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Demand Curve

3 resources from Demand Curve we point founders to, and the questions each answers.

📄 Article
✓ Link checked Free Beginner

Why we picked it If you decide Product Hunt fits your audience, this is the playbook that treats a launch as weeks of prep, not a single day. Demand Curve's whole framing (Product Hunt amplifies momentum, it does not create it) keeps you honest: build a 400-plus person audience first, aim for emails captured over vanity upvotes, and time the post deliberately. It is tactical without the hype most launch guides pile on.

How to Launch on Product Hunt

From Demand Curve by Nick Costelloe Long-form guide, roughly a 20 minute read

  • Product Hunt amplifies existing momentum, so line up at least 400 supporters before launch day rather than expecting the platform to find you an audience.
  • Set the goal as emails and signups captured, not upvotes, since the traffic spikes and fades fast.
  • Launch timing, a clean name, a demo video, and an honest maker comment do more than begging for votes (which the platform penalizes).
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Answers Should I launch on Product Hunt, and does it even matter for an Indian startup?
📄 Article
✓ Link checked Free Beginner

Why we picked it This is the cleanest answer to the exact question of how to divide cold and warm budgets when you are just starting. It gives you a concrete number to start with (roughly 80% cold prospecting, 20% retargeting) and a simple rule for when to shift it, instead of vague theory. Demand Curve teaches growth to early founders, so the framing assumes you are working with a small budget and no in-house media buyer.

Prospecting and Retargeting Campaigns

From Demand Curve by Demand Curve ~10 min read

  • Start around 80% prospecting and 20% retargeting, then move toward 70/30 only if retargeting cost per acquisition is clearly lower after about 30 days.
  • Retargeting looks great on paper because it converts warm people cheaply, but it cannot grow you: every new customer still has to enter through cold prospecting first.
  • Size your retargeting budget to how much prospecting traffic you are actually driving, not as a fixed slice of total spend.
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Answers How do retargeting and cold prospecting budgets actually split when I'm just starting?
✍️ Essay
✓ Link checked Free Intermediate

Why we picked it Before you obsess over the exact split, it helps to see why prospecting and retargeting exist at all and where each one sits in the journey. This essay reframes the full funnel for social ads specifically, arguing that people are scattered across a timeline you cannot see, so you lead with strong cold creative and keep retargeting simple rather than building an elaborate nurture. That mental model makes the budget ratio feel obvious instead of arbitrary.

Why social ads break the traditional funnel (Growth Newsletter #303)

From Demand Curve by Demand Curve ~8 min read

  • Search ads catch existing intent; social ads have to create it, which is exactly why cold prospecting has to carry most of the budget.
  • People do not move through neat funnel stages on social, so a heavy, complex retargeting sequence often overspends on a problem that does not exist.
  • Get one genuinely good top-of-funnel ad working first, then let retargeting quietly mop up the people who were interested but did not buy.
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Answers How do retargeting and cold prospecting budgets actually split when I'm just starting?