The "Invite-Only" Launch: Why Scarcity Drives Desire
By restricting access, you turn your product into a Status Symbol. Users feel "Special" when they get in, and "Powerful" when they have invites to give.
What is Artificial Scarcity?
Artificial Scarcity is Limiting the supply of a digital good (which is theoretically infinite) to increase its perceived value.
The 3 Core Benefits
Controlled Scale
You stop your servers from crashing. Adding 1,000 users a day is manageable. Adding 100,000 crashes you.
Higher Retention
Users who "won" access retain longer. They feel lucky to be there. They don't want to lose their spot.
Buzz Generation
When people tweet "Anyone have an invite?", it creates free advertising. FOMO (Fear Of Missing Out) is the best ad channel.
Executing the Velvet Rope
The "Golden Ticket" Email
Don't just send a link. Send a design that looks like a ticket. "You have been selected." Make the admission usage feel eventful.
Give Invites Slowly
Give every new user 3 invites. Not 50. If invites are abundant, they are worthless. 3 is the magic number (Scarcity + viral potential).
The Expiry Date
"This invite expires in 48 hours." This forces the recipient to sign up NOW, not later.
Manual Approval (Wizard of Oz)
Even if you can automate it, approve users manually for the first week. Send a personal note. The "High Touch" onboarding builds super-fans.
Community Exclusive
Give invites to specific communities (like YC, IndieHackers, or Mesh) to ensure high-quality early adopters.
Public Launch vs. Velvet Rope Launch
| Feature | Public Launch | Velvet Rope Launch |
|---|---|---|
| Perception | Commodity | Luxury |
| Demand | Push (You chase them) | Pull (They chase you) |
| User Quality | Random | Curated |
Frequently Asked Questions
Does this annoy people?
Yes. But it annoys them into wanting it MORE. Indifference is the enemy, not annoyance.
When should I open to public?
When your retention flattens or when hype dies down (Clubhouse waited too long). You have a window of ~3-6 months.
What if nobody asks for an invite?
Then your value proposition is weak. Scarcity only amplifies desire; it doesn't create it from scratch.
What makes a launch channel high intent?
High-intent channels have users actively searching for solutions, not just browsing a feed.
How many channels should I launch on?
Start with 3-5 strong channels, measure conversions, then expand to 10-12 over time.
How do I avoid launch fatigue?
Stagger your launches and reuse assets so each channel gets a focused push.
What should I measure after launch?
Track qualified signups, backlinks, and demo requests, not just raw traffic.
How does Mesh of Growth fit with other platforms?
Use Mesh for compounding reviews and backlinks while other platforms provide short-term spikes.
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