From Zero to 100: The Indie Hacker's Playbook for Acquiring Your First Users

Month 3 after launch. Dashboard users: 7. Revenue: $0.

I stared at those numbers every morning for weeks. Seven users. After 9 months of building, 3 months of "marketing," and countless "congrats on the launch!" messages, I had seven users.

Sound familiar?

Here's what nobody tells you about getting your first 100 users: It's not about marketing. It's about finding people who were already looking for what you built.

Every week in the OpenHunts community, I watch founders make the same mistakes I made. They build something brilliant, launch with fanfare, then wonder why the users aren't flooding in. The problem isn't your product (usually). It's that you're trying to find users the way big companies do — and that's backwards for indie makers.

This guide isn't based on growth hacking theories or VC-funded success stories. It's what actually works when you're a solo founder with no marketing budget, learned from watching hundreds of indie makers in our community go from zero to their first paying customers.

I'm going to be brutally honest about what works, what doesn't, and why most advice is garbage for indie hackers.

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Why Most User Acquisition Advice is Bullshit for Indie Hackers

Let me tell you what happened when I followed "expert" advice:

Month 1: "Build an MVP and launch!" ✅ Done.
Month 2: "Get on social media!" ✅ Posted daily for 30 days.
Month 3: "Content marketing is key!" ✅ Wrote 12 blog posts.
Month 4: "You need to do paid ads!" ❌ Spent $300, got 3 signups, 0 customers.

Result: Burned out, broke, and still at 7 users.

Here's why most advice is designed for companies with marketing teams and VC funding, not indie hackers:

The Startup Media Lie:

• They show you the TechCrunch success stories
• They don't show you the 2 years of grinding before that
• Reality: Most "overnight successes" took 3-5 years

The Budget Problem:

• "Just spend $1000 on Facebook ads!" (What $1000?)
• "Hire a content team!" (I AM the content team)
• "Get on podcasts!" (Which ones reply to unknown founders?)

The Scale Confusion:

• Advice designed for 1M users doesn't work for finding your first 10
• Big company problem: How to reach more people
• Indie hacker problem: How to find the right people

Here's what actually works: Stop trying to reach everyone. Start by finding 10 people who would literally pay you today if they knew your product existed.

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Step 1: Finding Your First 10 True Believers

Stop Looking for Customers. Start Looking for People with Problems.

Here's what I wish someone had told me: Your friends and family will lie to you. They'll say your product is "great!" because they love you, not because they need what you built.

You need to find strangers who have the problem you solve and don't give a damn about your feelings.

The Community Mining Strategy

I've watched this pattern repeat in our OpenHunts community dozens of times:

What Doesn't Work:

• Posting "Check out my new app!" in 20 Facebook groups
• Cold DMing people on LinkedIn about your "revolutionary solution"
• Asking friends to "just try it and tell me what you think"

What Actually Works:

• Finding where people complain about the exact problem you solve
• Becoming a helpful community member first
• Sharing your solution as a side note to being helpful

Reddit: Where People Complain About Everything (Perfect!)

Real example: A founder in our community built a meal planning app. Instead of posting in generic startup groups, she found r/MealPrepSunday and r/EatCheapAndHealthy.

Her approach:

1. Lurked for 2 weeks to understand the culture
2. Answered questions about meal planning problems
3. Shared her meal prep struggles and mentioned she was building a solution
4. Got 47 early testers from 3 authentic posts

Key insight: She didn't pitch her app. She shared her problem and mentioned she was working on something.

Discord/Slack: Higher Quality, Smaller Audience

Why I love Discord communities:

• Real conversations happen here
• Less promotional noise than Twitter/LinkedIn
• People actually help each other

Best communities for indie makers:

• Indie Hackers Discord (obviously)
• MakerPad Community (no-code tools)
• Industry-specific servers (find via Disboard.org)

Approach: Be genuinely helpful for 2-3 weeks before mentioning what you're building.

The "Problem Mining" Technique

Search these phrases in your target communities:

• "Does anyone know a tool that..."
• "I hate how [existing solution] doesn't..."
• "Why is there no app for..."
• "I wish I could..."

Write down the exact words people use. This is your marketing copy, straight from your users' mouths.

The "Value-First" Approach:

Instead of pitching your product immediately:

1. Become genuinely helpful in relevant communities
2. Share insights about the problem space
3. Offer free advice or mini-solutions
4. Build relationships before asking for anything
5. Mention your tool naturally when directly relevant to helping someone

This initial phase of indie hacker user acquisition isn't about scale — it's about learning. These first 10 users will provide the most valuable feedback you'll ever receive.

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Step 2: Content as Your User Magnet (But Not What You Think)

Forget "Content Marketing." Think "Helpful Human."

Here's the uncomfortable truth about content: Most of it sucks because it's written for search engines, not humans.

You've seen it. The generic "10 Best Ways to..." listicles. The keyword-stuffed blog posts that sound like robots wrote them. That's not what gets you users.

What Actually Works: The "I Learned This the Hard Way" Strategy

I've seen this pattern work repeatedly in our community:

Founder builds invoicing software → Writes "The $2,000 Invoice Mistake That Almost Killed My Freelance Business"
Founder builds password manager → Shares "How I Got Hacked Because I Used the Same Password Everywhere"
Founder builds time tracker → Posts "Why I Wasted 3 Months on Fake Productivity"

The pattern: Share your real problem, then mention you built something to solve it.

The Content That Actually Gets Users:

"I Was Stupid" Posts

• Share your mistakes (people love vulnerability)
• Explain what you learned (provide value)
• Mention your solution (if relevant)

Example: Instead of "5 Benefits of Password Managers," write "I Lost $3,000 Because I Reused My Banking Password."

"Here's How I Actually Do It" Content

• Your actual process for solving a problem
• Tools you really use (not sponsored ones)
• Honest pros and cons

Why this works: People want real solutions from real people, not marketing copy.

Free Stuff That's Actually Useful

• Templates you actually use
• Checklists that saved you time
• Simple tools that solve one specific problem

Key: Only share stuff you genuinely find useful. Fake helpful = obvious and useless.

Where to Share This Content:

Your own blog: Great for SEO, but slow to build audience
Medium/Substack: Easier to get initial readers
LinkedIn: Surprisingly good for B2B content
Twitter threads: Great for quick insights
Reddit/community posts: Highest engagement if done right

Pro tip: One really good article shared in the right place beats 10 mediocre articles scattered everywhere.

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Step 3: The Build in Public Strategy

Turn Your Journey into Your Marketing

"Building in public" isn't just a Twitter hashtag — it's a complete user acquisition strategy. By transparently sharing your development journey, you transform the typically hidden process of building a product into engaging content that attracts your ideal users.

Why Building in Public Works for User Acquisition:

Authentic Connection Building

• People connect with stories more than product features
• Transparency builds trust in ways marketing copy never can
• Followers become invested in your success and want to help

Continuous Market Research

• Real-time feedback on features and direction
• Validation of ideas before you build them
• Direct input from potential users about what they actually need

Organic Community Growth

• Your followers recruit other followers who share similar interests
• Natural word-of-mouth as people share your updates
• Long-term relationship building rather than one-time promotion

How to Build in Public Effectively:

Share Regular Updates

• Weekly progress reports — what you built, what you learned, what's next
• Feature demonstrations — short videos or screenshots of new functionality
• Problem-solving process — how you approach challenges and decisions
• Milestone celebrations — first user, first dollar, first 10 customers

Ask for Specific Feedback

• "A or B" decisions — let your audience help choose between options
• Feature prioritization — which improvements matter most to them
• Pricing validation — would they pay X for Y value
• Use case exploration — how would they use specific features

Document Your Learnings

• What worked and what didn't in your experiments
• Insights about your market and user behavior
• Technical decisions and their reasoning
• Business model evolution and revenue experiments

Start small with just one or two updates per week. Consistency matters more than frequency. Many successful founders share their journey on Twitter while simultaneously preparing for launches on supportive platforms like OpenHunts.

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Step 4: Launch Platform Amplification

Scale Your Community Through Strategic Launches

You've built a small group of dedicated users, validated your core idea, and established some buzz through building in public. Now it's time to amplify your efforts through strategic launch platforms.

This isn't about replacing the community work you've done — it's about leveraging launch platforms to reach a concentrated audience of early adopters who are specifically looking for new solutions. Platforms like OpenHunts are specifically designed for indie hackers who want genuine feedback rather than just traffic spikes.

Why Launch Platforms Matter for Your First 100 Users:

Concentrated Early Adopter Audience

• People actively seeking new products rather than being interrupted by ads
• High-quality feedback from engaged community members
• Better conversion rates than broad advertising campaigns

Social Proof and Credibility

• Third-party validation — "Featured on [Platform]" builds trust
• Milestone achievements — "Top 5 Product of the Day" creates momentum
• Media attention — journalists and influencers monitor these platforms

Network Effects

• Founder connections — meet other indie makers and potential collaborators
• Investor visibility — early-stage investors scout these platforms
• Partnership opportunities — complementary tools and services

Strategic Launch Platform Selection:

OpenHunts — The Indie-Friendly Option

• Community-focused approach rather than pure competition
• Affordable pricing starting at $9 vs $100+ on other platforms
• Supportive environment for early-stage and MVP launches
• Quality feedback from engaged indie maker community

BetaList — For Pre-Launch Validation

• Email list building before your official launch
• Early adopter audience actively seeking new products to try
• Lower pressure environment for gathering initial feedback

Product Hunt — The High-Stakes Option

• Maximum visibility if you can handle the competition
• Significant preparation required including launch day coordination
• Best for polished products with existing traction

Indie Hackers — Community Integration

• Long-term relationship building rather than one-day launches
• Ongoing engagement through regular community participation
• Organic discovery through helpful contributions

Launch Sequence Strategy:

1. Start with community building (2-3 months of building in public)
2. Test with smaller platforms like OpenHunts or BetaList
3. Gather feedback and iterate based on initial launch results
4. Consider major platforms like Product Hunt when you're ready for scale
5. Maintain community engagement throughout and after launches

A successful launch can take you from 30 users to well over 100 in a single day, but only if you've done the groundwork in the previous steps.

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Your 100-User Action Plan

Getting your first 100 users is a game of consistent execution, not viral moments. It's won through genuine connections, helpful content, and strategic amplification of your community-building efforts.

Week 1-2: Community Foundation

• Identify 5-10 communities where your target users spend time
• Start participating by answering questions and providing value
• Begin documenting your journey through build-in-public updates
• Create your first piece of helpful content addressing a core problem

Week 3-4: Content Creation

• Publish your first problem-focused article targeting a key search term
• Share behind-the-scenes updates on your building process
• Engage authentically in community discussions
• Start building an email list of interested early adopters

Week 5-8: Community Building

• Establish regular content schedule (weekly updates minimum)
• Continue community participation and relationship building
• Create 2-3 valuable free resources (tools, guides, templates)
• Gather feedback and iterate on your product based on community input

Week 9-12: Launch Preparation

• Prepare launch materials for chosen platforms
• Rally your community for launch day support
• Execute strategic launches starting with indie-friendly platforms like OpenHunts
• Amplify successes through content and community updates

Ongoing: Scale and Optimize

• Analyze what worked in your user acquisition efforts
• Double down on successful channels and tactics
• Continue building relationships rather than just acquiring users
• Document and share your learnings to attract more community members

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Real Success Stories: From Zero to 100

Case Study: Sarah's Task Management Tool

"I spent 6 months building the perfect task management app, then launched it... to complete silence. After following this playbook, I found my first 100 users within 8 weeks."

Sarah's Strategy:

• Communities: Active in r/productivity and GTD forums
• Content: Weekly articles about productivity psychology
• Build in Public: Daily development updates on Twitter
• Launch: Started with OpenHunts, then BetaList
• Result: 127 users and $1,200 MRR within 2 months

Case Study: Marcus's Developer Tool

"I thought building a great developer tool was enough. Turns out, great tools are useless if no one knows they exist."

Marcus's Strategy:

• Communities: Contributed to open source projects and developer Discord servers
• Content: Technical blog posts about common development challenges
• Build in Public: Shared code snippets and architectural decisions
• Launch: Show HN post that reached front page
• Result: 200+ users and integration requests from 3 companies

Case Study: Jessica's Design Resource Platform

"As a designer, I understood the problems other designers faced. I just needed to find them and show how my tool helped."

Jessica's Strategy:

• Communities: Active in Designer Hangout Slack and Dribbble
• Content: Free design templates and resource collections
• Build in Public: Design process videos and tool comparisons
• Launch: Multiple small community launches rather than one big event
• Result: 150 active users and first design agency client within 6 weeks

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Common Mistakes to Avoid

The "Build It and They Will Come" Fallacy

Mistake: Focusing only on product development without user acquisition Reality: Great products fail every day due to lack of user discovery Solution: Start user acquisition efforts before your product is complete

Promotional Content Only

Mistake: All content directly promotes your product Reality: People avoid obvious promotional content Solution: Follow the 80/20 rule — 80% helpful content, 20% product mentions

One-Channel Dependency

Mistake: Putting all effort into a single acquisition channel Reality: Channels can fail or become less effective over time Solution: Build a diversified user acquisition strategy across multiple channels

Ignoring Community Guidelines

Mistake: Jumping into communities with immediate self-promotion Reality: Most communities ban obvious promotional content Solution: Become a valuable member first, promote appropriately later

Inconsistent Execution

Mistake: Sporadic content creation and community participation Reality: Building relationships requires consistent presence Solution: Create sustainable schedules you can maintain long-term

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Tools and Resources for Your Journey

Community Research:

• Reddit: Use subreddit search and sidebar resources to find relevant communities
• Discord: Join indie maker servers like Indie Hackers, WIP, and Makerlog
• Slack: Search for industry-specific Slack workspaces

Content Creation:

• Writing: Start with simple blog posts on your website or Medium
• Video: Loom for quick screen recordings, basic editing with iMovie or DaVinci Resolve
• Design: Canva for simple graphics, Figma for more complex design work

Building in Public:

• Twitter/X: Most popular platform for build-in-public updates
• LinkedIn: Great for B2B products and professional networking
• IndieHackers: Built specifically for indie maker community

Launch Platforms:

• OpenHunts: Community-focused launches for indie projects
• BetaList: Pre-launch email collection and validation
• Product Hunt: High-visibility launches for polished products
• Hacker News: Technical products and developer tools

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The Truth About Your First 100 Users

Here's what I wish someone had told me on day one:

Getting your first 100 users isn't about finding the perfect growth hack or viral moment. It's about finding 10 people who genuinely need what you built, then figuring out where 10 more like them hang out.

That's it. That's the secret.

Stop Waiting for Permission

You don't need:

• A perfect product (MVPs are called that for a reason)
• A marketing budget (the best early customers cost $0 to acquire)
• A big team (solo founders have advantages big companies don't)
• Permission from anyone (seriously, just start)

What You Actually Need:

• Genuine desire to help people solve a real problem
• Willingness to have conversations with potential users
• Patience to build relationships instead of just blast marketing
• Honesty about what's working and what isn't

Your Next Step:

This week: Find one community where people complain about the problem you solve. Help someone. Don't mention your product.

Next week: Do it again. And again.

Month 3: You'll have users.

I've seen this work for hundreds of founders in our community. The hardest part isn't finding users — it's starting.

Your first 100 users are waiting for you to show up and be helpful. Go find them.

Want to launch in a community that actually supports indie makers? → Join OpenHunts

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Frequently Asked Questions

How long does it take to get your first 100 users?

Most indie makers following this framework see their first 100 users within 2-4 months of consistent execution. The timeline depends on your market, product complexity, and how much time you can dedicate to user acquisition efforts.

Should I focus on free or paid users first?

Start with free users to validate product-market fit and gather feedback. Once you have 50+ engaged free users and understand their needs, introduce paid plans. Early revenue validates willingness to pay and funds further development.

What if my target audience isn't on Reddit or traditional communities?

Every audience has gathering places — they might be LinkedIn groups, Facebook communities, industry forums, or offline meetups. The key is finding where your specific users seek solutions and share knowledge.

How much time should I spend on user acquisition vs. product development?

As a general rule, spend 50% of your time on product development and 50% on user acquisition from day one. Many technical founders resist this, but user feedback is essential for building the right product.

Is it okay to launch on multiple platforms simultaneously?

Yes, but tailor your message for each platform's audience and guidelines. A generic launch message performs poorly compared to platform-specific approaches that respect each community's culture.

Still have questions? Join the conversation in our community at OpenHunts where indie makers help each other succeed.

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About the Author

OpenHunts Editorial Team consists of experienced indie developers, growth practitioners, and startup advisors who have collectively helped launch over 1,000 indie projects. Our team includes founders who have successfully built and sold multiple bootstrapped companies, former Product Hunt makers, and community builders who specialize in authentic user acquisition strategies.

Our mission is to provide practical, tested advice based on real-world experience rather than theoretical marketing concepts.

Connect with us: OpenHunts Community | Twitter | LinkedIn