The document discusses building a new online community product called "Plaza42" to foster marketplace growth and improve customer acquisition costs. It explores different community formats like forums and Q&A and decides the best approach is to invent a new "rare bird" model that emphasizes quality, usability, and e-reputation. It outlines assembling a dedicated team and iterating the product with user feedback, and stresses defining, communicating, and following key performance indicators.

1. #INSEAD

2. Plaza42, a business case in the
making…

3. What’s the issue ?
 Foster Growth of MarketPlace
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4. What’s the issue ?
 Foster Growth of MarketPlace
&
 Improve Customer Acquisition Costs
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5. What’s the issue ?
 Foster Growth of MarketPlace
&
 Improve Customer Acquisition Costs
Yeah…Sure
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6. Any idea ?
 We know Forums are good at converting targeted
customers
Let’s build one ?
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7. Any idea ?
 We know Forums are good at converting targeted
customers
Let’s build one ?
 Actually, Forums are not as good as Q&A to help
solve issues
Ok, let’s build a Q&A ?
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8. Any idea ?
 We know Forums are good at converting targeted
customers
Let’s build one ?
 Actually, Forums are not as good as Q&A to help
solve issues
Ok, let’s build a Q&A ?
 Actually, traditional Q&A miss the Social vibe…
Ok, let’s invent the « rare bird »
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9. « Rare Bird » ?
 Quality
always head for quality
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10. « Rare Bird » ?
 Quality
always head for quality
 Usability
customer engagement is the new KPI
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11. « Rare Bird » ?
 Quality
always head for quality
 Usability
customer engagement is the new KPI
 e-Reputation
e-reputation makes no living..
e-reputation > social capital > lead generation…
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12. Houston, we’re not alone ;-(
EXPERTS
Answer Quality
Sites Gratuits
Sites Payants
USERS
Reach
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13. Cool 
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14. Cool 
but…
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15. Cool 
but…
How do you do you that ? ;-)
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16. You build a dedicated Team
Someone who thinks
he has a vision & likes to swim
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17. You build a dedicated Team
Someone who thinks
he has a vision & likes to swim
Someone who helps
the boss feel less
lonely & helps articulating the vision
into a service
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18. You build a dedicated Team
Someone who thinks
he has a vision & likes to swim
Someone who helps
the boss feel less
lonely & helps articulating the vision
into a service
Someone who actually
does the job…
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19. Be ashamed when you launch
!
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20. And iterate…with your first
users’s feedbacks
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21. And iterate…with your first
users’s feedbacks
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22. And iterate…with your first
users’s feedbacks
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23. And iterate…with your first
users’s feedbacks
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24. Define KPIs
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25. Communicate them
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26. & Follow them ;-)
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27. Questions ?
10 IF ANSWER = YES THEN GOTO http://plaza42.com
20 IF ELSE THEN GOTO 10
30 END
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