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July 23.2025

2 Minutes Read

Lessons from Dropbox, Notion, and Slack on First Users Strategy

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What We Can Learn from Dropbox, Notion, and Slack's Early Users

In the crowded world of startups, many founders often overlook a crucial truth: the initial success of a company doesn’t hinge solely on technology but on identifying and engaging with the first users who care. The strategies taken by Dropbox, Notion, and Slack serve as exceptional blueprints for startups aiming to carve their niche in a competitive landscape.

Begin with a Targeted Approach

Dropbox took a bold yet strategic path by launching with a brief demo video shared on platforms like Hacker News. Instead of a loud and broad launch, they targeted tech-savvy early adopters. This calculated move yielded 75,000 signups almost instantly and attracted the right audience for constructive feedback. By starting small, they effectively filtered their user base, gathering insights crucial for development.

Creating Demand with Waitlists

Similarly, Notion thrived by consciously limiting access during its inception. By operating almost like an exclusive invite-only service, they fostered a deeper sense of community and investment among users. This strategy not only helped shape the product through user feedback but also cultivated an engaged user base that valued quality over quantity. Their method illustrates how a savvy waitlist can create anticipation and drive meaningful engagement from a select group.

Building From Within

Slack's journey also showcases the importance of internal testing before public release. Starting as a tool for Stewart Butterfield's team, it evolved through real internal use. This grassroots beginning allowed Slack to retain a strong focus on user engagement, leading to organic growth once released broadly. Their strategy highlights that cultivating deep usage is often more beneficial than simply amassing numerous casual users.

The Path Forward for Startups

Understanding how Dropbox, Notion, and Slack engaged their early users reveals valuable lessons for aspiring startups. By prioritizing targeted outreach, creating a sense of demand, and fostering deep engagement, new companies can build a solid foundation for future growth. If you’re navigating the startup landscape and seeking guidance, consider how these principles can empower your journey.

Want help with strategy? Craft a thoughtful approach today by learning from the successes of these industry pioneers.

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Lessons from Dropbox, Notion, and Slack on First Users Strategy

What We Can Learn from Dropbox, Notion, and Slack's Early Users

Begin with a Targeted Approach

Creating Demand with Waitlists

Building From Within

The Path Forward for Startups

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