Thoughts on identifying and marketing to early adopters?

I'd love to hear the community's thoughts on how you have identified which demographics to target when it comes to finding early adopters for an app (or other tech)? Full disclosure: We've struggled with this some, in part because we intentionally built our app to appeal to the masses; however as I'm sure all of you are aware, launching by focusing on a mass audience is not the best way to move forward (unless of course you have unlimited funds of such a campaign, which we do not). Here is the link to our app for reference: www.homepageapp.com I'd really appreciate y'alls thoughts and input. Thank you!