From Idea to First Launch

Validate a Business Idea

Required. You cannot build something before you know the problem is real. 5 paying customers or 20+ user interviews with documented pain signals are the proof bar — not gut feel or compliments.

Build a Waitlist (100 Signups)

Elective — audience track. 100 sign-ups proves you can reach the right people before the product exists. This is the first distribution test, not a vanity metric.

Build a Waitlist (1,000 Signups)

Elective — audience track. 1,000 sign-ups requires an intentional growth loop, not just one tweet. Most founders who hit this number have already identified a distribution channel that works.

Get First 10 Active Users

Elective — early-feedback track. 10 non-friends using a beta build gives you the qualitative signal you need before a public launch. The conversation transcripts are the proof artifact.

Launch Your First Product Publicly

Required. A public launch means strangers can find and use your product. Organic signups from outside your personal network in the first 7 days are the proof bar.

Launch on Product Hunt

Elective. A Product Hunt launch requires a live product and a real community. Top-20 finish or 200+ upvotes are the proof bar — not submitting and hoping.

Get Your First Press Coverage

Elective. A feature in a publication your target customers actually read proves your story is externally compelling. A cold-pitched article (no paid placement, no PR firm) is the standard.

The only book on customer validation that actually prevents you from getting lied to. Read the summary before your first 5 validation conversations.

Free. Watch 'How to Talk to Users' and 'How to Launch' before you do either of those things. These two videos alone save most first-time founders 6 months.

Read 20 founder interviews filtered to 'Launch' stories. The pattern of what makes a successful launch vs. a dud becomes obvious after 20 examples.

Free waitlist pages with email capture and a built-in community to launch to. Use it for the waitlist milestone even if you don't do a full PH launch.

Free essays on early-stage marketing that don't assume you have money. The 'Marketing for Developers' series is the best free resource on distribution for technical founders.