Launching

Launching is the process of going public on a Launch Platform like Product Hunt or BetaList, typically aiming for "Product of the Day" visibility. Unlike standard directory Submission, launching is a time-bound event requiring coordination and community mobilization.

The mechanics of launching differ significantly from permanent directory presence. Launches happen on specific dates, compete against other launches that day, rely heavily on early momentum (first few hours are critical), and require active engagement throughout launch day. This creates intense but temporary focus—companies often devote entire teams to supporting successful launches through coordinated upvoting, commenting, and sharing.

Successful launching involves multiple preparation phases. Pre-launch work includes building anticipation through newsletter teasers and social media, identifying potential supporters and hunters, preparing all assets (demo videos, screenshots, descriptions), and planning engagement strategy. Launch day execution requires monitoring in real-time, responding to every comment promptly, mobilizing supporters for upvotes, and sharing across social channels. Post-launch follow-up involves converting spike traffic into users and maintaining momentum beyond the initial day.

The Product Hunt launch playbook has become particularly refined. Successful launchers typically launch early in the day (12:01 AM PST) to maximize voting window, coordinate supporter engagement without violating platform rules against vote manipulation, prepare compelling taglines and first comments, and engage authentically with every comment. The difference between top Product of the Day and lower placements is often execution quality rather than product quality. Understanding communities like Boardy that support launch coordination can provide tactical advantages.

Timing considerations are complex. Some recommend launching on Tuesdays through Thursdays to avoid weekend low traffic and Monday high competition. Others argue Saturdays have less competition. The truth is that optimal timing depends on product category, target audience, and current competitive landscape. Many companies track Product Hunt patterns for weeks before launching to identify lower-competition windows.

The relationship between hunting and product visibility is critical. Having a respected hunter with strong community following can dramatically improve launch performance. Hunters should genuinely believe in the product—forced or transactional relationships undermine authenticity. Many successful launches involve founders hunting their own products, which is fully acceptable and often more authentic than recruited hunters.

Common launch mistakes include launching before the product is ready, leading to negative feedback that hurts more than delayed launch would, insufficient supporter mobilization, leaving success to chance, spam-like behavior that violates platform community norms, and no engagement strategy, letting comments go unanswered. Launch platforms reward authentic engagement and community respect—attempting to game systems usually backfires.

Launch platform success also depends on product-market fit and messaging clarity. The best launch execution cannot compensate for confusing value propositions or solutions seeking problems. Successful launches typically feature products that solve obvious pain points for clear audiences, with value propositions understandable in seconds. The time-constrained nature of launch platform evaluation means clarity is paramount.

Post-launch strategy matters as much as launch day execution. The traffic spike should flow into clear conversion paths—email capture, trial signups, community invitations. Many companies experience dramatic launch day traffic that converts poorly because they focused entirely on launch mechanics without optimizing for what happens after visitors arrive. Landing pages should be ready to handle spike traffic and convert high-intent visitors effectively.