SC

Strategy Canon

LinkedIn: sourced choices

20 product and go-to-market choices, oldest first. Back to the case study

  1. 2003Product · Professional identity The original proposition joined professional identities through a network of known people. LI2
  2. 2003Go_To_Market · Network before revenue The early financing pitch prioritized a professional network before proving its revenue streams. LI2
  3. 2005Go_To_Market · Monetization experiments The company introduced job listings, subscriptions and advertising in 2005, according to Hoffman’s retrospective. LI2
  4. 2011-01Product · Member profiles Members populated job history, education, skills and other professional information themselves. LI1
  5. 2011-01Product · Public discovery Members could choose profile information visible to the public and external search engines. LI1
  6. 2011-01Product · Connections The product distinguished direct connections and second- and third-degree relationships. LI1
  7. 2011-01Product · Invitations An invited non-member joined the network when accepting and registering. LI1
  8. 2011-01Product · People search Structured filters searched professional profiles, with results personalized by the searcher’s network. LI1
  9. 2011-01Product · Recruiter workflow Recruiter combined expanded search, project folders, notes, reminders, InMail and team collaboration. LI1
  10. 2011-01Product · Jobs Employers could buy job slots or self-service postings and receive candidate recommendations. LI1
  11. 2011-01Product · Member utility Groups and network updates offered professional discussion and information between job searches. LI1
  12. 2011-01Go_To_Market · Free participation Most member-facing solutions were free. LI1
  13. 2011-01Go_To_Market · Paid recruiting Employers purchased expanded candidate access and recruiting workflow through hiring products. LI1
  14. 2011-01Go_To_Market · Self-service buying Premium subscriptions and some hiring products were sold online. LI1
  15. 2011-01Go_To_Market · Enterprise selling Field sales sold hiring and marketing solutions to organizational buyers. LI1
  16. 2011-01Go_To_Market · Account expansion Hiring account executives pursued new business while relationship managers renewed and expanded existing accounts. LI1
  17. 2011-01Go_To_Market · Advertising buyer Marketing products targeted advertisers through profile attributes including role and industry. LI1
  18. 2011-01Go_To_Market · Invitation distribution Member invitations supplied word-of-mouth distribution without requiring paid acquisition for each new member. LI1
  19. 2011-01Go_To_Market · International sales Sales offices outside the United States served markets including Australia, Canada, India and several European countries. LI1
  20. 2012-04-24Product · Talent Pipeline Recruiter added tools to bring externally sourced candidate records into the recruiting workflow. LI7