The Power of Manual User Recruitment and the Rise of "トキ消費"

The Power of Manual User Recruitment and the Rise of "トキ消費"

Introduction:
Startups often take off because founders are willing to do things that don't scale. One of the most common unscalable tasks founders have to tackle at the beginning is manually recruiting users. While this may seem daunting and insignificant at first, the power of compound growth should not be underestimated. In this article, we will explore the importance of manual user recruitment, the value of an extraordinary effort, and the emergence of "トキ消費" in the consumer market.

Recruiting Users Manually:
Founders often resist the idea of manually recruiting users due to shyness, laziness, or the perception that the numbers are too small to make a difference. However, if the market exists, founders can start by personally reaching out to potential users and gradually transition to more automated methods as the startup grows. The initial stages of a startup are fragile, and it is crucial not to dismiss the potential for growth prematurely. Investors may initially dismiss a startup, but witnessing substantial growth can change their minds.

Building for Yourself and Finding Peers:
When building a product, solving your own problems can be a great starting point. By addressing your own needs, you create a product that resonates with others who share similar challenges. Ben Silbermann, the founder of Pinterest, observed that early users were interested in design. He actively sought out design bloggers at conferences to recruit users, which proved successful. This approach highlights the importance of finding a subset of the market where a critical mass of users can be acquired quickly.

Creating an Insanely Great User Experience:
While the product itself is important, the overall user experience should be the primary focus. Even with an early, incomplete, or buggy product, providing users with an exceptional experience can compensate for any shortcomings. Engaging directly with early users provides invaluable feedback and insights. By being attentive and responsive, founders can build a loyal user base, even during the early stages of a startup.

Doing Things by Hand and Launching Strategically:
In the early stages of a startup, when user numbers are small, founders can often manually perform tasks that will eventually be automated. This allows for a faster launch and provides firsthand knowledge of what needs to be built when automation becomes necessary. On the other hand, the "Big Launch" tactic is often ineffective. Founders should not rely on the assumption that broadcasting their existence will automatically attract users. Instead, an extraordinary effort is required to recruit users one at a time and build a solid user base.

The Rise of "トキ消費":
In the consumer market, a shift is occurring from "モノ消費" (consumption of goods) and "コト消費" (consumption of experiences) to "トキ消費" (consumption of time). "トキ消費" is characterized by three key aspects: non-reproducibility, participation, and contribution. Participants in gatherings or events contribute to the overall experience and derive a sense of fulfillment from their active involvement. This trend signifies a desire for more meaningful and time-oriented consumption.

Conclusion:
In conclusion, founders should not underestimate the power of manual user recruitment and the impact it can have on startup growth. By addressing their own needs and finding peers, founders can tap into a perfect initial market. Providing users with an exceptional experience, even with an early product, is vital for building a loyal user base. Additionally, founders should embrace an extraordinary effort rather than relying on a big launch. Lastly, the rise of "トキ消費" highlights the evolving consumer preferences towards time-oriented consumption.