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Marketplace theory and dynamics

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Marketplace Theory and Dynamics. Frameworks for thinking about marketplaces based on 13 years as an operator and investor in companies like Upwork, Rev, OfferUp, Contently, and more.

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  • I asked Josh a follow-up question by email and promised to share the details here. Me: Would you mind explaining what you mean on slide 11 - Virtuous Cycles a bit more? Are you suggesting that marketplaces spend too much time on screening the supply-side and not enough on churning / promoting the strong performers? Josh: Yes- that’s right. I think it’s exceptionally hard to screen accurately. But it’s comparatively easy to understand who is doing a good or bad job once work is being performed on your platform. So, I suggest people focus most of the time on optimizing for who gets what jobs, retaining top performers, and expelling bottom performers.
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Marketplace theory and dynamics

  1. 1. 1Jackson Square Ventures Confidential | jsv.com |
  2. 2. 2Jackson Square Ventures Confidential | jsv.com | 2 Hello, My Name is Josh
  3. 3. Marketplace Checklist  Provides productivity gains  Massive existing (inefficient) market  High fragmentation  In the payment flow  Frequency (recurrence) of usage  Irregular / non-monagamous usage  Standardization possibilities  Network effects on quality, cost, speed  Market expansion (unlock new supply / dem and)  No disintermediation possible
  4. 4. 4Jackson Square Ventures Confidential | jsv.com | 4 Horizontal vs Vertical Horizontal B2B
  5. 5. 5Jackson Square Ventures Confidential | jsv.com | 5 Match Types Buyer Supplier Buyer Supplier Buyer Supplier Double Commit Buyer Picks Supplier Picks Upwork, Craigslist Airbnb, Zillow Uber, Rev Complex, custom stuff Commodity Variety
  6. 6. Low Quality High Quality Desperation Curve
  7. 7. 7Jackson Square Ventures Confidential | jsv.com | 7 Teach your Users* • Display Successful Transactions • Reduce Variables • Match new and repeat users • Use community forums on your site • Offer extra Q&A, Help and forums for newbies • Make your help context sensitive • Have clear and well defined policies Marketplaces function best when users know exactly what to expect and how to behave. There is a learning curve.
  8. 8. 8Jackson Square Ventures Confidential | jsv.com | 8 Network Effect in Marketplaces?
  9. 9. 9Jackson Square Ventures Confidential | jsv.com | 9 Tiering Marketplaces The best marketplaces know that you must segment users and provide different experiences for different levels of users. • When?—Once you can identify the classic 80/20 rule where 80% of the activity might come from 20% of your users. • The goal of all this tiering structure is to reward and retain your most active users.
  10. 10. 10Jackson Square Ventures Confidential | jsv.com | 10 Disintermediation
  11. 11. 11Jackson Square Ventures Confidential | jsv.com | 11 Virtuous Cycles Attract Screen Optimize Retain Expel Lots of time here Ineffective Not much time here Very effective
  12. 12. 12Jackson Square Ventures Confidential | jsv.com | 12 Liquidity Hacking Find Aggregators • Physical – office, campus -- Zesty • Enterprise client – Gigwalk, Wonolo • Scrape – Craigslist Provide Value to One Side -- Github Narrow your Focus -- OfferUp Curation (reduce options) - YourMechanic Brute Force (do things that don’t scale) - oDesk
  13. 13. Fraud Curve
  14. 14. Master Commodity Pay for Acces s, Expertise Buyers Pay for Cost Savin gs, Speed, Conveni ence Suppliers Value Prestige, Bra nd, Reputation Value Earnings , Convenience , Master Marketplaces
  15. 15. Thank You Questions? Josh Breinlinger josh@jsv.com

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