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Building Up To The Launch 🚀 - The Growth Weekly - Issue #10


The Growth Grind

February 12 · Issue #10 · View online

Your update on Growth news! 🚀

Releasing with a big bang. It brings momentum, but it also brings stress. That is if it’s also your big test for product / market fit.
I hope you’re not in this scenario. Because both for changing behavior and launching products, I believe this to be true:
If you go big or go home, chances are, you’ll end up home.
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Building Up To The Launch
So even if you’re looking to build a product that’s aimed for the masses, it will most likely pay off to start small.
Photo by Jon Robinson on Unsplash
Photo by Jon Robinson on Unsplash
Targeting niches leading to early product success
Rather than aiming for random people, it’s crucial to define specific audiences that you suspect to find more value in your product. They will be more receptive for your product and if it works as expected be more likely to share it with like-minded people.
Aiming for people that have a bigger need for your product will deliver more value, increasing the chances of word of mouth.
Brain Balfour recently wrote a great article on this. It’s all about launching your product or feature to the right people, repeating the process to hit critical mass.
How To Launch A Product or Feature To Maximize Growth — Brian Balfour How To Launch A Product or Feature To Maximize Growth — Brian Balfour
Density leading to growth
Another power at work is density. For ride-sharing products, this is the most tangible. If you don’t offer enough cars or bikes within a certain area, your service is useless.
It’s also the reason why Uber’s growth is so heavily reliant on the supply side of the service, the drivers. It’s al summed up in the below diagram in which David Sacks coined geographical density as the new network effect.
David Sacks
Uber's virtuous cycle. Geographic density is the new network effect.
This is also how Facebook grew in its early days. It relied heavily on growing their reach within small schools so the density climbs up to a critical level very quickly. This caused a ‘Everyone is using it’-effect on a lot of people in a few small places. It’s how both fires and viruses spread most easily too.
I’ve already shared it in a previous issue, but if you’re interested in this last one, you should try this interactive course on human networks. It’s awesome.
The Wisdom and/or Madness of Crowds
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Are you building up to launch?
Make sure you use these network effects to your advantage.
One way you could make the world a better place is to share this with at least one friend / colleague who’s suffering from ‘big-launchitis’.
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