The Airbnb story and how each chapter, from 2007 to 2015, led the founders to create a really compelling brand for their guests and hosts. Connect to www.loudstory.com for more content on storytelling for startups

1. LOUD
STORY
STARTUP
LEAGUE
#3
@LoudStory
The Airbnb Story
2007-2015

2. WATCH
THE FULL
VIDEO
OF THE MEETUP
http://youtu.be/YJH8ZLoE3-c

3. Airbnb believes
in the power of storytelling
because when people share stories, all of a
sudden, they start caring more about each other
and something magical can happen.
Venetia Pristavec, ex-Creative Lead @ Airbnb (2009-2014)

4. HOW TO FIND THE
MAGIC OF YOUR BRAND
WITH STORYTELLING
- The Airbnb Journey -

5. LAUNCHING: END OF JANUARY

6. WORKSHOP
A step-by-step methodology
1-full day of focus
+ 2-hour personalized feedback
Set Your North Star Story

7. WORKSHOP
Saturday 24 & 31 January – 9:30am – 6:30pm
8 entrepreneurs
149€ - satisfaction guaranteed
Register on meetup/loudstory
Set Your North Star Story

8. Coming up
LIVE PITCH
Thibaud Gangloff, founder

9. MANY THANKS TO OUR HOST

10. HOW DO YOU TELL
A GOOD STORY?

11. Storytelling is 2 things

12. Storytelling is 2 things
Telling a story

13. Storytelling is 2 things
Telling a story
Telling a good story

14. A good story is
the promise of a better future

15. "Put users first. Focus on love.
The best marketing is investing
in the user experience.
Then the user will market for you."
-Brian Chesky, CEO and co-founder Airbnb

16. The stories along
the journey.
Celebrate the hero's
achievements/ renew
mission statement
What is the
mission?
The call to adventure
What does he
believe in?
What are the
fears/hopes?
The mentor & hero
share the same
worldview
Who is he?
The hero
is a user
The mentor
is the brand

17. CLASSIC STORY
MENTOR CALLS TO ADVENTURE
PROTAGONIST WHO HAS FEARS & DREAMS,
TO BECOME THE HERO HE WANTS TO BE
WITH THE HELP OF A TALISMAN.

18. NORTH STAR STORY
THE BRAND MAKES A PROMISE
TO THE AUDIENCE TO HELP THEM BECOME
WHO THEY ASPIRE TO BE,
WITH THE HELP OF THE PRODUCT.

19. The stories along
the journey.
Wish lists
Live a richer life
One-less stranger
Help thy neighbor
Belong
anywhere
The call to adventure
Travel shouldn't be
mass-produced, but about
human connections
Feeling anonymous
and lonely
A couple of women in
their mid-thirties
The mentor & hero
share the same
worldview
The hero
is a user
The mentor
is the brand

20. AIRBNB'S NORTH STAR STORY
AIRBNB MAKES A PROMISE
TO TRAVELLERS THEY CAN
BELONG ANYWHERE,
WITH THE HELP OF THEIR WEBSITE.

21. Act 1 – The mentor's journey
Act 2 – The hero's journey
Act 3 – A Story Of Love & Trust
2007-2015
1,5 year
2,5 years
4,5 years

22. ACT 1
THE MENTOR'S
JOURNEY
Oct. 2007-Jan. 2009

23. 3 friends some extra space
…looking for an idea

24. Oct. 2007
1st launch @IDSA - The gut feeling
"People are willing to stay at a stranger's home."

25. Oct. 2007
1st launch @IDSA - The gut feeling
"People are willing to stay at a stranger's home."

26. Communication strategy:
"Let's share our listing via design bloggers!"
Oct. 2007

27. Communication strategy:
"Let's share our listing via design bloggers!"
Oct. 2007
outcome: 7 listings & a dozen bookings

28. Mar. 2008
2nd launch @SXSW - Testing the business
"People are looking for a cheap alternative to hotels.
Events create trust."

29. Mar. 2008
2nd launch @SXSW - Testing the business
"People are looking for a cheap alternative to hotels.
Events create trust."

30. Mar. 2008
Communication strategy:
"Tech Press, sort of"

31. Mar. 2008
outcome: 2 bookings
Communication strategy:
"Tech Press, sort of"

32. Aug. 2008
3rd launch @DNC – The big launch
"People want to stay with a local whenever they travel."

33. Aug. 2008
3rd launch @DNC – The big launch
"People want to stay with a local whenever they travel."

34. Aug. 2008
3rd launch @DNC – The big launch
"People want to stay with a local whenever they travel."

35. Communication strategy:
"Scalable PR: from bloggers to national news"
Aug. 2008
PR firm budget: $10,000

36. Communication strategy:
"Scalable PR: from bloggers to national news"
Aug. 2008
outcome: 800 listings

37. Nathan Blecharczyk
CTO & co-founder
"When you're starting,
ride the wave. Don't
try to create it."

38. The 'Techcrunch trough of sorrow'

39. HOW TO CREATE
LOVE?

40. ACT 2
THE HERO'S
JOURNEY
Jan. 2009-Jun. 2011

41. Jan. 2009
Communication & business strategy:
"Go to your users"

42. "We changed our tagline,
from "Forget Hotels" to
"Travel like a human" to say
that we believe in a
certain kind of world.
To communicate it in the
early days, we did a lot of
storytelling. As a CEO,
your job is to articulate the
vision."
Brian Chesky
CEO & co-founder

43. Jan. 2009
1st rebranding – The core belief
"Travellers aspire to a more human experience."

44. "In March 2010, as I was
working at customer
support, I decided to make
a video series to show that
hosts were actually
everyday normal lovely
people, with great places."
Venetia Pristavec
ex-creative director at Airbnb
(2009-2014)

45. AirTV - Episode 1: Venice Beach Bungalow‬ (March 2010) – 31.000 views
Travel like a human (June 2010) – 12.000 views

46. Defining the mentor - "How to Airbnb" (Jan 2011) – 2 million views
Production budget (4 locations - a crew of 5 @Sandwich Video): $30,000

47. HOW TO BE
SUSTAINABLE?

48. ACT 3
A STORY OF
LOVE & TRUST
Jun. 2011-Jan. 2015

49. June 2011
The moment of truth
"Aligning values and acts."
Blog Aug. 1, 2011June 12, 2011
Our commitment to trust & safety"

50. June 2011
Communication strategy
"Stories for trust"
1 - Collaborative workshops with hosts
all over the world for 10 months
to define how the brand empowers its users

51. Defining the hero - "Living a richer life" (Mar 2012) – 200.000 views
Production budget (17 days, 7 countries, crew of 39): $110.000

52. 2nd rebranding – Exploring the uniqueness
"People are inspired by the fantasy of travel"
June 2012

53. 2nd rebranding – Exploring the uniqueness
"People are inspired by the fantasy of travel"
June 2012

54. June 2014
3rd rebranding – Exploring the mission
"People want to feel more connected"

55. June 2014
3rd rebranding – Exploring the mission
"People want to feel more connected"

56. Defining the mission – "Belong anywhere" (July 2014) – 200.000 views

57. Living the mission – Waving fees for shelters
Oct 2012 + Sept 2014

58. 5 LESSONS
LEARNED
FROM AIRBNB

59. #1 Be TRUE
State what you truly believe in.
&
Live by it.

60. #2 Be UNIQUE
Find the story nobody else is telling.
Own your territory.

61. #3 Be SIMPLE
Simplify your story
to make it memorable.

62. #4 Be OPPORTUNISTIC
If your don't know who you are,
tell stories people are ready to hear.
"Ride the wave."

63. #5 Be BOLD
When you're confident about your story,
make it The Story.
"Create the wave."

64. 5 FINAL
TIPS

65. #1 BE YOUR USER
#2 Take the TIME you need
#3 Find the storyteller of your TEAM
#4 Look for INSPIRATION in other sectors
#5 EXPERIMENT

66. SET YOUR NORTH STAR STORY
What do you truly believe in?
What do you users truly aspire to be?
How can you help?

67. Get inspiration from us
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