Influx

Part Two of our interview with Matt Stinchcomb who runs the marketing function over at Etsy.

How were you able to realize the dream of a physical studio space for artists?

Actually we needed an office for ourselves, found a large space then wondered what to do with it.

Have you signed on a starchitect or big-name firm to do this?

Oh no,!!! We’re working with someone who’s already been making a living selling on Etsy. That’s an example of our community-building style.

What about competitors?

Actually two popped up in Germany-Dawanda and Sozeug. If you go to their front pages, 50-60% of artists are Etsy sellers. It’s an interesting challenge; we ask ourselves what would encourage someone to leave our site for theirs.

Does Etsy need a global presence with visibility in all countries, not a site with multinational locations?

Yes, Ebay could create a craft site that could be successful. But we’re bulding an amazing community because we’re an alternative to that. Each seller gets their own account automatically and there are so many collaborative opportunities.

What would an acquisition look like?

We?ve talked about it, but that?s not our plan. We’d probably rather go public and offer stock to our sellers. We think we?ll be profitable by May. There are varying degrees of success and varying ways of doing it. I would trade alternative ways of doing things for sustainable, environmentally responsible way of doing things.

What?s on your reading list right now?

I’m a voracious reader and I am now reading “The Perfect Store” about Ebay. It’s a great book, they had a lot of same the issues and challenges we face now.

Any insight for our analyst community, those of us watching your progress?

Not coming from a traditional marketing background has served me well. I learned the most about brand marketing from marketing my rock band, going back to the same places over again, developing a community, a crowd, cultivating a brand around people. Honesty is the key.

Interview by Trend Agitator’s Debra Stevenson