Bootstrapping A Marketplace: "Fake It Till You Make It" Strategy

"Fake it til you make it" is a key strategy for bootstrapping a marketplace. The idea is to bootstrap one side of the marketplace inorganically in order to attract the other side. Then, at a certain point, network effects kick in and organic growth takes over. Managed marketplaces are also a form of “fake it” where the supply side is employed or otherwise managed by the company. This model is frequently applied to complex services, to create a radical improvement in the user experience.