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TInder's co-founder would go to chapters of her sorority, do her presentation, and have all the girls at the meetings install the app. Then she’d go to the corresponding brother fraternity—they’d open the app and see all these cute girls they knew.

Tinder had fewer than 5,000 users before Wolfe made her trip, when she returned, there were some 15,000.

  • SE

    Sean Ellis

    about 6 years ago #

    This is a classic example of what @andrewchen wrote about in this article: http://growthhackers.com/theres-only-a-few-ways-to-scale-user-growth-and-heres-the-list/ . In the early days it's critical to get traction, even if it means doing things that don't scale. This was such a smart way to drive early users to Tinder.

    It reminds me of my very first growth hack. In college I had a job on an island in Greece where I rode ferries trying to recruit guests for a hotel. I got paid a bounty for every guest I recruited. I found the fastest way to fill the hotel was to spend most of my time trying to convince a group of attractive girls to stay at the hotel. I explained to them why the location was perfect (right in the middle of the beach and the bars), showed them pictures, explained the price was great... Once I convinced them, I would go around to the groups of guys and "close" them in less than 30 seconds. I would say "See that group of girls? Want to stay in the same hotel?" Answer was always "yes!"

  • SR

    Shana Rusonis

    about 6 years ago #

    New vocabulary word of the day: koan.

  • AU

    Aaron Upright

    about 6 years ago #

    Great to see more positive media coming out about this situation! The point about not being able to automation early stage adoption really resonated with me as well—it truly is about getting out of the building and selling face-face at first! Thanks for sharing Anuj!

  • DL

    Dylan La Com

    about 6 years ago #

    Really impressive work by Wolfe. I've talked with other mobile app entrepreneurs who've tried sororities and frats as acquisition channels/partners and it's definitely not an easy sell.

    Would love to hear where the first 5000 users came from.

  • RK

    Rafal Kochanowicz

    about 6 years ago #

    This particular example shows that there is no "magic" in the growth hacking. It is hard work. At least until one get enough traction. And taction is not PR, but real users (!).
    Sometimes I want to laugh when I talk to some "technical" guy and he says. We have this "great" products and it does this and that (we worked on it for the last 2 years - can you believe that ?) ... now we need some marketing "magic" to push it to the market.
    That realy makes me laugh (!). The more, since I remember my days aproaching technical guys with my ideas. They had their laughs back in days.
    Now it's my turn :)

  • BD

    Brad Dubs

    about 6 years ago #

    Brilliant.

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