Fickle is developing an online auction platform to connect landlords, brokers, and tenants in the New York City rental market. Their platform aims to save these parties time by vetting tenants and landlords, and providing a transparent auction process. Over five days of experimentation and business model iteration, Fickle identified key customer segments of landlords, brokers, roommates, and tenants. They developed value propositions around security, control, and access for these customers. Fickle also outlined potential revenue streams such as commissions, fees, and data sales to support their platform.