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GROWTH HACK YOUR MARKETPLACE
THE PLAN
#1. Components of a multi-sided marketplace.
#2. Growth hack a fictive marketplace.
GLOSSARY
OPN: Other people networks. (instagram, yelp, linkedin, twitter, github, about.me, lastfm…)
PART #1COMPONENTS OF A
MULTI-SIDED MARKETPLACE
STRUCTURE OF AMULTI-SIDED MARKETPLACE
THE CONSUMERS
Users who are interested to buy
services/products.
THE MARKETPLACE
The product you have built that
connects each side.
THE PROVIDERS
Users who provide & sell products on your marketplace.
WHEN BUILDING A MULTI-SIDED MARKETPLACE, YOU GOT TO DO ONE OF THE TWO THINGS
✓ Manually force one side of the market. This is what Envato and Uber did.
✓ Or simply design a product where your buyers are also your sellers. That is what happened to Etsy and LeBonCoin.
“ I would say that for any marketplace, maybe with the exception of
commodities, they all started to focus on supply first.”
MICHA KAUFMAN, FIVERR CEO.
TRACTION VS GROWTH(for more: Growth Hacker TV Episode 49)
TRACTION & PRODUCT OPTIMIZATIONS
Automated hacks, blog/social posts, link
baiting...
GROWTH
Search, display, social (facebook, linkedin...),viral word of mouth,
sales.
FIND GROWTH EQUATION
& REACH PMF
“ There is a time for traction and there is a time for growth. ”
BRIAN BALFOUR, VP OF GROWTH AT HUBSPOT.
HOW TO SPOTA GROWTH ENGINE?
THE PAYPAL HACKGROWING ON THE BACK OF EBAY
DRIVING
Provide a link in the message that
explains how to setup Paypal.
INTERACTING
Impersonate a customer trying to buy with Paypal. (send message)
TARGETING
Every seller on eBay who does not provide Paypal yet.
“ The stakes are huge because of superplatforms giving access
to 100M+ consumers. ”
ANDREW CHEN, GROWTH HACKER.
PART #2GROWTH HACK
A FICTIVE MARKETPLACE
A GOPRO MARKETPLACE
GROWTH HACKTHE CONSUMER SIDE
OUR MARKETPLACE
When someone is adding an item to our
marketplace, let give him the opportunity to push him automatically to a
bigger marketplace.
OPN
PUSH OUR ARTICLE ON-
DEMAND
TWO ADVANTAGES
✓ Increase our sales through these bigger marketplaces. But we need to make the process transparent to our current sellers. (intermediary job)
✓ Use the product description to introduce our GoPro marketplace and drive some visitors.
LET’S FOCUS ON EBAYFOR THE MOMENT
DRIVING
Use the product description to introduce our
GoPro marketplace.
INTERACTING
Automatically add products from our
marketplace to eBay.
TARGETING
eBay buyers interested by
GoPro products.
WE HAVE TWO SOLUTIONS
Using the official eBay API to submit items for listing on eBay. This would be better. :)
But let’s introduce PhantomJS as this tool will allow us to replicate this hack on every marketplace that have no public API available.
Additional libraries: CasperJS & SpookyJS.
SHOWTIME
BE CAREFUL ABOUT A FEW THINGSWHEN EXPERIMENTING
✓ If you are kind of borderline, do not use your personal information and please, use a proxy! (the cheapest are on instantproxies.com)
✓ If you want to use brutal force, know that some companies may file a lawsuit against you. (ex: LeBonCoin.fr)
RESOURCES TO CONSULTON A WEEKLY BASIS
✓ GrowthHackers.com & GrowthHacker.TV
✓ Scraping.pro & CoElevate.com
✓ Hackisition.com
PHANTOMJS CHEATSHEETI’VE MADE
Bit.ly/phantom-cheatsheet
GITHUB REPOSITORY
Bit.ly/marketplace-hack
A BOOK FORGROWTH HACKERS
Lean AnalyticsUse Data to Build aBetter Startup Faster
By Alistair Croll& Benjamin Yoskovitz
THANK YOUQUESTIONS?