Viral Marketing Requires a Niche Starting Point

• To successfully kickstart viral growth, you should not target a broad, random audience from the beginning.

• The most effective strategy is to first identify and dominate a small, specific market segment that has a high frequency of use and a strong, immediate need for your product.

• Once you have saturated this initial niche and established a foothold, you can then expand to adjacent, larger markets.

• Example: PayPal achieved virality not by targeting everyone, but by first focusing on eBay PowerSellers. This small group had a constant, high-velocity need for a better payment solution, which allowed PayPal to become the dominant platform on eBay before expanding to the rest of the internet.

• Builds on Viral Marketing