A great launch can change the trajectory of your startup, and one of the places you can have a great launch is on Product Hunt. So how can you set yourself up for success on that platform?Our guest today, Joaquin Roca, Co-Founder and CEO of Minerva, a Chrome extension that allows you to easily create training guides, and has had multiple successful Product Hunt launches. He talks through some strategies and what he’s learned about launching and running a startup over the last few years.About Joaquin Roca:Joaquín V. Roca is a seasoned organizational consultant with wide-ranging experience. In addition to consulting, Joaquín has founded two technology companies built to help managers learn to become great leaders (LeaderNation and the Scaffold). As an entrepreneur Joaquín has played every role imaginable from sales rep, to accountant, and from designer to software engineer.Prior to Minerva, Joaquín has an extensive background in teaching at the graduate and undergraduate levels, where he has designed and delivered courses on varied topics including organization development, statistics, research design, creativity, innovation, and leadership.He then became a consultant working with startups (e.g., SumAll, Eyeview, Datadog, Digital Ocean), large organizations (e.g., Hyundai Capital America, Pfizer, American Express), and government and non-government organizations (e.g., UNICEF, UNFPA, the Borough of Lansdale Pennsylvania).Joaquín did his undergrad at NYU and graduate work at Columbia.A word from our sponsor:Ripple Ventures is always focused on helping our founders and CEOs find the best partners to work with. But before we introduce any provider to our companies, we always make sure we try the product first. And when it comes to managing business expenses at Ripple, we were super excited when the team at Jeeves came knocking on our door.Jeeves helped get me and my team setup with physical and virtual credit cards in days. I was able to allow my teammates to expense items in multiple currencies allowing them to pay for anything, anywhere at any time. We weren’t asked for any personal guarantees or pay any setup or annual fees either. Not only does Jeeves save us time, but they also give us up to 3% cashback on our purchases including expenses like Google, Facebook or AWS every month. The best part, Jeeves puts up the cash, and you settle up once every 30 days, unlike some other corporate card companies that make you pre-pay every month. Jeeves offers a truly all-in-one expense management corporate card program for international startups and we at Tank Talks could not be more excited to partner with them. Listeners of Tank Talks can get set up with a demo of Jeeves today and take advantage of a $700 discount and skip the waitlist by visiting tryjeeves.com/tanktalks to learn more.In this episode we discuss:02:28 Joaquin’s journey to starting Minerva03:46 The most difficult manual guide he made prior to Minerva04:34 Minerva’s beta process and how the team knew they were onto something06:10 Early use cases and how they found early users08:04 The importance of iterating while defining your Ideal Customer Profile09:16 Why they decided to launch as a Chrome extension11:22 Surprising use cases that have popped up on the platform12:58 What they did prior to launching on Product Hunt14:53 The community’s response to the Product Hunt Launch16:10 What the “mission control” looked like during the launch17:42 Their research process prior to launching19:06 Minerva’s social media strategy on launch day21:20 Jaoquin’s general approach to social media and building in public22:32 How they closed their seed round after their first Product Hunt launch25:46 Looking back on how their fundraising went and how it forced him to step up27:52 Where they ended up after that first Product Hunt launch and what the immediate effect was on their business30:21 the biggest lessons from his Product Hunt launches33:16 How Joaquin is still trigger shy to hire a new head of sales and what steps he’s taking for long-term sales success36:01 Immediate plans for using their $4M Seed round lead by Bryan Rosenblatt Craft VenturesFast FavoritesPodcastShay AnythingNewsletter/BlogMario GabrieleTech GadgetGoogle PixelTrendTikTok as User Acquisition ToolBookIf On A Winter’s Night, A TravellerTeam of RivalsGetting to YesLife LessonDon’t take it too seriously, you’re not getting out alive.Follow Matt Cohen and Tank Talks here!Podcast production support provided by Agentbee.Agency This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit tanktalks.substack.com