Comments on: Yipping at Yelp http://www.thecatalystcode.com/theconversation/blog/2009/03/04/yipping-at-yelp/ The Catalyst Code Tue, 07 Feb 2012 06:29:51 +0000 http://wordpress.org/?v=2.0.11 by: Jeff Eckman http://www.thecatalystcode.com/theconversation/blog/2009/03/04/yipping-at-yelp/#comment-7475 Fri, 06 Mar 2009 02:01:55 +0000 http://www.thecatalystcode.com/theconversation/blog/2009/03/04/yipping-at-yelp/#comment-7475 To your last point first, and I would think you'd agree, free isn't really free. And those who are leading multi-sided business need to think about the concept of "free," who is paying, and who is benefitting, in a more multidimensional way. For example, one way to look at what we typically view as "free" could be translated as "fast and easy"–more of an experience perspective. In other words, if I have to reach into my wallet, pull out my credit card, type in the numbers, it slows me down and is more of an inconvenience. This is especially true if what I am ultimately paying is a micro-payment like $9.99 for a year's worth of service, or $3.00 per month. If I see value for me in what the service provides, I am happy to pay. What I really want is speed and easy to go along with the relevance of the offering. As to Yelp's belief that business owners and their agents are less credible than the user masses, I tend to agree. It's perhaps an extreme example, but one look at the descriptive text in most real estate listings will illustrate this acutely. "MUST SEE!!!!!!! This well-cared for home is PERFECT for a growing family. BRAND NEW appliances, and a stunning finished basement!!!!! Open House with free homemade cookies and punch this Sunday. Owner is a motivated seller..." Enjoyable post, Karen! To your last point first, and I would think you’d agree, free isn’t really free. And those who are leading multi-sided business need to think about the concept of “free,” who is paying, and who is benefitting, in a more multidimensional way. For example, one way to look at what we typically view as “free” could be translated as “fast and easy”–more of an experience perspective. In other words, if I have to reach into my wallet, pull out my credit card, type in the numbers, it slows me down and is more of an inconvenience. This is especially true if what I am ultimately paying is a micro-payment like $9.99 for a year’s worth of service, or $3.00 per month. If I see value for me in what the service provides, I am happy to pay. What I really want is speed and easy to go along with the relevance of the offering.

As to Yelp’s belief that business owners and their agents are less credible than the user masses, I tend to agree. It’s perhaps an extreme example, but one look at the descriptive text in most real estate listings will illustrate this acutely. “MUST SEE!!!!!!! This well-cared for home is PERFECT for a growing family. BRAND NEW appliances, and a stunning finished basement!!!!! Open House with free homemade cookies and punch this Sunday. Owner is a motivated seller…”

Enjoyable post, Karen!

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