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Ch 3 Architecture + Ch 5 Launch, eight strategies to beat the chicken-or…
Ch 3 Architecture + Ch 5 Launch
Successful Platform
Core interaction = Participant+ Value unit+ Filter
3 exchanges
exchange of good/service
exchange of currency
exchange of information
Platform Design
Pull
Single-user feedback loop
Multi-user feedback loop
Facilitate
Reduce Barrier
Increase Barrier
Match
Third-party provider
Progress Bar
Beyond core interaction
Car loan for immigrants
Counseling & Advice
New interaction
Successful way to launch platform
1998, internet growth rapidly
hundreds of high-tech companies launched but Incorrectly estimated minimum revenue and none profit
2 young man entered internet area
Peter Thiel and May Levchin launched "Confinity"
:
transfer money on PalmPilot with infrared port.
make sense but attract few customers. :red_cross:
unlock a more promising business perspect
improve process buy using email as payment :
PayPal
:check:
bad environment : internet bubble
the ways helped they survive
spend 10 million a month
create two side of market
try BD
but no use
give customer $20 for each to incentive new sign-up
have100 million customers
encourage sellers sign up
sellers bring customers
vice versa(feedback loops)
reduce friction (only need email and credit card)
courage early users
let customers try payment service to become regular users (by putting money in PayPal accounts)
jack up growth rate further
ex: build platform on Ebay's back
Ebay finally accept PayPal by having 1.4 billion in stock
different strategies
to adopt in market
ex: Youtube
the first platform let anyone update videos
producer bring customer
;
customer become producer
create a set of content creators had interest and uneasy to leave
curation dynamic- let viewers vote on videos
seeded platform with content
ex: Megauplood
create categories that were being police on YT
ex: Vimeo
producer-first strategy: creat higher quality tools to appeal users be neglected by YT
The heart of platform marketing: designing for viral growth
push or pull strategy?
push
industrial world of pipelines
push product/service to potential customers
helps massive public relations
pull
internet is easy to enter
let product/service attractive will naturally pull customers into orbit.
platform
structure incentive for participant
make sure users active and commitment
The incumbents' advantage: Reality or Illusion
large industry launching platform
powerful alliances and partnership :check:
complacency :red_cross:
new enterpreneur
the rules have changed. Startup can also survive as long as they know the rules
Along with the platform evolving how to improve its funtion
End-to-end principle
core interaction only
offer the best function
make ex-/certificated function an unique application
Ex: Mac OS 9 v.s NeXT
avoid
Bloatware
software system become complicated,slow and inefficient through thoughtless accretion of feature
Goatware
the funtion eat all a system's resource
Modularity
a strategy for organizing complex products and processes efficiently
use visible design and invisible design parameter
whole system is divided into many subsystems, which constructed by the same model then connect each other easily
Ex: Amazon APIs
In the begining, platform usually construct a whole integrative construction and make system fixed then add new function make it more complex
re-architeching the platform
analyze modularity level
cost a lot to re-architeching
make many subsystems connect each other
let volunteer developers maintain the software
from integration to modularity
Summary
platform designer should leave room for serendipitous discoveries
notice user's usage trend
improving repeatedly
Viral grow user-to-user
sender
word of mouth :red_cross:
spread the value unit by sending their own creation
eight strategies to beat the chicken-or-egg dlimma
seeding
create value units relevant with potential
users
and interaction
follow-the-rabbit
attract a set of users
both users and producers
simltaneous on-boarding
value creation
piggyback
connect existing
users
from various platform
classic and successful one
paypal
youtube
marquee
provide incentive to your key
users
set on
the single-side
Create benefit to attract one set of users first, then convert to attract second one
micromarket
star by targeting a tiny market
FB
big-bang adoption
use one or more tradition push to attract high volume
Twitter & SXSW
producer evangelism
user-producers-who
set-consumer-from
G1
IBS3 Evonne
IBS3 Jenny
EIPHD2 Casper
DCH3 Monica
external network
recipient
spreadable
value unit
start interaction on an external network
introduce restrictions when more applications use them for growth
