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Joe Zadeh @joebot
Today
NIGHTS BOOKED5 million4 million 3 million   2 million   1 million         2008   2009     2010     2011   2012
THE STORY OF AIRBNB PHOTOGRAPHY         (GROWTH WITHIN GROWTH)
NIGHTS BOOKED5 million4 million 3 million   2 million           SXSW ’08   1 million         2008         2009     2010   ...
NIGHTS BOOKED5 million4 million 3 million   2 million                the story starts here   1 million         2008       ...
CHAPTER 1.Go to where your users are.
Today
2009
CHAPTER 2.Do things that don’t scale.
CHAPTER 3.Establish your hypotheses.
VALUE: Hosts with professional photography willget more business.GROWTH: Hosts will sign up for it.
CHAPTER 4.Build a concierge MVP.
Concierge MVP                                                                                                             ...
CHAPTER 5.Measure.
VALUE HYPOTHESIS: TRUEProfessionally photographed listings get 2-3Xmore bookings than the market average!
GROWTH HYPOTHESIS: TRUEHosts are wildly enthusiastic to receive the offer.
NIGHTS BOOKED5 million4 million 3 million                                20 photographers   2 million   1 million         ...
CHAPTER 6.Build.
AIRBNB PHOTOGRAPHY                                                         Requests                         Receives      ...
AUTHENTICATION                GEOCODINGEXISTING CODE → USER PROFILES                PHOTO UPLOADER                EMAIL NO...
EMAIL MARKETER            RECRUITERCONCIERGE →            QUALITY CONTROL            SUPPORT
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
CHAPTER 7.Measure.
BUILD A DASHBOARD
LOOK AT ALL TYPES OF DATA  Host email conversion (high) Photoshoot turn-around (fast)Photographer decline rate (low)    % ...
If we could automate payments to photographers,we could spend more time recruiting.
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
CHAPTER 8.Iterate.
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
CHAPTER 9.Change requirements... and break the whole site.
“Let’s watermark our images.”
“Make sure the original is >12       Megapixels.”
“Let’s have our Customer Support team offer   Photography when someone calls in.”
“Let’s start turning off listings without photos   (when there’s a photographer nearby).”
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
CHAPTER 10.Bigger scale means different tools.
CHAPTER 11.Scale the operations team.
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
SHOOTS PER MONTH5000375025001250   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                         ...
CITIES PER MONTH15001125750375   0       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb         2011                           ...
CHAPTER 12.Enjoy the view.
San Francisco
Brooklyn
Vermont
Mexico
London
Milan
Portugal
Thailand
Mumbai
Austin
Austin
1500 cities                    35,000 shoots                   500,000 photosit all starts by meeting your users.
Thank you!
VALUE HYPOTHESIS: TRUEProfessionally photographed listings
VALUE HYPOTHESIS: TRUEProfessionally photographed listings
VALUE HYPOTHESIS: TRUEProfessionally photographed listings
VALUE HYPOTHESIS: TRUEProfessionally photographed listings
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VALUE HYPOTHESIS: TRUEProfessionally photographed listings Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin

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VALUE HYPOTHESIS: TRUEProfessionally photographed listings get 2-3Xmore bookings than the market average!

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