Okay now for a less philosophical / more tactical question: When getting a product off the ground, what is the right mix of paid growth versus organic/earned growth?
I’m converting 15% of people who hit my paywall into paying customers at $10 a week/$30 a month, but right now its a pretty narrow window of time that someone would be interested (parents looking for daycare in DC and NYC). That is largely through FB ads and a little content marketing.
Traditional referral programs to gain viral growth are a challenge, because people don’t necessarily know a lot of people in their city who are pregnant at the same time as themselves.
Anyway TLDR – should I be less cynical about the potential for viral growth, even in a niche market?