1. What type of eCommerce? What type of customer? Or I choose?
2. Any product surface? mobile, desktop, etc? Any specific geo?
3. Specific goal in mind? Or I choose?
4. Digital or physical good?
Assumptions: I choose all
Mission: Give everyone in the world ability to share ideas and information instantly without barriers
Key company Metrics: DAU, ARPDAU
A note on business models: Twitter has a B2C / display ads business model that has some similarities / differences from eCommerce. A healthy amount of deliberation with execs would be wise.
eCommerce is a broker/marketplace. Two sided:
Seller and buyer. Business model is a chicken a egg problem. You want enough buyers to attract sellers. You want enough products for buyers to access (flywheel and inertia problem). Selecting a group with enough data and size is important.
We need to choose segment. Twitter has global audience and need to niche down for any new products. Building for everyone is destined for failure. Keep in mind we have two user groups: 1) sellers and 2) buyers
Will focus on buyer side. I’ll segment on lifestyle.
1. Travel (Guessing 5% DAU)
2. Health & fitness (5% DAU)
3. News junkie (20% DAU)
Estimating TAM for each will give us idea on opportunity and allow us to prioritize size relative to the flywheel/inertia problem above. Estimate news junkie is largest (Twitter began marketing itself as a news product few years back)
20% of 150M DAU is 30M potentially interested users. If we can convert 1 in 10 with our feature, that’s 3M users. If the average revenue per user is $10, that’s a $30M opportunity.
Choose: News junkie
Goal / metric
# active sellers
# repeat buyers
% news products sold vs listed
# gross revenue
# active buyers (% DAU)
# repeat buyers
Choose: # active buyer (since it’s new, can be indicative of product market fit). % DAU (segmented by news reader DAU would be even better)
Use cases for buyer side for news
- I want well thought-out content
- I want it timely
- I want it reputable (not false)
- I want it easy to read
- I want it easy to purchase
Choose: Long-form journalism product. We'll go after a digital marketplace (no physical goods) which can have some strategic benefits (less hit to user satisfaction around lost products, long shipment time, etc)
Narrow use cases down
- I want to know amazing authors
- I want to know background information
- I want to know they’re reputable
Choose: List sellers (assuming we can sign them up) offering long form journalism. The conversation could stay at a high level instead and go through all the large features needed for this but will continue to refine into a single feature for simplicity.
Narrow user cases down for listing of sellers
- I want accurate info score
- I want a beautiful bio of the author
- I want info on their following (social proof)
We can summarize our OKR
OKR: Drive buyer adoption
Result 1: % DAU / % news reader DAU
Result 2: D7 retention (how many come back)
Result 3: Conversions
Twitter’s mission is to spread info without barriers (DAU, ARPDAU)
Interest in opening ecommerce (seller buyer flywheel challenge)
Choosed news junkies with long form journalism (digital product)
Goal is to increase # of active buyers / % DAU
First feature is to focus on listing of sellers
Metrics: %DAU, D7 retention, conversions