This sounds very much like multi-level marketing. I don't have 100 friends. (I mean real friends, not Facebook connections labelled 'friend's.) Assuming they

This sounds very much like multi-level marketing. I don't have 100 friends. (I mean real friends, not Facebook connections labelled 'friend's.) Assuming they could also recruit their friends, we would compete for the same referral base, lowering the available pool, making it harder for me. I don't see why my friends would want to pay an extra $4 to use a service when local grocery stores are already offering delivery (eg, Aldi via Instacart - https://www.aldi.us/en/pickup-delivery/grocery-delivery/ https://www.aldi.us/en/pickup-delivery/grocery-delivery/ ). I see no reason to believe my friends won't use existing services like Instacart with a much longer track record. The fact that you're saying "100 referrals might seem hard to reach", and offering marketing advice, means it's not easy, and likely means it's cheaper for you to outsource your sales force than it is to hire sales staff. Retail-level sales staff earn less per hour then I do as a programmer, so why would I do this?