growth hack your markeplace | growth hacking meetup paris

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

YOU CAN REACH ME AT

JULIEN@THEFAMILY.CO

@LECOUPA

A BOOK FORGROWTH HACKERS

Lean AnalyticsUse Data to Build aBetter Startup Faster

By Alistair Croll& Benjamin Yoskovitz

THANK YOUQUESTIONS?