Kinderfee_Daan Löning
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@daan_kinderfee
10 techniques to get to market liquidity on a limited marketing budget
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@daan_kinderfee
2010
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@daan_kinderfee
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@daan_kinderfee
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@daan_kinderfee
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@daan_kinderfee
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@daan_kinderfee
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@daan_kinderfee
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@daan_kinderfee
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@daan_kinderfee
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@daan_kinderfee
Leading German babysitting service
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@daan_kinderfee
Leading German babysitting service
25,000 experienced and verified babysitters and nannies
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@daan_kinderfee
Leading German babysitting service
25,000 experienced and verified babysitters and nannies
15 German cities
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@daan_kinderfee
25€ welcome voucher
@daan_kinderfee
@kinderfeede
#ineedababysitter
#scb14
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@daan_kinderfee
„Liquidity isn’t the most important thing. It’s the only thing. “
Simon Rothmann – Greylock Partners
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@daan_kinderfee
Technique 1 – Control N!
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@daan_kinderfee
Liquidity disected
Supply Demand No match
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@daan_kinderfee
Liquidity disected
Supply Demand No match
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@daan_kinderfee
Liquidity disected
Supply Demand No match
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@daan_kinderfee
Liquidity disected
Supply Demand No match
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@daan_kinderfee
Liquidity disected
Supply Demand No match
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@daan_kinderfee
Liquidity disected
Supply Demand No match
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@daan_kinderfee
Liquidity disected
Supply Demand Match!
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@daan_kinderfee
Liquidity disected
Supply Demand
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@daan_kinderfee
Liquidity disected
Supply Demand
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@daan_kinderfee
Liquidity disected
Supply Demand
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@daan_kinderfee
Liquidity disected
Supply Demand
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@daan_kinderfee
Liquidity disected
Supply Demand
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@daan_kinderfee
Liquidity disected
Supply Demand
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@daan_kinderfee
Liquidity disected
Supply Demand
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@daan_kinderfee
Magic formula for estimating your market liquidity
N = total number of potential needs
A = number of different demand
offers
B = number of different supply offers
(A * B)/N2
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@daan_kinderfee
Focus! Control N
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@daan_kinderfee
You both want the last can of beans? So who was here first?
Technique 2 – chicken / egg
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@daan_kinderfee
Technique 2 – Focus on the side that takes longer to delete their account
-> this is often the supply or content creating side
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@daan_kinderfee
Technique 3 – Design your site to create an appearance of activity
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@daan_kinderfee
Technique 4 – Happy hour approach
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@daan_kinderfee
Technique 5 – Find aggregators for supply or demand
Think adjacent
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@daan_kinderfee
Technique 6 – Think BIG, but START small!
Hustle! – in exponential growth every seed customer counts
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@daan_kinderfee
Technique 7 – Make your community work for you
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@daan_kinderfee
Technique 8 –
Curate curate curate
“Force“ matches manually – even if it won‘t scale
Guide users until they match
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@daan_kinderfee
Technique 9 –
Iterate around your customer
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@daan_kinderfee
Technique 10–
Hang in there!!!
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@daan_kinderfee
Thank you!