The Startup Chat with Steli and Hiten on Smash Notes

The Startup Chat with Steli and Hiten podcast.

Unfiltered insights and actionable advice straight from the trenches of startup and business life. The show hosts, Steli Efti and Hiten Shah, are both serial entrepreneurs who have founded multi-million dollar SaaS startups. Being busy CEOs of fast-growing companies, they know the value of your time and make sure you get the most out of each 22 minute episode. Tune in for new episodes every Tuesday and Friday.



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In today’s episode, Steli and Hiten discuss the best practices to launch your product. Hiten uses his own launch of Draftsend as the basis of this discussion—a new platform that allows users to create and share their interactive presentations. Listen as Hiten gives listeners a behind-the-scenes take on a very unique and successful product launch where he leveraged social media and invited customers to take part in the launch itself. Tune-in to hear Hiten’s process firsthand and to learn how you can adopt these extremely wise strategies.

Time Stamped Show Notes:


00:27 – Today’s topic: how to launch your product

00:34 – Hiten recently launched Draftsend

01:47 – Steli congratulates HIten for Draftsend’s launch success

03:01 – Draftsend’s launch was all over social media

03:13 – Draftsend is a platform that allows you to create and share interactive presentations; you upload a pdf and audio and Draftsend acts a viewer


03:23 – “It feels like a video, and people are able to listen to a presentation”

03:33 – For those creating , you can record right on your browser on top of the pdf while going through your slides


03:45 – One key feature of Draftsend: all presentations are public


03:51 – Draftsend can feature your presentation right on their website

04:01 – “If you’re building a CRM, you don’t have the same opportunity to be all over social media, because your product should be shared on social media all the time”


04:32 – We had 20 people share their presentations for our launch day; we tweeted and promoted their content throughout the launch day

04:48 – Take advantage of the opportunity to share your content

05:07 – Having a definitive launch date encouraged those 20 customers to finish their presentations in time

06:04 – Our goal by having these 20 initial customers was to demonstrate what our product could do so that people could get inspired


06:18 – If it wasn’t just Hiten’s content that was displayed by Draftsend, he knew others would be more apt to share it


06:36 – Draftsend was launched in Product Hunt

07:14 – This product was so unique they wanted to access Product Hunt’s audience as opposed to just launching to their own existing audience

08:09 – Steli cannot believe a product like Draftsend did not exist before Hiten launched it

08:53 – Product Hunt has a very positive community

10:11 – Product Hunt gives tons of exposure; and people really care about giving their feedback

10:46 – Draftsend initially had 110-113 comments in Product Hunt

11:29 – “Launch when you know the thing will NOT fall down”

11:51 – Solicit feedback in your community and engage with the audience

12:43 – The launch date is not the birth of your product

13:59 – Product Hunt has an upcoming feature where you can set-up a “coming soon” page for your product

14:38 – The launch went well because Hiten and his team kept adjusting and learning thru the feedback they received prior to its actual launch

15:51 – Hiten already had hundreds of people suing Draftsend before they launched it on Product Hunt

16:16 – A launch is not just a launch where you can expect to just sit back and collect—it’s a small event that encourages you to refine your product, create growth loops, gain more users etc.


17:01 – Some people think they’re work is done after a launch, it’s just beginning and it’s NOT the hardest part of the process

17:33 – Your launch is like the beginning of business


19:25 – The number one goal for Draftsend’s launch was to get as much feedback as possible

20:07 – The second goal for the launch was to do everything Hiten can to maximize what happens—make adjustments on the fly during the launch to maximize user experience

22:13 – They were deliberate in asking for feedback

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