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Unconventional Ways Startups Tackle the Cold Start Problem

Prasanna Sankaranarayanan was about to get kicked out of Stanford’s Green Library.

A laid-back engineer in his late 20s with a mop of unruly hair, he is hardly the kind of person you’d associate with causing a disturbance. His crime?  He and his co-founders had been shouting out the name of their latest startup – a flirting site called LikeALittle.  It was was just a few days old; the product of a marathon caffeine-fueled coding session a few nights prior. This was their latest attempt to get the site noticed by Stanford students.

The technology had been easy. Getting students to use it was proving much harder. Library announcements and distributing branded post cards were the latest in a series of attempts to jump start growth.

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