Fix liquidity before buying traffic
Distinguish marketplace liquidity work from paid acquisition work before scaling demand.
The move: prove the market can clear before you scale the top of funnel. Build-Measure-Learn turns marketplace management into a learning loop. Build a small intervention, measure whether it changed the marketplace constraint, then learn what to fix next. The key is choosing the right constraint. For a two-sided market, more visitors can hide the real failure: buyers arrive, browse, and leave because credible supply is unavailable, slow, too expensive, or untrusted. Use three health checks before spend: coverage asks whether enough relevant supply exists for the buyer's context; speed asks whether the first credible response arrives while intent is…
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