All, startups, Virality, growth

The three kinds of viral growth and how to use them in your startup.

Lance Cottrell

Feb 12, 2024 • 3 min read

People talk about things going viral all the time, usually in connection to some meme or video. Virality is the holy grail of business models. There are three different kinds of virality that might apply to your startup business.

The term viral growth comes from epidemiology. If each sick person infects more than one new person, the disease will rapidly grow and spread through a population. While we don’t want that with sickness, it is fantastic in business.

Viral user growth describes a situation where existing users bring in new users. The real magic happens if each user brings in more than one new user creating exponential growth. 

I think about three different kinds of virality: Incentivized, Advocacy, and Inherent.

Incentivized virality is where a business basically bribes its users to recruit their friends. Any time you get a free month of a service for each referral that signs up, you are participating in incentivized virality. The down side of this approach is that it can be off-putting to your customers.

It can feel like you are trying to exploit your users at the expense of their friends. The cost of these incentives can also become very large, but it can be very effective in the early growth stages of a business.

The key to achieving that critical user density is to focus on small closed populations.

Advocacy virality happens when your users want to tell all their friends about your business. They love your solution and want to let everyone in on this great thing they have discovered. You see this with Tesla owners all the time. We can be downright annoying with the amount we go on about these cars. Tesla does not need to give me anything to get me to endorse them at every opportunity.

Strong network effects characterize inherent virality. If a service gives you more value when more people you know are using it, you have a strong incentive to get them on the service. The example economists always use is fax machines. If you are the only person you know with one, it is a big paperweight.

Facebook is a more recent example. Its value is inextricably tied to having your friends on the platform too. Once you join a system like this, you will start pressuring people you know to join as well.

An interesting complication of an inherently viral business model is the low value in the early stages. When your company is just starting, users will not find their friends already there, so they won’t get much out of the service. The key to achieving that critical user density is to focus on small closed populations.

Within a small group, you can quickly hit a high enough density to ensure that most new users will find many connections already signed up.

Facebook did exactly this by launching exclusively to current college students and focusing rollout on a school-by-school basis. It was only after they had a very large user base in that population that they opened up membership to the general public around the world.

The Hard Truth

In all cases, the user’s experience of your solution is critical. People will not invite friends to use a service, even with significant incentives, if they think they will be resented for doing so. None of us wants to look bad by recommending a lousy product.

So, the good news is that all you have to do for high virality is to make an incredible product. The bad news is that you somehow need to make your product incredible.

I hear a lot of companies describe themselves as viral. However, I rarely hear them dig deeper and explain what kind of virality they have and how they will measure and maximize it. If you think virality will be an important component of your startup, see if you can get some initial data and measurements early.

Even surveys can provide some indicators of how effective this strategy might be. If you have real evidence that virality will work for your business, as an investor I am very interested in listening to you.

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All, startups, Mentoring

The Transformative Power of Mentorship.

In the fast-paced world of start-ups, the journey from ideation to success is riddled with challenges. For founders daring to embark on this adventure, mentorship emerges as a secret weapon, significantly amplifying the chances of success. Let’s delve into the profound impact of mentorship on start-up founders and how it serves as a compass, guiding them through the complex terrain of entrepreneurship. History of Mentorship. The concept of a mentor goes back to ancient Greek times, approximately 3000 years ago, found in Homer’s classic poem, The Odyssey.  Thought to be written around 800 BCE, it tells the story, set around the Trojan War (you may remember the wooden horse), of the appointment of ‘Mentor’, a guardian and advisor to Odysseus’s family, King of Ithaca. The King’s son, respected by his people, saves the day and does so by receiving good advice from his Mentor. Mentoring is not a new concept. Wisdom has been passed down for the benefit of others for thousands of years. The same is true today. Mentoring comes in various forms, but at the end of the day, the mentee gains insights, knowledge, and wisdom on how to navigate certain issues and situations. This accelerates the learning curve, helping them avoid common pitfalls and navigate unforeseen obstacles. Benefits of Mentorship. When thinking about how start-up founders benefit from mentorship, we created the following list. 1. Wisdom Transfer and Learning Acceleration. For today’s start-up founders, mentorship comes from seasoned entrepreneurs and professionals. Mentorship serves as a conduit for transferring invaluable wisdom and experience to a mentee. This accelerates the learning curve, helping them avoid common pitfalls and navigate unforeseen obstacles. Founders find themselves able to reach important milestones with the help of a mentor’s own experience. 2. Strategic Decision-Making. Mentors help with critical decision-making that can shape their company’s trajectory. With a mentor by their side, founders gain access to strategic insights honed through years of expertise in a particular area where a founder needs help. Moreover, they provide a sounding board for ideas, challenging assumptions, and encouraging critical thinking to refine strategies. Through constructive dialogue and mentorship, founders gain clarity, confidence, and a sharper strategic acumen, empowering them to lead their start-ups toward sustainable success. 3. Network Expansion. Beyond knowledge, mentors open doors to extensive networks, connecting start-up founders with industry influencers, potential clients, and investors they wouldn’t always get easy access to. These connections can catalyse growth opportunities, foster collaborations, and pave the way for strategic partnerships. 4. Tailored Guidance for Unique Challenges. Whilst there is a lot of information founders can find online or receive through events, getting a mentor to provide personalised guidance that is tailored to the specific needs of the founder will make all the difference. This targeted advice can be a game-changer, offering solutions that resonate with the start-up's vision and mission. 5. Confidence Booster & Emotional Support. Entrepreneurship is a rollercoaster ride, and many founders find themselves enduring tough times mentally. They often grapple with their inner demons, self-doubting themselves. A mentor acts as a confidant, offering encouragement, constructive feedback, and a fresh perspective. This emotional support can be the catalyst that keeps founders resilient in the face of adversity and to keep pushing through the obstacles faced. Without a mentor, a founder can often find themselves giving up when all they may need is a fresh ideas and solutions to a seemingly impossible issue. Mentorship examples. Steve Jobs and Mark Zuckerberg Both Steve Jobs, the co-founder of Apple, and Mark Zuckerberg, the co-founder of Facebook, had influential mentors who played significant roles in their success. Jobs was mentored by Mike Markkula, an early investor in Apple, who provided guidance on business strategy and marketing. Zuckerberg was mentored by Sean Parker, the co-founder of Napster, who offered valuable advice on scaling Facebook and navigating the tech industry. Brian Chesky, Joe Gebbia, and Nathan Blecharczyk from Airbnb The founders of Airbnb received mentorship from several experienced entrepreneurs, including Reid Hoffman, the co-founder of LinkedIn. Hoffman provided strategic advice and introduced the founders to potential investors, helping Airbnb secure crucial funding in its early stages. His mentorship played a key role in shaping Airbnb's growth trajectory. Travis Kalanick and Garrett Camp from Uber Travis Kalanick and Garrett Camp, the co-founders of Uber, received mentorship from prominent entrepreneurs such as Ryan Graves, the company's first CEO. Graves provided guidance on building a scalable business model and navigating regulatory challenges in the transportation industry. His mentorship was instrumental in helping Uber grow into a global powerhouse. These examples illustrate how mentorship can have a profound impact on the success of startup founders, providing them with guidance, support, and access to valuable networks that accelerate their growth and increase their chances of long-term success. Team Slack Slack, a popular team communication platform, was founded by Stewart Butterfield, Eric Costello, Cal Henderson, and Serguei Mourachov. The founders received mentorship from venture capitalist and entrepreneur, Michael Dearing. Dearing provided strategic advice on product development, market positioning, and fundraising. His mentorship played a crucial role in Slack's rapid growth and eventual acquisition by Salesforce. These platforms offer easy access to a community of mentors that can be engaged through subscription models or pay-as-you-go arrangements, providing on-demand assistance. A Founder's Mentorship Options. Founders now have a plethora of mentorship avenues to explore. Accelerator and incubator programs are on the rise, offering structured environments for founders to acquire specialised knowledge within a team setting. These programs often facilitate interaction with fellow founders and numerous industry experts at the same time. Participation in formal programs typically entails adhering to a prescribed curriculum and completing set tasks. Founders are usually required to pay an entry fee and may even relinquish equity. Individual mentorship is also prevalent, with mentors offering their services for a fee or sometimes in exchange for equity. A blend of both payment and equity is not uncommon. Recently, marketplace platforms have emerged, providing access to a community of mentors who offer personalised services. These platforms offer easy access to a community of mentors that can be engaged through subscription models or pay-as-you-go arrangements, providing on-demand assistance. The choice of mentorship service a founder engages in will often hinge on the founder's specific needs. Formal mentorship programs offer exposure to multiple mentors but demand a time commitment, adherence to a specific curriculum, and potentially sacrificing equity alongside an entry fee. Conversely, individual, or on-demand mentorship, provides flexibility for founders to seek immediate advice without the obligation to give up equity, catering to their immediate needs. MentorLabs has recently introduced our on-demand mentoring service platform. Founders can select from a curated list of startup experts to get the assistance they need without giving up equity or making long-term commitments. We are excited to announce the launch of our mobile-friendly Beta platform this week also, designed specifically for busy founders and mentors who are constantly on the move. To celebrate, we're offering all readers a 30% discount on their first session booking. Simply use the code 'BLOG30' at checkout. Conclusion. Mentorship emerges as a cornerstone for success for a start-up founder. It is not just a luxury but a necessity for founders navigating uncharted waters. By tapping into the wealth of knowledge, networks, and support that mentors provide, start-up founders can significantly increase their chances of not only surviving but thriving in the competitive landscape. In mentorship, we find not just advice but a compass guiding us toward the summit of success. By Rich Cristina. Co-founder MentorLabs.

Richard Cristina

May 21, 2024 • 6 min read