Customer Acquisition · Growth

How do I go about targeting my core audience?

Dhatraditya Jonnavittula Founder at Roundhop

May 21st, 2015

I am a technical co-founder at Roundhop, an online video speed dating application. We have completed a beta version of the application and are ready to test it out with real users. We have put up events online for users to join, but we are unable to reach critical mass at any particular location to start an event. We have decided to start small and target single professionals in SF bay area and NYC to begin with. However, both I and my co-founder only have technical expertise, but no real marketing/sales exposure. What would be a good way to target our core audience? I have thought abou investing in Twitter and Facebook ads, but don't know how effective they are. Any suggestions or insights? TIA.
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Rick Nguyen Cofounder @ Spot Trender

May 21st, 2015

Throwing exclusive parties for the "cool kids" and make a big deal about it on social media is another killer idea. Tinder did it, the League is doing it. The key is getting popular people in a specific location to start talking about and using your app.
Photos from the League Parties to give you ideas: facebook.com/theleagueapp/photos_stream
How Tinder did it (Collegiate Greek system aka "Frat Parties"): growthhackers.com/companies/what-ignited-tinders-explosive-growth

Keep in mind that you need to focus on features to keep users coming back for more and incentivize them to share. Else you'll end up spending a ton of cash and have no traction.

Actionable Steps:
-Get an early employee/cofounder with massive community management experience. You'd want local communities who are excited about your app and actively promoting it to friends. Beside FD, Facebook groups are a good place to start, like here:https://www.facebook.com/groups/cmxhub

-Get a budget together (at least $3k for first event) and contact event planners. I know a couple rockstar planners, message me if you'd like referral.

-Who to invite? Make a list of 1000 influencers in your target cities. Based it on Klout score, number of twitter followers, and how much engagements they receive from audience on facebook/instagram.

-Engineering side, work on simplify your app and make it super engaging. Ask beta users questions such as "what feature would make you more likely to share the app?" and code them.

-Have a follow up plan for after the party. For example: get a photographer to take a ton of great pictures. Ask party goes to like your FB page to get the professional pics when they come out. Do you have an Instagram account? If not, get one. Buy some fake users to make it look popular. Populate your account as soon as pictures from parties come in. Tag people like crazy. When you tag people, their friends see it too. This creates the network effect. If you do this right you'll get some of the early traction you're looking for.

-Raise some funding after first party success. Rinse and repeat.

Hope this helps :)


Anonymous

May 21st, 2015

No, posting your link on those sites is a great way to get *hits*, it is *not* a great way to get *traction*. Traction and hits are not the same thing.

Get off the internet and out into the real world.

Print some glossy, flashy business cards or post-card sized flyers. You can get a lot of something really nice for less than $1000. Drop them off at night clubs and bars in your area.

Go out to singles and social meetups. There are all kinds. Get to know people, and get to make friends with them. You'll naturally end up talking about your work. Get the people you know to come on board.

Be creative, think about it some, and I bet you can come up with a few more ideas. Who knows, maybe sci-fi and gaming conventions would be a good venue. Popular FM pop radio stations do singles events all the time, get on board with them. What about a set of kiosks you can cart around to different locations in parallel, to make a physical connection but emphasize the virtual?

You have to go to your market. It will not come to you. HN and ProductHunt and Reddit users are not your market. Singles looking to have fun are your market. Go to your market.

Patrina Mack Experts in global commercialization

May 21st, 2015

There are tons of groups on Meetup focused on singles and some put on big events.  These big events sometimes have vendor tables...I would try a much more focused approach of either advertising on these meetup pages or looking for their big events to see about a vendor/sponsor table.    Also, there are tons of folks who have the specialty of being a dating coach.   I would reach out to them and ask them to invite their clientele to beta your product.   Be sure to have an inducement to the coaches, i.e., they can offer their clients a discount plus a commission to the coach everytime someone signs up.

Peter li.blueoyster~@~gmail.com] Peter Jones creates solutions for product USP, market messaging, team building, venture and other commercial capital

May 21st, 2015

You need to test both your product and your marketing message before throwing money at advertising.

Do you have local Meetup groups near you?

Go there, find marketers, ask them for actual live references, and then ask the references what services were provided and what the results were.

Better though, find social Meetups for your age demographic, take your App, and test it on a live audience!

When testing the App, listen hard for what your testers say it does for them.

Then use their language, the benefits, not your technical language, the features.

Good luck!

Karl Schulmeisters CTO ClearRoadmap

May 22nd, 2015

>>We have completed a beta version of the application and are ready to test it out with real users. 
o o o
 We have decided to start small and target single professionals in SF bay area and NYC to begin with. However, both I and my co-founder only have technical expertise, but no real marketing/sales exposure.<<

So you are both techies - and yet you have already built an app in an area that is heavily dependent on psychology and user preferences.   I don't hear that you have

  • Validated that your idea with your potential market
  • identified what your USERS think is the Minimum Viable Product
  • Tried it out a prototype on a small group of users to see what they want
  • Consulted with a relationship psychologist on what are the things that work (think about the various online dating services.  the most successful ones have a highly educated relationship researcher as part of the core team).

Now I may well be wrong - but  I think you need to shelve what you built and go do some product research.  And part of what you are finding with "not getting critical mass"  is that perhaps you have not accurately identified either your user population or the needs they have

Sara Hammes Leading Companies into New and Emerging Markets

May 25th, 2015

I think there are all good suggestions here with plenty for you to think about. I would just add that you should also plan for exceptional user experience once you get your target test audiences. A poor experience could negate all the work you did to get the initial audience and kill your product early on. Also plan on continuing to deliver, because as others have mentioned it is a crowded market for your product and brand will be important going forward. And you build brand not just on aspiration but delivering stellar service. Finally, continue to conduct deep market research to continue to validate and gain insight on the real reason people will say "yes" to your product. Your initial assumptions may get you started but to maintain momentum and ultimate success you need to have deep insight into why customers really need and will use and recommend your product- your initial assumptions may not be strong enough to carry you through all the way to full launch and sustainability.

Amy Weicker Director of Marketing, Marketing Consultant, Social Media Strategist, Customer Experience Enthusiast

May 21st, 2015

I'd definitely give Facebook and Twitter advertising a try. Geotarget, narrow your age ranges on Facebook, target singles only, and go after those who are already following/liking other dating sites.

You can play around with the conversion objectives on each platform to find better rates. Sometimes a promoted tweet, for example, will cost you $4 per engagement... but that same exact tweet set up as a Twitter lead gen or website card will average $2 per lead, while gathering faves/follows/RTs at no additional cost. It takes some experimenting to find what works best for your specific goals, so don't be shy about trying different methods.

You can also reach out to users manually by searching or grabbing followers from other niche or geographically relevant dating services. Just take care to mind Twitter's limits; do it manually and be selective. The goal isn't to do something scalable here, just to get you enough users for a couple events. You don't want your account suspended for failure to learn the rules before starting your outreach.

While you can typically expect to pay more per click on Google Adwords, you also reach a much more highly targeted audience who is ready to sign up. It wouldn't hurt to set up a low-budget longtail keyword campaign. Stay away from generic terms like "dating app," which has an absurd amount if competition -- get creative and go for very specific search queries.

You can also try influencer marketing... identify singles with large followings, young local celebs, or dating experts in your target areas and reach out to them. Sometimes you'll find people willing to promote your service for free; other times, offering an incentive will get them on board.

Might consider taking your promotions offline. Print up some club flyers (you can get 5000 high quality glossy, full color card stock prints for about $100) and hire a "brand ambassador" or 3 to go hand them out where your target demographic spends time. (Avoid tourist spots! You want locals.)


For all your efforts, make sure you are tracking everything. Your online efforts need a campaign identifier carried through the whole process and saved with your user account data so that months from now, you can look back and analyze your traffic sources vs conversions. You'll want to know where your ideal users come from so you can replicate the process as you scale. Get that set up now. For offline promotions, use campaign-specific promo codes, unique subdomains or trackable QR codes wherever you can; doing so will help you track the effectiveness and tell you if it's worth continuing with each specific method.

Dhatraditya Jonnavittula Founder at Roundhop

May 23rd, 2015

Hi Michael, thanks for linking your article. It's really helpful. Cheers! 

Dhatraditya Jonnavittula Founder at Roundhop

May 22nd, 2015

Hi Karl,

Thanks for your comments. I didn't makemy original post as clear as it should have been. We have conducted a survey with a sample size of 250 users (admittedly small, but its a start) to get user preferences and identify a need for our app. We have modeled our app based on the feedback from the survey. We have also tested out our prototype with a few people and noted their feedback as well. Most of the users felt that security was an important issue and we have addressed their concerns in the way that the app handles user reputation. Now it is time for us to get this message out to the public. But I see your point about consulting a relationship psychologist. Thanks for your feedback!

Aditya Chhabra User Experience Manager at Vodafone UK, Founder at PollPlug.com

May 21st, 2015

Have you posted the app on producthunt, hacker news, reddit, betalist?

These channels are great for getting early traction and customer validation.