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Tech Start Ups — Create Demand with Social Media

Build the user group, not just the platform.

The focus in tech is creating demand — not reducing supply costs by mass production and bulk buying.

Meta, for example, wants millions of users using it daily as a habit. That captive audience can then be sold to through the advertising model. Like a baseball game is for advertising at half time.

The network effect is huge. LinkedIn sells subscription so we can connect with others — and this means advertising on the same platform. Microsoft acquired LinkedIn to get the data. That is why they do not want you to leave their space.

Tech business is not under one roof. It is lots of networks. We made a connection with a US PhD doing work in Egypt using AI accounting — that is networks in action.

I bought products to eat but had no idea who else was using the space — so little networking. No community. That means longer opening hours and lower prices — the old game.

So we identified a big difference in tech business: they need to build user groups as well as the tech platform.

Use social media to create demand. Build the community first — the platform comes second.