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Strava
The idea is to initially attract users with a single-player tool and then, over time, get them to participate in a network. The tool helps get to initial critical mass. The network creates the long term value for users, and defensibility for the company.
cdixon.org • Come for the Tool, Stay for the Network
After reading Hooked, the founders of the Fitbod App targeted a very specific user habit.
Nir Eyal • Hooked: How to Build Habit-Forming Products
The first one is for a brand to find a subculture or a niche and grow from there. This is the strategy employed by outdoor activewear brand Patagonia.