从 0 到 1000 个核心忠实用户的获客路径

Most founders mistakenly believe that successful startups grow automatically through viral word-of-mouth.大多数创始人误以为成功的初创公司都是靠病毒式口碑自发增长起来的。

The reality is that almost every major tech giant relied on manual, unscalable tactics to get their first 1,000 users.真实情况是，几乎每一家科技巨头在获取前 1000 个用户时，依靠的都是人工的、不可规模化的笨办法。

Paul Graham’s advice applies to early user acquisition: Do things that don’t scale.保罗·格雷厄姆的忠告同样适用于早期获客：去做那些无法规模化的事。

Here are the 7 primary strategies the biggest startups used to get off the ground:以下是顶级初创公司用来启动项目、完成从 0 到 1 最常用的 7 大核心策略：

Go directly to your target users offline.线下肉身下场，直接堵截你的目标用户。

Do not wait for users to find you online; go physically to where they hang out.不要在网上死等用户来找你；亲自走到他们聚集的线下场景中去。

Stripe manually installed their software on prospective users' laptops on the spot (The Collison Installation).Stripe 的创始人会当面拿过潜在用户的电脑，现场帮他们安装配置好代码（所谓的“科里森安装法”）。

Tinder threw exclusive college parties and required attendees to download the app at the door.Tinder 在大学校园举办独家派对，要求参加者必须在门口下载 App 才能入场。

Recruit users through online communities.深入在线社群去精准“招募”用户。

Find existing online watering holes where your ideal users already congregate.找到你目标用户早已聚集的现成线上“水源地”或社区。

DropBox shared a video demo directly on Hacker News and Reddit, driving tens of thousands of waitlist signups overnight.DropBox 直接在 Hacker News 和 Reddit 上分享了一个演示视频，一夜之间吸引了数万人加入排队候补名单。

Product Hunt started as a simple email newsletter sent to a curated list of startup founders.Product Hunt 最初只是一个简单的邮件时事通讯，专门发送给精选的创业创始人群体。

Tap into your personal network of friends and colleagues.榨干你的个人熟人圈与同事网络。

Your first 100 users should come from warm introductions and personal favors.你的前 100 个用户应该全部来自于熟人介绍和靠人情帮忙。

LinkedIn reached its initial critical mass by forcing employees to invite all their professional contacts on day one.LinkedIn 在第一天强迫所有员工邀请他们所有的职场联系人，从而达到了最初的临界规模。

If your friends won't use your product, strangers certainly won't either.如果连你的朋友都不愿意用你的产品，陌生人就更不可能用了。

Use scarcity and exclusive waitlists to drive FOMO.利用稀缺感与独家候补名单引发“错失恐惧（FOMO）”。

Create a perception of exclusivity that makes people crave access.营造一种独占感，让人们迫切渴望获得使用资格。

Superhuman built a 180,000-person waitlist by requiring a 1-on-1 video onboarding call for every single user.Superhuman 建立了 180,000 人的等待名单，因为他们要求为每一个入驻用户进行 1 对 1 的视频指导。

Gmail used an invite-only system where early users could only invite 5 friends, making invites a status symbol.Gmail 采用了邀请制，早期用户只能邀请 5 个朋友，使邀请码成为一种身份象征。

Leverage influencers and creators to build instant trust.借力创作者与 KOL 快速建立信任背书。

Find micro-influencers whose audiences perfectly align with your product niche.寻找粉丝群体与你的产品细分领域高度重合的微型 KOL（Micro-Influencers）。

Notion gave free accounts to productivity YouTubers, who created thousands of tutorials that drove massive organic traffic.Notion 给生产力领域的创作者提供免费账号，促使他们制作了数千个教程，带来了巨大的自发流量。

Partner with existing platforms.寄生于现有的成熟大平台。

Piggyback on the user base of a massive platform to siphon off traffic.借助庞大平台的现有用户基础来为自己引流吸粉。

Airbnb cross-posted its listings directly to Craigslist, stealing traffic from an established real estate audience.Airbnb 将自己的房源直接交叉发布到 Craigslist，从既有的房地产流量池中“偷”走用户。

Focus entirely on retention before you focus on acquisition.在专注于增长扩张之前，先将全部精力放在“留存”上。

Getting 1,000 users means nothing if 990 of them leave the next day.如果 990 个人第二天就流失了，那么搞定 1000 个用户将毫无意义。

Ensure you have a leaky-bucket-free core product that users genuinely love before turning on the growth engine.在开启增长引擎之前，务必确保你拥有一个不再漏水的、且能让用户真正爱不释手的核心产品。