By Alan W
If you're building a platform or thinking about it, you've probably heard about the magic of network effects — that moment when your platform starts growing almost by itself because of the value users get from being there. But how do you get to that moment if you're not the first in your industry? If you’re not the Uber of your market, where do you start?
I’ve had a lot of conversations about this lately. People often ask me, “How do you get your first users if the platform is empty? No one will come if there’s no one else, right?”
It’s a tough question. Let’s face it: the cold start problem is real. But here’s my take on it: The key isn’t necessarily waiting for your platform to be full before getting started; it’s about finding the right way to build that initial momentum. And that’s where a lot of people get it wrong — they think it’s all about the product or simply “getting people in.” It’s more about creating value for that first group of users in a way that snowballs from there.
Start Small, Grow Big
The first step? Start by finding a small, focused community where your platform can truly add value. This could be geographic — if you’re solving a local problem, being the solution for a specific city or area is a great way to build a foundation. It could also be more niche, finding users who are highly invested in solving a particular problem. These users will be the ones to champion your platform, bringing in others who see the same value.
The initial users will tell their friends, family, and networks about your product. It might feel like a slow burn at first, but that’s okay. What matters is getting those first few users who understand the problem you’re solving and care enough to spread the word. And that’s where product-market fit begins — not in having thousands of users, but in having the right ones who believe in what you're building.
Leveraging What You Have
Now, you might be thinking, "But I’m not in a niche market, and there’s already competition. How do I even get started?"
This is where the cold start problem can feel overwhelming. It’s not enough to just tell people to use your product. You need a way to connect the dots for them. One way to do this is by tapping into your own network and using it as a springboard. Reach out to the people who trust you, whether that’s friends, family, or colleagues. Ask them to try the product and give feedback. This gets the ball rolling. From there, focus on making the experience so valuable that they’ll feel compelled to invite others.
The Cold Start Problem: A Different Way of Looking at It
I’ve recently been reading The Cold Start Problem by Andrew Chen. In the book, he talks about how most platforms fail to gain traction in the early stages because they either try to grow too quickly or miss the critical early steps of building a dedicated, passionate base. It’s not about flooding your platform with users right away; it’s about strategically bringing in the right users who will help the platform grow naturally.
Chen talks about creating “virality loops,” where one user brings in another, and those users bring in even more. It’s a bit like planting seeds in a garden: You start small, and over time, your network can grow organically — the key is getting the right users to plant those first seeds.
My Journey
When I started working with platforms, I didn’t have a huge audience or thousands of users ready to join. But I focused on finding those early adopters who understood what I was doing. And over time, those initial users became my champions.
If you’re in the early stages of your platform, don’t get discouraged by the empty space. The key is to find your first users, engage with them, and make sure they’re getting real value. From there, the network effects can begin to take shape.
Work with Alan W
Illustrator: Lisa Williams (Instagram: @artist_llw)