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How to Startup Marketing
Nisan 2015
consultoi.com
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
consultoi.com
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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
consultoi.com
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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.
consultoi.com
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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