About ScrappyCMO
Built from over a decade of marketing expertise.
ScrappyCMO exists because the founder kept seeing the same pattern: brilliant products stuck in obscurity because the people who built them had no marketing background.
The problem
Developers are shipping more products than ever. Show HN submissions tripled between 2023 and 2025. MCP registries crossed 12,000 servers. The barrier to building has never been lower.
But 61% of indie developers cite marketing as their biggest challenge. They can build anything, yet struggle to get it discovered. The gap between "product shipped" and "product found" is where most projects die.
The existing options are not great. Marketing agencies do not understand technical products. Marketing courses teach theory, not the specific moves a developer needs to make. And the landscape shifted: your product now needs to be found by both humans and the AI agents that recommend products in your category.
61%
of indie developers cite marketing as their biggest challenge
Source: Indie Hackers community survey, 2024
3x
Show HN submissions grew between 2023 and 2025
Source: Hacker News submission data via HN API
Why this exists now
The dual-audience framework came from a real problem. When you market an MCP server, it needs to be discovered by developers browsing registries and by the AI agents that recommend tools to their users. These are structurally different audiences. Humans respond to narrative and social proof. Agents respond to structured data and capability descriptions.
Nobody had connected the dots. People were writing about AEO, Share of Model, and machine-readable brands as isolated topics. Nobody synthesized them into a unified framework that a developer could actually use.
The infrastructure is here. MCP is the transport protocol. Smithery, mcp.so, and MCPize are the marketplaces. The tools exist, the problem is clear, and someone needed to build the bridge between "I shipped a product" and "people and agents can find it."
We use our own tools
ScrappyCMO is its own first customer. The Share of Model checker was tested on ScrappyCMO before it shipped to anyone else. The positioning coach will generate ScrappyCMO's own positioning before you can use it.
Every framework, every tool, every piece of content on this site was built from hands-on experience marketing tech products, not from reading about marketing in a textbook. If a tool does not work for us, it does not ship to you.
The dual-audience model exists because we needed it ourselves. We built the framework, then we built the tools to execute it, then we used both to market the tools. That loop is the whole point.