To build a 'moat' around a networked product, one strategy is to start with a single network, or an 'atomic network'. This could be a small, specific location or group, like a single city, college campus, or small beta tests at individual companies. Once the product is successful in this smaller network, it can gradually be expanded to larger networks. This strategy helps to establish a strong user base and create a barrier to entry for competitors.
When a networked product launches, it faces a chicken-and-egg problem: people need to use it for it...
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