Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin

1. Joe Zadeh @joebot

3. Today

4. NIGHTS BOOKED 5 million 4 million 3 million 2 million 1 million 2008 2009 2010 2011 2012

5. THE STORY OF AIRBNB PHOTOGRAPHY (GROWTH WITHIN GROWTH)

6. NIGHTS BOOKED 5 million 4 million 3 million 2 million SXSW ’08 1 million 2008 2009 2010 2011 2012

7. NIGHTS BOOKED 5 million 4 million 3 million 2 million the story starts here 1 million 2008 2009 2010 2011 2012

8. CHAPTER 1. Go to where your users are.

9. Today

10. 2009

11. CHAPTER 2. Do things that don’t scale.

14. CHAPTER 3. Establish your hypotheses.

15. VALUE: Hosts with professional photography will get more business. GROWTH: Hosts will sign up for it.

16. CHAPTER 4. Build a concierge MVP.

17. Concierge MVP Receives Host Accepts Offer Schedules Facilitates Completion Email Recruits Uploads to Pays via Concierge photographer Recruits hosts Assigns Shoot Listing PayPal Installs Uploads to Receives Photographer Schedules Shoots Dropbox Dropbox Payment

18. CHAPTER 5. Measure.

19. VALUE HYPOTHESIS: TRUE Professionally photographed listings get 2-3X more bookings than the market average!

20. GROWTH HYPOTHESIS: TRUE Hosts are wildly enthusiastic to receive the offer.

21. NIGHTS BOOKED 5 million 4 million 3 million 20 photographers 2 million 1 million 2008 2009 2010 2011 2012

22. CHAPTER 6. Build.

23. AIRBNB PHOTOGRAPHY Requests Receives cleans Receives Host Photography Schedules Facilitates confirmation space Confirmation Makes offer to hosts in market Resurrects Assignment Receives Listing System Notifier backlog Algorithm Confirmation Updated Fills out Receives Receives Photographer Reassignment Schedules Shoots Uploads profile assignment Payment Reassignment Flags Operations Recruits photographer Monitors Pays Coordinator photographer and sets rate (USD)

24. AUTHENTICATION GEOCODING EXISTING CODE → USER PROFILES PHOTO UPLOADER EMAIL NOTIFICATION

25. EMAIL MARKETER RECRUITER CONCIERGE → QUALITY CONTROL SUPPORT

26. SHOOTS PER MONTH 5000 3750 2500 1250 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012

29. CHAPTER 7. Measure.

30. BUILD A DASHBOARD

31. LOOK AT ALL TYPES OF DATA Host email conversion (high) Photoshoot turn-around (fast) Photographer decline rate (low) % of listings covered (low)

32. If we could automate payments to photographers, we could spend more time recruiting.

35. CHAPTER 8. Iterate.

39. CHAPTER 9. Change requirements... and break the whole site.

40. “Let’s watermark our images.”

41. “Make sure the original is >12 Megapixels.”

42. “Let’s have our Customer Support team offer Photography when someone calls in.”

43. “Let’s start turning off listings without photos (when there’s a photographer nearby).”

46. CHAPTER 10. Bigger scale means different tools.

48. CHAPTER 11. Scale the operations team.

54. CITIES PER MONTH 1500 1125 750 375 0 Dec Feb Apr Jun Aug Oct Dec Feb 2011 2012

55. CHAPTER 12. Enjoy the view.

56. San Francisco

57. Brooklyn

58. Vermont

59. Mexico

60. London

61. Milan

62. Portugal

63. Thailand

64. Mumbai

65. Austin

66. Austin

67. 1500 cities 35,000 shoots 500,000 photos it all starts by meeting your users.

68. Thank you!

Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin

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Joe Zadeh, Airbnb presentation at Lean Startup SXSW, Austin