BIC Startup Growth

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How to Startup Marketing

Nisan 2015

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Itera&on    Discovery   Growth  

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Startup Metrics for Internet Marketing & Product Management

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by Dave McClure

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airbnb Case

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− 34,000 cities and 190 countries. − 1.5 million listings worldwide ( more than hilton worldwilde) − Value: $25 billion

Current

Founded in 2008

At the begining − Number of Apartments: 6

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Market/Target Customers?

− Hosts − Travelers

Product Value? − hosts: underutilized asset (ie. the house) and

allowing the owners to earn money from it. − travelers: every traveler deserves a home

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how do customers find us?

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Market Analysis-Partnerships

Every time somebody listed accommodations Airbnb, they had an option to automatically create a posting on Craigslist as an additional way to promote the listing This created additional inbound links for the user and drove more traffic to the Airbnb website.

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step 1-Market Analysis-Partnerships

By collaborating with Google and investing in Google Search Ads, the company was able to increase the number of their listings from less than 10,000 to 80,000. consultoi.com

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Power of Images

Airbnb cares about the quality of content that is posted on their site. That is why they have a network of over 3000 freelance photographers in six continents.

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Mailing

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A/B testing

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Good Customer Service

− 24/7 customer service hotline, form a trust and safety − 600 people in its customer service and trust and safety

departments.

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step 2 building relationships-content management

It encourages travelers to book accommodation by displaying available housing options in each neighborhood.

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Airbnb/stories

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building relations-social media

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Teşekkürler consultoi.com @oiesragunel