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Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin

Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin

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Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin Presentation Transcript

  • 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 2011 2012
  • NIGHTS BOOKED5 million4 million 3 million 2 million the story starts here 1 million 2008 2009 2010 2011 2012
  • 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 ReceivesHost Accepts Offer Schedules Facilitates Completion Email Recruits Uploads to Pays viaConcierge photographer Recruits hosts Assigns Shoot Listing PayPal Installs Uploads to ReceivesPhotographer Schedules Shoots Dropbox Dropbox Payment
  • 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 2008 2009 2010 2011 2012
  • CHAPTER 6.Build.
  • AIRBNB PHOTOGRAPHY Requests Receives cleans ReceivesHost Photography Schedules Facilitates confirmation space Confirmation Makes offer to hosts in market Resurrects Assignment Receives ListingSystem Notifier backlog Algorithm Confirmation Updated Fills out Receives ReceivesPhotographer Reassignment Schedules Shoots Uploads profile assignment Payment Reassignment FlagsOperations Recruits photographer Monitors PaysCoordinator photographer and sets rate (USD)
  • AUTHENTICATION GEOCODINGEXISTING CODE → USER PROFILES PHOTO UPLOADER EMAIL NOTIFICATION
  • EMAIL MARKETER RECRUITERCONCIERGE → QUALITY CONTROL SUPPORT
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • CHAPTER 7.Measure.
  • BUILD A DASHBOARD
  • LOOK AT ALL TYPES OF DATA Host email conversion (high) Photoshoot turn-around (fast)Photographer decline rate (low) % of listings covered (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 2012
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • CHAPTER 8.Iterate.
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • 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 2012
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • 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 2012
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • SHOOTS PER MONTH5000375025001250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • CITIES PER MONTH15001125750375 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  • 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!