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Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin
1.
Joe Zadeh @joebot
2.
3.
Today
4.
NIGHTS BOOKED 5 million 4
million 3 million 2 million 1 million 2008 2009 2010 2011 2012
5.
THE STORY OF
AIRBNB PHOTOGRAPHY (GROWTH WITHIN GROWTH)
6.
NIGHTS BOOKED 5 million 4
million 3 million 2 million SXSW ’08 1 million 2008 2009 2010 2011 2012
7.
NIGHTS BOOKED 5 million 4
million 3 million 2 million the story starts here 1 million 2008 2009 2010 2011 2012
8.
CHAPTER 1. Go to
where your users are.
9.
Today
10.
2009
11.
CHAPTER 2. Do things
that don’t scale.
12.
13.
14.
CHAPTER 3. Establish your
hypotheses.
15.
VALUE: Hosts with
professional photography will get more business. GROWTH: Hosts will sign up for it.
16.
CHAPTER 4. Build a
concierge MVP.
17.
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
18.
CHAPTER 5. Measure.
19.
VALUE HYPOTHESIS: TRUE Professionally
photographed listings get 2-3X more bookings than the market average!
20.
GROWTH HYPOTHESIS: TRUE Hosts
are wildly enthusiastic to receive the offer.
21.
NIGHTS BOOKED 5 million 4
million 3 million 20 photographers 2 million 1 million 2008 2009 2010 2011 2012
22.
CHAPTER 6. Build.
23.
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)
24.
AUTHENTICATION
GEOCODING EXISTING CODE → USER PROFILES PHOTO UPLOADER EMAIL NOTIFICATION
25.
EMAIL MARKETER
RECRUITER CONCIERGE → QUALITY CONTROL SUPPORT
26.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
27.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
28.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
29.
CHAPTER 7. Measure.
30.
BUILD A DASHBOARD
31.
LOOK AT ALL
TYPES OF DATA Host email conversion (high) Photoshoot turn-around (fast) Photographer decline rate (low) % of listings covered (low)
32.
If we could
automate payments to photographers, we could spend more time recruiting.
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.
CHAPTER 8. Iterate.
36.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
37.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
38.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
39.
CHAPTER 9. Change requirements...
and break the whole site.
40.
“Let’s watermark our
images.”
41.
“Make sure the
original is >12 Megapixels.”
42.
“Let’s have our
Customer Support team offer Photography when someone calls in.”
43.
“Let’s start turning
off listings without photos (when there’s a photographer nearby).”
44.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
45.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
46.
CHAPTER 10. Bigger scale
means different tools.
47.
48.
CHAPTER 11. Scale the
operations team.
49.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
50.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
51.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
52.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
53.
SHOOTS PER MONTH 5000 3750 2500 1250
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
54.
CITIES PER MONTH 1500 1125 750 375
0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012
55.
CHAPTER 12. Enjoy the
view.
56.
San Francisco
57.
Brooklyn
58.
Vermont
59.
Mexico
60.
London
61.
Milan
62.
Portugal
63.
Thailand
64.
Mumbai
65.
Austin
66.
Austin
67.
1500 cities
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68.
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