Whitney Wolfe Herd

Tinder's frat-and-sorority campus launch playbook

Shaan recounts Tinder's growth story: a rep would pitch a whole sorority to download the app, walk them across to a fraternity to do the same so matches lit up instantly, then gate a party that night behind showing Tinder on your phone.

“they launched on college campuses and they would send somebody, I think Whitney, in, and she would go talk at a sorority or fraternity and be like, hey everybody in the room, download this app right now. They would get the whole sorority on, walk across the street to the fraternity, have them download it, and be like, hey look, all these matches are on. And then they would throw a party that night and you have to show Tinder on your phone in order to get it.”

Steal thisSeed a two-sided network in tight physical clusters so both sides see instant activity, then gate an event on usage.