Case Study
Groupon's Shift to a Local Marketplace
The Problem
Groupon's Daily Deals model — one email, one deal, once a day — had a ceiling. To keep growing, Groupon needed to become something people would open regularly to browse and book local businesses, not just wait for the next email blast. To do that, most deals would need to last more than 24 hours. But how could we do that and also maintain the excitement of Groupon?
What I Did
- Updated the core deals product from a daily deal to a campaign. Acted as GM for the product, coordinating the effort across the company — refining the sales pitch, defining changes to the deal and payments platforms, and reacting to market feedback.
I randomly ended up in the Getty Images photograph for Groupon.
The Result
- The new deal campaigns grew to 70% of Groupon's revenue volume.
- Fundamentally evolved Groupon from an email-driven deal site to a local marketplace.