Lecture 3 - Platform strategies

What is the Chicken-or-Egg problem?

• This is a problem of how to attract many users to the platform

• This is a problem of how to monetise the platform business

• This is a problem of who should join the platform first: producers or consumers

• This is a problem of how to devise an innovative platform idea

The main goal of a platform launch strategy is

• To make the platform profitable

• To reach the critical mass of users

• To attract as many platform users as possible

• To advertise the platform

The use of a non-platform model to attract users and

producers on a proven infrastructure is called..

• The piggyback strategy

• The seeding strategy

• The follow-the-rabbit strategy

• The marquee strategy

Starting by targeting a tiny market that comprises members

who are already engaged in interactions is called

• The piggyback strategy

• The marquee strategy

• The event strategy

• The micro-market strategy

What is the viral growth of a platform?

• The results of advertising/marketing

• It's the same as the monetisation strategy

• It's the same as the launch strategy

• User-generated growth

What are the potential dangers of charging a transaction fee on a platform?

• This could decrease the number of transactions

• This could decrease the number of platform users

• This could make most of the users unhappy

• Users can move away from the platform for interaction as soon as they know each other

Selecting the most correct explanation of the charging for enhanced curation strategy

• Additional background checks of all platform users

• Additional curation of the value on the platform

• Limiting participation on the platform

• Punishing users who misbehave on the platform

Why 'from free to fee' is generally not recommended as a monetisation strategy?

• It will just look strange

• If the platform was free, it would already bankrupt before fees are introduced

• Users will be reluctant to pay for what they used to get for free

• Nonsense, why not?