Field lab: Entrepreneurial and innovative venturesThis paper intends to discuss and absorb the Best Practices employed by successful User-
Generated Content (UGC)1 platforms and constitute a guide on how to launch a platform
without having a cyclical lack of content and users. Research shows that companies have
resorted to integration with mature UGC platforms, and providing content by themselves, in
an initial state. I conclude that integration possibilities should be explored when promoting
a product to a broad market; providing initial content is more suitable for companies
exploring niche markets; evaluate the pros and cons of two opposite launching strategies;
and make marketing recommendations to follow during the launch of UGC platforms to
fulfill potential market needs, while responding to business expansion opportunities
