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P L A T F O R M S T R A T E G Y
How to design, ignite and scale your marketplace
Laure Claire Reillier
Lauchworks & Co
@Lr...
© LAUNCHWORKS VENTURES LTD.
- 2 -
N O V E M B E R 8 T H 2 0 1 7
Who recognizes this place?
Platform:
A business creating significant value through the
acquisition, matching, and connection of two or
more customer ...
Value is increasingly concentrated in the upper
right hand side quadrant: Digital Platforms
E-commerce retailers
PhysicalD...
Since the Industrial Revolution traditional
businesses have followed a linear model
- 5 -
(1985)
© LAUNCHWORKS & CON O V E...
Marketplaces
are not linear
businesses
© LAUNCHWORKS VENTURES LTD.
- 6 -
N O V E M B E R 8 T H 2 0 1 7
Marketplaces’ new ‘rocket designs’ are
replacing the value chain of traditional firms
PRODUCERS USERS
STRATEGIC
ENABLERS
G...
Different
priorities
across
lifestages
© LAUNCHWORKS VENTURES LTD.
- 8 -
N O V E M B E R 8 T H 2 0 1 7
Successful marketplace scaling requires
laser focus on key priorities
© LAUNCHWORKS VENTURES LTD.
- 9 -
Marketplace design...
Develop two
value
propositions
© LAUNCHWORKS VENTURES LTD.
- 10 -
N O V E M B E R 8 T H 2 0 1 7
Value proposition design is key since it needs to
address different marketplace stakeholders
© LAUNCHWORKS VENTURES LTD.
-...
Ignition is about marketplace fit, sparking
liquidity and securing resources
© LAUNCHWORKS VENTURES LTD.
- 12 -
Marketplac...
Getting the cookie cutter right
Cancellation rate
> 35% vs. <3%
© LAUNCHWORKS VENTURES LTD.
- 13 - Photo	
  credits	
  to	...
Key scale-up priorities are usually threefold
© LAUNCHWORKS VENTURES LTD.
- 14 -
Marketplace design
Customer/Transaction
G...
A robust trust framework is key to
enabling marketplace transactions
© LAUNCHWORKS VENTURES LTD.
- 15 -
N O V E M B E R 8 ...
May the Power of Platforms be
with you!
- 16 -
© LAUNCHWORKS & CO
www.platformstrategy.co
N O V E M B E R 8 T H 2 0 1 7
© LAUNCHWORKS & CO
- 17 -
LAUNCHWORKS
Advice from the platform experts
www.launchworks.co
Thank you
N O V E M B E R 8 T H ...
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Platform Strategy: How to design, ignite and scale your marketplace

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This is the talk Laure Claire Reillier gave on November 8 2017 at Pilot's Marketplaces Event in London. Laure Claire talks about how platforms operate, and presents a new framework, the Rocket Model, to help with identifying growth bottlenecks. She also talks about different priorities across the four main platform life stages: design, ignition, scaling and maturity.

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Platform Strategy: How to design, ignite and scale your marketplace

  1. 1. P L A T F O R M S T R A T E G Y How to design, ignite and scale your marketplace Laure Claire Reillier Lauchworks & Co @Lreillier N O V E M B E R 8 T H 2 0 1 7 © LAUNCHWORKS & CO
  2. 2. © LAUNCHWORKS VENTURES LTD. - 2 - N O V E M B E R 8 T H 2 0 1 7 Who recognizes this place?
  3. 3. Platform: A business creating significant value through the acquisition, matching, and connection of two or more customer groups to enable them to transact - 3 - Marketplaces Products, Services eBay, Alibaba, airbnb, Upwork Cards & Payment platforms Operating systems & app stores Credit cards, Payment services Visa, Mastercard, PayPal Operating systems, app stores Apple AppStore, Windows, Android Social platforms Network & messaging platforms Facebook, Instagram, LinkedIn © LAUNCHWORKS & CON O V E M B E R 8 T H 2 0 1 7 Source  Platform  Strategy,  Routledge  2017
  4. 4. Value is increasingly concentrated in the upper right hand side quadrant: Digital Platforms E-commerce retailers PhysicalDigital Traditional (LINEAR) Platforms (MULTI-SIDED) Digital platforms Retail store Auction House Business model Channel Car manufacturer Local service provider (plumber, restaurant) Digital marketplacesSoftware-as-a-service companies Traditional dating agency Payment platforms Digital Marketplaces - 4 - Shopping mall Farmers’ market Digital  marketplaces  are  a type  of  platforms  where goods  &  services are  exchanged Operating Systems & App stores Social platforms Source  Platform  Strategy,  Routledge  2017 © LAUNCHWORKS & CON O V E M B E R 8 T H 2 0 1 7
  5. 5. Since the Industrial Revolution traditional businesses have followed a linear model - 5 - (1985) © LAUNCHWORKS & CON O V E M B E R 8 T H 2 0 1 7 Source  Platform  Strategy,  Routledge  2017
  6. 6. Marketplaces are not linear businesses © LAUNCHWORKS VENTURES LTD. - 6 - N O V E M B E R 8 T H 2 0 1 7
  7. 7. Marketplaces’ new ‘rocket designs’ are replacing the value chain of traditional firms PRODUCERS USERS STRATEGIC ENABLERS GOVERNANCE TRUST BRAND KEY ENABLERS IT PAYMENTS UX - 7 - A critical mass of producers… …and users on both sides Participants who may want to transact are ‘introduced’ Buy, meet, exchange, contribute Participants exchange info so they can transact Learn from data to enhance experience © LAUNCHWORKS & CON O V E M B E R 8 T H 2 0 1 7 Source  Platform  Strategy,  Routledge  2017
  8. 8. Different priorities across lifestages © LAUNCHWORKS VENTURES LTD. - 8 - N O V E M B E R 8 T H 2 0 1 7
  9. 9. Successful marketplace scaling requires laser focus on key priorities © LAUNCHWORKS VENTURES LTD. - 9 - Marketplace design Customer/Transaction Growth Balanced & Relevant Liquidity Trust and Loyalty Creating Product Market Fit Sparking Liquidity Raising funds Business Growth Profitability Platform Power Users Producers 2-Ignition 3-Scale-up 4-Defensive growth Critical mass A C B 1-Pre-launch Source:  Launchworks  &  Co N O V E M B E R 8 T H 2 0 1 7 Source  Platform  Strategy,  Routledge  2017
  10. 10. Develop two value propositions © LAUNCHWORKS VENTURES LTD. - 10 - N O V E M B E R 8 T H 2 0 1 7
  11. 11. Value proposition design is key since it needs to address different marketplace stakeholders © LAUNCHWORKS VENTURES LTD. - 11 - Airbnb Guests Hosts How does airbnb deliver? Value proposition Broken down by value brought by each participant Hosts: access to a large choice of homes Airbnb: efficient search, trust & safety, payment, insurance Guests: reviews Airbnb: listing services, efficient matching, payment services, insurance Sets governance for the ecosystem Manages platform ecosystem by efficiently attracting, matching & connecting travellers with home owners globally Takes a commission on transactions between guests and hosts Vs. Hilton Guests How does Hilton deliver? Value proposition ‘Leading brands serving virtually any lodging need anywhere’* Identify prime locations, build/acquire hotels, manage hospitality logistics, sell rooms and invest in Hilton brands *Source:  Hilton  Investor  Presentation,  2016 ATTRACT Source  Platform  Strategy,  Routledge  2017 N O V E M B E R 8 T H 2 0 1 7
  12. 12. Ignition is about marketplace fit, sparking liquidity and securing resources © LAUNCHWORKS VENTURES LTD. - 12 - Marketplace design Customer/Transaction Growth Balanced & Relevant Liquidity Trust and Loyalty Creating Product Market Fit Sparking Liquidity Raising funds Business Growth Profitability Platform Power Users Producers 2-Ignition 3-Scale-up 4-Defensive growth Critical mass A C B 1-Pre-launch N O V E M B E R 8 T H 2 0 1 7 Source  Platform  Strategy,  Routledge  2017
  13. 13. Getting the cookie cutter right Cancellation rate > 35% vs. <3% © LAUNCHWORKS VENTURES LTD. - 13 - Photo  credits  to  Blablacar N O V E M B E R 8 T H 2 0 1 7
  14. 14. Key scale-up priorities are usually threefold © LAUNCHWORKS VENTURES LTD. - 14 - Marketplace design Customer/Transaction Growth Balanced & Relevant Liquidity Trust and Loyalty Creating Product Market Fit Sparking Liquidity Raising funds Business Growth Profitability Platform Power Users Producers 2-Ignition 3-Scale-up 4-Defensive growth Critical mass A C B 1-Pre-launch N O V E M B E R 8 T H 2 0 1 7 Source  Platform  Strategy,  Routledge  2017
  15. 15. A robust trust framework is key to enabling marketplace transactions © LAUNCHWORKS VENTURES LTD. - 15 - N O V E M B E R 8 T H 2 0 1 7
  16. 16. May the Power of Platforms be with you! - 16 - © LAUNCHWORKS & CO www.platformstrategy.co N O V E M B E R 8 T H 2 0 1 7
  17. 17. © LAUNCHWORKS & CO - 17 - LAUNCHWORKS Advice from the platform experts www.launchworks.co Thank you N O V E M B E R 8 T H 2 0 1 7

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