Third in a Series
Give Me an Invite! Creating User Demand at Launch
Eric Vishria - CEO, Rockmelt
Erick Schonfeld - Editor, TechCrunch (recently departed)
Michael Seibel - CEO, SocialCam
I had pretty high expectations for this session, given the speakers and the topic - but, I found it to be a little light and more conversational than I expected. Regardless, the information shared was valuable (and a good reminder) of things to consider when launching a new project.
- Understand what strengths you have and which channels best communicate these.
- Ask the question: "How can we get the users we want?"
- Launch and find bugs with a tight Beta test group.
- Craft a statement about what you want your product to be (a product mission statement).
- Usually, the traffic obtained from a PR push will end up being worthless - real value usually comes from the second wave after the initial buzz.
- What are the different user types for your product? How will they use it?
- Never underestimate the amount of traction required to get something up and running.
- Social sign-on (or login) works well for some products because it reminds people who they know that might also be interested in the product and lets user's 'hook up' their friends.
- Build something and launch it, dont wast a lot of time and money on stuff until you know your product works and people like it. Seibel shared an example from Justin.tv where he said they ultimately ended up wasting a lot money on stuff that was too early.
- Know what your minimum viable product is!
- Vishria said that initially they had ignored the audience outside of the United States - which was a mistake as most of their users are from other countries.
Overall, a good session.
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