Here’s how TaskRabbit got users early on and how they approached scaling from there.
Initial steps:
- Advertised on Craigslist: To gauge whether people would be interested in becoming providers on the platform, they posted on Craigslist.
- Identified best-fit market: Although they received interest from many different profiles, they found that the idea resonated most with working mothers (as potential buyers and suppliers).
- Focused (very) tightly: With this insight, they then focused tightly on providing a good service for a particular mother’s group in Boston. Word spread from there to similar groups elsewhere.
Scaling:
- Word-of-mouth: Focused on cultivating a sense of community to drive word-of-mouth referrals. (Interestingly, they didn’t give users financial incentives to refer friends.)
- Showcased use cases: To encourage usage, TaskRabbit started giving examples of interesting ways people were already using the service, e.g. for getting their home wi-fi set up.
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