by Roman Weishäupl
Imagine you are heading a startup, and your product is almost ready to launch. What you have is a new company with a new product coming out — and a start at zero! You don’t have any search ranking, no users, no fans, basically no audience and nothing to grow out. Yes, there is a tiny little base: You have engaged potential users in interviews to define the market, problem and solution; you have gotten some interest with a landing page and, of course, the network the founders bring on board. If you are lucky, you have a round of 1,000 people you can contact. However, your mom, your former colleagues and friends are most likely not your starting target group. You find yourself, at max, 100 people that will be using your product at the start.