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I have read Traction mistakes by Gabriel Weinberg, who, by the way also started duckduckgo, (- an amazingly simple and sometimes better search engine than google). DDG is really effective for developers and Gabriel Weinberg has a really good set of articles on traction, you can see his book about traction here.
After reading, I wanted to understand some of the common patterns, in this traction game. The idea is to see how some “successful” internet companies got traction. I am not saying that we can replicate anyone else's success, but the intent is to try and observe patterns, wherever possible. Most startups don’t fail at building a product. They fail at acquiring customers.
Kickstarter
How did Kickstarter, get traction? Well, the founders say “We asked our friends”. That is so profoundly simple.
This is very simple, but I think you must know that the founders were already working with few media and design companies so when they say friends, their friends wanted some thing like Kickstarter, all along. This is an important pattern you’ll see github also following.
Airbnb
In there own words
We started the company by accident – in 2000. Our rent went up for our San Francisco apartment and we had to figure out a way to bring in some extra income. There was a design conference coming to the city, but hotels were sold out. The size of our apartment could easily fit airbeds on the floor, so we decided to rent them out. We didn’t want to post on Craigslist because we felt it was too impersonal. Our entrepreneur instinct said “build your own site”. So we did. It wasn’t much of a site to start out – a couple of pages, and pictures of our apartment. 3 people stayed with us, and we cooked them breakfast each morning. We became friends by the end, and they were grateful to have saved hundreds of dollars on their trip, and connect with actual people. We netted close to $1000!
After that first weekend when we hosted people on our airbeds, we received emails from all around the world asking when we would make the site available in place like Buenos Aires, London, and Japan. At that point we started to brainstorm what a larger, international version of the site would be. That was basically our market research. People told us what they wanted, so we set off to create it for them. Ultimately while solving our own problem, we were solving someone else’s problem too. We were at a point professionally where we were very ready to pursue our own idea. We were anxious though, like waiting in line for a roller coaster. We didn’t know exactly what was ahead, but we knew we were in for a ride.
Mint
There is a rather well answered question on quora, , “How did Mint acquire 1.5m+ users without a high viral coefficient, scalable SEO strategy, or paid customer acquisition channel?" you can read the answer by Jason Putorti to the above question, but to distill the answers in few points, here is the gist.
The Product – solved a real problem
Blog / Original Content.
Good, Paid PR
SEO. We had an extensive SEO strategy, and it scaled pretty well. We had a lot of landing pages, content on the blog and marketing sites, and had a very metrics driven approach to all of it. For every popular finance query on Google, we had a page and content for it, and iterated landing pages to optimize conversion.
Content Partnerships.
Distribution Deals
Email
Facebook / Twitter
Michael Arrington, of TC
Youtube
Youtube was neither first nor best, so how did they acquire users? Well here are few reasons.
Easy and Good name – seriously – a good name is important.
YouTube, always positioned as a content aggregation for the everyone.
YouTube’s design is simple and easier, from a social content exploration perspective.
YouTube practiced more relaxed content authorization policies for the first few years of its existence, indirectly endorsing the posting of all sorts of content that should perhaps not have been there (network TV, film clips, etc), or at least deserved some additional filtering (adult content, graphic content, etc).
More customization & personalization on Youtube
No ads, in the initial days
YouTube may be a legitimate business now, but its success was solely due to placement of infringing, copy written material being uploaded there.
Google search
How did Google get initial traction?
Google is one of the few companies that won its industry entirely by making a better product. I don’t remember Google doing much advertising, and there were certainly big players in the search space already. Then again, Google’s search wasn’t just slightly better, or even 2. better- but easily a 10, improvement over Alta Vista and Yahoo. Then google came up with the pagerank which was the first of it’s kind analytic to decide the weight of the pages. Another good thing with google was the cost to change, from their competition was almost nil.
Amazon
How did Amazon get initial traction?
Very early on, amazon did a bunch of deals with search engines to advertise to people who were searching for each book they had in stock. It would be an obvious thing to do for a book seller starting out now, but that was before things like Adwords made it easy (and before Google even existed). Because the SEM market wasn’t developed they were able to buy traffic and build up their brand at a much lower price than what it would cost today.
It is rumored that in the extremely early days, they made their ‘very early’ traction happen just by having previously-impossible selection, and then providing extraordinary customer service (if they didn’t have a book in stock, they’d track it down for you). The word-of-mouth pass-along was tremendous. A little later, they invested heavily in securing exclusive portal deals to power the Books (and other) verticals, giving them a head-start on competitors. Discount pricing also helped, with NY Times bestsellers at 30-50. off (discount wars sprung up with Barnes and Noble, further driving PR opportunities).
Pinterest
How did Pinterest grew? Well in a interview, the founders shares about, initial days. Excerpt from his interview with Silbermann.
A Yale grad with no engineering background, Silbermann worked for Google before launching Pinterest with some friends in late 2009. Real-time text feeds were the rage at the time, and some observers felt that an image-based pinboard was doomed to fail. Nine months later, the site still had less than 1000. users. "I think I personally wrote to the first 500. users,“ said Silbermann, who also gave the site’s users his cell phone number and met some of them for coffee. "A lot of people ask, 'Why did you keep going? Why didn’t you bail?‘” he said. “I think the idea of telling people, 'We blew it,’ was just too embarrassing.”
Duckduckgo
DuckDuckGo has gotten some success out of reddit ads. There’s also lots of other platforms, e.g. Facebook, StumbleUpon, MySpace. Then there are thousands of smaller sites that will take your ads directly. This is how ddg grew.
Github
There is a great speech from Tom Preston-Werner the co-founder and CTO of GitHub and founder of Gravatar on how it all got started form the Startup School 2010. I am going to para phrase what he said –
He saw that people liked git, but it was pain in ass to use.
He (his team) made git simple, offered as a service
He was part of Ruby user groups where he got his first users/customer
His strategy was simple – Public repos are free, and private are paid.
Public repos are free to give github word of mouth and free marketing
Reddit
Reddit gained traction for three main reasons
Founders had created a “controversy” early on, could have been accidental or by chance, by switching from LISP to Python, very publicly. Which made a lot of people aware of the site
Reddit was from ycombinator’s first batch and had all the focus and energy of the ycombinator team (as the success of the first yc batch was required to make yc successful), this made a lot of people curious about the project.
Finally fake content - Steve Huffman talks about how in the initial day they made it simple for the founder and reddit team to submit url from fake users.So when others came to the site they could see a lot of content already.
Scoble on how instagram got traction.
The founders weren’t scared of letting people try it before launch. They looked at building their company as exactly that. They never really did a big launch. They just kept showing it to people and putting it on their phones and taking feedback. I was at Dogpatch Labs (where they started) for another company and the guy who ran the labs told me “you gotta meet these guys who are doing this cool photo app.”
They got everyone they talked to be a brand ambassador. This happens when the founders are nice and when the product rocks.
They had an awesome interaction model (er viral loop). I still remember taking my iPhone, shooting a photo outside on the Pier 38 where they launched and having three comments within seconds show up on my photo. That never happened on other photo apps. Got me instantly addicted. Also got me to get other people on the app, because the more they were there the better the app became (that’s a viral loop).
Early users converted to great app store ratings. The few people who got it before launch became huge advocates and pushed it on blogs and in reviews on app store. Showed it to influencers. I remember seeing a TON of San Francisco influencers like Kevin Rose, Leo Laporte and MG Siegler on the app before I got on or shortly after. These people were key in getting lots of consumer companies to be well known.
