Skill: quochungto/bookforge-existing-platform-leverage (version 1.0.0)

--- name: existing-platform-leverage description: "Leverage existing platforms with large user bases (App Stores, browser extensions, social networks, super-platforms) for startup customer acquisition via parasitic growth patterns. Use whenever a founder is planning to distribute via app stores, building browser extensions, targeting Facebook or Twitter as a channel, launching on a new platform Day-1, exploiting an unsatisfied need on a larger platform, or mapping platform gap opportunities. Activates on phrases like 'App Store strategy', 'Chrome extension', 'browser extension', 'Facebook platform', 'Apple ecosystem', 'existing platforms', 'distribution platform', 'Product Hunt launch', 'Airbnb Craigslist', 'YouTube MySpace', 'Zynga Facebook', 'parasitic growth'." version: 1.0.0 homepage: https://github.com/bookforge-ai/bookforge-skills/tree/main/books/traction/skills/existing-platform-leverage metadata: {"openclaw":{"emoji":"📚","homepage":"https://github.com/bookforge-ai/bookforge-skills"}} status: draft source-books: - id: traction title: "Traction: A Startup Guide to Getting Customers" authors: ["Gabriel Weinberg", "Justin Mares"] chapters: [21] domain: startup-growth tags: [startup-growth, platform-strategy, app-stores, viral-distribution, parasitic-growth] depends-on: [bullseye-channel-selection] execution: tier: 1 mode: hybrid inputs: - type: document description: "Product description, target platforms, platform gap hypothesis" tools-required: [Read, Write] tools-optional: [AskUserQuestion] mcps-required: [] environment: "Plain-text working directory for platform strategy and launch plans" discovery: goal: "Identify and exploit unsatisfied needs on larger platforms to drive startup acquisition" tasks: - "Map platforms where the target audience spends time" - "Identify platform gaps and unsatisfied needs" - "Design a minimal solution that bridges user to the platform" - "Plan Day-1 launch strategy for new platforms" - "Mitigate platform dependency risk" audience: roles: [startup-founder, growth-marketer, product-manager] experience: intermediate when_to_use: triggers: - "A larger platform has an unsatisfied need your product could serve" - "New platform launching soon (Day-1 opportunity)" - "User is planning an App Store or extension strategy" - "Bullseye selected Existing Platforms as inner circle" prerequisites: - skill: bullseye-channel-selection why: "Existing Platforms should be selected deliberately" not_for: - "Products that don't complement any existing platform" environment: codebase_required: false codebase_helpful: true works_offline: true quality: scores: with_skill: null baseline: null delta: null tested_at: null eval_count: 0 assertion_count: 10 iterations_needed: 0 --- # Existing Platform Leverage ## When to Use The startup could grow by leveraging an existing platform with a large user base. Use this skill when: - A big platform (App Store, browser, social network) has a gap your product could fill - A new platform is launching that you could be on Day-1 - Your target customers already spend time on a specific platform - You want to reach millions of users without building your own distribution Common platforms to leverage: iOS/Android App Stores, Chrome/Firefox Web Stores, Facebook/Twitter APIs, Slack app directory, Shopify/WordPress plugins, VS Code extensions, Product Hunt. ## Context & Input Gathering ### Required Context (must have — ask if missing) - **Target audience:** who you want to reach → Check prompt for: customer profile, demographics → If missing, ask: "Who are your target customers, and which platforms do they already spend time on?" - **Product form factor:** can your product live on another platform, or does it require its own app/site → Check prompt for: product type, technical form factor → If missing, ask: "What form does your product take? Mobile app, web app, browser extension, Slack bot, etc?" ### Observable Context - **Existing platform presence:** any existing listings, integrations - **Technical feasibility:** can the team ship platform-specific versions ### Default Assumptions - Parasitic growth requires identifying an unsatisfied need on the larger platform - Day-1 launches on new platforms get featured in launch marketing - Platform dependency is a real risk — have an exit plan ### Sufficiency Threshold ``` SUFFICIENT: target audience + product form factor + candidate platforms known PROCEED WITH DEFAULTS: audience known, infer platform candidates MUST ASK: audience is completely unknown ``` ## Process Use TodoWrite: - [ ] Step 1: Map platforms where target audience spends time - [ ] Step 2: Identify unsatisfied needs (platform gaps) - [ ] Step 3: Design the minimal bridge solution - [ ] Step 4: Plan Day-1 strategy (if applicable) - [ ] Step 5: Mitigate platform dependency risk ### Step 1: Map Platforms Where Target Audience Spends Time **ACTION:** List every platform with substantial presence of your target audience. Include: - **App stores:** iOS App Store, Google Play, Mac App Store, Microsoft Store - **Browser stores:** Chrome Web Store, Firefox Add-ons, Safari Extensions, Edge - **Social networks:** Facebook, Twitter, LinkedIn, Reddit, Instagram, TikTok - **Developer platforms:** GitHub, VS Code Marketplace, JetBrains plugins - **Work platforms:** Slack App Directory, Microsoft Teams apps, Zoom marketplace - **E-commerce platforms:** Shopify apps, WordPress plugins, BigCommerce apps - **Aggregators:** Product Hunt, Hacker News, Reddit (category-specific) Write to `platform-map.md` with estimated audience presence per platform. **WHY:** Founders default to "the App Store" and miss the 10 other platforms their customers use. A developer-tool company targets VS Code Marketplace, not the Apple App Store. A productivity tool for remote teams targets Slack App Directory. Mapping reveals the best-fit platforms, not just the biggest ones. ### Step 2: Identify Unsatisfied Needs (Platform Gaps) **ACTION:** For each promising platform, identify what the platform's users need that the platform itself doesn't provide well. These gaps are the parasitic growth opportunities. Classic examples: - **Airbnb on Craigslist:** Craigslist users needed safer, better-designed alternatives for room rentals. Airbnb was the better solution. - **PayPal on eBay:** eBay sellers needed a trusted payment method eBay didn't provide. PayPal filled the gap. - **YouTube on MySpace:** MySpace users needed video hosting MySpace didn't offer. YouTube embed code bridged the gap. - **Zynga on Facebook:** Facebook users needed games. Zynga dominated before competition. - **Imgur on Reddit:** Reddit users needed image hosting. Imgur was built specifically for Reddit. - **Bit.ly on Twitter:** Twitter users needed link shortening. Bit.ly filled the need. The pattern: **find what users of the big platform are struggling with, and provide the solution.** **WHY:** Platforms can't fix every user need — their priorities are constrained. Gaps are persistent. A startup that solves a real gap becomes the default solution for that gap and rides the platform's growth. **IF** no clear gap exists → the platform isn't the right channel. ### Step 3: Design the Minimal Bridge Solution **ACTION:** Build the smallest product that bridges platform users to your solution. The bridge should: - Work entirely within the platform's context (no platform switch required) - Require minimal friction to try - Deliver value on the first use - Drive users back to your core product over time (or monetize in-platform) Airbnb's "Post to Craigslist" feature: one button that cross-posted Airbnb listings to Craigslist. Users didn't need to leave Craigslist to discover Airbnb. This drove tens of thousands of Craigslist users to Airbnb. **WHY:** A full standalone product requires users to switch platforms and learn new interfaces. A bridge meets users where they are. Bridges have higher conversion because they reduce context-switching cost. ### Step 4: Plan Day-1 Strategy for New Platforms **ACTION:** When a new platform launches, being on Day-1 produces: - **Launch marketing feature** — platform launch announcements often highlight partner apps - **Less competition** — fewer apps in the store = higher visibility per app - **Platform goodwill** — the platform maker remembers partners who supported them early Evernote's strategy: launched on every new platform on Day-1 (iPhone, iPad, Android, Kindle Fire). Phil Libin: "We really killed ourselves to always be in all of the App Store launches on day one." Prepare: - Technical readiness 4-6 weeks before platform launch - Launch-day assets (screenshots, demo video, press release) - Developer relations contact at the platform **WHY:** Platform launch days are high-attention moments. Being in the launch-day lineup produces outsized awareness for minimal cost. Missing the window means competing with hundreds of late-arriving apps. Evernote's Day-1 strategy made the company a household name on iOS specifically because they were first. **IF** no new platform is launching soon → focus on Step 3's bridge strategy on existing platforms. ### Step 5: Mitigate Platform Dependency Risk **ACTION:** Platform leverage is powerful but risky. Platforms change rules, APIs, and access policies. Mitigate: - **Diversify across platforms** — don't rely on one platform for >50% of traffic - **Build direct relationships with users** — capture email, build community, drive repeat visits outside the platform - **Monitor platform policy changes** — watch for warning signs early - **Have an exit plan** — if the platform cuts off access, what's your fallback? Cautionary tale: Zynga's Facebook dependency. When Facebook changed its platform policies and algorithm, Zynga's growth cratered. Similar issues for companies dependent on Google's SEO algorithm, Twitter's API, Facebook's News Feed. Airbnb's Craigslist dependency: eventually Craigslist blocked the "Post to Craigslist" feature. Airbnb had by then built its own brand and growth, but the dependency was always a risk. **WHY:** Platform dependency creates tail risk. The platform giveth and the platform taketh away. Mitigation isn't paranoia — it's the standard practice of any company with substantial platform exposure. ## Inputs - Target audience description - Product form factor - Candidate platform list ## Outputs Four markdown files: 1. **`platform-map.md`** — Platforms where target audience spends time 2. **`platform-gaps.md`** — Unsatisfied needs per platform 3. **`bridge-solution.md`** — Minimal solution design bridging platform to product 4. **`platform-dependency-plan.md`** — Dependency risk mitigation plan ## Key Principles - **Find gaps, don't build parallel platforms.** Leverage works because the platform's users are already there. Don't try to replicate the platform. WHY: Replicating a platform competes with it; filling a gap complements it. Gaps are welcomed; replicas are blocked. - **Meet users where they are.** The best bridge requires no platform switching. Airbnb posted listings to Craigslist; users discovered Airbnb inside Craigslist. WHY: Every required context switch loses users. The bridge should work in the platform's native environment. - **Day-1 matters disproportionately.** New platform launches are rare marketing moments. Being first produces outsized results. WHY: Launch-day attention is finite and concentrated. Day-100 attention is diffused. Same app, radically different outcomes by timing. - **Platform dependency has tail risk.** The platform can cut you off. Plan for it. WHY: Platforms change rules without warning. Companies with one-platform dependency are betting their existence on that platform's continued goodwill. - **Parasitic is not pejorative.** Using an existing platform's user base is a legitimate strategy. PayPal, YouTube, and Airbnb all did it. WHY: "Parasitic" describes the mechanics, not ethics. All three became beloved products despite starting parasitically. ## Examples **Scenario: Developer tool for VS Code** Trigger: "We built a code quality tool for JavaScript developers. How do we get users?" Process: (1) Platform map: VS Code Marketplace is where JavaScript devs live. Secondary: GitHub Marketplace, Chrome Web Store (for dev tools extensions). (2) Platform gaps: VS Code doesn't have integrated AI code quality checking — gap. (3) Bridge solution: VS Code extension that installs with one click, runs in the background, shows issues inline. (4) Day-1 strategy: watch for VS Code's next major release and be ready to integrate with new APIs. (5) Dependency risk: build a parallel web version and capture emails. Output: Platform-native strategy with VS Code Marketplace as primary channel. **Scenario: Consumer app exploring Product Hunt** Trigger: "We're launching a new consumer app next month. Should we launch on Product Hunt?" Process: (1) Yes, Product Hunt is an aggregator for early-adopter consumer audiences. (2) Gap: not a traditional gap, but Product Hunt is where new products get discovered. (3) Bridge: simple launch with demo video, founder story, 24-hour engagement. (4) Day-1 strategy: coordinate launch with Hacker News submission, Reddit (if appropriate subreddit), and Twitter thread. (5) Dependency: Product Hunt alone is not sustainable — use it as a launch moment, not an ongoing channel. Output: Multi-platform launch plan with Product Hunt as the focal day-1 event. **Scenario: Chrome extension opportunity** Trigger: "Our web research tool could work as a Chrome extension. Worth the effort?" Process: (1) Platform map: Chrome Web Store has 3B+ users, strong discovery for productivity tools. (2) Gap: Chrome's default search and bookmarking don't help with research workflows — clear gap. (3) Bridge: extension that works inline in the browser without requiring a separate app. One-click install, zero onboarding. (4) Day-1: not a new platform but consider launching via Hacker News and r/productivity as the first 48 hours. (5) Dependency: Chrome Web Store has removed extensions before (policy changes). Build a web app fallback and capture emails. Output: Chrome extension as primary channel, web fallback for dependency mitigation. ## References - For case studies of parasitic growth patterns (Airbnb/Craigslist, etc), see [references/parasitic-growth-cases.md](references/parasitic-growth-cases.md) ## License This skill is licensed under [CC-BY-SA-4.0](https://creativecommons.org/licenses/by-sa/4.0/). Source: [BookForge](https://github.com/bookforge-ai/bookforge-skills) — Traction: A Startup Guide to Getting Customers by Gabriel Weinberg and Justin Mares. ## Related BookForge Skills Install related skills from ClawhHub: - `clawhub install bookforge-bullseye-channel-selection` — Select Existing Platforms via Bullseye - `clawhub install bookforge-viral-growth-loop-design` — Embedded virality overlaps with platform leverage - `clawhub install bookforge-engineering-as-marketing` — Tools on platforms are a parallel pattern Or install the full book set from GitHub: [bookforge-skills](https://github.com/bookforge-ai/bookforge-skills)

path: references/parasitic-growth-cases.md
content: # Parasitic Growth Case Studies

Five classic case studies from Chapter 20 of *Traction*.

## 1. Airbnb on Craigslist

**Platform:** Craigslist (massive classified ads site, primary home rental listing site at the time)
**Gap:** Craigslist's interface was bad, trust mechanisms were weak, room rentals were hit or miss.
**Airbnb's bridge:** A "Post to Craigslist" feature. Airbnb hosts could cross-post their listings to Craigslist with one button. Craigslist users discovered Airbnb from inside Craigslist.
**Outcome:** Tens of thousands of Craigslist users migrated to Airbnb. The feature was eventually shut down by Craigslist, but by then Airbnb had grown past the dependency.
**Lesson:** Bridges that work inside the platform's native context produce disproportionate user discovery.

## 2. PayPal on eBay

**Platform:** eBay (dominant auction marketplace)
**Gap:** eBay had a payment system (Billpoint) but it was slow, distrusted, and frictional. Sellers and buyers wanted something better.
**PayPal's bridge:** PayPal employees bought items on eBay and required sellers to accept PayPal for payment. This seeded PayPal into the eBay marketplace.
**Outcome:** PayPal became the dominant eBay payment method, ultimately surpassing eBay's own Billpoint and leading to eBay acquiring PayPal for $1.5B.
**Lesson:** Manual seeding by employees can jumpstart a platform-adjacent product when users want the alternative.

## 3. YouTube on MySpace

**Platform:** MySpace (early 2000s social network)
**Gap:** MySpace users wanted to share videos but MySpace didn't host video well.
**YouTube's bridge:** YouTube provided simple embed code that worked inside MySpace profiles. MySpace users uploaded videos to YouTube and embedded them.
**Outcome:** MySpace users drove YouTube's early growth. When videos were clicked, users were directed to YouTube.
**Lesson:** Embed codes that work on another platform create parasitic distribution without requiring users to leave their platform.

## 4. Zynga on Facebook

**Platform:** Facebook (fast-growing social network in late 2000s)
**Gap:** Facebook didn't have rich games. Users wanted them.
**Zynga's bridge:** Built games that ran on the Facebook platform using Facebook's social graph and sharing features. Friends invited friends to play, leveraging Facebook's virality mechanics.
**Outcome:** Zynga became the dominant Facebook gaming company, reaching 200M+ monthly users. IPO'd in 2011.
**Caution:** Zynga's heavy Facebook dependency became a risk when Facebook changed its platform policies and news feed algorithm. Zynga's growth cratered. This is the cautionary tale of platform dependency.

## 5. Evernote on Every New Platform (Day-1)

**Strategy:** Evernote's philosophy was to be on every new platform Day-1. iPhone, iPad, Android, Kindle Fire, Windows Phone — Evernote was there.
**Why it worked:** Platform launches often feature launch-day partners prominently. Evernote got featured in Apple's iPad keynote because they had an iPad-optimized app ready at launch.
**Key quote:** "We really killed ourselves to always be in all of the App Store launches on day one." — Phil Libin, Evernote CEO
**Outcome:** Evernote became the default note-taking app across every major platform in the early 2010s. Brand equity and market position came directly from Day-1 presence.
**Lesson:** Day-1 is disproportionate. The same app shipped on Day-30 gets none of the launch attention.

## 6. Bit.ly on Twitter (Bonus)

**Platform:** Twitter (early microblogging service)
**Gap:** Twitter's 140-character limit made URLs waste precious characters.
**Bit.ly's bridge:** Simple URL shortener that users could use to share links on Twitter.
**Outcome:** Bit.ly became the default URL shortener for Twitter, processing billions of links. Eventually became a web analytics company.
**Lesson:** Solving a specific constraint a platform imposes can produce a business that rides the platform's growth.

## 7. Imgur on Reddit (Bonus)

**Platform:** Reddit (link aggregation and discussion site)
**Gap:** Reddit didn't host images; users needed somewhere to put images they wanted to share.
**Imgur's bridge:** Image hosting service specifically designed for Reddit's culture — fast, anonymous, no account required.
**Outcome:** Imgur became the de facto image host for Reddit. Most Reddit image links went to Imgur for years.
**Lesson:** Building for the specific culture of a platform (not just its APIs) produces deeper integration.

## Patterns Across Cases

All seven cases share a pattern:

1. **Identified a specific unsatisfied need** on a much larger platform
2. **Built a minimal solution** focused tightly on that need
3. **Let the platform's users find the solution** inside the platform's context
4. **Rode the platform's growth curve** for their own growth

The parasitic label isn't ethical commentary — it's mechanical description. Parasites in biology aren't always harmful; symbionts and commensals both use hosts without damaging them. Most of these cases were beneficial to the platform (PayPal made eBay more trustworthy; YouTube made MySpace richer; Imgur made Reddit usable).

## Source

Chapter 20 ("Existing Platforms") of *Traction* by Gabriel Weinberg and Justin Mares.


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