All stages
📣Stage 05
Launch & Distribution
Get your first 1,000 active users.
8 lessons20 operating guides
Lessons
Expand any topic for concept, action steps, and pro tips.
Concept
Product Hunt Launch Playbook: distribution is a product problem. Channels compound when activation and retention make sharing rational.
Why it matters
A great product with zero distribution is a secret. Launch skills buy learning speed.
Action steps
- 1Pick one primary channel that matches where your ICP already hangs out.
- 2Create a 7-day content or outreach calendar with one clear CTA.
- 3Prepare launch assets (demo, screenshots, story) before the day.
- 4Engage communities by giving value first; avoid pure spam drops.
- 5Instrument referral sources on signup.
- 6Double down on the one channel that produces activated users, not clicks.
Done when
You have one channel that repeatedly produces activated users on a weekly cadence.
Metrics
- · Activated users by channel
- · CTR
- · Reply rate
- · Cost per activated user
Anti-patterns
- · Spray every channel at once
- · Launch without onboarding
Operator tip
Distribution without activation is noise. Fix first-session value before scaling reach.
Tools
PostHogNative socialsResendSearch Console
Stage quiz
marketing readiness (fundamentals baseline)
5 questions · pass at 70%
1.A startup is best described as:
2.The best early focus is usually:
3.Co-founder equity should typically include:
4.An MVP primarily tests:
5.A strong PMF signal is:
Answer all questions to score.