Nathan had Hiten Shah post GetLatka.com to Product Hunt for the launch. He spent no money on the launch itself, putting his energy instead into what happened once visitors actually hit the site (onsite conversion, not paid acquisition).

“I recently launched GetLatka.com with the help of Hiten Shah posting it on Product Hunt.”

Nathan picked this specific topic (revenue per employee) after watching a HotJar session recording of a perfect-fit target user (an outsourcing-company CEO) spend 20+ minutes sorting the database by that exact metric, combined with his own keyword research, rather than by asking users what content they wanted.

“It was the first article on the site and got over 750 pageviews with very little promotional work.”

Nathan attributes the win to picking a topic based on observed high-intent user behavior and gut instinct rather than surveying users or spending on promotion.

“It proved to be a big win without any marketing spend.”

Nathan describes a specific build sequence for his owned distribution: podcast first, then the email list it generates, then GetLatka.com, then the magazine and other products layered on top.

“The podcast was my first media asset. Them email list. Then getlatka.com . Then magazine/other.”