Yes, I mean both. You have a traditional chicken and egg problem. And the idea of giving a testing-weekend is very good.
But also the design is in my opinion slick and minimalistic, but a bit TOO minimalistic. The design itself does not suggest that people use this website. It looks like an API description or something like that. You put a lot of emphasis on the "how it works" but I, as a user, lack basically opportunities of using the website.
I guess if you put "top 5 recent projects" or something on the landing page, people would see instantly that there are other people using this website. Currently, when I visit the page, I feel very alone.
I think he means more people using it (classic network effect)
Maybe put out ads and have as free weekend or something? The idea is that everyone arrives there at the same time for a short period until there's enough people that it's always busy
