1. The “chasing the rabbit” strategy
Successfully implement a pilot project that does not follow the platform model to attract both users and producers to a new platform built on the infrastructure proven by the pilot project.
Basically, this strategy includes three techniques:
- (i) Creating added value. Platform managers plan to prioritise the creation of value that attracts a group of users or multiple groups of users, showing them the potential benefits of joining the platform. When these initial users create more value units than they will attract others to join the platform, and so on, creating a positive feedback loop, leading to the continuous development of the platform.
- (ii) Designing a platform that attracts a group of users. The platform needs to be designed to provide tools, products, services, or other benefits that can attract a group of users, or consumers, or producers. When the number of users on one side of the marketplace is large enough, it will attract users on the other side, which will lead to a positive feedback loop.
- i. To begin, the platform needs to create favourable conditions from which the created value units are closely related to the users, especially when the overall network size is still small. Then, it is necessary to encourage more activities on the platform, thereby attracting a sufficient number of both consumers and producers to participate in the creation of more value units and value-creating interactions, so that the network effect begins to work.
The three techniques above can be used independently or together, and combinations of these three techniques can work effectively in certain circumstances.
2. Symbiotic Strategy
This is a strategy where a newly built platform is connected to the existing user base of another platform, thereby initiating the process of creating value that attracts users to the new platform.
3. Incubation Strategy
Create value units that are closely related to at least one group of potential users. Once the platform has attracted the participation of this user group, other user groups will also want to participate in the value creation interaction on the platform, as an inevitable consequence.
In some cases, companies operating on a platform model will take on the role of value creation on the platform themselves by becoming the first producers. In addition to launching the platform, this strategy also allows the platform owner to define the types of value units and their quality that they want to see on the platform, thereby encouraging the development of a high-quality contribution culture from producers who join the platform later.
4. Leverage Popularity Strategy
Provide incentives to attract members of a key user group to join the platform.
In many cases, there is a user group that is so crucial that their participation on the platform will make or break its success. Therefore, it may be very reasonable for the platform manager to encourage the participation of these individuals through bonuses or other special benefits.
Sometimes, the success of a platform comes from the participation of customers rather than producers, who are vital to the platform.
5. One-Sided Market Strategy
Create a business that provides a product or service that benefits one group of users, and then transition this business to a platform model by attracting a second group of users who want to interact with the first group of users.
6. Chiến lược truyền bá thông qua nhà sản xuất
Hãy thiết kế nền tảng của bạn trở nên hấp dẫn các nhà sản xuất, từ đó họ sẽ khuyến khích khách hàng của họ trở thành người dùng trên nền tảng của bạn.
7. Chiến lược phát triển đột phá về số lượng người dùng
Hãy dùng một hoặc nhiều chiến lược marketing đẩy truyền thống để thu hút lượng lớn người dùng quan tâm và tham gia vào nền tảng. Điều này kích hoạt hiệu ứng người dùng ồ ạt tham gia vào nền tảng, giúp tạo ra một mạng lưới được phát triển hoàn chỉnh gần như ngay lập tức.
8. Chiến lược thị trường vi mô
Bắt đầu bằng việc tập trung vào một thị trường nhỏ, nơi đã có sẵn thành viên đang tham gia tương tác. Điều này cho phép nền tảng cung cấp những tính năng kích thích tương tác hiệu quả cho một thị trường lớn, ngay cả khi nền tảng đang trong giai đoạn mới bắt đầu phát triển.
Nguồn: https://vebimo.wordpress.com/2018/04/17/platform-revolution-tam-chien-luoc-xay-dung-mot-nen-tang-thanh-cong/
