档案库 · 消费应用 · 产品决策 · 2012–2013
CameraLends押注相机设备这一小众领域，让点对点租赁成为现实
Adam Derewecki用五小时搭建了湾区点对点相机租赁网站CameraLends，赌的是昂贵的闲置镜头能让这一细分市场跑通。
CameraLends
做的是什么生意
CameraLends was a peer-to-peer marketplace where camera owners listed their lenses and bodies for local rental in the San Francisco Bay Area.
起因
Over the 2012 New Year's weekend, Adam Derewecki's girlfriend tried to rent a sewing machine in San Francisco. The general 'rent anything' sites she found were inconvenient and charged $15/day for something cheaper to buy, and Derewecki had watched broad rental marketplaces fail on both lawnmowers and electronics. Brainstorming what was expensive yet easy to transport, they landed on camera gear, and he spent five hours the next day building an MVP on Rails, Bootstrap and Heroku — three pages, his own gear as the only inventory — then posted it to Facebook, Hacker News and the photography subreddit, where launch traffic ran to about a hundred hits.
经过
When the launch buzz faded after a few days, Derewecki ran a channel-by-channel traffic experiment: Facebook Ads cost roughly 75 cents per click ($14 for 19 clicks, January 2–7); StumbleUpon Paid Discovery returned 176 Google Analytics visits for $29.90 (about 17 cents a click versus its advertised 8); a $299 99designs logo contest produced around 100 designs plus a fresh round of Facebook engagement; and automated Twitter following (50–200 new follows a day) left him with 57 followers while following 952. Google Analytics showed 741 total visits with solid pages-per-visit, and people signed up to list equipment — but by the date of the post nobody had rented anything, even with a promo link making rental free. He ended the post asking Hacker News what to do next.
还没有结局，它还在跑。
背景
2012年跨年夜周末，Adam Derewecki的女友在旧金山尝试租一台缝纫机，最后放弃了：通用租赁网站不便利，而每天15美元的价格几乎相当于直接买一台。Derewecki曾目睹通用租赁平台在割草机和电子产品上均告失败，而Airbnb和GetAround等垂直平台却获得成功，他们头脑风暴什么物品昂贵又方便携带，想到了相机设备——镜头和机身起价200美元，高则数千，非专业人士大多时候让它们闲置。
第二天他花了五小时搭建了MVP——一个着陆页、一个设备索引页和一个设备详情页，上架他自有的三支镜头和一个机身——然后发布到Facebook、Hacker News和摄影subreddit，吸引到约百次点击。当热潮在几天内消退，他逐一测试流量来源：Facebook广告（14美元获得19次点击）、StumbleUpon付费发现（29.90美元获得176次访问）、99designs标志设计竞赛花费299美元产出约一百个设计，还有自动Twitter关注让他关注了952人，粉丝却只有57个。
帖子中引用的Google Analytics显示总访问741次，直接访问、Facebook和Hacker News分别贡献显著，且有人注册并列出设备——但截至2013-01-14，哪怕通过促销链接可免租金，依然无人完成租赁。创始人的帖子在Hacker News上获得128分、28条评论，结尾他向社区征询后续步骤：加入日期选择和卡片集成、上架自己不拥有的设备并按需购买，还是转向摄影博客和相机商店。
这件事要成立，得有什么
- 通用租赁平台频频失败在便宜、笨重的物品上——一台缝纫机的购买成本低于租赁费——所以创始人聚焦于昂贵、便携且使用率低的设备。
- 相机设备最符合垂直领域的成功要素：镜头价格从200美元到数千美元不等，业余爱好者很少使用，因此平台同时具备所有者和租客。
- 五小时的MVP便是启动策略：用最简单的市场，以创始人自己的设备作为供给，待发布验证用户会看之后，再花钱买流量。
可借鉴之处
垂直专注赢得早期关注，但市场平台的难点在于交易的另一端：廉价流量带来的是列设备的用户，而非租赁的用户。
后续进展
截至2013-01-14，CameraLends上线，是一个三页面的MVP，记录约741次访问，几位机主注册了设备列表，租赁完成数为零——创始人正在测试流量渠道而非扩展规模，发帖结尾向Hacker News询问下一步行动。记录到此为止；CameraLends是否将供给列表转化为真正的租赁市场，本资料并未涉及。
资料来源
- Getting traffic for your newly launched startup
- Getting traffic for your newly launched startup — Hacker News discussion
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