Maintain waitlist-only access post-launch to sustain scarcity
Keep your product behind a waitlist even after initial launch instead of opening to instant purchase. This maintains ongoing scarcity, exclusivity, and FOMO while allowing controlled growth and quality onboarding.
When to use
After a successful waitlist launch when you want to continue the scarcity positioning and maintain control over growth rate and customer quality.
Don't do this
Immediately opening to public purchase after launch and losing the scarcity and exclusivity that made the product desirable.
2 Founders Who Did This
Landing page still requires joining waitlist months after launch - cannot directly purchase product - maintaining exclusive 'secret' positioning
Maintained waitlist-only access throughout 2020-2022 beta period, growing from 31K to 200K+ subscribers. Used scarcity mechanics and referral incentives borrowed from Superhuman and streetwear brands. Hand-held each beta customer from first contact to onboarding