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Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin

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【論文紹介】U-GAT-IT
【論文紹介】U-GAT-IT
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Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin

  1. Joe Zadeh @joebot
  2. Today
  3. NIGHTS BOOKED 5 million 4 million 3 million 2 million 1 million 2008 2009 2010 2011 2012
  4. THE STORY OF AIRBNB PHOTOGRAPHY (GROWTH WITHIN GROWTH)
  5. NIGHTS BOOKED 5 million 4 million 3 million 2 million SXSW ’08 1 million 2008 2009 2010 2011 2012
  6. NIGHTS BOOKED 5 million 4 million 3 million 2 million the story starts here 1 million 2008 2009 2010 2011 2012
  7. CHAPTER 1. Go to where your users are.
  8. Today
  9. 2009
  10. CHAPTER 2. Do things that don’t scale.
  11. CHAPTER 3. Establish your hypotheses.
  12. VALUE: Hosts with professional photography will get more business. GROWTH: Hosts will sign up for it.
  13. CHAPTER 4. Build a concierge MVP.
  14. Concierge MVP Receives Host Accepts Offer Schedules Facilitates Completion Email Recruits Uploads to Pays via Concierge photographer Recruits hosts Assigns Shoot Listing PayPal Installs Uploads to Receives Photographer Schedules Shoots Dropbox Dropbox Payment
  15. CHAPTER 5. Measure.
  16. VALUE HYPOTHESIS: TRUE Professionally photographed listings get 2-3X more bookings than the market average!
  17. GROWTH HYPOTHESIS: TRUE Hosts are wildly enthusiastic to receive the offer.
  18. NIGHTS BOOKED 5 million 4 million 3 million 20 photographers 2 million 1 million 2008 2009 2010 2011 2012
  19. CHAPTER 6. Build.
  20. AIRBNB PHOTOGRAPHY Requests Receives cleans Receives Host Photography Schedules Facilitates confirmation space Confirmation Makes offer to hosts in market Resurrects Assignment Receives Listing System Notifier backlog Algorithm Confirmation Updated Fills out Receives Receives Photographer Reassignment Schedules Shoots Uploads profile assignment Payment Reassignment Flags Operations Recruits photographer Monitors Pays Coordinator photographer and sets rate (USD)
  21. AUTHENTICATION GEOCODING EXISTING CODE → USER PROFILES PHOTO UPLOADER EMAIL NOTIFICATION
  22. EMAIL MARKETER RECRUITER CONCIERGE → QUALITY CONTROL SUPPORT
  23. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  24. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  25. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  26. CHAPTER 7. Measure.
  27. BUILD A DASHBOARD
  28. LOOK AT ALL TYPES OF DATA Host email conversion (high) Photoshoot turn-around (fast) Photographer decline rate (low) % of listings covered (low)
  29. If we could automate payments to photographers, we could spend more time recruiting.
  30. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  31. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  32. CHAPTER 8. Iterate.
  33. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  34. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  35. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  36. CHAPTER 9. Change requirements... and break the whole site.
  37. “Let’s watermark our images.”
  38. “Make sure the original is >12 Megapixels.”
  39. “Let’s have our Customer Support team offer Photography when someone calls in.”
  40. “Let’s start turning off listings without photos (when there’s a photographer nearby).”
  41. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  42. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  43. CHAPTER 10. Bigger scale means different tools.
  44. CHAPTER 11. Scale the operations team.
  45. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  46. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  47. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  48. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  49. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  50. CITIES PER MONTH 1500 1125 750 375 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
  51. CHAPTER 12. Enjoy the view.
  52. San Francisco
  53. Brooklyn
  54. Vermont
  55. Mexico
  56. London
  57. Milan
  58. Portugal
  59. Thailand
  60. Mumbai
  61. Austin
  62. Austin
  63. 1500 cities 35,000 shoots 500,000 photos it all starts by meeting your users.
  64. Thank you!

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