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Airbnb, Etsy and Uber        3
AIRBNB, ETSY AND UBER
Executive summary
Airbnb, Etsy, and Uber are well-established businesses that are now doing wonderfully in their respective markets. Quietly, few companies have had the opportunity to swiftly grow and expand their company numbers in the last few years than Etsy, Airbnb, and Uber. The three businesses have used a variety of marketing strategies to maintain, grow, and retain their customer bases. These businesses' administrations and products have developed a distinct and enduring brand name among their clients. They encourage client loyalty.
This essay will aim to identify the major concerns, break them down and analyze them, and provide recommendations for the situation. Because on the company's current circumstances, the strategies change in each scenario. Airbnb, Etsy, and Uber, among other early adopters, have begun to consider ways to increase their client base through improved marketing tactics. Digital marketing will assist, allowing various businesses to reach out to targeted clients through various search advertisements or social media at a low cost.
Table of Contents
Executive summary    2
Airbnb    4
Etsy    5
Uber    5
Identification of Main Issues/ Problems    6
Analysis and Evaluation of Issues/ Problems    7
Common Techniques used by Airbnb, Etsy and Uber    9
Recommendations    10
References    12
Airbnb
Airbnb was a two-sided marketplace that aimed to connect property owners with customers looking to rent short-term accommodation. Airbnb is a privately held corporation that was formed in August 2008 and is located in San Francisco, California. Airbnb had over a thousand clients in 2009, and over a million by 2011. One of the most significant advantages of Airbnb was that it was often far less expensive than hotels in the same area, ranging from 30% to 80% less (Lu & Tabari, 2019). Airbnb launched Airbnb Social Connections in the summer of 2011, which used Facebook Connect to tap into users' social graphs.
Guests might also look for hosts based on other factors, such as their school of graduation. In 2012, Andreessen Horowitz, Digital Sky Technologies, General Catalyst Partners, Jeff Bezos, Ashton Kutcher, who also joined the company's advisory board, and CrunchFund invested $112 million in Airbnb as part of a Series B financing round (Knightly, 2018). On the 22nd of June, just three days after receiving a $1 billion investment round. Another noteworthy aspect is that on August 1st, Brian Chesky made an unequivocal apology via the business blog, revealing Airbnb's revised guarantee to cover up to $50,000 in vandalism or theft losses (Knightly, 2018).
Then, in May of 2012, Airbnb collaborated with Lloyds of London to increase their guarantee even further, offering a $1,000,000 Host Guarantee on every booking. The company's dedication to trust was demonstrated by the $1,000,000 Host Guarantee (Knightly, 2018). Airbnb was able to continue growing on an even faster growth curve despite these occurrences by acting rapidly to resolve these issues.
Etsy
Etsy was a two-sided e-commerce site that sold handmade or antique products and supplies, such as art, photography, clothes, jewelry, cuisine, and toys. From around 2005 until late 2008, Etsy expanded from a thousand to one million consumers. Since 2011, organic channels have accounted for 87 percent to 91 percent of Etsy's traffic, with paid advertisements accounting for only 2 percent to 7% (Maté-Sánchez-Val, 2021). Etsy's early backing of artisans at craft fairs helped drive consumers and sellers to the fledgling platform.
As the firm developed, it continued to assist merchants, who promoted their products while also promoting the Etsy platform to their own devoted consumers. In 2013, CEO Chad Dickerson, who took over after founder Rob Kalin stepped down in 2011, credited some of Etsy's phenomenal user growth to merchants promoting their own stores on social media (Scheepers & Bogie, 2020). Etsy was growing at a breakneck pace by late 2008, surpassing the one million client milestone (Sigala, 2018).
Uber
Uber was a San Francisco, California-based online two-way transportation platform. Uber created, promoted, and maintained the Uber mobile app, which allowed smartphone users to order a ride and have it delivered by independent drivers in their own cars. Uber's user base increased from a thousand to one million between 2010 and 2012, thanks to a careful city-by-city strategy (Dogru et al., 2020). Uber's rapid expansion was due to their recognition that growth was not a one-size-fits-all proposition. Uber had to adjust its launch plans to meet the specific features of each new region due to local politics, legislation, and interests.
Uber's ability to enter a market, learn who the suppliers were, who the vested interests were, and account for those factors propelled the company to success in other locations almost instantly. Special occasions and holidays were...