A Founder's Guide to Launching a Side Project: From Building in Private to Getting Your First Users

Taking a side project from a personal tool to a public-facing product can be a daunting step. You've built something you love that solves a real problem for you, but how do you share it with the world, gather feedback, and find users without coming across as spammy? Here is a practical guide based on the experiences of other builders.

Prepare for a World of Strangers

Before you even think about where to post, your project needs to be ready for an audience that has no idea who you are or what you've built. This starts with your landing page.

• Your Landing Page Must Stand Alone: The most critical piece of advice is to ensure your landing page is completely self-sufficient. A visitor should be able to understand your project's purpose, its key features, and its value proposition within seconds of arriving. If your project requires a lengthy explanation to be understood, your landing page isn't doing its job. It's acceptable to add a more detailed "first comment" if the platform allows, but don't rely on it.
• Build an Audience in Advance: A successful launch often begins before the actual launch day. The concept of "opening up the world to your project, in advance of opening the project up to the world" is powerful. This means identifying and engaging with your target audience before you ask them to try your product.

Finding and Engaging Your First Users

Forget the idea of a single, massive launch. A more effective strategy is a series of smaller launches targeted at specific communities.

• Go Where Your Users Are: Identify the online spaces where people who would benefit from your project hang out. This could be specific subreddits, Discord servers, Telegram groups, or niche forums. Observe the rules of these communities; many have strict policies against self-promotion.
• Provide Value First: The best way to introduce your project is often indirectly. Become an active, helpful member of these communities. Offer advice and share your expertise on relevant topics. People who are impressed by your contributions will naturally be curious and check out the project link in your profile. This builds trust and avoids the spam label.
• Leverage Content Marketing: Write prolifically about the problem your project solves. Create blog posts or educational YouTube videos that are genuinely helpful and better than existing content. You can then naturally incorporate your project as a solution or link to it in the description. This not only attracts users but also builds long-term SEO value.
• Consider Dedicated Launch Platforms: For more formal launches, platforms like Product Hunt are designed specifically for showcasing new products.

Managing Expectations and Feedback

Putting your work out there can be tough. It's essential to have the right mindset.

• Brace for Criticism: Be prepared for direct and sometimes harsh feedback. In many technical communities, this is the default communication style. Try not to take it personally. View it as an attempt to challenge your assumptions and ultimately help you improve. Both well-meaning and poorly-delivered feedback can contain valuable insights.
• Marketing is a Marathon: Don't be discouraged if your first few attempts to share your project are met with silence. Marketing takes far more effort than most developers anticipate. Unless you're incredibly lucky, the first ten things you try might disappoint you. The key is to be persistent, learn from what doesn't work, and keep trying new approaches. The mindset should be to "always be launching."