01
Liquidity
A marketplace is useful when participants can reliably find suitable counterparties. Early marketplaces face a cold-start problem because supply and demand each depend on the existence of the other.
02
Cold Start
- Concentrate geographically.
- Manually recruit supply.
- Create demand directly.
- Focus on a narrow niche.
- Subsidize or simplify one side where justified.
- Solve trust and transaction friction.