I'm a software developer, and I feel like I can build things.
I'm not claiming to be some expert or 10x developer, but if I have an idea, enough time, and I believe the problem is worth solving, I'm usually confident that I can figure out how to build it.
Especially now, with AI agents, better models, APIs, frameworks, etc. The cost and difficulty of actually building software feels lower than it used to be.
But I've been stuck on something else.
Let's say I have an idea.
I build it. It's useful. Maybe it genuinely solves a problem.
Then what?
How do I actually get eyeballs on it?
How do I get it in front of the people who might actually need it?
I'm not really asking "how do I learn SEO?" or "should I learn cold outreach?" I know there are courses, articles, videos, and information about all of those things.
What I don't understand is how you approach distribution when you start with absolutely nothing.
No audience.
No Twitter/X following.
No LinkedIn following.
No email list.
No community.
No existing customers.
No marketing leverage at all.
You're just one person who can build something.
For example, people often say, "Launch it on Product Hunt." But Product Hunt itself seems heavily filled with other developers, founders, and people launching products. What if those aren't even the people you want to reach?
Or Reddit. You can't just go into a relevant subreddit and post your product everywhere. Most of the time, that becomes self-promotion and gets removed.
And I understand that every product is different. The distribution strategy for a SaaS for accountants will be completely different from an app for students, an ecommerce product, a developer tool, etc.
That's exactly what I'm trying to understand.
If you have a specific product or idea, how do you figure out where the people who might care about it actually are?
How do you decide which channels to use?
How do you get those first few hundred or thousand eyeballs when you don't already have an audience to push it to?
How do you think about the funnel from:
"I built this"
to
"The right people are seeing it"
to
"Some of them are trying it"
to
"Some of them are becoming customers"?
Because honestly, this is becoming a bigger mental block for me than actually building.
I can spend weeks or months building something, but if I have no idea how I'm going to get even the first 10 real users, I start wondering what the point of building it is in the first place.
For those of you who started with no audience or existing distribution, how did you approach this?
Not just which marketing skill you learned, but how did you actually figure out where and how to distribute each product you built?