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PLATFORM THINKINGDesign Principles for
Platform Business Models
http://platformed.info
Sangeet Paul Choudary
Where users create value...
DEVELOPERS USERS
Apps
HOSTS TRAVELERS
Listings
VIDEO CREATORS
VIDEO VIEWERS
Videos
TWEET CREATORS
TWEET READERS
Tweets
PRODUCERS CONSUMERS
SEEDS
@sanguithttp://platformed.info
Think roles, not markets!
PRODUCERS CONSUMERS
SEEDS
Minimum information/content required to start an interaction
@sanguithttp://platformed.info
PLATFORM
PRODUCERS CONSUMERS
SEEDS
@sanguithttp://platformed.info
So how do we design a platform business?
@sanguithttp://platformed.info
Processes
Interactions
PLATFORM
PRODUCERS CONSUMERS
PRODUCTION ASSEMBLY DISTRIBUTION
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PRODUCERS CONSUMERS
SEEDS
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Focus on the primary interaction
Identify the SEED
Minimum information required to start the interaction
@sanguithttp://platformed.info
SEED
Determine Producer and Consumer roles
@sanguithttp://platformed.info
PRODUCER CONSUMERSEED
Build the Platform that enables this interaction!
PRODUCER CONSUMERSEED
PLATFORM
MAGNET
PRODUCERS CONSUMERSSEED
Get the two roles on board!1
TOOLBOX
MAGNET
PRODUCERS CONSUMERSSEED
Provide them tools to interact2
MATCHMAKER
TOOLBOX
MAGNET
PRODUCERS CONSUMERSSEED
Use data to match the two roles3
3 Use data to match the two roles
Provide them tools to interact2
Get the two roles on board1
@sanguithttp://platformed.info
21
MAGNET
Solving the Chicken and Egg problem
How do we get both roles in?
PRODUCER CONSUMERSEED
Solving the Chicken and Egg problem
PRODUCER CONSUMERSEED
How do we convert consumers into producers?
Solving the Chicken and Egg problem
PRODUCER CONSUMERSEED
How do we get producers to produce more?
INCENTIVE DESIGN
FUN FAME FORTUNE
Identify Key Actions
Create tools to enable these actions
creates value
consumes value
PRODUCER CONSUMERSEED
Minimize friction in production and consumption
CORRECT MATCHING
Vote, Rate, Report
CURATION
TRUST
Three conditions for repeatable interactions
It’s all about data!
MATCHINGCURATION
TRUST
PRODUCERS CONSUMERSSEED
@sanguithttp://platformed.info
MATCHMAKER
TOOLBOX
MAGNET
PRODUCERS CONSUMERSSEED
Minimum Viable Platform
So that’s how you build the...
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The Minimum Viable Platform powers exactly one interaction
Build the Multi-sided beast one
interaction at a time
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PROFESSIONAL PROFESSIONAL
Profiles
@sanguithttp://platformed.info
PROFESSIONAL PROFESSIONAL
Discussion Posts
@sanguithttp://platformed.info
PROFESSIONAL PROFESSIONAL
RECRUITER PROFESSIONAL
Job Listings
@sanguithttp://platformed.info
PROFESSIONAL PROFESSIONAL
RECRUITER PROFESSIONAL
THOUGHT LEADER READERThought Leadership Piece
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PROFESSIONAL ADVERTISER
THOUGHT LEADER RECRUITER
Scaling Platforms
EMPLOYEES
ALGORITHMS
USERS
EXTENDERS
@sanguithttp://platformed.info
MATCHMAKER
TOOLBOX
MAGNET
API Developers
Big Data Services
Platform Providers
MONETIZATION
MONETIZATION
TRANSACTION CUT
PLATFORM
PRODUCER CONSUMER
%CUT
1
PAY FOR ACCESS
Producers pay for access to consumers
PLATFORM
PRODUCER CONSUMER
2
Promoted Posts
Dating Websites
Lead Generation
PAY FOR ATTENTION
PLATFORM
PRODUCER CONSUMER
3
Ads
Jobs
MONETIZERS
PAY FOR TOOLS
Users pay for access to better tools
PLATFORM
PRODUCER CONSUMER
4
We are in the business of BUILDING FUNCTIONALITY
THE FALLACY
@sanguithttp://platformed.info
We are in the business of ENABLING INTERACTIONS
INSTEAD...
@sanguithttp://platformed.info
THANK YOU!http://platformed.info
@sanguit
Identify Key Actions
Identify Key Actions
