Lightning talk: 200k users in 3 years: How to do developer marketing

by Jenda Tovarys

In this lightning talk, Jenda Tovarys discusses the essentials of developer marketing, drawing from his experience leading growth at Bet, a Ruby-based platform that grew from zero to 150,000 users in just three years. The talk emphasizes the importance of initial customer acquisition as a critical step in validating any business model. Jenda advises focusing on gaining the first 10 customers through personal networks rather than investing in expensive advertising, sponsorships, or partnerships.

Key points from the talk include:

Understanding Customers: Customers validate your business; without them, a business lacks foundation. Start by identifying and securing the first 10 customers to test your product's relevance in the market.
Networking Strategies: Instead of relying on broad outreach, leverage personal networks and utilize platforms like email and LinkedIn. Consider cold emailing, simplifying your message, and reaching out directly to potential customers.
Handling Failure: It's normal to struggle initially. As illustrated by the story of entrepreneur Lelo, not all projects succeed, but it's crucial to learn from failures and adapt.
Creative Customer Acquisition: Jenda shares examples like Pinterest's strategic promotions, Etsy's participation in craft fairs, and Tinder's university parties as innovative grassroots strategies for gaining initial traction.
Community Engagement: Avoid mainstream tech platforms for marketing; instead, focus on niche communities where engaged users can lead to conversions. Contributing to these conversations can be more impactful than traditional advertising efforts.
SEO and Content Marketing: Jenda emphasizes the enduring value of SEO, suggesting techniques to enhance site visibility. Historical examples, like John Deere's content marketing from the 1890s, illustrate that effective content strategies are still relevant today.
Continuous Learning: He recommends resources like 'Secret Sauce' and 'Traction' as valuable for gaining insights into startup growth strategies, along with engaging with communities like IndieHackers.com.

In conclusion, the talk encapsulates the critical need for developing authentic connections and securing initial customers while leveraging creative strategies and community engagement. The key takeaway is that effective growth doesn't always require massive budgets; instead, it can stem from personal relationships and innovative marketing approaches, encouraging startups to think outside conventional methods for user acquisition.

00:00:04.640 Hello everybody, thank you so much for joining us. Let's dive into today's topic. My name is Jenda Tovarys, and I lead growth at Bet, a company built on Ruby.

00:00:11.040 So, why does this talk belong here? We've seen amazing talks from software builders, and Ruby is the language of builders. If you're working on a cool side project or your main project, this talk will hopefully provide insights on how to grow it and make it big.

00:00:24.119 We grew from zero to 150,000 developers on the platform in just three years. We raised $2 million, but we are also profitable. We are not just another startup that raises money; we make money as well. And we accomplished all of this with just three people.

00:00:42.719 First, let's discuss why you need customers. Customers are the ultimate validator of your business. If you don't have customers, you don't have a business. By gaining your first customers, you'll understand whether what you're building makes sense. Forget about reaching 10,000 customers instantly; focus on getting your first 10 customers. That's all you need to start.

00:01:05.840 Forget ads, sponsorships, or partnerships. Think small and ask yourself if you can find 10 people you know who might find your project helpful. Utilize your personal network and extend it. Ask friends of friends, and use email or LinkedIn to connect. Focus on networking strategies that don’t scale but can lead to meaningful relationships.

00:01:22.479 If you don't know how to network or create connections, it's time to learn. One notable example is Jason Cohen, a builder of the VP engine and a well-known figure in the Indie Hacker community. Cold emailing can be effective; there's no need for fluff or sales pitches. Just reach out, and you might find your first customers through these initial connections.

00:01:38.079 If you can't get your 10 customers, move on. It's okay not to succeed at first. You might have heard of Lelo, a famous entrepreneur who launched over 70 projects; only four became successful. It's acceptable to fail; what's not acceptable is stagnating. If something isn't working, it’s better to cut your losses and pivot.

00:01:59.920 There are numerous great stories about acquiring first customers. For instance, Pinterest's founder promoted the platform by changing homepage displays at Apple Stores in Silicon Valley to attract attention. Similarly, Etsy participated in craft fairs across the U.S. to connect with potential users. Tinder once hosted university parties, allowing entry only to those who downloaded the app. These examples show creative and grassroots approaches to gaining initial traction.

00:02:30.920 Once you've acquired your first 10 customers and you're aiming for your first 100, leverage your networks both online and offline. Ask friends for warm introductions, use emails, and remember that getting responses is often a numbers game. Don’t be discouraged if not everyone you reach out to responds; persist in your outreach.

00:02:43.560 It helps to be different. A friend of mine attended a conference for HR professionals in London but was unable to afford a booth. Instead, they brought kale to give away, aligning it with their product and generating more interest than many exhibitors with expensive booths.

00:03:01.920 Communities are incredibly powerful when building your audience. However, avoid mainstream platforms like Hacker News and Product Hunt, as it can be tough to gain traction there. Instead, focus on niche communities with engaged members, regardless of their size. These individuals care deeply about their interests, and contributing to their conversations can help convert them into your first customers.

00:03:20.400 If you're a hacker, you should also embrace SEO. There are many techniques to improve your site's visibility. For example, you can create programmatic pages, similar to what companies like IQR do to attract thousands of visitors via SEO. Even the best content can help you rank higher on Google and attract valuable traffic if you focus on a specific niche.

00:03:44.760 Keep in mind that marketing trends tend to evolve in circles. The first display ad in 1994 had a click-through rate of 78%. Unfortunately, today's average click-through rate for display ads is virtually zero due to ad blockers. However, traditional content marketing strategies are still effective. For example, John Deere produced content in the 1890s to persuade customers to switch from horses to tractors. A timeless strategy can still be successful today.

00:04:01.960 Consider exploring resources such as 'Secret Sauce' and 'Traction,' both excellent books for startup growth strategies. 'Secret Sauce' was written by Austin Kleon, founder of Lambda School. These books, along with talks by notable figures like Jason Cohen and Patrick McKenzie, can provide valuable insights. Don’t forget to check out sources like IndieHackers.com for community engagement.

00:04:30.600 Thank you very much for your time. If you have an Indie Hacker project or anything that you need help with, feel free to email me. Also, subscribe to my Substack for more insights. We are hiring, and all of my slides are available for you to view. You can take a picture of them if you missed anything. Thank you so much, and thanks to Helvetic Ruby for hosting this event.