes three steps to get started.

* Zapier connects your apps and suggests automated workflows during the signup flow.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fra0TkuGb81bzXW0mzyCeePuilo33%2Flove%2F91ff865b-d25b-4017-991e-3240710510b8.png?alt=media&token=93726086-bad9-47c7-b5ec-30a71333326f","id":"91ff865b-d25b-4017-991e-3240710510b8","width":2784,"height":1774,"filename":"2023-11-07-aGNZ2o3N@2x.png","type":"image/png","caption":"Introducing Linear's command menu","border":false}]}
```

The first-time experience is a foretaste of your product. It's what makes your users reach the Aha moment and convert them into engaged, lifelong customers. This requires continuous improvements and experiments.

## how we welcomed new users at Specify

At Specify, we're building an API that helps engineering, product, and design teams set up design CI/CD workflows in minutes. Most users sign up, set up their pipeline, and never return. The pipeline is up and running, and "[it just works](https://twitter.com/fmerian/status/1567091505067880450?s=20&t=tEDrDEXJEICOnQSEZhxinw)," users said.

During this setup moment, it's key to help users get their job done and reach their Aha moment as soon as possible.

We experimented with and shipped many improvements:

* added a step-by-step walkthrough;

* created [configuration templates](https://specifyapp.com/templates) to get started in minutes;

* added sample dataset to preview the value.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fra0TkuGb81bzXW0mzyCeePuilo33%2Flove%2F35167eaf-1842-4acd-ac24-632e7a2e248f.png?alt=media&token=be8fbccd-6f30-49a3-acbb-ed02bf957fc5","id":"35167eaf-1842-4acd-ac24-632e7a2e248f","width":2784,"height":1774,"filename":"2023-11-07-UNMDlsgA@2x.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fra0TkuGb81bzXW0mzyCeePuilo33%2Flove%2F2c26c447-6715-49c5-92b1-ab793970b5a8.png?alt=media&token=f987d258-3169-4d8a-b8e9-8087db1783bf","id":"2c26c447-6715-49c5-92b1-ab793970b5a8","width":2784,"height":1774,"filename":"2023-11-07-jkuQ9WNK@2x.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fra0TkuGb81bzXW0mzyCeePuilo33%2Flove%2F0c0fa65d-1da2-4d80-be7a-16032658149a.png?alt=media&token=9bfb3598-2210-4f70-a8f7-ea5f586c315f","id":"0c0fa65d-1da2-4d80-be7a-16032658149a","width":2784,"height":1774,"filename":"2023-11-07-d1nnIq3r@2x.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fra0TkuGb81bzXW0mzyCeePuilo33%2Flove%2F4f19107f-68b5-4b38-910a-ceb11c2e717f.png?alt=media&token=88d6aec4-9403-4ddd-b2ac-64f368ddc112","id":"4f19107f-68b5-4b38-910a-ceb11c2e717f","width":2784,"height":1774,"filename":"2023-11-07-MgnMB9bT@2x.png","type":"image/png","caption":"","border":false}]}
```

## final thoughts

Optimizing the first-time experience requires continuous improvements and experiments. And it's vital for your business. It converts users into engaged, lifelong advocates.

It's what makes them fall in love with your product. ❤️

First-time developer experiences

In 2019, Ryan Singer open-sourced how product development happens at Basecamp in a book called "[Shape Up: Stop Running in Circles and Ship Work that Matters](https://basecamp.com/shapeup)."

In case you're not familiar with the methodology, here's a quick TL,DR:

* 6-week cycles

* Shaping the work

* Making teams responsible

* Targeting risks

At [Specify](https://specifyapp.com), we started experimenting with the Shape Up methodology to define focused projects, address unknowns, and increase collaboration and engagement within the team. So, I started to learn more about how other teams implemented it, too.

## Leveraging Shape Up

### Slite works in 8-week cycles

Slite runs 8-week cycles and includes a [1-week build](https://slite.com/blog/leaving-the-roadmap-behind) every 2 cycles.

> *A Build is a project that a small team (say 2–4 people) can ship in a week.* -- Christophe Pasquier, CEO at Slite

Builds interrupt the team workflow in two ways. For one, Slite is a remote-first and async team. Builds go in-person. Secondly, the product strategy focuses on eight-week cycles. Builds are a 5-day practice.

### Memo Bank shapes the work for 2 weeks

[Memo Bank works in 8-week cycles](https://memo.bank/en/magazine/how-memo-bank-leveraged-shape-up), too - -  2 weeks of Shaping, then 6 weeks of Building. The Shaping phase doesn't occur simultaneously and includes all stakeholders, not only the product managers and lead developers.

During the 2 weeks of Shaping, the developers don't code. They still fix bugs, but their priority is the Shaping, like it is for everybody else in the company.

To focus on meaningful topics and avoid misalignments, the team created an additional meeting called "The strategy meeting." It brings together the CEO, the CTO, and the lead product manager. The objective is to decide which topics to tackle during the next Shaping phase. They review all the pitches and select the most critical ones.

Then, each developer and designer decide which percentage of their time they dedicate to the Building phase.

### Raycast runs 1-day cool-down phases every week

Raycast -- although it doesn't refer to Shape Up per se  -- runs 4-week cycles and a [1-day cool-down phase](https://www.raycast.com/blog/we-hack-every-friday) once a week.

> *Every beginning of the month, we write down what we work on for the next 30 days.*  -- Thomas Paul Mann, CEO at Raycast

This forces the team to make compromises and target the risk because there's only a limited amount of time and resources available.

## How we leveraged Shape Up at Specify

We started experimenting with the Shape Up methodology to define focused projects, address unknowns, and increase collaboration and engagement within the team.

### Principles

We split the team in 2 squads:

* The Core squad, and

* The Growth squad.

The Core squad owned the main app, and the Growth squad focused efforts on acquisition and conversion.

Each squad included 1 Product Manager, 1 Product Designer, and 1-2 Software Engineers. They had full responsibility to define their own tasks and make adjustments to the scope.

We worked in 4-week cycles:

* 3 weeks in the Building phase, and

* 1 week in the cool-down phase.

A small group including the CEO, the CTO, and the Product Manager, worked in parallel to the cycle teams to define the key elements of a solution before considering a project ready to work on.

### Results: What we built in 4-week cycles

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fra0TkuGb81bzXW0mzyCeePuilo33%2Fshape-up%2F175742d4-1232-419d-97e5-b9a9fb3f9e76.png?alt=media&token=076200ee-a951-4535-840d-9fd73e8ea276","id":"175742d4-1232-419d-97e5-b9a9fb3f9e76","width":2784,"height":1774,"filename":"2023-10-10-UKarAgeR@2x.png","type":"image/png","caption":"Specify — Configuration Templates","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fra0TkuGb81bzXW0mzyCeePuilo33%2Fshape-up%2Fd0413ae7-8b8b-4693-9749-30d91afb0a32.png?alt=media&token=b4a9e0bf-0bea-4f60-b4b1-956bd623ed7a","id":"d0413ae7-8b8b-4693-9749-30d91afb0a32","width":2784,"height":1774,"filename":"2023-10-10-IN6YGpGv@2x.png","type":"image/png","caption":"Specify — Beta Program (Notion)","border":false}]}
```

If we're still in the early weeks of this experiment with Shape Up, we already measured a positive impact.

It helped us build momentum and ship [significant updates](https://medium.com/specifyapp/180-days-building-a-design-api-f9841ad682d)  --  like the Specify CLI, Configuration Templates, and an in-depth GitHub integration.

## Wrapping up

Have you implemented Shape Up in your team? How do you apply it to your own processes? What are your best practices? I'm eager to learn how you leverage Shape Up.

Join the conversation on [Twitter / X](https://twitter.com/fmerian/status/1551523159332904960).

Experimenting with Shape Up

In 2020, Adam DuVander, previously writer at ProgrammableWeb and content strategist at Zapier, introduced the DEV Content Framework in his book '[Developer Marketing Doesn’t Exist](https://everydeveloper.com/developer-marketing/book/).'

**This post is an introduction to the framework with examples to help you leverage it for your developer tool.**

## an introduction to the DEV Content Framework

**TL,DR: \`DEV\` stands for Discovery, Education, and Viewpoint.**

### D stands for Discovery

> **The more accessible your product and docs are, the better.**

It should be straightforward for developers to access the data they need and get started with your product. The first-time experience is vital. Take Stripe. From the homepage, you can access the API documentation and recent product updates. Sign in, and you can start playing with the API. It’s simple.

### E stands for Education

> **Make your content helpful, educative, and inspiring.**

It takes time to master an API, a new library, or a framework. Your content should help developers embrace its full potential by educating and inspiring them. Take Liveblocks. The team wrote in-depth case studies, full of live examples. It makes you want to use the product because it feels like the team puts lots of thinking and hard work into them.

### V stands for Viewpoint

> **Have an opinion. Stand for how things should work.**

Last but not least, you should have an opinion. By default, technology enables you to build whatever you want. Why would developers even care about your product if they can build it by themselves? Stand for how things should work. Take Linear. Many software helps you track issues. Linear wants you to enjoy doing it. “Software should feel magical,” they say.

## wrapping up

Thanks for reading!

Over to you! Have you implemented the DEV content framework in your team? How do you apply it to your own content strategy? What are your best practices?

I’m eager to learn how you leverage this framework.

**And if you enjoyed this story, [please do share](https://twitter.com/fmerian/status/1623738752966479873?s=20)!**

The DEV Content Framework

Published on: **2024-05-04**. Last updated on: **2024-12-13**.

---

I've launched 42 dev tools on Product Hunt in the last 2 years — or maybe 55? To be honest, I've lost count.

I could bore you with the details of how Specify launched or that Product Hunt awarded me Community Member of the Year in 2022 (runner-up).

No. What you probably care about is what my key takeaways are.

So, here we go — what I learned from 42 (or 55) dev-first product launches on Product Hunt.

## Why Product Hunt

**Product Hunt definitely *is* a great place to launch —** a place where many developer-first products launched successfully: Supabase, Resend, and Warp, to name a few.

According to [similarweb.com](https://www.similarweb.com/website/producthunt.com/#overview), Product Hunt gets 2.9 million unique visitors every month, and according to [Ahrefs](https://ahrefs.com/website-authority-checker/?input=producthunt.com), it has a domain rating of 91.

Product Hunt helps raise awareness, get feedback, and enable early traction.

Rishabh Kaul, Head of Marketing at Appsmith, who launched in March 2023 and ranked #5 Product of the Day, adds:

> **One of the often overlooked parts of Product Hunt is the reviews that you get during launch. They are customer testimonials for your marketing site.**
>
> — [Rishabh Kaul](https://www.linkedin.com/in/rishabhkaul), Head of Marketing, Appsmith

**The question isn't *if* you should launch on Product Hunt. It's *how*. — [repost this](https://x.com/fmerian/status/1768694907563397353)**

## Launching a dev tool on Product Hunt? Keep it simple

To start, some definitions:

* **Maker**: a user who works on the product;

* **Hunter**: a user who submits a product and doesn't work on it;

* **Upvoter**: a user who upvotes a product;

* **Commenter**: a user who comments on a product;

* **Launch page**: where your launched product lives;

* **Kitty coins**: Novice (Level 0-100), Bronze (Level 101-500), Silver (Level 501-1,000), Gold (Level 1,001+);

* **Ranking**: Product of the Day / Week / Month / Year (i.e. Golden Kitty Award).

Let's be upfront. Over the years, I've contributed to launching many dev-first products and, is there a secret sauce? *No.*

When Specify launched, we planned weeks ahead and launched on a weekday — we thought it would maximize exposure. We ranked #2 Product of the Day, #9 Product of the Week. We hit 2.5K unique visitors.

When Documenso launched, it was the opposite. We had no plan and launched during the weekend. We ranked #1 Product of the Day and #9 Product of the Week. We hit 2.5K unique visitors, too.

**Two different launches; same results.**

Take Peer Richelsen. Peer is the co-founder and co-CEO of Cal.com. He [launched 6 times on Product Hunt](https://www.producthunt.com/products/cal-com/awards) and got 10 awards. He puts it very simply:

> **Have a good product.**
>
> — Peer Richelsen, Co-founder and CEO, Cal.com

**You don't need to overthink to launch on Product Hunt successfully. Keep it simple.**

Despite what you can read here and there, there certainly isn't a formula to launch on Product Hunt. Still, there's a set of principles to help maximize your chances with your launch:

1. Polish your content and visual assets;

2. Engage with the community;

3. On launch day, launch at 12:01 AM PST and spread the word;

## Setting up the launchpad

### Polishing the details

To start, below are the required inputs to submit a new product on Product Hunt. **You can find them [here](https://git.new/meow/kit) on GitHub to get started.**

* **Name of the product**: simply the name of your product in 40 characters or less;

* **Tagline**: a concise and descriptive tagline in 60 characters max; avoid hyperbolic words and emojis — keep it simple;

* **Product description**: a short description of what the product does in less than 260 characters; supports basic HTML: `<strong>`, `<em>`, `<a>`, `<li>`;

* **Launch tags**: up to 3 tags — see the full list [here](https://www.producthunt.com/topics);

* **First comment**: tells the story, explains why you’re building the product, and invites people to join the conversation; supports basic HTML, too;

* **Thumbnail**: a 240 x 240 pixel thumbnail;

* **Image gallery**: 2 to 8 images to show your product; avoid stock images and marketing fluff; show the product, i.e. product screenshots. You can add social proof and a call-to-action to inspire action; the first image is used as the social preview when you share the link to your launch page.

For inspiration, below are some images from great dev-first product launches:

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fra0TkuGb81bzXW0mzyCeePuilo33%2Fi78dYQOfIumtSMmuifnt%2Fda641b1b-9759-4b3a-a7ca-f1c46dd67794.png?alt=media&token=e6f42ab1-d608-4fe6-b85a-cff96347c01c","id":"da641b1b-9759-4b3a-a7ca-f1c46dd67794","width":2784,"height":1774,"filename":"2024-03-02-CyC9S3p6@2x.png","type":"image/png","caption":"Appwrite shows the product.","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fra0TkuGb81bzXW0mzyCeePuilo33%2Fi78dYQOfIumtSMmuifnt%2Faf4648ad-f4d9-48ff-be31-d077b811d71e.png?alt=media&token=f0aff052-0c61-4b05-9e6d-2887ae41a51b","id":"af4648ad-f4d9-48ff-be31-d077b811d71e","width":2784,"height":1774,"filename":"2024-03-02-S0cvTaWq@2x.png","type":"image/png","caption":"Lago highlighted testimonials and GitHub stars.","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2Fra0TkuGb81bzXW0mzyCeePuilo33%2Fi78dYQOfIumtSMmuifnt%2Fe406b24c-ddeb-4cff-b531-177e6cf55c76.png?alt=media&token=25727780-2102-4aac-bed0-71a52fb3a6e0","id":"e406b24c-ddeb-4cff-b531-177e6cf55c76","width":2784,"height":1774,"filename":"2024-03-02-VbJRLKLX@2x.png","type":"image/png","caption":"Supabase added a call-to-action to inspire action.","border":false}]}
```

Tanya Rai and her team launched LastMile AI in October 2023 and ranked #2 Product of the Day and #4 Product of the Week. In [this blog post](https://dev.to/tanyarai/1-developer-tool-of-the-month-1o41), Tanya shared some lessons learned, and I really enjoyed this quote on polishing the details:

> **We spent some time nailing the messaging in a way that was palatable to the Product Hunt community. It's good to tailor your messaging and media assets to the community — it will resonate more.**
>
> — [Tanya Rai](https://www.linkedin.com/in/tanyarai/), Product Manager, LastMile AI

Now that you've polished the details and tailored the messaging and visual assets in a simple and straightforward way, it's time to schedule the launch and submit the product. I recommend finding a Hunter.

### Finding a Hunter

Do you need someone specific to submit your (dev-first) product on Product Hunt? By default, the answer is *no*. According to [Product Hunt](https://www.producthunt.com/launch/before-launch#hunters:-do-you-need-one), using a Hunter isn't a barrier to success:

* 79% of featured posts were by makers who self-hunted;

* 60% of #1 Product of the Day winners were self-hunted.

If finding a Hunter isn't a requirement *per se*, you may need one for three main reasons:

1. a Hunter reviews your inputs, gives feedback, and suggests improvements;

2. on launch day, a Hunter can support by upvoting and replying to comments;

3. a Hunter can leverage networks by promoting your launch on socials;

**When done right, a Hunter is a catalyst for your launch. — [repost this](https://x.com/fmerian/status/1737450339824238977)**

Take n8n, an open-source Zapier alternative. When the team launched its 1.0 in June 2023 (ranked #1 Product of the Day and #2 Product of the Week), it partnered with [Chris Messina](https://www.producthunt.com/@chrismessina), and Luis Guzmán, Head of Marketing, puts it very eloquently:

> **A recognized Hunter makes a difference. We partnered with Chris Messina to be our Hunter, and it helped a lot — even when Product Hunt says it doesn't.**
>
> — [Luis Guzmán](https://www.linkedin.com/in/guzmanluis/), Head of Marketing, n8n

Olga Bedrina from JetBrains, who launched TeamCity Pipelines in March 2024 and ranked #3 Product of the Day, shares the feeling:

> **We contacted Chris to best position ourselves on Product Hunt and how to adjust our visuals so that they're really striking the chord. It was really helpful.**
>
> — [Olga Bedrina](https://www.linkedin.com/in/olgabedrina/), Technical Marketing Writer, JetBrains

Here's another example. When we launched Specify, we collaborated with [Hiten Shah](https://www.producthunt.com/@hnshah). We chose to partner with Hiten because he has an influence on Product Hunt and beyond. Above all, it was a fantastic feeling for the team, e.g. an extra source of motivation before the launch.

More personally, when I collaborate with teams to help them launch, like  [Corbado](https://www.producthunt.com/products/corbado#corbado) (launched in January 2024, ranked #4 Product of the Day), I'm committed to challenging every aspect of the launch plan and supporting teams on launch days by leveraging my network.

> **We can recommend Flo to every developer tool that is planning to launch on Product Hunt.**
>
> — [Vincent Delitz](https://www.linkedin.com/in/vincent-delitz/), CEO, Corbado

If anyone can submit a product on Product Hunt anytime, a Hunter certainly helps with the launch.

### Warming up

In [this blog post](https://medium.com/@rrhoover/building-a-startup-build-an-audience-first-9fbba4f1fa15), Product Hunt's founder, Ryan Hoover, wrote:

> **Building a startup? Build an audience, first.**
>
> — Ryan Hoover, Founder, Product Hunt

**This could apply to product launches, too: if you're launching on Product Hunt, build an audience first. — [repost this](https://x.com/fmerian/status/1707436259436871848)**

You can schedule your launch up to 30 days ahead. Below are some ideas to get started:

* Create a [Coming Soon](https://www.producthunt.com/coming-soon) page;

* Add your upcoming launch on [hunted.space](https://hunted.space);

* Schedule as much content as possible: social posts, website banner, email campaigns;

* [Host an AMA session](https://www.producthunt.com/stories/how-to-host-a-successful-ama-on-product-hunt) — see examples from Documenso [here](https://www.producthunt.com/discussions/my-co-founder-and-i-are-open-sourcing-digital-signatures-and-taking-on-the-b-docusign-empire-ama) and Supabase [there](https://www.producthunt.com/discussions/ama-session-on-product-led-growth-with-rory-head-of-growth-at-supabase);

* Support other product launches.

Also, make sure to engage your network and community early.

> **We let our network and product community know that we had planned to launch on Product Hunt. It was super valuable for us to have support from our existing users and network and they came through for us.**
>
> — [Tanya Rai](https://www.linkedin.com/in/tanyarai/), Product Manager, LastMile AI

**Pro tip**: use a URL shortener like [Dub](https://refer.dub.co/fmerian) as a backdoor edit button.

1. Create your short, memorable URL

2. Link it to your Coming Soon page, e.g. `/products/{yourProduct}`

3. Update it on launch day, e.g. `/posts/{yourProduct}`

In [this file](https://git.new/meow/community), I suggest some ideas to leverage your community:

* List some key elements to play and mix;

* Include links to posts and comments for inspiration.

**Let's recap.**

So far, you have:

* polished the details: messaging and visual assets;

* found a Hunter;

* scheduled your launch;

* scheduled as much content as possible;

* started raising awareness, reaching out to your influencers, and engaging on Product Hunt;

You're ready to go live.

## On launch day

Here's the day. **Launching on Product Hunt is a 24-hour race — and it starts at 12:01 AM PST.**

For the first 4 hours of the day, Product Hunt hides upvotes and sorts the homepage randomly. According to [Product Hunt](https://www.producthunt.com/stories/let-s-talk-about-spam), this should give products "a more distributed chance at exposure early." Your objective is to rank in the Top 5 within that time to maximize exposure.

> **When Product Hunt unhid upvotes, we were already in the Top 5. This helped us be more visible on the front page.**
>
> — [Olga Bedrina](https://www.linkedin.com/in/olgabedrina/), Technical Marketing Writer, JetBrains

**Pro tip**: use [hunted.space](https://hunted.space) to monitor your launch day in real-time.

```
https://hunted.space/dashboard/{yourProduct}
```

During the day, upvote and reply to every comment. Make this day an opportunity to engage: start conversations and ask for feedback.

Laura Du Ry and the Appwrite team launched its Cloud Beta in October 2023 and ranked #4 Product of the Day. Laura tells:

> **The team was quick with responding and engaging. We cleared a part of the teams' calendar to be able to engage.**
>
> — [Laura Du Ry](https://www.linkedin.com/in/laura-du-ry-53203b94/), Growth Manager, Appwrite

Tanya Rai from LastMile AI shares the feeling:

> **On launch day, we had the whole team on board to respond to messages almost instantly. This was a round-the-clock effort by the team to show that we were actively engaged and interested in what feedback we were receiving from the Product Hunt community. We left no questions or comments unanswered.**
>
> — [Tanya Rai](https://www.linkedin.com/in/tanyarai/), Product Manager, LastMile AI

Make this launch day an opportunity to celebrate your efforts with your team and community. Make the most out of it by engaging in conversations and brainstorming new ideas, and above all, *enjoy it.* **— [repost this](https://x.com/fmerian/status/1788494159210524729)**

## Two more things

### Maximize efforts

With the assets you've worked on for your Product Hunt launch, you can maximize efforts by launching on more places, like Hacker News and Dev Hunt, an open-source alternative for dev-first products.

### Launch early, launch often

Launching on Product Hunt isn't a one-time opportunity. Launch early, launch often.

**You can pre-launch your product.**

When submitting a new product on Product Hunt, you can mark it as pre-launch.

**You can launch multiple times.**

According to [Product Hunt](https://meooow.link/hc/repost), you have to "wait at least six months in between posts for the same product or from the same company. Along with a six-month period, there also needs to be a significant update to the product."

Product Hunt pays off in the long term, where the best teams keep launching.

Take Stripe. The company launched [68 times](https://www.producthunt.com/products/stripe/launches) on Product Hunt in the last 10 years. Supabase launched [15 times](https://www.producthunt.com/products/supabase/launches) in the last 4 years. Raycast has launched [12 products](https://www.producthunt.com/products/raycast/launches) since 2020. — **[repost this](https://x.com/fmerian/status/1744776629883371651)**

**Launching multiple times creates a tailwind.**

Luis Guzmán, Head of Marketing at n8n (launched [5 times](https://www.producthunt.com/products/n8n-io/launches) since 2019), sums it up perfectly:

> **Every follower we collected from past launches receives a notification about recent launches. This helps get more exposure.**
>
> — [Luis Guzmán](https://www.linkedin.com/in/guzmanluis/), Head of Marketing, n8n

So, keep launching.

## Further inspiration

Below are more stories for inspiration:

* [Product Hunt Launch Guide](https://www.producthunt.com/launch), by Product Hunt;

* [How Corbado launched on Product Hunt](https://corbado.com/blog/launch-developer-tool-product-hunt), by Vincent Delitz (launched Corbado in January 2024, ranked #4 Product of the Day);

* [Lago's Product Hunt Launch Playbook](https://github.com/getlago/lago/wiki/Product-Hunt-launch-:-our-handbook), by Anh-Tho Chuong (launched Lago in April 2023, ranked #1 Product of the Month);

* [#1 Developer Tool of the Month](https://dev.to/tanyarai/1-developer-tool-of-the-month-1o41), by Tanya Rai (launched LastMile AI in October 2023, ranked #2 Product of the Day and #4 Product of the Week);

* [Launching developer tools on Product Hunt](https://ronakganatra.com/posts/successfully-launch-dev-tools-on-producthunt), by Ronak Ganatra (launched GraphCMS in April 2020, ranked #5 Product of the Day).

You can find here more resources to help you get started:

* [awesome-product-hunt](https://git.new/meow): a collection of great dev-first product launches;

* [product-hunt-launch-kit.md](https://git.new/meow/kit): required inputs to submit a new product;

* [product-hunt-community-kit.md](https://git.new/meow/community): ideas to leverage your network;

## Wrapping up

That's a wrap!

Product Hunt definitely *is* a great place to launch a developer-first product. If there certainly isn't a formula to launch successfully, there may be a set of principles to help maximize your chances:

* Polish the details: keep the tagline and description simple and straightforward;

* Show the product: no stock images, no marketing fluff;

* Find a Hunter;

* Schedule your launch early;

* Schedule as much content as possible: first comment and social posts;

* Raise awareness: build an audience, support other product launches;

* Go live at 12:01 AM PST on a weekday for maximum exposure;

* Rank in the Top 5 within the first 4 hours;

* Engage: upvote and reply to every comment;

* Launch early, launch often.

Over to you! I hope this post gave you some insights to prep your launch on Product Hunt. I enjoy contributing to launching dev tools and am happy to help more folks.

**If you're launching something new, feel free to reach out on [Twitter / 𝕏](https://x.com/fmerian) or [LinkedIn](https://linkedin.com/in/fmerian).**

**Enjoy your launch day!**

---

*Thanks to [Laura Du Ry](https://www.linkedin.com/in/laura-du-ry-53203b94/) (Appwrite), [Olga Bedrina](https://www.linkedin.com/in/olgabedrina/) (JetBrains), [Tanya Rai](https://www.linkedin.com/in/tanyarai/) (LastMile AI), [Luis Guzmán](https://www.linkedin.com/in/guzmanluis/) (n8n), and [Rishabh Kaul](https://www.linkedin.com/in/rishabhkaul) (Appsmith) for your contributions. Thanks to [Jack Bridger](https://www.linkedin.com/in/jack-bridger-047bb445) for bs-checking this post. They're all in the Developer Marketing Community, a place where 2,000+ tech founders and marketers from awesome dev-first, open-source companies hang out to share insights and best practices. [Join the fun](https://marketingto.dev)!*

Launching on Product Hunt

This story was originally published on [crowd.dev](https://dev.to/crowddotdev/increase-community-engagement-with-trunk-based-management-2108).

---

In software engineering, [trunk-based development](https://www.atlassian.com/continuous-delivery/continuous-integration/trunk-based-development) (TBD) is a strategy to manage git workflows that suggests merging commits in a single main branch, instead of the git flow that suggests working on multiple branches.

**This story is about applying this TBD strategy to community management to increase engagement.**

## growing an engaging community with trunk-based management

Six months ago, I joined Ronak Ganatra, Jakub Czakon, and Ophir Prusak as an admin to co-run the [Developer Marketing Community](https://marketingto.dev/) — a place where tech founders and marketers hang out to share insights and best practices. People from dev-first companies like Algolia, PostHog, Supabase, Vercel, and Warp are all in.

**The objective? To grow an engaging community.**

At this time, the community had:

* 600+ members,

* 20% of weekly active members (120+), and

* 5% of members who post (30+).

Only 1 out of 5 people were active members. Worse, only 1 out of 50 people posted messages.

So, how to increase engagement and ignite conversations?

We had two radically opposite hypotheses:

1. More channels to inspire conversations,

2. Fewer channels for randomness.

### hypothesis #1: more channels for inspiration

As founders and marketers in dev-first companies, we talk about many topics: developer relations, content marketing, product launches, SEO strategies, swag, and so on.

We initially created one channel per topic to reduce noise, focus discussions, and inspire.

We created nine different channels:

```
├── 1-general
├── 2-intros
├── 3-jobs
├── 4-content
├── 5-devrel
├── 6-feedback-requests
├── 7-first-time-marketers
├── 8-random
└── 9-shameless-plugs
```

In such a structure, some community members started to ask us: "Where to post? Is this channel the *right* place?"

Some channels were obvious: `#intros`, `#jobs`.

Now, picture this:

* You're a first-time marketer.

* You just published a blog post with lessons you learned attending a developer conference. Such a story would be an awesome resource for the community.

* Where should you post it?

`#content`, `#devrel`, and `#first-time-marketers` sound like relevant channels. Or `#general` because it has more community members and would increase reach? Or is it just `#shameless-plugs`?

We realized that to answer "where should I post," more options led to harder decisions.

In psychology, people call it the **Hick's Law**.

> *Hick's Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time people take to make their decisions.*\
> — source: [growth.design](https://growth.design/psychology#hicks-law)

The more options, the more time one takes to decide. Worse, we realized that when in doubt, community members just didn't post anything at all — and that's exactly what we wanted to avoid.

As a result, most conversations happened in `#general`, and 50% of channels were inactive.

If more channels don't inspire community members to engage more, what could inspire them? How about fewer options?

### hypothesis #2: fewer channels for randomness

We completely redesigned the structure of the community. We archived the most inactive channels and renamed for clarity.

We had six different channels:

```
├── 1-announcements
├── 2-ask-anything
├── 3-intros
├── 4-jobs
├── 5-share-anything
└── 6-watercooler-chat
```

We defined topics for each channel as below:

* `#announcements`: Weekly highlights and notes from the admins.

* `#ask-anything`: Need help? Looking for feedback, quotes for your next blog post, or guests for your next podcast episode? Ask anything here.

* `#intros`: Introduce yourself!

* `#jobs`: Growing your team? Looking for a new opportunity? This channel is where you can post your open roles, recommend someone you've worked with, or drop your resume.

* `#share-anything`: Launching on Product Hunt? Need a boost on dev.to, LinkedIn, or X? Think of this channel as your engagement pod.

* `#watercooler-chat`: All-things *not* developer marketing.

In this experiment, `#ask-anything` and `#share-anything` are the most interesting channels from my perspective:

* Do you have anything to **ask**? Go to `#ask-anything`.

* Do you have anything to **share**? Go to `#share-anything`.

If we go back to the previous example:

* First-time marketer,

* That just published a blog post on DevRel.

* Where should you post it?

The answer is straightforward: `#share-anything`.

**Results?**

Six months later, the community has:

* 1,000+ members,

* 20% of weekly active members (200+), and

* 10% of members who post (100+).

By reducing the number of channels, we doubled the percentage of members who post while growing the community by +70% in six months.

## wrapping up

If you need help building an engaging community, think trunk-based management.

Inspired by software engineering, this strategy suggests focusing conversations in a few main channels, instead of having multiple channels.

Reducing the number of options makes it simpler for your community members to start conversations.

Enjoy the fun!

Trunk-based management

Release notes are investor updates for customers.

They’re conversion tools, too.

As users, we read a changelog to get the latest product updates and figure out how much a team cares about its product by shipping new features and improvements.

Linear’s CEO Karri Saarinen wrote an insightful [blog post](https://linear.app/blog/startups-write-changelogs) on the topic.

Linear started writing changelogs to share the latest product changes with its early adopters and communicate how rapidly the team is adding new features and fixing bugs. And shipping fast, while valuing quality and craft, is appealing to many developers.

"Actions speak louder than words," Saarinen stated.

## writing release notes that convert

My key takeaways from the read:

1. Set up a schedule, like a weekly or bi-weekly cadence.

2. Don’t include everything you do. Keep it simple and product-oriented.

3. Feature 1–3 significant changes, and collect the little fixes in one section. Include screenshots or videos of the features if possible.

**Release notes help keep the momentum, get new users, recruit, and build investor relationships. “All the things that help your company to be more successful,” Saarinen added.**

So, write changelogs.

## further inspiration

Beyond the [Linear](https://linear.app/changelog) example, if you’re looking for great release notes for inspiration, below are two more examples from my [swipe file](https://dub.sh/swipe-this):

* [Raycast](https://www.raycast.com/changelog) — product-oriented, including three categories (new, improvements, fixes) and one bullet point per item. It’s simple and straight to the point.

* [Liveblocks](https://liveblocks.io/blog/whats-new-in-v0-19) — releases notes that live in the blog section and highlight contributors from the community.

## wrapping up

Thanks for reading! Hope you find it helpful.

**Over to you! Do you see release notes as an instrument to acquire new users or is it a tool for better communication with existing users? What are your guidelines for writing great changelogs? What’s one changelog you enjoy reading?**

Join the conversation on [Twitter / X](https://twitter.com/fmerian/status/1620703754747269122?s=20).

Release notes are conversion tools

New milestone: 100 GitHub stars for launchweek.dev. Star this repo! git.new/lw

marketing to developers

The making of Design Data Platforms 101

Experimenting with Shape Up

Startup Employee Principles

Introduction to the DEV Content Framework

Remote routines

Introducing the Specify CLI

The future of design system documentation

180 days building a Design API

Interview questions

How Pitch automates design workflows with Specify

The anatomy of a customer story

Building trust through investor feedback

The README email

How to sync design tokens from Figma to CSS Custom Properties

Building a swipe file

Community Member of the Year

500 Mentorship Minutes

10 Mentorship Sessions

50 Mentorship Sessions

1,000 Mentorship Minutes

100 Mentorship Minutes

25 Mentorship Sessions

Making data reporting more efficient

Making team meetings more engaging

Onboarding users

Leveraging Slack Connect

Getting stars on GitHub

How Specify launched on Product Hunt

Rethinking developer-led growth strategies

Corbado — 2024 Release

Specify — Presentation Kit

Specify — Product Hunt

17K impressions; 10X DUV; not featured on Product Hunt.

Specify — Design Data Platforms 101

Featured on Product Hunt; 2K stars on GitHub.

How not to launch on Product Hunt (and reach #1 Product of the Day)

Documenso — 0.9

Specify — Public Launch

Specify — Beta Program

Mintlify — Changelog

Specify — Configuration Templates

Supabase — Launch Week XIII

Documenso — Launch Week

Documenso — Launch Week I

Mintlify — Customer Stories

Inkeep — Launch Week I

Documenso — 1.0

Specify — Blog

\#1 Developer Tool of the Week.

\> "We can recommend Flo to every developer tool that is planning to launch on Product Hunt." — Vincent Delitz, CEO

Mintlify — AI DevTools Hackathon

Open conversations with Stefan van Eerde, VP of Marketing, AxonIQ

Developer Marketing Open Sessions

marketingto.dev/launch-weeks

marketingto.dev/jobs

42+ marketing ideas from Stripe, Linear, Raycast, and more.

marketingto.dev/examples

1,000+ marketers from Algolia, PostHog, Supabase...

Developer Marketing Community

Flows

2,000+ marketers from Supabase, Resend, Vercel...

\> "One of the most empathetic and impressive people I've collaborated with." — Ronak Ganatra, CMO, DatoCMS

Cracking the code of developer marketing

marketingto.dev

Polywork club for marketers in dev tool companies to share insights and best practices on developer marketing.

Developer Marketing Club

Developer Marketing Examples

launchweek.dev

SEO Best Practices

How Specify leverages Shape Up

81 people from 27 different countries attended.

Build pages that convert

48 people from 17 different countries attended.

Launching a developer tool on Product Hunt

Cracking the code of community engagement

Contributor

Marketing hire #1, enterprise-focused;
Increased MUV by 100%.

Launched non-profit to support startups with funding; \
Grew activity by 100% YoY.

General Manager, Digital Venture

Co-founder, CEO

Marketing hire #1, developer-first (B2D); \
Analyzed target audiences, ran interviews for insights; \
Shaped SEO experiments, drove product launches.

\# key results

Increased MUV by 5X YoY;
Featured on Product Hunt and TechCrunch.

\> "Florent knows how to roll up his sleeves. He's a doer for ambitious teams." — Valentin Chrétien, CEO

Founder

Marketing hire #1. Enterprise-focused. Ran growth experiments, with a focus on SEO-driven content (Increased MUV by 2X).

Documenso

Marketing hire #1, developer-first; \
Ran customer interviews, engaged in communities; \
Built partnerships, enabled early sales motion.

\# key results

Grew the community by 5% MoM; \
Featured on Product Hunt.

\> "Super creative, very communicative, and supportive of everyone in the team — I have nothing but the best things to say about Flo and his work." — Han Wang, CEO

Marketing Mentor

Board Member, Digital Venture

Co-founder, GTM

Introduction to Pitch

Brand Ambassador

Marketing hire #5, developer-first; \
Analyzed competitive landscape, ran interviews; \
Planned product launches.\
\
\> "Flo is an exceptionally creative and driven individual. Incredibly kind and thoughtful, he's just enjoyable to work with. I highly recommend." — Nick Parsons, CMO

Flo Merian

2024

2023

2022

2021