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[PR] Ch5 Chicken or Egg? (Strategies to beat the Chicken-Egg Problem…
[PR] Ch5 Chicken or Egg?
Strategies to beat the Chicken-Egg Problem
Marquee Strategy
provide incentives to attract members
purchase a marquee participant
Halo for Xbox
Single-side Strategy
Create a business or service for a single set of users, later covert into a platform business
redBus
Delicious
OpenTable
Seeding Strategy
create value units that will be relevant to at least one set of potential users
value units may be borrowed
value units may be simulated(fake)
allows to define kind and quality of value units
Producer evangelism Strategys
attract producers who can induce their customers to join
Examples
Kickstarter
Skillshare
Indigogo
Udemy
Clarity
Mercateo
Piggyback Strategy
connect with an existing user base from a different platform
Big-bang adoption Strategy
attract a high volume of interest and attention to your platform
create an explosion of real-time publicity interest
Foursquare
Tinder
Twitter
at SXSW festival
Follow-the-rabbit Strategy
one set of users
simultaneous on-boarding
Staging value creation
Micromarket Strategy
targeting a tiny market first
Facebook started with Harvard Campus only
then added new campus
connect the campus between each other
Stack Overflow started with a single Category
then added cooking
now has a community voting system for topics
Viral Growth
User-to-user launch mechanism
external network
recepient
Sender
Value unit
Platform --> pull strategy
Pipeline --> push strategy
Rise and development of Paypal
Mother Company
Confinity
enabling Money Transfers on PDAs
shut down after 2 years
side product: Paypal
Chicken-Egg Problem
PayPals solution
new users get 10$
encouraging new users for transactions
referrals bring 10$ later 20$
simulating demand on eBay
Founder
Max Levchin
John Bernard Powers
Peter Thiel
October 2002 eBay bought PayPal for §1.4 Billon