Overview

How we market

Marketing at Avalonia UI is a collaborative effort across three key focus areas:

  1. Technical Content: Responsible for technical documentation, developer tutorials, and SEO
  2. Community & Engagement: Responsible for developer relations, community building, and ecosystem growth
  3. Product Communication: Responsible for product marketing, messaging, and demonstrating our unique value proposition

Marketing Values

1. Be Opinionated

Avalonia UI exists because we believe cross-platform development can be dramatically better. We're not here to blend in—we're here to stand out.

Our marketing communicates our vision clearly and directly. We would rather have developers who are passionate about our approach than try to please everyone.

We're building for developers who want a powerful, intuitive cross-platform development experience.

We communicate with:

  • Technical accuracy
  • Clear language
  • A dash of personality

It's okay to be funny. We're more likely to be forgotten by being bland than by cracking a good tech joke.

2. Pull, Don't Push

We believe developers will choose us based on:

  • The quality of our product
  • The clarity of our documentation
  • The strength of our community

Our marketing focuses on:

  • Creating exceptional technical content
  • Building a vibrant developer community
  • Demonstrating our technology's capabilities

If a developer doesn't choose Avalonia, it means one of three things:

  • Our product isn't meeting their needs
  • We haven't clearly communicated our value
  • The product isn't the right solution for their specific use case

Our job is to continuously improve in all these areas.

3. Ethics Matter

Our target users are incredibly smart developers who can smell marketing manipulation from a mile away. We respect that.

We are committed to maintaining the highest standards in our marketing, rooted in transparency, respect, and genuine value. Our approach is simple: treat our community exactly as we would want to be treated.

What We Stand Against

A prime example of unethical marketing occurred when a competitor violated GitHub's Terms of Service by scraping contributor emails from our project and adding them to their mailing list without consent. This is precisely the type of underhand tactic we categorically reject.

Such practices are:
  • A breach of trust
  • Disrespectful to developers
  • Harmful to the broader open-source community
Our Commitments

We commit to:

  • Only make claims we can 100% verify
  • Avoid invasive or unsolicited marketing tactics
  • Be completely transparent about our capabilities
  • Treat our community as the intelligent, discerning professionals they are

Our reputation is built on respect, technical excellence, and genuine value—not on manipulative marketing tricks.

Marketing Vision

Things We Want to Be Brilliant At

Bottom-Up Adoption

  • Start with individual developers
  • Build community excitement
  • Enable organic growth into enterprise adoption

Technical Depth

  • Produce content that goes beyond surface-level explanations
  • Create tutorials and documentation that genuinely help developers solve real problems
  • Demonstrate the technical excellence of Avalonia XPF and our development tools

Community Engagement

  • Build a vibrant, active developer community
  • Encourage open-source contributions
  • Create channels for meaningful developer interaction

Channels We Care About

Primary Channels

  • Technical documentation
  • Developer-focused content (blogs, tutorials)
  • GitHub repository and discussions
  • Developer conferences and tech meetups
  • Technical podcasts and YouTube channels

Secondary Channels

  • LinkedIn (minimal presence)
  • Twitter/X (technical content and community updates)
  • Bluesky
  • Mastodon
  • Reddit

Channels We'll Avoid

  • Generic advertising
  • Paid media campaigns
  • Cold email marketing
  • Vanity metrics campaigns

Measuring Success

We track our marketing effectiveness through:

  • Community growth rate
  • Documentation page views
  • Developer engagement metrics
  • Conversion from OSS users to paying customers.
  • Open-source contributions
  • Quality of community discussions

Our ultimate goal: Build the most developer-loved cross-platform development technology in the .NET ecosystem.

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