Launching is often thought of as a huge event. Lots of noise, lots of PR. One big bang. For Ray, it's just a series of many small experiments. Ray realized that the number one value prop for a consumer was coverage: when a user opened the app, the majority of merchants that were walking distance needed to show up. So, he set up an experiment. He targeted a handful of office buildings and a dozen merchants, all located on the same block. He didn't need to onboard all the merchants in Toronto, just all the merchants on this one block.If you're about to launch a consumer product or a marketplace, check out what Ray has to say.