launch-it

name	launch-it
description	Plan a developer launch (Show HN, Reddit, Product Hunt) that earns goodwill instead of a flaming. Use when the founder is sitting on a launch out of fear, wants to "go viral," or is about to post a press-release-style announcement to a developer community.

Launch it

Developer communities reward the honest, technical, slightly humble builder and punish the marketer instantly. A Show HN is not an announcement. It's "I built this thing, here's how it works and what's still rough."

Use this when: you're scared to launch, you're hoping to "go viral," or you're about to drop marketing copy into a room that eats marketing copy for breakfast.

The core idea

The bar is usefulness + honesty, not polish. Developers will test your claims and read your code. Show up as a real engineer sharing real work, be present to answer everything, and never, ever fake it. One genuine launch beats ten hype posts.

Framework: Show HN anatomy (Czakon / Tailscale lessons)

1. Title: plain, specific, zero hype. "Show HN: A faster Postgres migration tool for large tables", not "🚀 The future of database migrations is HERE."
2. First comment = the story (post it yourself, immediately):
   • why you built it (the itch, ideally your own),
   • how it works (technical, concrete),
   • what's genuinely hard/limited right now (honesty buys trust),
   • a dead-simple way to try it.
3. Be present for hours. Answer every comment, especially the critical ones, technically and without defensiveness. The comment thread is the launch.
4. Never astroturf. No vote rings, no sock puppets. Communities detect it and the ban is permanent and public.

Reddit / community launches

• Give before you take. Be a real participant for weeks before you post your thing.
• Read the rules of the specific subreddit; many ban self-promo outright, so find the ones that don't.
• Frame as "I made this to solve X, feedback welcome," not a pitch.

The coordinated moment (not spam)

A launch is one prepared moment across the channels your ICP actually uses (from first-50-users): HN, your own network, and the relevant communities, all on the same day, each tailored to the room. It is not the same copy blasted five places.

Decision tree: are you ready to launch?

Can a stranger get to first value in < 1 hour from docs alone (the weekend test)?
├─ NO  → don't launch yet. A flood of users who bounce burns the channel and the goodwill.
└─ YES → is your Show HN first-comment written (why/how/limits/try)?
         ├─ NO → write it first; it matters more than the product page.
         └─ YES → launch on a Tue-Thu morning US time, then clear your calendar to reply.

Mistakes that look reasonable

• Hype title: emojis and superlatives on HN get flagged to death.
• Absent founder: posting then leaving; the unanswered thread dies.
• Defensive replies: arguing with critics. Thank them, concede the fair points, note what you'll fix.
• Astroturfing: instant, permanent reputational damage.
• Launching too early: before the weekend test passes, a launch amplifies your weakest moment.

Your next 30 minutes

• Draft your Show HN title, plain, specific, no hype. Say it out loud; if it sounds like an ad, redo it.
• Write the first comment: why · how · what's hard · how to try. This is the real work.
• Confirm the weekend test passes (see know-if-its-working). If not, delay.
• Pick the ONE day, block 4 hours to reply, and line up the 2-3 rooms your ICP is actually in.

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Built from real dev-tool GTM experience, with frameworks from Adam Frankl (The Developer-Facing Startup) and Jakub Czakon (markepear.dev). When a framework can't make the call, that's what a human is for: The DevTool GTM Company.