December 3, 2015

Launching a Rocket off Someone Else’s Back: How to build on other platforms

Josh Elman @joshelman

Earlier this year…

Earlier this year…

Just two weeks ago

“More control for the community”

This has gone on for a while

Should I even try building on a platform?

YES

Short answer:

Everybody hustles starting from zero

Virality is a goal

Virality is a goal

Longer answer:

You need to get in front of users to grow. All companies start with zero users.

You need to go where users already are.Big platforms have lots of users.

We live in an era of HUGE platforms

3.5B searches per day

1.5B users

1B+ active users

800M active users

700M active users

400M active users

300M active users

300M users

growing very fast

These companies are all trying to grow too

the best results for a query

friends sharing more content

users sharing and watching more videos

friends and family talking more

friends and family talking more

sharing and viewing more pictures

sharing and viewing more content

professionals sharing more content

more content

Remember one thing:

Platforms are “free” partnerships

Why does a company want a platform?

1) Their roadmap is HUGE and they can only build so many things at once to achieve goals (“Top 20”)

2) The fastest way to more features is to get others to build them

3) Platforms offer a powerful network effect

Let’s open a platform!

Every successful platform needs:

1) Clear incentives for developers to get valueShow me the users Show me the money $$$

2) Clear value for usersMore to do on the product = more time, more fun

3) Trust from usersUsers have to trust the platform protects them

Don’t expect platforms to be constant

1) Users of the main product constantly want new experiencesIf any consumer product stops getting better, it will die

2) The platform’s business model will keep evolvingOpportunities to make money can radically shift the platform strategy

3) Users risk stop trusting or using appsThe platform has to address bad behaviors and increase user trust

DO NOT FILL GAPS

Build your product to be independent.

Only use the platform for acceleration.

Instagram rode mobile photos on FB and Twitter to huge success

YouTube embedded its way to success on MySpace

Socialcam and Facebook

Socialcam and Facebook

Socialcam and Facebook

Socialcam and Facebook

Socialcam and Facebook

Socialcam and Facebook

Socialcam and Facebook

Socialcam and Facebook

Socialcam and Facebook

Dubsmash and Whatsapp

Dubsmash and Whatsapp

Platforms may fear you building a core feature. Find the whitespace. And hedge your bets.

Twitter, Clients, and SMB/Data Unicorns

Twitter and Meerkat

Twitter and Meerkat

Don’t pee in the pool

Slide, Zynga, and Facebook

Facebook and media sites

The next platforms!FB Messenger Snapchat Pinterest

The next platforms!FB Messenger Snapchat Pinterest

Slack bots?

Platforms can still work for you…

1) Remember the value exchangeGive the platform’s users better features, content, etcThe platform gives you users and usage

2) They are an accelerant. Never get comfortablePlatforms always change. Take advantage of the moment at hand.

3) Only core users who come to your front door matterDon’t ever get confused with big numbers of visitors who pass through

December 3, 2015

Launching a Rocket off Someone Else’s Back: How to build on other platforms

Josh Elman @joshelman