Small World

Elite online network A Small World owes its success to a policy of strict exclusivity. Here, founder Erik Wachtmeister explains the policy and privileges of the site

By Irish Mae Silvestre | Aileron

Online there exists a world cordoned off by virtual velvet ropes, where high-fliers share investment tips and invitations to glitzy Saint- Tropez parties, premium car launches and private dinners for the in- crowd abound. Founded in March 2004 by former investment banker Erik Wachtmeister, asmallworld.net (ASW) has become a global phenomenon in the field of online networking. But where Facebook boasts more than 400 million members, ASW has a more modest 575,000 users.

It’s certainly a much smaller world – and members would like to keep it that way.

The site has built its reputation on exclusivity, with endorsement from sponsors including Mercedes and Möet Chandon, a strict invitation-only policy and A-list members rumoured to include Tiger Woods, Paris Hilton and Naomi Camp- bell. Wachtmeister took time out from rubbing shoulders with such luminaries to discuss this virtual world of the rich and famous, and his plans for the future of ASW.

How did you set up A Small World?

My wife and I founded the company together. I was a true pioneer and it was an extraordinary feeling to be able to launch something new among all the people we’d met while being able to connect them across the globe. 

Did your background in finance inspire you to create ASW?

It was my life experience in general that led me to the inspiration. My social and professional careers have been closely related; both are very international and based on networking. An early fascination of network theory and the intersection of mathematics and social behaviour led me to think long and hard about creating ASW. Important notions such as Metcalf’s and Moore’s Law and the Law of Large Numbers helped me grasp the scope of the opportunity.

What makes ASW different from other business networking websites?

It replicates real life within an intimate and trusted corner of the world wide web. Business networking sites tend to be aspirational and dry. ASW members don’t want to be hustled by sales people, yet they’re open to excellent friendly advice. A good analogy: ASW is like being at a wedding where everyone is connected in a trusted environment. LinkedIn is more like a business conference and Facebook is a colossal party where anyone can attend. ASW members are much more open as there is a level of trust once inside.

Since you don’t advertise and membership is by invitation only, how do you recruit new members?

Word-of-mouth is always an effective method. After six years ASW has stayed consistent with a growth of about 70 per cent per year and maintained a target audience, as the three million people are connected by three degrees of separation. 

How does one become a member and what services are available to those who sign up?

You can’t apply – you can only join if you’re invited by a member with invitation rights [each member is allowed to invite 12 friends to join]. Many of the basic networking features are similar to Facebook, such as messaging, network viewing and connecting, but ASW also offers additional benefits such as city guides. ASW also holds an annual anniversary party in Saint-Tropez and organises events with brand partners about 10 times a year. Plus, there are some 15,000 events organized by members for members every year.

After the success of ASW, what’s next?

I am working on launching my new business later this year. It is in stealth mode but feel free to follow me on twitter.com/erikww. Stay tuned!