This article summarizes the content from a previous entrepreneurship course I attended.

1) Importance of Acquiring Initial Users

Most early startups struggle not because they can’t make money, but because they can’t secure a significant number of meaningful users needed for the business.

How can you efficiently gather initial users without spending a lot of money? Most early startups have limited funds, yet they need to produce results.

Most startups always face financial constraints, yet they must create results and grow. If efforts to acquire users are not visible, it’s likely because the product doesn’t have Product Market Fit (PMF).

2) Mindset When Acquiring Initial Users

Essentially, there is no money. Even if there is some financial flexibility, the reason for not spending money is not just due to a lack of funds but to accurately determine if the product actually works in the market.

Think of it as pounding the pavement with minimal costs. Do everything possible with a Hustling Attitude. Absolute results are far more important than efficiency and ROI.

Example shared with early team members: To make our service successful, I even mentioned that I would run naked on the street if it meant gathering users.

💡 Hustle: to push or force one's way, to perform with energy, to enforce or coerce.

3) Methods for Acquiring Initial Users (9 Strategies)

1. Create Ingredients for VIRALITY

   💡 Virality: the tendency of information to be circulated rapidly and widely.

   • Examples: YouTube, Wadiz

   • Structure where users voluntarily share content they created or projects they support, promoting the platform naturally.

   • The content within the platform should have viral elements that encourage sharing.

2. Focus on MICRO NICHE

   • Examples: Facebook (Harvard), LinkedIn (VC, Startup), Blind (Naver)

   • Mindset of divide and conquer.

   • Targeting all users nationwide from the start is vague and challenging.

   • Facebook initially targeted Harvard students, LinkedIn focused on VC/startup connections, and Blind expanded from Naver employees to the IT industry, and then to other sectors.

3. Bring Users from Other Platforms

   • Example: Airbnb vs. Craigslist

   • Airbnb initially uploaded its listings on Craigslist to attract users, as Craigslist had more traffic at the time.

   • Consider where your potential users are and how to attract them.

   • For Blind: efforts were made to expose service-related content on platforms like Instagram, Facebook, Quora, and Reddit.

4. Penetrate or Create Communities

   • Methods: Facebook Page, Naver/Daum Cafes, Instagram accounts, etc.

   • Deliver messages to target users and learn from their reactions.

   • Significant efforts and attempts are required to achieve meaningful results.

5. Leverage Content Producers

   • Examples: Lezhin Comics, Patreon, Class101

   • Content/product creators often have fans/followers. Attracting them to your platform is key.

   • Lezhin attracted fans of existing artists, Patreon brought YouTubers’ followers, and Class101 attracted fans of creators/influencers.

   • Provide reasons and justifications for these creators to bring their followers to your platform.

6. Utilize SEO (Search Engine Optimization)

   • Definition: Absorb users who search for specific keywords related to their needs without paying for ads.

   • SEO is easier on Google than Naver. Google's market share in Korea has increased significantly in recent years.

   • Many US startups prioritize SEO setup in their marketing activities.

   • Glassdoor and Reddit get over 90% of their traffic from Google search.

7. Engage Offline

   • It’s difficult to secure large numbers of users offline, but the goal is to obtain initial seed users and loyal fans.

   • Advantages: Better service introduction and stronger motivation, and obtaining vivid feedback.

   • Disadvantages: Feedback may not be entirely reliable.

   • Example: Blind met with Korean employees at Amazon in the US to gather feedback and insights.

8. Use ASO (App Store Optimization)

   • In 2019, 68% of users found their most recently downloaded app through the app store.

   • Like SEO, it’s crucial to occupy specific keywords.

   • Plan and experiment with various elements such as titles, subtitles, screenshots, and videos.

   • Managing ratings is essential (ask users to rate the app at their most satisfying moments).

9. PR

   • One of the most effective ways to acquire customers without spending money.

   • Particularly effective for B2B services to enhance credibility.

   • When distributing press releases, consider what elements will interest and engage journalists. → Align with social trends and provide clear content for users.

   • Clearly define the purpose (typically suitable for increasing brand awareness).