How We Got Our First 2,000 Users Doing Things That Don’t Scale: Lists as the New Search

How We Got Our First 2,000 Users Doing Things That Don’t Scale: Lists as the New Search

In the early stages of building a product, user acquisition is a crucial goal. However, it's not just about acquiring any users, but rather about getting the right users who will not only engage with the product but also help shape its community culture. This is exactly what Product Hunt, a daily leaderboard of new products, achieved with their initial user acquisition strategy.

Product Hunt started as an email list using Linkydink, a tool for creating collaborative daily email digests. Even before they had a fully functional product, they focused on getting users excited and making them feel like part of the product. This approach proved to be successful, as just 20 days after its public launch, Product Hunt had already gathered a community of 2,000 users.

The founders of Product Hunt understood the importance of seeding their platform with the right users from the beginning. They recognized that the initial users would play a significant role in shaping the community's culture, and once established, it would be challenging to change it. This is why they prioritized engagement and retention over sheer user acquisition in the early stages.

To attract influential users, the founders took a hands-on approach. They personally reached out to potential contributors, inviting them to be part of Product Hunt and sharing articles from reputable sources like PandoDaily and Fast Company that highlighted their story. This manual process may have been time-consuming, but it proved to be effective in recruiting valuable contributors and opening lines of communication for future feedback.

In addition to attracting influential users, Product Hunt also focused on building a strong, engaged community. They didn't just aim to acquire more users; instead, they asked for referrals to ensure that the new users who joined were genuinely interested in the platform and would actively participate.

The success of Product Hunt's user acquisition strategy can be attributed to their understanding of the importance of early adopters and community culture. By focusing on engagement and retention, they created a community that was not only excited about the product but also willing to contribute and help it grow.

Now, let's shift our attention to Benedict Evans and his insights on the power of lists as the new search. Evans argues that many companies are trying to unbundle existing platforms like Craigslist and Yelp by offering a modern user experience. However, the ones who are truly successful in this endeavor utilize constraint and curation, essentially creating a list of curated options.

In the realm of online fashion and luxury goods, for example, the strategy of constraint through curation has proven effective. Instead of overwhelming users with an endless list of products, companies curate a selection, making the decision-making process easier for consumers. This approach mimics the idea of a list, where users can quickly browse through curated options without feeling overwhelmed.

Evans points out that the problem with relying solely on a list-based approach is that it becomes challenging to scale as the number of entries grows. Yahoo's hierarchical directory, which started as a list of lists, reached a point where it became too vast to be effectively browsed. This led to the rise of search as the primary method of navigation, with Google dominating the search engine market.

Interestingly, Evans presents a thought-provoking insight: "All curation grows until it requires search. All search grows until it requires curation." This statement suggests that both curation and search are essential elements in the growth of a platform. When starting with curation, it eventually reaches a point where search becomes necessary to accommodate the increasing number of entries. Conversely, when starting with search, there comes a time when curation is needed to enhance the user experience and make the platform more user-friendly.

Combining the lessons from Product Hunt's user acquisition strategy and Evans' insights on lists as the new search, we can draw three actionable pieces of advice:

1. Focus on early adopters and community culture: Like Product Hunt, prioritize acquiring the right users who will actively engage with your product and contribute to the community culture. These initial users will set the tone for the future growth of your platform.

2. Emphasize engagement and retention: While user acquisition is crucial, it's equally important to focus on keeping your existing users engaged and retained. Create features and experiences that encourage continued usage and build loyalty among your user base.

3. Find the right balance between curation and search: Depending on the nature of your platform, consider incorporating both curation and search functionalities. Start with curation to attract users and create a curated experience, but be prepared to introduce search as your platform grows to accommodate a larger number of entries.

In conclusion, the success of user acquisition lies in attracting the right users, fostering engagement and retention, and finding the right balance between curation and search. By following these principles, you can build a thriving community around your product and ensure its long-term growth and success.