Like the article says and as applies to almost all failed startups / products, it can all be traced back to bad management.
I've been a heavy CS user for over a decade, I've been to events at their (now defunct I suppose) office in SF, I met their CEO at the time (one of many) and even did a walk around the block chatting strategy with their VP of Product at the time.
After building lifelong relationships through the platform, and comparing my experience as a user with management's side of the story, it was clear to me that they had very little understanding of their userbase.
Couchsurfers are broke. By definition. Meeting people is a huge value add, and the longer you stay on the platform, the more you gravitate toward the "community spirit" and less "saving money" side of things. But you are kidding yourself if you think that first time CS users are on the platform for any other reason than squeezing a few more days out of a thin backpacking budget.
Not only are they broke, but even the community often has an anti-money ethos. Just look at the outrage (as the article points out) when they switched to a B corporation. And it makes sense -- taking an inherently capitalist product (lodging) and building a community to make it free creates a very specific narrative.
Therefore, the expectation that CS users, especially first-time, will pay even a dollar on the service is DOA. They need to make money (exactly how much is up for debate), but this isn't the way to do it.
But that doesn't mean there aren't any other choices! CS Event sponsorships, cross-product integration (language learning, travel deals FFS), other corporate sponsorships, a more Airbnb-like private experience (maybe the community would hate that too, who knows), partnerships with local tourism authorities, discounted tour / event packages... None of these were even close to tried.
I'm not at all advocating that Couchsurfing should have become Tripadvisor, but to barely even consider a few alternatives to nickel and diming a bunch of broke backpackers just shows that CS was on its way out long before COVID-19...
It’s also possible that if the premise of your product is being free for broke people, there’s just no path to profitability or even subsistance. You always anger your base, whatever you do. And then your platform becomes irrelevant as it fails to adapt due to... lack of money.
I joined CS when I was broke, and such a site must stay free for newcomers.
Music can be obtained for free (whether recorded onto a cassette tape off MTV or downloaded). Despite that, I go out of my way to support my favourite bands. Sometimes quite literally flying to other countries to go to concerts. Now I have the money, I want to support those who showed kindness in the past by paying it forward.
BeWelcome's financial transparency is excellent, and I would happily buy a t-shirt from them, and I'm discussing with organisers of CS weekly meetups whether they'd be willing to rebrand to BW. If CS wants to save their platform, they can and should, but must act quickly.
I beg to differ. Travellers need travel insurance. They might need a ho(s)tel if other options aren't there. They could enjoy TransferWise and borderless bank accounts.
You can give away the product and monetize related needs. This is how I did it with my website, where I can still afford to give away all my knowledge. You focus on your core product, but still make affiliate income from pointing them to other things they need.
I've been a heavy CS user for over a decade, I've been to events at their (now defunct I suppose) office in SF, I met their CEO at the time (one of many) and even did a walk around the block chatting strategy with their VP of Product at the time.
After building lifelong relationships through the platform, and comparing my experience as a user with management's side of the story, it was clear to me that they had very little understanding of their userbase.
Couchsurfers are broke. By definition. Meeting people is a huge value add, and the longer you stay on the platform, the more you gravitate toward the "community spirit" and less "saving money" side of things. But you are kidding yourself if you think that first time CS users are on the platform for any other reason than squeezing a few more days out of a thin backpacking budget.
Not only are they broke, but even the community often has an anti-money ethos. Just look at the outrage (as the article points out) when they switched to a B corporation. And it makes sense -- taking an inherently capitalist product (lodging) and building a community to make it free creates a very specific narrative.
Therefore, the expectation that CS users, especially first-time, will pay even a dollar on the service is DOA. They need to make money (exactly how much is up for debate), but this isn't the way to do it.
But that doesn't mean there aren't any other choices! CS Event sponsorships, cross-product integration (language learning, travel deals FFS), other corporate sponsorships, a more Airbnb-like private experience (maybe the community would hate that too, who knows), partnerships with local tourism authorities, discounted tour / event packages... None of these were even close to tried.
I'm not at all advocating that Couchsurfing should have become Tripadvisor, but to barely even consider a few alternatives to nickel and diming a bunch of broke backpackers just shows that CS was on its way out long before COVID-19...