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Joe Zadeh
 @joebot
Today
NIGHTS BOOKED

5 million


4 million


 3 million



   2 million




   1 million




         2008   2009     2010     2011   2012
THE STORY OF AIRBNB PHOTOGRAPHY
         (GROWTH WITHIN GROWTH)
NIGHTS BOOKED

5 million


4 million


 3 million



   2 million

           SXSW ’08

   1 million




         2008         2009     2010     2011   2012
NIGHTS BOOKED

5 million


4 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 will
get more business.

GROWTH: Hosts will sign up for it.
CHAPTER 4.
Build a concierge MVP.
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
CHAPTER 5.
Measure.
VALUE HYPOTHESIS: TRUE

Professionally photographed listings get 2-3X
more bookings than the market average!
GROWTH HYPOTHESIS: TRUE

Hosts are wildly enthusiastic to receive the offer.
NIGHTS BOOKED

5 million


4 million


 3 million


                                20 photographers
   2 million




   1 million




         2008   2009     2010               2011   2012
CHAPTER 6.
Build.
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)
AUTHENTICATION
                GEOCODING
EXISTING CODE → USER PROFILES
                PHOTO UPLOADER
                EMAIL NOTIFICATION
EMAIL MARKETER
            RECRUITER
CONCIERGE →
            QUALITY CONTROL
            SUPPORT
SHOOTS PER MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
SHOOTS PER MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
SHOOTS PER MONTH
5000



3750



2500



1250



   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 MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
SHOOTS PER MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
CHAPTER 8.
Iterate.
SHOOTS PER MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
SHOOTS PER MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
SHOOTS PER MONTH
5000



3750



2500



1250



   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 MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
SHOOTS PER MONTH
5000



3750



2500



1250



   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 MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
SHOOTS PER MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
SHOOTS PER MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
SHOOTS PER MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
SHOOTS PER MONTH
5000



3750



2500



1250



   0
       Dec Feb   Apr   Jun   Aug   Oct   Dec Feb
         2011                              2012
CITIES PER MONTH
1500



1125



750



375



   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 photos




it all starts by meeting your users.
Thank you!

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