Case Airbnb, Etsy, Uber Acquiring the first 1000 Customers Case Reflection Paper


Case Airbnb, Etsy, Uber Acquiring the first 1000 Customers Case Reflection Paper


Thales Teixeira studied three of the well known and successful startups; Uber, Etsy, and Airbnb. He hopes to find some similarities in how those businesses solved. New businesses often tackle finding their first customers. Their challenge was even more difficult with startups in the sharing economy that launch as platforms connecting independent service providers with consumers. To launch as a platform service; Airbnb, Etsy and Uber companies need to find users on both the supply and demand sides. All three platforms focuse on getting the service side of the equation first and customers second.
Airbnb:
From the beginning, it was clear to the founders of apartment-sharing site Airbnb that they would need to find people willing to list their homes before finding people interesting in staying in them. The entrepreneurs figured they could do a better job of making apartments appealing than the online classified site, but first they had to away its customers. In order to do that, Chesky and Gebbia created software to hack Craigslist to extract the contact info of property owners, then sent them a pitch to list on Airbnb as well. The strategy worked well. With nothing to lose, property owners doubled their chances of finding a potential renter, and Airbnb had a ready supply of homes with which it could attract customers. Chesky and Gebbia hired professional photographers to go to property owners’ homes to take inviting pictures. The plan worked, making the site more attractive than the competition, and setting a standard for photography that later property owners rose to match in order to compete against other homes.
Uber:
Uber followed similar strategy. The company started with black cars driven by professional drivers. That way, they could ensure that customers would have a great experience virtually every time they used the service. They could then rely on customers to spread the news of that experience by word of mouth. The important point was to get the supply side first. If you get the right suppliers, the customers will experience their high quality service. Uber ran promotions during large concerts or sporting events, when big crowds of people all needed cabs at the same time. Uber company acquired a large group of customers in one move.
Etsy:
Etsy also followed a decidedly non-scalable strategy. The platform, which serves as an online marketplace for craft vendors, started it's business with an offline strategy: scouring craft fairs across the country to identify the best vendors at each, and pitching them on opening up an online store on the site. The company's strategy was same like Airbnb and Uber: They first brought their customers, and then they brought sellers who followed the customers.” Once Etsy had the first artisans on the site, the next tier naturally followed them.

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