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#Handpicked: hoe een kansloos geachte dienst toch een succes werd

#Handpicked: hoe een kansloos geachte dienst toch een succes werd
Door Fast Moving Targets • Editie #564 • Bekijk online
Unsplash is een razend succesvolle fotodienst. Je kunt er rechtenvrij mooie foto’s vinden en die zowel online als offline kostenloos gebruiken. De dienst begon ooit klein met het aanbieden van 10 nieuwe foto’s per 10 dagen en herbergde vorig jaar een miljoen afbeeldingen die een miljard keer waren gedownload. Een investeerder noemde Unsplash in de begindagen een kansloze operatie. Oprichter Michael Cho deelde op Twitter zijn lessen.

Mikael Cho
"You're never going to change the world with 300 photos." - investor, 2014

Unsplash, 2019:
🌅 1 million images
⬇️ 1 billion image downloads
🌎 used in every country https://t.co/Zo4ZNKhsfV
Mikael Cho
How to design a product that can grow itself 10x in year:
Mikael Cho
The first version of @unsplash was made in 3 hours with $38, @dropbox, & @tumblr.

Launch day, 30k people subscribed from a @newsycombinator post that went #1. That was lucky. But hitting 300,000 subscribers in the months after with no product changes was not.

A few lessons: https://t.co/kibQc2b2Bi
Mikael Cho
Remove all barriers. Most existing services are overcomplicated. You will stand out by removing things that get in the way of what your customers want. We removed logins, photo sizes, licensing options. Anything that got in the way of the image download.
Mikael Cho
Don't offer more, offer better. We started with 10 of the best images we could find. Meanwhile, most stock photo sites had 50 million images. Instead, of offering tons of images, sizes, and licenses, we offered one size, one price, one license.
Mikael Cho
Show don’t tell. Let people play before they have to give you anything. We showed images big and bold on our homepage. No search, navigation, login, or paywalls.
Mikael Cho
Pick a short, no-jargon tagline:

Free, “do whatever you want” hi-resolution photos. 10 new photos every 10 days.

Could fit in a tweet.
Mikael Cho
Choose a simple name and domain. Aim for an actual word around five characters. We found 'splash' and added two characters so pronounced together it still sounded like a word. And was easy to spell. Bought https://t.co/kZdqOXQAS2 for $9.99.
Mikael Cho
Reinforce your difference with design. We looked the opposite of our competition. Stock photo sites had many cheesy images. Unsplash had less but high quality. Instead of an image grid which speaks to volume, we showed one big image at a time to speak to quality.
Mikael Cho
Create a reason to come back. 10 images every 10 days.
Mikael Cho
Create scarcity. 10 images every 10 days made each image feel more special. People subscribed so they didn't miss out on the next 10 images.
Mikael Cho
Guarantee people have the experience you want them to have. We chose to offer only 10 images every 10 days because it's more likely we could find 10 high quality images than 100 every 10 days.
Mikael Cho
Be your own supply. Another reason we offered only 10 images every 10 days was we might have to submit the images ourselves. We submitted the first 10 images on @unsplash from a photoshoot. We could handle submitting 10 images every 10 days if we had to.
Mikael Cho
Focus on your unique difference. Outsource the rest. The @unsplash first version tech stack: @Google form, @Mailchimp newsletter, @tumblr Tumblr, Public @Dropbox folder.
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