Nomadtable · B2C · app for meeting fellow solo travellers
Build a 12-15K waitlist before launching a social app, so it isn't empty
About 6K downloads on day one; enough people in hotspot cities for it to work
What they did
What happened
In their words
Jay Raavi - Copy This UGC Strategy, It'll Make Your App Go Viral
JayBut because my audience, you know, are travelers, um, I can't do that, because, um, I could solve one location, but then after a month, it'll all be gone, so, [laughs] uh, it's it's a bit useless. So, yeah, I mean, it's pretty much the same as any other app, like just where like wherever the algo takes it, that's where it goes.
JayI thought that it would be like a really hard problem for me to solve at the start, 'cause I was like if everyone's always moving, like how can I ever guarantee enough density in one place? Like, the uh cold start problem would be like, it just sounded like really hard to solve. Um, and I guess it kind of was. I mean, I had to build a waitlist before launching, 'cause, you know, with the app like this, you kind of have to have the the critical mass on day one of the app, because if you don't, it's like a revolving door.
JayAnd if anyone's building a social app out there, I'd recommend reading this book called The Cold Start Problem by Andrew Chen. It's really good, um, and talks a lot about this kind of stuff. Um, that book was very helpful to me. But, so I think I had probably like about 12, 15k people on my waitlist before before launching, um, and probably like only 6k people, um, got the app the first day from that, um, which looking back like was not that many for like the whole world. [laughter]
JayUm, but the thing is, I guess like the beauty of the app is you only really need two people in one place for it to work, 'cause they can just meet each other. I mean, obviously, it's better if there's more people, but, um, it at least kind of works with only two people. Um, and like you kind of figure in like the biggest hotspots, like with 6k people, like Barcelona probably had like, you know, 20 people, you know, these kind of big cities …
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More from this episode
- Make the videos yourself until they go viral, then hire creators to copy themFirst 50-100K downloads from his own posts; now 60-70 creators and 30-44M views a month
- Test every new hook on your own account; give creators only the ones that hitA good hook works for nearly every creator; founder is the top-viewed poster for 2-3 months
- Run all 60+ creators yourself in a WhatsApp group, with one-on-one feedbackFounder credits hands-on management for much of the success; no numbers
- Keep a video format if 75-80% of viewers watch past 3 secondsFormats at that rate average 4-5K views and go viral eventually; about one hit a month
- Borrow a hit text hook from another niche, react on camera, then demo the appHis first viral video, pre-launch; a creator's version got 74K likes and 30K saves
- Film one-take hostel videos with clickbait hooks like 'never staying in a hostel again'Up to multi-million views, but poor engagement (300K views, 174 likes); dropped
- Pay creators only $1-2 per 1,000 views, after showing them your own viral videosSigned 60-70 creators with no retainer; top creator earned $8K in a month
- Always be doing something in the opening, like drinking or tying a shoeNo clear impact; dropped
- Put your face in every early video and share each signup milestoneLaunch users were invested fans who stuck around through early flaws
Tags: instagram, tiktok, waitlist, cold-start, social-app