Step 3: determining the competitive value of strategic fit in diversified companies course hero1/11/2024 Each time a listing was made in their area on Craigslist, they would email the home owner and ask if they would like to list on Airbnb. My favourite example is how they leveraged Craigslist to drive traffic and listings on their own site. They famously did things that didn’t scale and then growth hacked solutions so that they did. The full history has been well documented several times (like here or here) so we won’t be covering it here, but I think those early stages set the mindset of the business as one that would find a way to grow using whatever technology tricks that they could. The idea then evolved into a website where others could do the same, and travellers could get a cheaper option than a hotel. HistoryĪirbnb started out in 2008 when founders Brian Chesky and Joe Gebbia realised they could make a quick buck by renting out an air mattress in their living room to people visiting San Francisco for a big conference. This case study aims to answer all of the questions above by taking a deep dive into the specifics of each of their digital marketing channels and tactics.īONUS: Don't have the time to read all 29,000 words right now? Download this case study as a PDF and read it whenever you're ready. In a previous role at a start-up it was very common to hear the question “How do Airbnb do it?” when looking at implementing a website change or a new tactic. How do you convince people to open up their home and allow guests to stay?Īnd how do you ensure those hosts are happy enough to keep renting out their places? How do you ensure that people who have stayed with you before do it again? So, how do you keep growing when everyone already knows who you are and will probably consider you as an option for your holiday, regardless of your marketing? In fact, last year they turned over more than $1b in a single quarter and their most recent stock sale values them at USD $35 billion! They’ve been around for more than 11 years and are still growing at a rate that most business can only dream of. Not only did they revolutionise the travel industry, they’re one of the first startup “unicorns” to emerge in the mid-2000s and are emulated on every level – from their business model and their map and search results, to their referral engines, and generally their outlook and approach to everything they do. Just kidding, everyone’s heard of Airbnb. | Tam Al-Saad - Get more articles like this sent to your email here
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