How I missed the launch of my new app Capture

As an indie app developer, I've had my fair share of releases. However, my journey with my latest iOS app, Capture, was a unique experience, marked by an accidental launch that turned out surprisingly well. In this post, I'll share the ups and downs of this adventure and what I learned from it.

Previously, I released several apps but never really focused on marketing or launch strategies. This time, with Capture, I aimed to change that. I built a robust test group of about 200+ people, ensuring the app met user expectations.

Determined to focus more on marketing, I devised a detailed release plan for Capture. This included making Reddit posts, posting on Hacker News, and launching on Product Hunt. I even created a press kit and reached out to various media outlets, though only one responded with a tentative "maybe".

I submitted Capture to the App Store for approval and announced December 13th as the official release date. In sync with this, I planned for a Product Hunt launch, ensuring everything was aligned perfectly for the big day.

My plan was to quietly publish the app a day before the public launch for final testing, especially for in-app purchases. However, amidst a hectic day filled with meetings, I mistook the dates. On December 13th, while planning for the 'next day's big launch', I received an email from Product Hunt congratulating me on my launch, complete with 50+ upvotes - but the app wasn't live yet!

I quickly published Capture and managed to announce it on Twitter and respond to comments on Product Hunt during my lunch break.

After work, with a dinner planned and my fiancé driving, I juggled launching on various subreddits and Hacker News from my laptop. Amidst this, I realized I had forgotten to announce the launch deal - a 50% discount.

Luckily the next day brought calm and a wave of positive feedback and feature requests. It was gratifying to see Capture being well-received, despite the unconventional launch.

This experience taught me the importance of flexibility and the ability to adapt quickly. Sometimes, things don’t go as planned, but that doesn’t mean they won’t go well. Now, I'm focused on addressing the feedback and improving Capture.

If you're curious about Capture and want to see the result of this accidental launch, here's the link to try it out: https://apps.apple.com/app/apple-store/id6458535284?pt=118518712&ct=indiehackers&mt=8

And, not to repeat past oversights, here's a direct link to the special launch offer: https://apps.apple.com/redeem?ctx=offercodes&id=6458535284&code=LAUNCH