Founded in 2005, Etsy has grown into a public company with over 1,000 employees. It's no longer a startup but, in many ways, Etsy still thinks and builds like one. This presentation will walk through examples of how Etsy takes Lean Startup approaches to smaller, startup-like products within the company, including how these smaller teams are formed, how their work is tested, and how they exist within the larger company ecosystem to allow for constant iteration and innovation by the brand. Included here will be tips for supporting internal startups within established companies."
Welcome to the Lean Launchpad Class Presentations - Nov 2015
Similar to Building and Scaling Smaller Startups Within Etsy, Emily Smith, Senior Manager, Social Innovation + Rachana Kumar, Senior Engineering Manager, Etsy
Similar to Building and Scaling Smaller Startups Within Etsy, Emily Smith, Senior Manager, Social Innovation + Rachana Kumar, Senior Engineering Manager, Etsy (20)
2. Who are we?
Rachana Kumar
Senior Engineering Manager
Seller Services
Brooklyn
Emily Smith
Sr. Manager, Social Innovation
Sustainability + Social Innovation Team
Brooklyn
3. Agenda
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• Etsy, A quick overview
• Addressing startup challenges within the context of a larger company:
Ideas, Build, Measure, and Learn
4. Etsy is a global creative commerce platform where people around the world connect,
both online and offline, to make, sell and buy unique goods.
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6. We believe we are creating a new economy, where creative entrepreneurs find
meaningful work and where thoughtful consumers discover and buy unique goods and
build relationships with the people who sell them.
ADIKILAV
Jerusalem, Israel
Photo by: Shlomit Koslowe
Moira K. Lime
Omaha, NE
Photo by: Moira K. Lime
Habitables
Madrid, Spain
Photo by: Habitables
Nested Yellow
Portland, OR
Photo by: Jessica Dremov and Nested Yellow
karoArt
Dublin, Ireland
Photo by: Christine Burns
My A La Mode Boutique
Ecuador
Photo by: My A La Mode Boutique
noemiah
Montreal, QC, Canada
Photo by: noemiah
Lorgie
Fremantle, WA, Australia
Photo by: Lorgie
Jeremiah Collection
San Francisco, CA
Photo by: Matthew Reamer
Docksmith
Brunswick, ME
Photo by: Docksmith
purlBKnit
Brooklyn, NY
Photo by: purlBKnit
Julia Astreou
Nicosia, Cyprus
Photo by: PanagiotisMina
Nicole Porter Design
Saint Paul, MN
Photo by: Nicole Porter Design
Clap Clap
Los Angeles, CA
Photo by: Bert Youn and Mimi Kim
Little Hero Capes
Somerset, MA
Photo by: Rich Vintage Photography
Cattails Woodwork
Hermitage, PE, Canada
Photo by: Cattails Woodwork
redravenstudios
Pittsburgh, PA
Photo by: Janelle Bendycki
Room for Emptiness
Berlin, Germany
Photo by: Room for Emptiness
sukrachand
Brooklyn, NY
Photo by: sukrachand
Artifact Bags
Omaha, NE
Photo by: Dana Damewoodand Jackie Sterba
Woodstorming
Kaunas, Lithuania
Photo by: Ilona & Martynas from Instudija
7. SELLER
Pursues craft,
grows
business
ETSY
Invests in the
platform and
delivers a global
base of buyers
ETSY
Facilitates the
transaction
BUYER
Finds unique
goods that are
hard to find
elsewhere
ETSY EMPOWERMENT LOOP
ETSY EMPOWERMENT LOOP
Our Seller-aligned Business Model
8. By the Numbers
1.7M
active sellers
AS OF DECEMBER 31, 2015
28.6M
active buyers
AS OF DECEMBER 31, 2015
$2.84B
annual GMS
IN 2015
~45M
items for sale
AS OF DECEMBER 31, 2015
Photo by Kirsty-Lyn Jameson
13. SO YOU HAVE AN IDEA
Etsy Studio
Etsy Wholesale
Etsy Manufacturing
Etsy Pattern
14. Vision
• What is the vision? How will it look like a year from now
and five years from now?
Goals • What are the measurable goals?
Outcome
• When and how you will achieve those goals?
Resourcing
• What resources do you need to hit those metrics?
16. 16
Be Your Own Obsessive Advocate
Etsy Made in Canada
Photo by Jean-Michael Seminaro
• Find sponsors
• Engage teams across the company
17. Don’t Underestimate Internal Comms
• Hold open information sessions
- Lunch and learns
- Weekly progress meetings
• Get swag - hoodies, stickers, make people understand it’s
real and happening
• Create an interest group for the market you’re trying to
address, share news and market updates
• Feed leadership lines, make sure it’s represented in
company wide communications
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19. Existing Infrastructure: Benefit or Liability?
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Research
• Do we have the right stack for this?
Review
• What needs to change?
Repeat
• Are we building for long term?
20. Fostering a startup culture at a well-resourced
company
• Recruit the right team.
• An obsessive focus on deadlines from the start.
• Always ask why and say “NO” when you need to.
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24. Is it working?
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Learn
• What’s working (or not)?
Access
• What needs to change?
Analyze
• What does the real data inform?
25. The Age Old Question: Preserve or Pivot?
Key to success: Focus on the core customer and what’s right for the company
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Photo by Rich Vintage Photography