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LinkedIn overcame the Cold Start Problem by utilizing an invite-only strategy. They targeted a small group first and allowed them to invite whomever they choose, which led to network proliferation. This strategy was particularly effective because mid-level professionals, who were most likely to use and benefit from LinkedIn, invited other similar people. As a result, LinkedIn reached its tipping point after roughly a week, engaging its users and proving valuable beyond the early-adopter tech community.
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LinkedIn, like many others, utilized an invite-only strategy, which was successful for one key, often overlooked reason: by targeting a small group first and allowing them to invite whomever they choose, network proliferation takes place by itself. It is a solution that solves the hardest problem of all, because mid-level professionals—those most likely to use and benefit from LinkedIn—will invite other, similar people. Thus, LinkedIn reached its tipping point after roughly a week. It engaged its users, and was valuable beyond the early-adopter tech community.
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When a networked product launches, it faces a chicken-and-egg problem: people need to use it for it to be worth anything. So how do you start the very...
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