Launching an enterprise product on Product Hunt - what we did different

Hey everyone,

Wanted to share our plan for launching Ethiack on Product Hunt, as this is not your usual launch.

We’ve been an enterprise-first product - our product is used by massive companies with thousands of employees. While these represent the majority of our customers, we also have some with a few dozen employees. And so we planned on going after these smaller companies through Product Hunt.

For context, we’re a cybersecurity product that offers 24/7 defence testing. Imagine it as having someone check for holes in your shield at all times. Instead of shielding you, we tell you where the cracks are in your defences so you can patch - a preventive approach.

Now, here’s what we did to help cater to Product Hunt:

1 - Focus on our SME offering. As mentioned, we offer a 24/7, self-serve product – but we also offer crowdsourced ethical hacking services which are preferred by enterprise customers. We removed any mention of this second offering from the launch to focus our messaging.

2 - Added a startup discount. Cybersecurity, even if crucial, is often pushed aside by startups due to the high cost and apparently non-urgent nature. To counter this, we added a 50% discount on our Launch plan for the first 12 months to help startups get started.

3 - Talked with users and requested feedback. Enterprises and startups have different ways of evaluating the quality of a product. Before launching, we talked with dozens of people working in startups to perfect our messaging. Trust me, this was SUPER important.

And those are the three main changes we’re pulling off, in addition to the general PH tips. You can check out the launch and see how we’re doing!

Any questions, just ask 🙂