MOBLE gifted an in kind contribution of $37,500 in software development funding to support the Shremaya Foundation; a marketplace website platform for emerging Artists to Showcase their artworks and build a customer following to promote their art as soon as it's released.
MOBLE designed and developed the marketplace website platform from the ground up. Key features of the custom made website include:
Launching a marketplace website requires a well defined strategy to solve the classic "chicken and egg" or "empty shop syndrome" that always comes with getting a marketplace platform off the ground.
The challenge is to balance supply and demand as the marketplace scales.
Demand: Artists require enough sales enquiries from perspective buyers to stay engaged with the platform, and critically, to return to post new artworks in the future.
Supply: Conversely, there needs to be enough Artists and their Artworks to keep the buyers engaged:
If you have too many Artists and not enough buyers. Artists will not get enough enquries. They will not return and ultimately cancel their account.
If you have too many buyers and not enough Artists, buyers will not find what they're looking for, and not return.
In both scenarios, the only solution would be to pour new capital in to Advertising. However, in the case of Shremaya, a Not-for-Profit, this luxury would not be available. We needed to get it right, first time.
ARTIST ONBOARDING VIDEO: Scripted and produced by MOBLE Sydney.
In order to solve the "chicken and egg" dilemma ('what came first the art or the buyer'), MOBLE invented a roll out strategy called 'Cap and Release'.
CAP AND RELEASE
The strategy of Cap and Release is to 'Cap' the number of Artists allowed on the website in any given Artist onboarding phase. This would create a feeling of 'exclusivity' for the Artist.
From our initial Workshop research, we new that the biggest concern for Artists before signing up to the website would be their brand positioning in the marketplace. It was important to their brand that their peers on the platform would be of a similar standing and quality, so as not devalue their own artwork. Therefore, it would not be sustainable to just let anybody signup. Shremaya would need to exclusivity invite the first batch of Artists and curate a collection art that would both set the standards, and raise the bar, to inspire all future Artists to follow.
Once the Capacity of Artists is reached, it would be essential to ensure there were enough members/buyers to satisfy those Artists. Only once 'demand exceeds supply' would a new batch of Artists be 'released' into the platform.
This pattern of 'Cap and Release' would continue as the website scaled. Every marketing strategy would be planned with this in mind. As such, we designed the launch strategy as follows:
"MOBLE initially provided $25,000 of in kind software development funding. They increased this to $37,500 to add more platform features to give our community the start it needed to support emerging artists in Australia and all over the world."
The Happy Ever After
At the time of writing Shremaya is in the 'Artist Onboarding Phase' using their custom developed website platform to assist artists with preparing their Profile Pages.
To assist with the Artist onboarding phase, MOBLE scripted and produced a Help Video that would serve to explain the purpose of the website, demo to Artist how to manage their Profile, and be the initial teaser for potential sponsors.
In addition, we are now busy scripting and producing the YouTube advert to launch the Competition, plus, to attract Donations in a 16-week crowdfunding campaign.
From an initial seedling idea at a MOBLE workshop, we have assisted Shremaya to create a marketplace place, plus we have designed two revenue streams that will be the lifeblood of the Foundation in the years to come:
Thanks for reading this case study. We'd really love to make your business an online success. Please ask to speak with me today, and we'll happily provide you with a free quotation.
Paul Davenport, Managing Director
All MOBLE features are included with all plans. MOBLE plans are based on the number of pages your website has. This method of pricing allows all businesses to build and scale at their own pace without having to pay extra for premium features. Unlike other Platforms MOBLE doesn't take any commissions on ecommerce sales. You can decide which Payment Gateway you use, swap and change when you want, and get paid for everything you sell.
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