/dev/null is a social network for developers: you sign in with GitHub, posts are "commits" and the timeline is a log. Four developers opened an empty repository on October 15 and, per the project, built the first version in 48 hours on a live stream.

It reached 185 points on Show HN on October 16 and was the #1 Product Hunt launch in our data on October 20, with 469 votes and still counting. By October 22 the open-source repo had 772 pull requests from the community, 425 of them merged.

The project says it grew from 1,000 to 10,000 developers in five days and that several well-known developers joined, per its About page. We couldn't check those numbers, so treat them as the project's own claims.

What drove it

1
Let people build it with you
Participation loop
What they did: The code was open from day one and anyone could open a pull request. 772 did, and 425 were merged.
Why it worked: Everyone who contributed had a reason to share it: their work was in the product. Contributors became the launch team.
Try this: Give early users something real to contribute (a template, a plugin, a data correction, a public roadmap vote) and credit them by name on the product.
2
A concept native to the audience
Identity hook
What they did: Posts are "commits", the timeline is a "log", and sign-in is GitHub only.
Why it worked: Developers got the joke instantly and it was easy to repeat. The framing did the explaining.
Try this: Describe your product in your audience's own vocabulary in one line. If they'd say it to a friend, you have a hook.
3
Borrowed audiences
Borrowed audience
What they did: The four builders already had large developer followings, and the project highlighted well-known developers joining.
Why it worked: Day-one reach came from people who already trusted the founders, and every notable join was social proof.
Try this: List 10 people your audience already follows. Before launch, give each a reason to try it and an easy way to mention it.
4
A deadline that makes news
Time-boxed challenge
What they did: "Build a social network in 48 hours, in the open", streamed live.
Why it worked: A time limit turns a build into a story with suspense, and it gave people a reason to tune in and check back.
Try this: Frame your launch around a public, time-boxed challenge ("5 features in 5 days") and post progress daily.
5
Stack the launches
Launch stacking
What they did: Show HN on October 16, then Product Hunt on October 20.
Why it worked: The Hacker News wave brought users and proof, so the Product Hunt launch started with momentum and a better story.
Try this: Launch on the channel where your earliest users already are, then go to Product Hunt 3 to 5 days later with the results.

Try this for your launch

Write your one-line hook in your audience's own words.
Pick one thing early users can contribute, and credit them publicly.
Line up 10 people with relevant followings who will try it on launch day.
Set a public, time-boxed challenge and post daily progress.
Plan two launches: your core community first, Product Hunt 3 to 5 days later.
Keep a public milestone log. It doubles as your launch story.

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Caveats

User numbers (1,000 to 10,000) and notable joins come from the project's own About page and couldn't be checked.
The About page dates the announcement "Sep 15" while the build started October 15.
The contributor list's commit counts don't add up to the totals the page gives for the two build days; the list is probably a later snapshot.
Product Hunt votes were still being counted when we checked, so the final number may be higher.

Sources

Checked on Oct 22. Spotted something wrong? Email hello@launchindex.ai and we'll correct it.

What drove it

Let people build it with you

A concept native to the audience

Borrowed audiences

A deadline that makes news

Stack the launches

Try this for your launch

Get a new breakout every Tuesday

Caveats

Sources