‘Non Zopa’ category

Doing at least one Green Thing a month

Green Thing

Green Thing is a community that makes it easy and enjoyable to be a bit greener. Every month you’ll get a different Green Thing to do. All you have to do is do it. October’s Green Thing is “Walk Once”.

They say once, but this green stuff can be addictive. One night last week, I walked to the pub and back when I had planned to drive and not drink. Because I walked, I had two pints.

Now I’m walking every night.

Regulators should view money the way consumers want to use it

Simon Gleeson of Clifford Chance has written a very concerning overview of the shortcomings in the Financial Services Authority’s review of how the retail financial services that it regulates are distributed to consumers.

He suggests that the proposed three tiers of advice, coupled with EU-driven changes to the test of what is appropriate, will increase the cost of products, leaving the “mass market” with only the Sunday newspapers to help them invest. Which means they won’t.

To be fair, the FSA says it has an open mind on the proposals, and the initial consultation doesn’t end until December.

The most troubling aspect of the review is that it proceeds from the perspective of whom and what the FSA regulates, and not in terms of how consumers want to use money. For example, there are no representatives of the consumer credit industry on the panel tasked with reviewing ‘consumer access to financial services’. As consumers, we don’t think about who is regulating the different ways we use our money. We just expect it to be able to use it as we wish, without complex, artificial or costly barriers being placed in our way.

There is already very little focus on providing more usable, transparent and cost-effective financial services from the consumer’s standpoint, because that would seriously impact bank profitability that is already under pressure. For example, according to Uswitch, figures for RBS Group, as at March 2007, showed that retail profits rose 1.5% (about 25% of group profits) against a rise of 14% in retail write-offs (69% of all write-offs).

Witness also how UK banks have actually gone to court to defend fees that consumers and regulators have long complained are too high; and their grudging agreement to speed up electronic payments, only in the face of competition inquiries.

Of course, over the past decade consumers have seized upon usable Internet technology to disrupt traditional supplier-determined experiences in travel, music, retailing, betting/bookmaking, games, telephony, TV and so on. Social lending and micro-finance are established elements of this rapidly evolving trend, which will surely reshape banking, insurance, asset management and pensions in due course - provided that regulation does not get in the way.

For a further catalyst, look no further than the current credit crisis. The inability of banks to understand who owes what to whom so that they can confidently lend to each other again is illustrative of how badly transparency is lacking. The savers’ run on Northern Rock shows that consumer feel it too, and are prepared to act when they consider that someone is less than transparent about what is being done with their money.

So it is now more critical than ever that the FSA views the financial services market not from the perspective of the institutions and products that it regulates, but in terms of how consumers want to use their money transparently and cost-effectively, and what is needed to help them do just that.

Opaque banking practices

Those doubting that we live in a ‘globalised’ world would do well to recognise that the Northern Rock mess of the last couple of weeks actually had its beginnings in the credit crisis in the United States.

Across the Atlantic, American lenders lent too much, too easily, to too many sub-prime borrowers. Rather than savers’ deposits, this aggressive lending was funded instead by lenders packaging up loans for sale to banks and other financial businesses, making a profit in the process.

As the lending carried on and interest rates rose, it wasn’t long before this apparent gravy train came off its tracks. Some sub-prime borrowers found themselves unable to service their debts and defaulted, on a scale large enough to cause the collapse of a number of the lenders involved.

So started the credit squeeze. And with the world as interlinked as it is now, the effects were not restricted to the US. Books of dangerous US loans had been bought by firms on this side of the pond as well – and so American sub-prime bad debt issues started to bite right here in the UK.

All this may still seem a long way from the Northern Rock. However, even though Northern Rock was not really lending to the UK sub-prime market, it was using the same ‘never never land’ technique to fund the lending it was doing (and it must be said at some very aggressive interest rates). This meant selling these loans to the same firms that had burned their fingers in the US sub-prime market. Before long no-one wanted to buy, and especially at the prices Northern Rock needed to make their margin on the low rates they had lent at.

Inevitably the crisis hit the media. For the general public, explanations involving the knock-on effect of the American sub-prime bad debt crisis seemed far-fetched, then deeply worrying. “What’s all this about Northern Rock lending out money it didn’t have? And the banks lending between each other? What about UK sub-prime? What the Hell is going on around here?”

The public had always thought that banks lent out the money their borrowers deposited, and made money by charging more interest on their loans than they paid out to their savers. A kind of self-supporting mechanism that seemed to make sense, even if people had become cynical about the profiteering games banks play as rates move around.

It’s old news that most people don’t believe banks operate in their customers’ best interests, and many believe their profits are excessive. But the public had always regarded the banks as safe. Now it turns out they may not be after all.

Worse still, the man on the street can’t actually assess how safe or otherwise they are. The way some of them operate is impenetrably complex, and seems almost deliberately so. People might have become used to hidden catches in the small print, but now they are faced with potentially much bigger problems, hidden away in the banks themselves.

All of this naturally filled the news media with huge scary headlines. Coming in on the recent memory of the Equitable Life fiasco, and company pension shortfalls, Northern Rock’s customers understandably panicked.

Reassurances from the management of Northern Rock were disregarded as swiftly as you’d expect. Similar words from the Government seemed to fan the flames of nervousness and doubt rather than help. In no time huge queues formed outside Northern Rock branches as customers demanded their hard earned savings.

Billions of pounds of withdrawals later and finally the Government and Bank of England stepped in to guarantee the deposits left in Northern Rock. The whole thing looks rather a mess. The ‘blame-fest’ has only just begun…

The banking industry is now left licking its wounds and trying to move on. But its reputation has suffered a real beating. It was regarded with suspicion by many people before. Now it has even greater issues to address if it is to rebuild customer confidence.

In order to rebuild trust, banks will have to become radically more open and transparent. And this means some of the more exotic and opaque practices - like those that caused Northern Rock’s crisis - may have to be consigned to the City’s bin. This may leave some banks struggling on the road back to reality.

Meanwhile, back at Zopa, the last few weeks have served to shed new light on the appeal of Social Lending. Since we launched we have been proud of the innovative way we have created for people to bypass banks and get a better deal directly from each other. And we have done this by lending responsibly, and not to the sub-prime market. This can be seen from our default levels of below 0.1% across all of our lending.

We have also long been proud of our transparency. From very simple, and low charges, through to letting our members see who they are lending to or borrowing from.

But the last few weeks have also highlighted another key attraction of Zopa’s operation - ‘tangibility’. It is easy to see exactly what is going on. People are borrowing and lending between each other, with Zopa making it much safer and easier to do. There’s no highly paid City Slicker buying and selling futures, derivatives, Bizarre Bonds or whatever to make Zopa happen.

Maybe this clarity and simplicity will be our most attractive feature going forward – along with the great rates, of course.

Zopa And Conduits

You might have seen a lot of news in the broadsheets about problems with American sub-prime mortgages. In the last few years it was very easy to get a US mortgage despite a poor credit history. Many borrowers took on loans they couldn’t handle, and the recent drop in American house prices left them in negative equity. As dollar interest rates rose, they weren’t able to refinance and were forced to default.

Countrywide is America’s biggest mortgage broker. Right now, 20% of their sub-prime borrowers aren’t able to make their monthly payments. As the problem becomes more visible, reports of mis-selling and deceptive sales practices are surfacing. Brokers seemed to have failed miserably in explaining the risks of complex mortgages, like Option-ARMs, which can only be properly valued with the use of interest rate volatility curves. (I don’t really understand my last sentence either.)

If these problems only affected poor Americans, the press here probably wouldn’t have noticed. (Genetically they won’t leave Zone 1 without being bought dinner!) But it’s not just US institutions that are suffering. As I blogged about before, the majority of loans are not owned by the institution that originally contracted them. The beneficiary of a Countrywide borrower’s payment’s will often be an off-shore trust, which in turn distributes those payments to its bond and share holders. Countrywide are just collecting cash and answering phones.

The ultimate lenders to these unfortunate American home buyers are a picture of financial globalisation. They range from Scottish pension funds, through French hedge funds, all the way the state banks of the People’s Republic of China. The FT made a handy world map of losers, rather than listings them all!

In my last blog post I said that it was sort of possible for cash deposits to fund things like mortgages, but it was complicated. Well, complicated doesn’t really put off investment bankers (and good for them too), especially not Barclays.

This is how it works. Commercial paper is a form of short-term bond. It’s sold by a highly credit worthy institution to money market funds and banks. (Banks buy them to back your ISA.) Typically it will be a promise of a single payment after 90 days. Commercial paper can be rolled over, so that the principle payment is funded by issuing fresh paper. The fresh issue might attract a different interest rate to the old issue depending on the market. Rolling over commercial paper is a very flexible form of variable rate borrowing. A bit like an overdraft for billion dollar companies.

Instead of just selling bonds and shares to fund their loan portfolios, our off-shore trust might issue commercial paper as well. If the trust’s portfolio consists of credit card debts, or variable rate personal loans, payments on the commercial paper will match the returns of the portfolio. Higher base interest rates will push up commercial paper rates in parallel with credit card rates.

Trusts that are mostly (or entirely) funded by commercial paper are often referred to as ‘commercial paper conduits‘. They act as big pipes. Sucking cheap money from the commercial paper to pour into more profitable markets. A conduit is typically created and sponsored by an investment bank. The conduit is an independent(-ish) entity, the bank just provides it with services. If the conduit goes under, the bank isn’t liable for the losses.

Commercial paper is supposed to be very very safe. If there are any doubts about an issuer’s credit they might not be able to sell their paper at all. So, what happens if our squillion dollar trust of defaulting sub-prime mortgages can’t roll over it’s commercial paper? The same as any business with a payment problem. It arranges an overdraft with its bank. A sensible business will have a pre-arranged overdraft to cover crises.

The conduits were sensible, so a lot of banks are finding themselves obliged to extend billion dollar overdrafts. Barclays extended a loan of $1.6 billion to Cairn High Grade Funding last week. (Barclays also took an emergency loan from the Bank of England, but claim this was just to cover a failed money transfer.)

Since the UK enjoys a higher burden of personal debt than the US, there’s real concern that their crisis will spread our way. Even if securitization is less common here, our banks are still exposed to losses from US sub-prime. And every lender will have to raise their rates if the commercial paper markets stay nervous.

What does this mean for Zopa? It’s probably quite good news for us and our members. If banks start running out of money, or buyers for their loans, Zopa has less competition. The funds on our markets are raised from private individuals who are less susceptible to shocks than already indebted institutions. Plus, any really big financial disaster, like a retail bank going under, should make us seem more credible by comparison!

The wobbles echoing out from the US prove the unique integrity the Zopa platform offers. The assurance of a direct claim backed by a real person is more valuable to lenders than ever.

Securitization 2.0

Most people think that banks put their customer’s money onto a big pile and just lend it back to them. (Certain people get very paranoid about this - we don’t.) That’s not really true. Generally the money that individual people put into bank accounts is lent for a short time to big companies. Banks have to be careful that they can always give your money back to you. So lending your ISA cash out for a 15 year mortgage, wouldn’t really work. You might want it back tomorrow.

Banks need to match their obligations [your ISA] to their assets [the loans they receive interest on]. When banks lend money for a long time, they can’t use cash deposited by you or me. One way to fund long loans is for the bank to sell bonds promising to pay money for however long they’re expecting to make interest on their loans. Another is write the loans, and then sell those loans on. When banks sell on loans, the borrower defaulting becomes the buyer’s problem (and the interest received becomes the buyer’s gain). The bank might carry on calling the customer, picking up the repayments, etc. - but the real economic interest is now somewhere else. The bank just pockets the difference between the cost of making the loan and the price they can re-sell it at. (Yes, I know. That’s what we do too!)

Since the 70s, computers and cheap communications have made it easier for investors to judge and monitor the loans they’ve bought. This has led to a big shift [esp. in the US] towards selling loans on to investors. Investors aren’t regulated with the same strict risk requirements as banks have. They’re free to take on substantial risks to earn better returns. Banks have sophisticated loan sales and servicing abilities; investors have pain tolerance and greed. (Read ‘Zopa’ for ‘bank’, and ‘you’ for ‘investor’ if you want.) Together they’ve managed to make debt cheaper than it has ever been before.

So far, so simple. Unfortunately, life is complicated. For some or other reason, most investors can’t or don’t want to own mortgages, credit card balances and personal loans directly. For example, insurance companies have to hold most of their capital as investment grade [eg. very safe] bonds, your SIPP can only hold small business loans with certain conditions, etc.

This is where something called securitization comes in. Say that I own $100m of credit card balances. And the investors willing to pay the most for it are insurance companies. I can’t sell them the loans directly, I have to sell them a certain grade of bond. So I register a company in the Bahamas (which I donate to a local charity for tax reasons), and then sell all my loans to this company. There is now one pool of loans in this company, a company which now needs to pay me for those loans. To raise the money to pay me, the company issues two types of bond: a safe investment grade one, and what is sometimes called nuclear waste! The safe bond will pay out 5% a year. The nuclear waste will receive whatever income is left after that 5% has been paid. Nuclear waste might pay up to 28% a year, or you might loose all your money. The company will sell $85m of safe bonds to the insurance company, and $15m of the nuclear waste to a hedge fund that’s comfortable with the risks. We now have the same $100m we started with, but we’ve structured it into something that’s easier to sell. It’s like pre-packed salads…

The example above is oversimplified, real securitization structuring involves dealing with interest rate risk, the legal systems of the countries involved, ’synthetic’ deals where there risks are transfered but not the ownership, the servicing contract between the seller and the holding company, etc. Sometimes one securitization will include bonds issued from another securitization, think Russian dolls. People (which included our senior management team) sit around drawing boxes and arrows on whiteboards for weeks to plan these things!

However weird the mainstream loan market seems, it’s been a good thing. General Motors [failing US SUV maker] is only able to finance car loans by selling them. Investors are reluctant to give GM more loans, but its customers are still a good risk. Repackaging and reselling loans has made (sometimes brief) homeownership possible for millions of Americans. Today’s financial system simply could not function without it.

Even if the traditional loan securitization process has been successful, it has inherent problems. The bonds created don’t always behave in the same way as conventional bonds, they’re composed of small loans, so they can often go a little bit bad, rather than collapsing catastrophically with the company that issued them. The layers of contracts involved can obscure or exaggerate the risks involved. If a package of loans is securitized in a way that later turns out to be inefficient, often all that can be done is wrapping it in yet another structure. Worst of all, loans are legal contracts and not just assets. The legal chain from borrower to buyer can be long and full of conflicted interests.

So creating loans and selling them into a market was never something that started with Zopa. It’s been a major part of the financial system for decades. Our advantage is our directness. Instead of layers of offshore holding companies, we connect lenders and borrowers directly when a loan is created. The legal agreements are all in the Zopa Principles, written for normal people to understand. Zopa’s loans live on our platform, within which all information about them is potential available.

At our current early stage, we’re far from perfect. For example, placing all our borrowers into four risk buckets isn’t as effective as using a sliding scale. But working directly at an individual loan level gives us the flexibility to squeeze extra efficiencies from the market. We could, with little effort, open a lending account for a fireman that excluded loans to other firemen [they’d be most likely to go broke when our fireman lender gets short of money himself]. We could let people make loan agreements that are tied to inflation, or a foreign currency. Most excitingly, we could arrange personalised loans, with repayment schedules to suit a borrower’s individual preferences. We could even let you swap one debt for another of the same size, but with a different payment schedule.

Zopa is betting that just as cheap servers and telecoms helped create the modern securitized loan market, cheap PCs and the internet will extend those efficiencies down to the individual.

Some further reading if you’re interested…

Free Garlik credit report

We’ve been watching the progress of Garlik over the past year or so with some interest. Garlik (set up by some ‘ex Eggies’) is responsible for DataPatrol, an online service that seeks to put the customer back in control of their personal data online – and we think it’s quite good.

Have a read of what they have to say for themselves – and sign-up for the FREE trial offer including a free credit report.

(They’ve also agreed to pay Zopa a small amount for each member that signs up – so what are you waiting for?)

Garlik logo

How much is your identity worth to you?

In the last ten years, technology has changed our lives. People shop, date, bank and communicate online, but the same technological advancements have created fertile ground for criminals, who are taking advantage of the digital world to commit a range of crimes.

ID thieves are currently fleecing more than 100,000 Britons each year. And with the average person’s identity worth up to £85,000 to ID hackers this is a growing business. In fact, by 2010 over 200,000 Brits could be impacted annually.

DataPatrol – a new form of protection

DataPatrol is the world’s first service designed to counter this new type of threat to privacy, and is being launched to enable consumers to determine their vulnerability and take action to reduce their risk. DataPatrol uses revolutionary technology to monitor personal information about an individual on the web, and on key public records. It then provides a report and an intelligent assessment of how vulnerable the individual is to ID theft to provide early threat detection.

Test drive DataPatrol for free

As a special offer, you can test drive DataPatrol for free – including your free credit report. Visit www.garlik.com.

Skipping middlemen for Red Nose Day

We have recently been talking to the makers of a new site, www.skipthemiddleman.co.uk that you may have heard of, and they have very kindly offered to help Zopa in the near future.

Anyway, during our chats, they happened to mention they were doing a sponsored event for Red Nose Day, and we thought we’d support them a little. A sponsored skip round the park, all dresses as the boss “Skip” in shirt, tie, trousers and tank top. If you’d like to help them to raise more money for Comic Relief, visit their fundraising page and pledge away!

Top websites of 2006

Well - everyone else seems to be making lists at this time of year, and I’m not one to let a perfectly good bandwagon go past un jumped upon, so….

I just wanted to bring a few websites together that we’ve enjoyed using this year that are nothing whatsoever to do with Zopa - just fun, interesting or useful sites.

For music fans, check out Pandora and Last.fm - 2 different approaches to the problem of finding new music, and both very cool.

For the Londoner, a couple of essential sites for navigating around the big smoke. Firstly, the Transport for London Journey Planner - an incredibly detailed way of getting from A to B. Secondly, if you’re interested in getting about, and saving the world, check out WalkIt who will tell you exactly how much carbon you’re saving by walking to the pub instead of taking a cab!

For anyone trying hard to get organised, BackPack (for individuals) and Basecamp (for teams) are two fantastic products both from 37 Signals, who are also responsible for the very cool Camp Fire.

A theme of 2006 has been ‘user generated content’, and one of the standard bearers continues to be Threadless - where an ongoing design competition produces some of the coolest t-shirts on the planet. In a similar vein is a company called Spreadshirt where anyone can create a shop (Including Zopa!) and create a range of branded products - go on, buy a Zopa mug!

Finally, for anyone trying to keep up to date in this crazy web 2.0 world, there are only 2 places worth reading. TechCrunch is a blog edited by Michael Arrington that has become the must read guide to everything new in Silicon Valley and beyond. Meanwhile, Techmeme has taken a different approach - an automatically updated page that brings together countless news sources to present a continually updated guide to the web world.

Phew.

That’s enough for now - hope you find something useful in there and have a wonderful Christmas and New Year.

The Zopa blog will be back in January!

Cheers

Dave

A Little Charity in Venice

As well as working at Zopa, I’ve been lucky enough to be a beta tester for another start-up: The Venice Project. An attempt by the people behind Skype to get on-demand TV onto the internet.

I am auctioning an invite to The Venice Project beta. I had the idea after being emailed by many random [and, I’m sure, wonderful] people when I left a comment on a site called GigaOm.

The auction is intended to make money for Amnesty International who will receive 70% of the money. I only expect to reach a $200 sales price, but even $140 should help. Whatever happens, it’s a cute experiment in turning hype into cash :-)

(The Venice Project has no relationship with Zopa. I just know someone, who knows someone, etc.)

Bad Egg

So as you probably know, there’s a lot of ex-Egg people around Zopa, and generally we have at least some residual affection for the place.

But.

I just got an email from them that makes me fume and rant.

They’re changing their T&C’s on the Egg Card, which once upon a time, was an excellent credit card. The latest money grabbing, shameless and diabolic trick is to charge customers £0.50 in interest - even if the interest amount is less than £0.50!

To quote from their web page

The changes to Conditions 4.5, 8.1, 21.1, 21.3 and 21.5 come into effect from 1 September 2006. The changes can be summarised as follows:

Condition 4.5 has been added to provide that where interest is payable, a minimum amount of 50p will be charged, even where the interest amount is calculated to be less than 50p.

What this means in cash terms is that if you have a balance of less than £40, and don’t pay it off in full (Even if you pay £39.99) you’ll end up paying extra interest.

For example, your statement shows a balance of £20, and you only pay the minimum balance. Because you don’t clear your balance, you’re charged interest on the full £20 (and not the £20 - £5 min = £15 remaining balance).

Now, a 15.9% interest rate is equal to a 1.23% monthly interest rate - and 1.23% of £20 is 25p. But because you’re a special Egg customer - you’ll get charged 50p.

Fine - doesn’t sound much - but multiply that up by some percentage of Egg’s c. 3M Egg card customers, every month, and I bet you’ll get to a decent sum…straight to the bottom line.

Personally, I think it’s disgraceful when financial services organisations take advantage of customers like this - how many Egg card users will actually read the changes to their T&C’s and then then understand the implications? Not many I suspect.

Me - I’m paying off my (small) Egg card balance, and closing the account as fast as I can get out of there.

EDIT: Just for good measure I thought I’d go and take part in the Money Saving Expert discussion about the same issue

New toy

I promise I won’t make a habit of this, but if anyone’s in the market for a new camera phone - I can recommend the Sony Ericsson K800i.

You might remember I complained about the camera on my SE P910i a few posts ago, well I upgraded this week, and the photo below is an example of what it can do.

small picture of clapham junction

Taken at Clapham Junction late last night, I was playing round with the night mode which uses image stabilisation technology so you can take a photo without a flash and still get a great shot with a slow exposure. (You can click the photo to get the full 3 megapixel glory)

Other features of note - a full xenon flash (the same as you’d find on a ‘proper’ camera), ‘Best shot’ (Which takes 4 shots before you press the shutter, and 4 after- so you can choose the best one) and auto focus.

Anyway - SE plugging over…but colour me impressed - this ‘phone’ has pretty much the same camera specs as my first digital camera…and that wasn’t many years ago.

One Water

You might have noticed that over there on the right of the screen is a link to One Water. Why? Well, not withstanding the fact that we think it’s an amazing idea, our marketing director - Simon ‘Dev’ Devonshire, is a founder of One Water.

We recently became Devless for a few days as he travelled over to Africa to help install the very first One Water roundabout pump - to give clean water to a village in Africa that had never had it before.

Below is a short (10 min) video they made of the trip - have a watch, check out the website….and buy the WATER!


P2P Parking (First Guest Blog!)

Roger Dennis is a technology innovation consultant who has worked in a range of industries including banking. His blog is called IdeaPort.

With Dave’s recent blogging on parking, it seemed a natural progression to mention an intersection between information trading and peer to peer payment systems.

The SpotScout Equation

While Zopa blazes a trail and becomes the eBay of banking, people are looking at other applications for the eBay model. One of the more interesting ones is SpotScout which is aiming to trade information about parking spaces. While the website is less than clear about SpotScout works, Wired had a recent piece which featured an interview with the founder.

The idea is that if you know you are about to leave your parking space, you send a message via your phone to SpotScout. That information is then broadcast to the mobile phones of people looking for a park. If they pull into your parking spot they pay a fee which is split between SpotScout and you.

The website says they are launching soon in the States, and it’s a business which could work almost anywhere there’s parking problems. It could also easily be integrated into in-car navigation systems, and that could be a killer app.

It would not be hard to imagine driving down the street, following the stress free, seductive tones of your dashboard GPS, when it announces that there should be a park available by the time you arrive, and asks if you want to reserve it.

The only problem with the idea is the acronym. Does peer-to-peer-parking-payment have too many ‘p’s in it?

Corporate Tax Rate for Personal Investment Returns

Technology has empowered consumers to get a personal return on their spare cash by doing things for themselves that they once had to rely on corporations to do. While this allows the users of Zopa, eBay and other P2P services to escape the disadvantages of aging business models, these consumers tend to pay income tax on their returns at the top marginal rate, while a UK bank or retailer pays only 30% tax on the return it makes on the same activity.

Of course, it’s vitally important to encourage business endeavour, innovation and competition by offering tax breaks and other incentives to corporations (EU state subsidy rules permitting, of course). And it wouldn’t be necessary or practicable to increase the corporate tax rate for businesses already losing custom. But it does seem wrong to punish or disincentivise consumers who can simply do a better job for themselves than, say, corporate retailers or banks can do. A higher tax on consumers in this position amounts to a subsidy for paralysis, failure to innovate and limited competition.

Reducing the tax rates on personal investment returns may also stimulate more consumers to focus on saving, investing or simply going into “business”, albeit for themselves. SIPPS are an obvious step in the right direction, but one does wonder whether the Treasury can go further. Whether the decline (if any) in personal income tax collected would not be balanced by other benefits (monetary or otherwise) is something that should be explored.

Flipping the funnel

You what?

Seth Godin is an interesting guy - he describes himself as bestselling author, entrepreneur and agent of change. He’s written some fascinating books about marketing, change and work in general.

One of his latest idea is ‘flipping the funnel.’ The funnel is the classic marketing description of how you get customers - you pour lots of ‘prospects’ in the top, and some drip out of the bottom as customers. He’s written a very short ebook that you can download here (in PDF format) that says that companies should flip the funnel to become a megaphone.

In English that means using your customers to become your saleforce - on the basis that your customers hopefully :-) out number your sales team, and that they are some of your most passionate advocates. So help them tell the world about you!

Two of his suggestions are blogs (Well, you’re reading it!) and encouraging your members to use del.icio.us. Del.icio.us is a social bookmarking service. Don’t worry too much about what that means - essentially people (like you and me) use it to ‘tag’ websites that we find and think are useful, and other people (like him and her) then search to find those useful websites. So, you might stumble across Zopa, and tag it with the words lending, borrowing, people, money, finance, blog etc.

Simple huh? Here’s an example - search for ‘lending’ and up comes Zopa! (With Prosper in second place.) It also tells us that 220 people have tagged Zopa with the word ‘lending’ - and you can see who they are - cool isn’t it?

Here’s the pitch - if you think Zopa is a good thing, go to del.icio.us, sign up, and start tagging Zopa. Lets see if we can stay ahead of Prosper!

And ‘Thank you’!

What else can do to help flip the funnel, and make Zopa members into advocates?


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