Picking the Right Platform/Marketplace Model — With Help from AI

Alan Williams
Aug 4
2 min read

By Alan W

Not every platform or marketplace should look like Airbnb.Yet too many founders default to a model they think works — without testing whether it’s right for their business, audience, or traction stage.

That’s where I start:

→ What kind of platform/marketplace is this really?

→ What value is being exchanged?

→ What constraints or advantages already exist?

AI helps me move faster here.I use it to compare models, generate edge-case scenarios, and test assumptions.It’s not just a productivity tool — it’s part of how I think.

The 5 Core Platform/Marketplace Types

1. Listing Platforms

→ Think: Gumtree, OLX, Property24

→ Connects supply and demand via searchable listings

→ Great for early-stage validation

2. Transactional Marketplaces

→ Think: Airbnb, Uber, Takealot

→ Handles payments, booking, or fulfilment

→ Complex but scalable — once the trust layer is solved

3. Service Marketplaces

→ Think: Upwork, Thumbtack, ClearShift.co.za

→ Focused on matching people, not just products

→ AI helps speed up vetting, onboarding, and matching

4. Community/Interest Platforms

→ Think: Reddit, Discord-based communities

→ Built around shared goals or identities→ Often monetised through subscriptions or upsells

5. Soft Platforms (Tools-as-Platform)

→ Think: Notion, Shopify, Canva

→ Offer tooling first, then introduce ecosystem layers

→ Often skipped by founders, but perfect for product-led businesses

How I Use AI to Match Model to Business

Let’s say I’m working with a founder who wants to “build a platform for creatives.”We’ll use AI to map possible models based on:

Type of creative work (products, services, experiences?)
Are they selling time, skills, or finished items?
Do they already have supply/demand or need to grow both?
Is trust more important than transaction speed?

AI helps us simulate:

→ If we start with a listings model, how do we keep it curated?

→ If we go transactional, what rules or safeguards must exist?

→ Could this work better as a tool first, with network effects later?

This is not about building faster.It’s about building smarter — by choosing the right platform/marketplace model from the start.

The Takeaway

Too many platforms fail not because they didn’t work — but because they built the wrong type of platform for their audience.

AI won’t answer this for you.But it will challenge your assumptions, surface blind spots, and help you see the model more clearly — faster.

That’s how I use it every day.

Work with Alan W