The first 100 users usually do not come from one big launch. They come from repeated small loops: a founder explains the product, a few people try it, feedback improves the page, and the next group understands it faster.
For indie hackers, the launch plan should be simple enough to run while building the product. You do not need a full marketing department. You need a clear audience, a useful promise, and a list of places where that audience already pays attention.
Define the narrowest useful audience
Start with one group of people who already feel the problem. "Creators" is broad. "Solo founders publishing SEO landing pages in Webflow" is narrow enough to write for. Narrow audiences make your copy sharper and your outreach less awkward.
Your first 100 users should teach you what the product really is. That is easier when they share similar workflows and objections.
Build a launch asset list
Create a landing page, product directory listing, demo video, short launch post, founder story, and three screenshots. These assets can be reused across communities, newsletters, directories, and direct outreach.
Each asset should point to the same primary action. If your goal is feedback, ask for feedback. If your goal is trials, ask for trials. Mixed calls to action reduce learning.
Run launch in weekly batches
Instead of posting everywhere in one day, launch in batches. Week one could be founder communities and friendly users. Week two could be product directories. Week three could be comparison pages and newsletter outreach. This makes it easier to see which channel creates the best response.
After each batch, update the page based on questions people asked. Early launch copy should evolve quickly.
Turn users into distribution
Ask happy users for public comments, short testimonials, or examples of what they created. These proof points help the next visitor trust the product faster. For indie hackers, small proof signals often matter more than polished brand claims.
The first 100 users are not only a milestone. They are the foundation for positioning, onboarding, and the next distribution channel.