In “Anyone can start a Groupon and other startup myths,” Andrew is arguing that the cost per customer acquisition is Groupon’s moat (keeping other companies out of their profit party) in that they can outspend any upstart — and they can. But this doesn’t mean more than “You can’t out Groupon them” — in fact unlike most consumer facing tech companies with billion+ evaluations, they don’t have any significant network effects so they don’t really have a moat at all.
How would you start a Groupon competitor? It’s not a tech problem (which is why, I suspect that HackerNews hates them), it’s strictly a chicken and egg problem: acquiring deals and acquiring eyeballs.
Get deals first: Aggregate. It’s a hard problem to get at least one local interesting deal a day. So let Groupon and LivingSocial and your local competitors provide the initial content. Send out one email or having a landing page with all today’s local deals sorted best to worst. Now you can build traffic cheaper than Groupon because you offer Groupon++. Even if Groupon et al get all the revenue from all the deals on your homepage you have your chicken and you can start searching for your own eggs (deals) to add to the top of the list.
Who’s doing it already: Dealmap, Yipit, 8Coupons, Yahoo
Get eyeballs first: Use dead end media. Newspapers are still struggling to replace classified ads, they have huge fixed investments in advertising space, customer service and marketing. Take the existing readers and coupon clippers and offer them exclusive deals. Heck, use one of the white-labelled deal sites — it has never been a technology problem.
Who’s doing it already: Wag Jag, Sun Media just bought StealTheDeal
Start with a few chickens and a few eggs: Specialize. AppSumo is Groupon for SaaS, HumbleBundle is Groupon for games, deals.feld.com is Groupon for people who like Brad Feld.
To paraphrase Andrew a little “So why don’t you build one, tough guy?”[1] Automated aggregation doesn’t have any kind of moat (and isn’t really all that interesting) and working with newspapers is an uphill battle. If the New York Times called me up tomorrow and said “we’re betting the company on an elite, invitation only Groupon in posh metropolitan areas” I’m in, but trying to help the Boise Tribune save its bloated marketing department AND try out-execute Groupon is not an easy play.
I don’t think Groupon is unstoppable, what makes the content compelling is the discounts, and what makes the discounts compelling are the audience and both of those ingredients are commodities. There’s no reason not to subscribe to multiple coupon sites, and competition should erode margins. That’s how commodities work in a free market.
Groupon does have 3 advantages right now. They’re defining the game, they could be instantly and massively profitable tomorrow by stopping their ad-buys, concentrating only on their most profitable markets and gliding on the market share they have now. Instead, they’re choosing what the customer acquisition cost is for their competitors, and what the marginal deal available looks like.
They are also executing better than anyone else, that can’t be ignored. The most straightforward way to win a race is to run fastest. If Andrew Mason can reliably out-execute his competitors, he doesn’t need a moat.
Those are formidable advantages, but what might be driving their ridiculous meteroric valuation is that they may be the first company to actually understand small businesses and get them to trust technology. Across North America (never mind the world) small businesses have crappy webpages, schedule their shifts on paper, use POS systems which are P’sOS, operate poor online advertising plans and ignore their analytics. Groupon could buy or build a system for any or all of those systems and instantly place it in front of hundreds of thousands of trusting customers. (Or they could be planning something cooler.)
In short, anyone can start a Groupon, and that’s going to slaughter their margins within the next few years, but a few years is a long time for an agile company to transfer traction from an easy problem “deep discounts are popular” to a meaningful & sustainable problem, either small business POS/IT/analytics or the mystery box and they have the runway to do it.
Update: There’s a lot of good discussion out there, I recommend this parachuting company’s successful experience to see how it can really work, and this TechCrunch discussion of why Groupon is as much about cashflow as sales. -June 15th
[1] Andrew and I spoke about this for a few hours today, and he’s a firehose of energy and ideas. I kind of wish I had taken notes.