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Chapter 5 – Launch: Chicken or egg? Eight ways to launch a successful…
Chapter 5 – Launch: Chicken or egg? Eight ways to launch a successful platform
Incumbents
Traditional pipeline
Slower
Platform business
Very Fast
Confinity
PayPal
Incentives
User commitment
eBay
Shopping bot
Frictionless
The Heart Of Platform Marketing
Pull :check: Push :green_cross:
User commitment :check: Sign-up :green_cross:
Strategy for A ≠ for B
Megaupload
Second mover
Pirated videos and pornography
Vimeo
Provide producers with superior infrastructure
YouTube
Myspace
Flash-based, one-click video experience
Easy for bands to upload videos of their music
The seeding strategy
Create value units that will be relevant to at least one set of potential users.
When these users are attracted to the platform, other sets of users who want to engage in interactions with them will follow.
the platform is the first producer of value units
Andorid
Fake value units.
Reddit
the value units may be “borrowed” from another source
Adobe
The follow-the-rabbit strategy
Designing the platform to attract one set of users
OpenTable
Create useful electronic tools for restaurateurs, consumers discover and use it for their dining plans afterwards
Simultaneous on-boarding
Value units can be created that are relevant to
users even when the overall size of the network is small
Staging value creation
Initial users create more value units to attract still
other users and set up a positive feedback loop that leads to continuing growth
Huffington Post hire writers to create high-quality blog posts, thereby attracting readers who began contributing blog posts of their own
The piggyback strategy
Justdial
A collection of business listings “borrowed” from
an existing platform, the local telephone directory
Craigslist
Use automated data-gathering software tools to obtain information about merchants and service providers
The producer evangelism strategy
Design your platform to attract producers, who can induce their customers to become users of the platform.
Crowdfunding platforms
Indiegogo and Kickstarter
Education platforms
Skillshare and Udemy
The marquee strategy
Provide incentives to attract members of a key user set on to your platform
a single group of users who are so important to the platform.
Electronic Arts (EA)
Microsoft (Xbox), Sony (PlayStation), and Nintendo (Wii)
Swiss postal service
The micromarket strategy
Start
by targeting a tiny market that comprises members who are already engaging in interactions.
Eg.Facebook
Attract
an initial
500 users
in the closed community of Harvard University
Finally, Focusing
on a
micromarket
reduces the critical mass required to start interactions and makes matchmaking much easier.
Leveraged
Harvard as an existing micromarket and gained traction by improving the quality of interactions among its members.
provide
the effective matchmaking characteristic of a large market even in the earliest stages of growth.
The big-bang adoption strategy :explode:
Use one or more traditional push marketing strategies to attract a high volume of interest and attention to your platform.
Simultaneous on-boarding
Twitter
Tinder
The single-side strategy.
Create a business around products or services that benefit a single set of users
attracting a second set of users who want to engage in interactions
convert the business into a platform business
OpenTable
RedBus
Viral Growth :
The User-to-User Launch Mechanism
What is the viral growth?
Four
elements( for an infectious disease)
A medium
These germs are spread through a medium(eg. the
atmosphere
)
4.Recipient
A recipient
inhales, ingests, or otherwise absorbs
the germs and becomes infected in turn.
Now the recipient becomes the host, and the
cycle repeats.
1.Host
An infected host
sneezes
2.Germs
An infected host
spreads germs
that carry infection out into the environment
Four
elements(for platform business) eg.Instagram
2.Value Unit
the picture that the user
shares
with friends
3.External network
Facebook
Allow
value units (photos) to spread and be exposed to potential users
1.Sender
A user on Instagram
shares
a picture that he has just created.
3.Recipient
Finally, a user from Facebook
gets intrigued
by the picture and
visits
Instagram.
Create
her own photo and
Start
the cycle all over again
Now the
recipient
is acting as the sender.
G4
Vivian
Terry
Thet Thet