Digitizing the Informal Economy: Doer’s Go-To-Market Strategy
In an age where the gig economy is proliferating across the globe, vast swaths of the labor market still rely on analog, trust-based networks. From construction sites to hairdressing and tutoring, informal labor is vibrant, yet disjointed and inefficient. Enter Doer by InfiniteUp, a platform aiming to digitize the existing informal economy. We’re launching first in Nairobi, focusing on creating a density of opportunities before expanding to other regions. Here’s our go-to-market strategy to revolutionize informal labor.
1. Targeting a Diverse Labor Market
Understanding the multifaceted nature of informal labor is crucial. We’re focusing on various sectors including:
The aim is to encompass the broad spectrum of the informal economy, streamlining these sectors into an accessible digital platform.
2. Focusing on Nairobi: A Phased Approach
Launching in Nairobi, we’re concentrating on achieving critical mass and escape velocity. Our phased approach ensures we fine-tune the model, making it robust before expanding to other regions. The focus is on creating a dense network where opportunities are plentiful, and interactions are seamless.
3. Innovative Solutions to Marketplace Challenges
The chicken-and-egg problem is common in two-sided marketplaces. Our approach eliminates this by pre-filtering doers for jobs, cutting out unnecessary steps, and focusing on job givers. We are overcoming Andrew Chen’s cold start problem by building the minimum viable functional network. This ensures the platform’s functionality from day one, making it an attractive proposition for both job givers and doers.
4. Education and Intuitive User Experience
Our team at InfiniteUp has a deep history in education technology. We’re channeling this expertise into making the platform accessible for non-digitized individuals. From intuitive user flows to training tutorials, micro-courses, and personalized help, we’re ensuring that the transition from analog to digital is smooth and rewarding.
5. Pricing and Incentives: Lowering the Entry Barrier
Initially, we’re not charging any commission. Our focus is on creating the lowest friction for users to join the platform. We’re offering incentives, integrating referral engines, and implementing strategies that make it advantageous for users to engage and share opportunities.
6. Partnerships, Reactivation, and Retention
While we’re utilizing platforms like WhatsApp and Facebook for reactivation and retention, our focus extends to creating a platform that naturally encourages sharing. The app’s web-based nature, along with sharing functionalities deeply embedded, ensures that sharing jobs, features, and successes is effortless.
Conclusion
Doer’s go-to-market strategy is rooted in a profound understanding of the existing informal economy. By leveraging innovative solutions to tackle age-old challenges, focusing on education, and offering a diverse array of opportunities, we’re poised to revolutionize the way informal labor functions. Our launch in Nairobi is just the beginning; we’re on a mission to transform the economy—one job at a time.
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