The year was 2003, and with the help of some dialup (in the United States) one could post an ad on Criaglist.org, for well, anything. This was useful because if one suddenly decided he wants to start a new company, it was an easy way to test the interest in the product or service he had to offer. After posting the ad, in the next 24-72 hours you could sit back and to see who would bite. For me this was a regular pastime, exploring possible business ideas. The ad’s ranged from web site development, landscaping and moving companies, to drives on request (hello Uber yes I had the idea first).
Compared to today, it was too easy. Back then, Craigslist was where people went for everything, buying and selling stuff, renting apartments, buying houses, hiring dog walkers, ride shares, dating, events, and job openings. But it wasn’t to last for long.
It didn’t happen overnight, but around 2008 the Craigslist user base had changed, the people became less reliable, more weird. Creepy even. It was on both sides too. As a user looking through ads some were WEIRD, I remember apartment listings that just had a picture of a cartoon dog, and a couple details about the apartment. And when receiving replies to ads I’d posted some people were normal, and others were obviously whack jobs.
Also by the end of the last decade, it wasn’t just the people on Craigslist (CL) that had changed, there were other places to go and spend time on the internet. Ebay had totally taken over the sell/buy space. Sites like Match.com started to peel away users of the personals section.
This also meant things were more difficult too. I remember a NYTimes post about one accountant who stopped paying for advertising because he got all his clients through CL. I doubt that guy still has the same story now. Services like accountants, web developers, painters, and repairmen, who used to get their new clients from the Services section on CL, lost traffic to paid advertising and highly competitive search engine ranking in Google search results. It didn’t happen overnight, but by 2010 Craigslist was only good for long shot job opportunities and sublets, it’s been a while since I checked, but I wouldn’t be surprised if those are not useful anymore either.
Fast forward. It’s 2015.
The world changed so much in the last ten years. Getting peoples’ attention requires multi-tiered approach of social network engagement, Google page ranks, paid results in search, email campaigns, paid Facebook ads, quality scores, and so much more. There is no classifieds listings where you can post your capabilities and wait for interested people to connect, it would be a bad test.
Ideas aren’t so easy to test anymore.
A recommended method to test an idea now, is to make a landing page, choose a set of keywords, and then create a Google Adwords campaign to send traffic to the page (since the page doesn’t have built in traffic like Craigslist did).
With some traffic going to the page, you can see how your keywords convert in Google’s Adwords dashboard, watch how many bounces the landing page gets, and most importantly how many conversions you can create. But that process is more complex than the Craigslist post I described above from 10 years ago. Your keywords can be wrong, you location & demographic settings may not be optimized for your target market. Perhaps you’re not bidding enough on the campaign. Your landing page content may be all wrong. And if the landing page isn’t convincing, say, maybe it looks a bit fake, like dummy landing page, people can tell, and if they smell a fake, they close the page as soon as it opens, and then your whole test is a waste. A waste that, let’s not forget, needed to be paid for. Again, unlike the Craigslist test.
More so, there is a feeling that without a website you aren’t legitimate. Without a Facebook page, it’s just a personal side project. Without a good chunk of followers on your instagram or twitter account or “page likes” on your Facebook page your business isn’t legitimate or too young to be trusted.
Imagine how it would feel for an Law Practice with 25 years of experience that cannot get more then 36 likes on their Facebook page. A popularity vote on a platform that has barely existed for 5 years, with a company that barely existed 10 years ago. That’s got to be hard to swallow. All the rules are changing, and it’s making a fool out of everyone. Don’t worry, we’re all in the same boat.
What a lot of people think they need to do when they start a company, or put their business on the internet, is that they should buy a domain name. Unfortunately, the days of just getting a “.com” or “.net” (also known as TLDs) are long gone folks. There are now over 1,000 different TLDs to choose from, with .travel, .book, .biker, .ninja (I puke a little at that one) domain extensions (TLD), there is a universe of possibilities, meanwhile most of the people in the world are still just figuring out the difference between email and the internet. Some still don’t really get setting up their smart phones.
If many people are still just trying to get the hang of a smart phone, will the average person even know that “http://johndoe.restaurant” can be a real website URL now? Think twice before buying that domain name folks, I think the verdict is out on that one. Let’s wait for CNN to do a special on it first to be safe 😉
The increase of complexity grows at a rate near Moore’s law with no end in sight.
As a 33 year old, I feel lucky to have both witnessed a time before Microsoft Windows (MS-DOS), when there was only a telephone to communicate, and getting to experience first hand the wave of people using Friendster, then Myspace, then Facebook, and now lots of niche networks to boot. But I meet teenagers and see how they use technology, and think about how much things will change in the next ten years, and nothing seems more overwhelming than this, except perhaps an echo chamber with a never ending loud speaker going off, creating nth degree echoes upon echoes.
In the next 20 years, a time frame anyone reading this can probably expect to live (I’m rooting for you!), the complexity will grow way more than it has in the last 10 years. So basically, a likely startup in the year 2026, could be offering a service with a promo like:
“Our service takes over your communications, searches, blog reading and all so you don’t have a brain aneurysm. We will call you at the end of the day with a simple summary for you!”
Perhaps such a service will be an add on to our personal OS – à la “Her”. Perhaps by then, shopping will be in it’s own division, a “sub-net” of the internet. News/Content/Blogs will be in a subnet. Social & communication will have it’s own subnet. Things will have gotten so complex, the new innovators will just be making ways to compartmentalize.
Until then we’re all the guinea pigs. And those who want to continue to compete for the next big innovation have keep an eye on the changes, while the others sit back and continue to be dumbfounded by all the rapid changes.