Growth Marketplace Playbook

"Solving the chicken-and-egg dilemma is one of the greatest barriers when launching a marketplace business. Initially, you're caught in a loop where supply won't commit without demand, and demand won’t show up without supply. Whether it's diners without restaurants or travelers without homes, the trick lies in enticing one side to engage first, setting your marketplace's wheels in motion. How will you inspire one side to take the first leap?"

Over my years at Grab, I’m frequently asked about what Grab did right to grow into what it is today. I've noticed that many professionals tend to overly rely on one organization's path as a blueprint for success. Success involves a multitude of factors, and tactics that succeed once may not necessarily repeat their success. This realization spurred my interest in building Noulej.com to help professionals explore growth strategies that have worked across different businesses.
(Grab.com, #1 a super-app operates in SEA)

So who am I

I'm Chandra Ishano, and I currently serve as the Head of Growth at TipTip. Previously, I played a key role at Cloudkitchens and several divisions at Grab, enhancing operational efficiencies and the revenue model. With a history of impactful roles ranging from startups to IPO-scale companies, I have been the secret sauce in the recipe for growth. At Noulej, I've channeled these experiences into a platform where I outline my comprehensive playbook. Specifically, in this Growth Marketplace Playbook, I dive into how to tackle the chicken-and-egg challenge head-on by providing growth strategies and practical frameworks that equip professionals with actionable insights for marketplace success.

Table of Content

A. Why is Marketplace Liquidity Important?

1. Defining Marketplace Liquidity
2. The Vital Role of Liquidity in Marketplace Expansion
3. Market Health Metrics: More Than Just Numbers
4. From Metrics to Milestones: Setting Concrete Goals

B. Defining a Market Health Metric

1. Laying the Foundation: Defining Marketplace Liquidity
2. Identifying Liquidity Drivers
3. Establishing Market Health Thresholds

C. Break Down Market Health Targets

1. Operationalizing Market Health: Defining Key Units
2. Achieving Market Equilibrium
3. Work Reverse From A Top-Line Target

Who This is For

This playbook is perfect for product managers, marketers, and founders who are hands-on with scaling or managing a marketplace startup. It’s tailored for those dealing with marketplace issues at pre-IPO startups that have already found Product/Market fit.

If you’re at a well-established or post-IPO company or still working on products finding their fit, this playbook might not be what you need right now.

Expected Outcomes

1. Master the Concept of Liquidity: Gain a deep understanding of marketplace liquidity, this includes grasping the critical role liquidity plays in the growth and sustainability of a marketplace, and why it’s the cornerstone of user retention and engagement.
2. Develop Actionable Market Health Metrics: Learn to create and implement a Market Health Metric that serves as a leading indicator of liquidity. This metric will act as a proxy for the user experience quality.
3. Translate Metrics into Growth Strategies: Transform your understanding of liquidity and market health into actionable growth strategies. This includes setting specific, data-driven targets for both supply and demand.

FAQs

What Is Noulej?

Noulej is a digital resource hub that offers expert-led playbooks with real-world cases and practical frameworks designed to empower professionals elevate the career.

What Will I Learn?

Learn a range of growth strategies and actionable frameworks that will help you understand how to put theory into practice through step-by-step guides, case studies, and interactive threads that allow you to apply proven strategies directly to your business for tangible results.

Who Will I Learn From?

You'll learn from Chandra Ishano, a seasoned growth expert with extensive experience in enhancing revenue models for companies ranging from startups to publicly traded firms. His practical frameworks and tailored strategies have helped businesses achieve sustainable growth.