High Signal Podcasts Evidence ledger
Method
Browse
← All source episodes

Lenny's Podcast / episode intelligence

Developing a growth model + marketplace growth strategy | Dan Hockenmaier (Faire, Thumbtack, Reforge)

9 Oct 2022 21 published claims 2 attributable people

Speakers in the public record

Claim mix

belief 9prediction 4recommendation 3evaluation 3observation 1preference 1

Evidence policy

Every row below preserves an exact excerpt. Identified speakers are linked; unresolved voices are labeled and excluded from people counts.

Claim ledger

The useful parts, with receipts.

21 published records

02 / belief

I mean I think there's a few folks in this community who've worked with a bunch of marketplace, and you start to see the same topics over and over.

“I mean I think there's a few folks in this community who've worked with a bunch of marketplace, and you start to see the same topics over and over.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

05 / belief

You're transacting with Open Door and so that's, in my mind, no longer a marketplace because you also eliminate some of the marketplace mechanics we were talking about a bit.

“You're transacting with Open Door and so that's, in my mind, no longer a marketplace because you also eliminate some of the marketplace mechanics we were talking about a bit.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

06 / belief

One lesson I learned the hard way a bunch of times on this is that if you think about running a marketplace, you're basically like a gardener.

“One lesson I learned the hard way a bunch of times on this is that if you think about running a marketplace, you're basically like a gardener.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

07 / belief

I mean I think the first thing is looking at those core metrics we talked about, do they have a really liquid high performance marketplace first.

“I mean I think the first thing is looking at those core metrics we talked about, do they have a really liquid high performance marketplace first.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

08 / belief

I think there's a really important nuance here, and there's actually a little mini Twitter debate with Bill Gurley I think a while ago where he made the same point that in the end, the most important thing you got to get right is aggregate all the demand.

“I think there's a really important nuance here, and there's actually a little mini Twitter debate with Bill Gurley I think a while ago where he made the same point that in the end, the most important thing you got to get right is aggregate all the demand.”
Speaker
Lenny Rachitsky
Publisher
Lenny's Podcast

09 / belief

I think the core logical error in the argument for unbundling is that they over focus on one type of improvement, which is user experience and they under focus on the things that make scale businesses have better economics.

“I think the core logical error in the argument for unbundling is that they over focus on one type of improvement, which is user experience and they under focus on the things that make scale businesses have better economics.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

11 / observation

The problem is that pool of users is the group of people who has tried the product and decided they don't want to use it and so it's very hard to convince them otherwise.

“The problem is that pool of users is the group of people who has tried the product and decided they don't want to use it and so it's very hard to convince them otherwise.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

12 / recommendation

If you look at the strategy doc for a product group or team, I think that having a model like this should be a core part of that because that way they can articulate what it is they actually [inaudible 00:19:18].

“If you look at the strategy doc for a product group or team, I think that having a model like this should be a core part of that because that way they can articulate what it is they actually [inaudible 00:19:18].”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

13 / prediction

I think the second would be a deep understanding of unit economics because the dynamic I talked about where they're hard to get started means that most marketplace in the early days have pretty poor or maybe even negative unit economics.

“I think the second would be a deep understanding of unit economics because the dynamic I talked about where they're hard to get started means that most marketplace in the early days have pretty poor or maybe even negative unit economics.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

14 / evaluation

I think one of the most common analytical failure modes is this pattern, which is our best users do X, so why can't we make other users do that same thing and then drive future attention.

“I think one of the most common analytical failure modes is this pattern, which is our best users do X, so why can't we make other users do that same thing and then drive future attention.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

15 / evaluation

Whether people come back or not has to do with everything that they experienced along the way. And so I think that the primary advice is actually if you were trying to remove a retention style metric, rarely should you go right to the source and send them more email or push notification or something like that.

“Whether people come back or not has to do with everything that they experienced along the way. And so I think that the primary advice is actually if you were trying to remove a retention style metric, rarely should you go right to the source and send them more email or push notification or something like that.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

16 / recommendation

Yeah, I think that's exactly right. And the reason this is the right advice is because everything else follows proving you have a good customer experience.

“Yeah, I think that's exactly right. And the reason this is the right advice is because everything else follows proving you have a good customer experience.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

17 / prediction

Ultimately, you're charging a hundred percent commission and you're not a marketplace anymore. So I think, as we think about the future of marketplaces, one important question is which marketplaces are going to tend towards evolving out of the marketplace model altogether and which will stay in marketplace mode in equilibrium?

“Ultimately, you're charging a hundred percent commission and you're not a marketplace anymore. So I think, as we think about the future of marketplaces, one important question is which marketplaces are going to tend towards evolving out of the marketplace model altogether and which will stay in marketplace mode in equilibrium?”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

18 / prediction

Just the discovery process takes longer for that reason. But I think the reason we won't see a huge explosion in this area is that B2B also comes with something else, which is much lower fragmentation in many cases and you need fragmentation for a good marketplace.

“Just the discovery process takes longer for that reason. But I think the reason we won't see a huge explosion in this area is that B2B also comes with something else, which is much lower fragmentation in many cases and you need fragmentation for a good marketplace.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

19 / preference

Based on that coefficient, it has a lot to do with how fast your business grows. And similarly with paid marketing, as you generate contribution margin, you can reinvest that and grow and actually if you link those two up explicitly, it makes it really clear why thinking about something like payback period is a much better measure of paid marketing performance than LTV to CAC because the speed at which you get enough money back to then go acquire another customer has much more bearing on how fast your business can grow than just the raw kind of [inaudible 00:09:39].

“Based on that coefficient, it has a lot to do with how fast your business grows. And similarly with paid marketing, as you generate contribution margin, you can reinvest that and grow and actually if you link those two up explicitly, it makes it really clear why thinking about something like payback period is a much better measure of paid marketing performance than LTV to CAC because the speed at which you get enough money back to then go acquire another customer has much more bearing on how fast your business can grow than just the raw kind of [inaudible 00:09:39].”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

20 / evaluation

As soon as you start stacking assumptions, you're highly sensitive to how many assumptions do you have to make and do you know how to make that assumption. And marketplaces kind of create complexity on both of those because for the first piece you're modeling both sides of the business.

“As soon as you start stacking assumptions, you're highly sensitive to how many assumptions do you have to make and do you know how to make that assumption. And marketplaces kind of create complexity on both of those because for the first piece you're modeling both sides of the business.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast

21 / prediction

They just need less from a marketplace and, as a result, they're going to be willing to pay less. And you're also probably going to see many more problems with disintermediation, which is when the supplier and the customer go around the marketplace because they can just transact themselves.

“They just need less from a marketplace and, as a result, they're going to be willing to pay less. And you're also probably going to see many more problems with disintermediation, which is when the supplier and the customer go around the marketplace because they can just transact themselves.”
Speaker
Dan Hockenmaier
Publisher
Lenny's Podcast
Search evidence