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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

Workedpr-launchvalidation

What they did

A social app needs critical mass on day one or it becomes a revolving door. He collected about 12-15K waitlist signups before launch, mostly via his pre-launch content (videos made while the app was on preorder). Reading 'The Cold Start Problem' (Andrew Chen) shaped the approach. The app works with just two people in one place, and launch users gathered in traveller hotspots (about 20 in Barcelona, 10+ in other big cities). City-by-city launches were skipped because travellers move on.

What happened

About 6K people got the app on launch day, enough to seed the main travel hotspots; viral videos then brought more.

In their words

Jay Raavi - Copy This UGC Strategy, It'll Make Your App Go Viral

Play from 46:47
46:28

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.

46:47

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.

47:13

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]

47:40

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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Tags: instagram, tiktok, waitlist, cold-start, social-app