For “network based products”, I think the key to growing the customer base is having an incentive for referrals. Looking at this product from a consumer stand point, I would wonder "What do I get if I refer this app to others. From the description of your product, I see the incentive being offered in two folds:
- An incentive to just refer, and the chain ends there
- An incentive if the referral actually downloads and installs the app.
Obviously the incentive given in the second case should be more than the incentive offered in the first case.
I am going to use a very simple example of this that I noticed recently. So in the place that I am located in, Uber and Lyft are the most preferred ride sharing options. Of the two Uber has been in business longer and has a bigger customer base than Lyft. Both these companies depend on referrals to grow their customer base. But here is an interesting thing. In case of Lyft, if you simply refer someone you get $5 off on 2 rides. If you refer someone and they use your code, you get $20 added to your Lyft balance. Uber on the other hand requires someone to refer atleast 5 people, and the referred people need to use the code, and then you receive a $20 incentive. Now because of this, more and more customers are shifting to Lyft. They know that the turn around is faster in Lyft, in terms of getting an incentive.
In my example, obviously the incentive is monetary, but it does not need to be. It can be something that customers will relate with immediately.
I hope this addresses your second point under “What do I seek from this Group”.