Build sidecar products to grow less monetizable side of marketplace
When running marketplace or two-sided platform, build free tools that solve high-frequency adjacent problems for the less monetizable side. Example: Athyna monetizes companies (demand) but needs talent (supply). Built Ava (free AI Chrome extension for job seekers) to help anyone build LinkedIn profile, tailor applications, get job suggestions. This drives motivated tech workers into Athyna's talent pool plus captures first-party job market data. Sidecar products must be: (1) free to use, (2) genuinely useful, (3) related to core use case.
When to use
When you have two-sided marketplace and struggle to grow one side, when there's adjacent high-frequency need you can solve for free, when you want first-party data on that market segment, or when building PLG motion. Best for platforms where one side (supply) is harder to monetize directly.
Don't do this
Building sidecar that attracts wrong users who never convert to core - must be tight adjacency. Also avoid if sidecar requires significant ongoing maintenance that distracts from core. Don't use if you haven't proven core marketplace works first.
1 Founder Who Did This
Built Ava (AI Chrome extension) that helps anyone find jobs - builds LinkedIn profiles, tailors applications, suggests jobs. Also building third-party job board. Both drive motivated LATAM tech talent into Athyna supply side. Examples: Snyk built Vulnerability Database and Advisor as sidecar products for developer awareness.