The Value of a Velvet Rope: Effects of Hype and Exclusivity on Launch Strategies

Welcome to TestFlight

The Waitlist

  • Role and seniority within an organization
  • Level of social status (by requesting social links, like a Twitter URL)
  • Current workflows and operating systems
  • Eagerness to use the product and familiarity with the pain point

The Blue Check Phenomenon (Influencer)

Building In Public

  • Share real quotes & screenshots of feedback from users
  • Propose interesting product ideas and ask the community for feedback
  • Articulate roadblocks the company is facing and how to overcome them
  • Give insight into largely unknown aspects of the company/product
  • Share “sneak peeks” and vague product updates for things to come
  • Post screenshots of internal Slack messages showcasing company culture
  • Tell emotional stories about your company to pull at followers’ heartstrings
  • Quote Tweet someone describing a problem and respond “We are fixing this at …”

Moneybags

Now-deleted screenshot (credit here) from Elliot CEO Sergio Villaseñor.

Wild Card

  • Superhuman was built by a second-time founder of a successful product bought by LinkedIn
  • Hey was built by Basecamp founders with a huge existing audience
  • Clubhouse was built by seasoned founders and tech minds, surrounded by an already-elite circle

--

--

--

Investor at TCG Crypto. Alum @Stanford. Follow me @gaby_goldberg.

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

A Deep Dive into Diligence — with Mark Bernfeld

9 steps to successfully outsource your software

How to Know If You’re Promoting Your Best Players into the Wrong Roles

Before you launch that awesome new product

Illustration depicting the idea of a product launch

What are you willing to let go for a better product?

UK Gaming Funding rounds in 2020: Year in Review

One Simple Step to Gaining an Unfair Advantage When Pricing!

Stress-testing our investment model

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Gaby Goldberg

Gaby Goldberg

Investor at TCG Crypto. Alum @Stanford. Follow me @gaby_goldberg.

More from Medium

From A to B: Backing ChannelEngine Again

You Might Need a Technical Co-founder (12 Tips for Finding a Technical Co-Founder)

The VC Platform Community Conference in 5