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A Summary of

Kickstarting supply in a labor marketplace

Lenny Rachitsky
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Utilize job boards

  • Early supply growth in labor could be as simple as posting a generalized job listing on Indeed, Craigslist, or other sites
  • Figure out where potential supply candidates are looking for work and go post the job there

Targeted direct outreach

  • Reach out and convince them to join
    • Referrals
    • Cold calls
  • Do things that don't scale - go directly to your supply and try to convince them to join what you are building

Word of mouth + paid referrals

  • This can be used if your product does not have a strong product-market fit
  • B2B marketplaces often have the advantage of hanging out and sharing what’s working and what is not working for them
  • Build something so great that your “supply” cannot help but brag to their friends about it

Paid social

  • Paid ads on social networks, but particularly LinkedIn
  • Do not be afraid to experiment with how the ads are targeted to potential employees through trial and error
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