Kinderfee_Daan Löning

@daan_kinderfee

10 techniques to get to market liquidity on a limited marketing budget

@daan_kinderfee

2010

@daan_kinderfee

@daan_kinderfee

@daan_kinderfee

@daan_kinderfee

@daan_kinderfee

@daan_kinderfee

@daan_kinderfee

@daan_kinderfee

@daan_kinderfee

Leading German babysitting service

@daan_kinderfee

Leading German babysitting service

25,000 experienced and verified babysitters and nannies

@daan_kinderfee

Leading German babysitting service

25,000 experienced and verified babysitters and nannies

15 German cities

@daan_kinderfee

25€ welcome voucher

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@kinderfeede

#ineedababysitter

#scb14

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„Liquidity isn’t the most important thing. It’s the only thing. “

Simon Rothmann – Greylock Partners

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Technique 1 – Control N!

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Liquidity disected

Supply Demand No match

@daan_kinderfee

Liquidity disected

Supply Demand No match

@daan_kinderfee

Liquidity disected

Supply Demand No match

@daan_kinderfee

Liquidity disected

Supply Demand No match

@daan_kinderfee

Liquidity disected

Supply Demand No match

@daan_kinderfee

Liquidity disected

Supply Demand No match

@daan_kinderfee

Liquidity disected

Supply Demand Match!

@daan_kinderfee

Liquidity disected

Supply Demand

@daan_kinderfee

Liquidity disected

Supply Demand

@daan_kinderfee

Liquidity disected

Supply Demand

@daan_kinderfee

Liquidity disected

Supply Demand

@daan_kinderfee

Liquidity disected

Supply Demand

@daan_kinderfee

Liquidity disected

Supply Demand

@daan_kinderfee

Liquidity disected

Supply Demand

@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

@daan_kinderfee

Focus! Control N

@daan_kinderfee

You both want the last can of beans? So who was here first?

Technique 2 – chicken / egg

@daan_kinderfee

Technique 2 – Focus on the side that takes longer to delete their account

-> this is often the supply or content creating side

@daan_kinderfee

Technique 3 – Design your site to create an appearance of activity

@daan_kinderfee

Technique 4 – Happy hour approach

@daan_kinderfee

Technique 5 – Find aggregators for supply or demand

Think adjacent

@daan_kinderfee

Technique 6 – Think BIG, but START small!

Hustle! – in exponential growth every seed customer counts

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Technique 7 – Make your community work for you

@daan_kinderfee

Technique 8 –

Curate curate curate

“Force“ matches manually – even if it won‘t scale

Guide users until they match

@daan_kinderfee

Technique 9 –

Iterate around your customer

@daan_kinderfee

Technique 10–

Hang in there!!!

@daan_kinderfee

Thank you!