A tech startup usually starts with an idea. Rarely do they start with a market.
Paypal started like this, with an idea of emailing money. But, as David Sacks (the COO and Product leader at the time) recalls, nobody was using it. So they discovered by accident that Paypal was used on Ebay. That market insight became the go to market strategy for Paypal.
Advertising is not scalable for a startup. So they have to come up with distribution tricks. This is a key innovation that startups need to come up with.
Paypal had a few tricks:
❤️ Brainstash Inc.