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The Adjacent User Theory
How to build a growth team – lessons from Uber, Hubspot, and others (50 slides) at andrewchen
andrewchen.com
Our success was anchored on what I now call The Adjacent User Theory. The Adjacent Users are aware of a product and possibly tried using it, but are not able to successfully become an engaged user. This is typically because the current product positioning or experience has too many barriers to adoption for them. While Instagram had product-market f
... See moreAndrew Chen • The Cold Start Problem: How to Start and Scale Network Effects
Understand your audience. You must know who, precisely, you are building for. Understanding this early on in your company life cycle can be especially powerful, as it allows you to prioritize acquisition efforts. The hope is to build an early user base that will drive you toward your end goal.