Early Adopter Marketing – How startups get their first users

(Este artículo es parte de la serie de Posts Invitados. Son artículos escritos por otros profesionales sobre temas que creo interesantes. Todas las opiniones son exclusivamente responsabilidad de su autor)

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Kevin Indig   
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Early Adopter Marketing – How startups get their first users
Mi Comentario sobre el Post:
Este experimentado growth-hacker plantea de forma muy acertada la necesidad de enfocarse de forma no escalable en los primeros usuarios. Personas a las que realmente estás resolviendo un problema y que son capaces de proporcionarte una información de incalculable valor.
Empieza cuanto antes a probar tu idea con clientes/usuarios reales.

Early Adopter Marketing
How startups get their first users

When Whitney Wolfe was faced with the challenge to grow her co-founded app, Tinder, with almost no budget, she literally acquired the first users herself.

She went to college fraternities and sororities and pitched the app to students.

She created a flyer, printed 1,000 copies and paid students $20 to help her put it on car windshields, hand it to people and throw it into dorm mailboxes.

She repeated that process with several universities.

When Wolfe later started her second app, Bumble, she did the exact same thing. [*]

Both companies are now unicorns.

When Daymond Jon started Fubu, he went out to his customers and sold clothes out of the trunk of his car. The company achieved revenue of more than $350M* at its peak. [*]

Brian Chesky and Joe Gebbia kick-started Airbnb’s growth by visiting early adopters’ homes to take pictures and improve their listings.

Airbnb is a unicorn as well.

The difference between unicorns and zombies

Unicorns don’t leave growth up to chance. “Build it and they will come” is no option for them. Neither should it be for you.

“Startups take off because the founders make them take off” (Paul Graham) [*]

“Making a startup take off” happens in three steps:

  1. Create a product
  2. Achieve Product-Market Fit
  3. Scale growth

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