How Successful Online Platforms Create Value?

Out of several thousands of startups, only a few achieve success. Those who achieve a certain level of success witness stiff competition from different spheres. They also face a diminution of value proposition and waning network effects. How can they address such issues? In this article, we examine the practices of twelve Indian unicorns and generalize the ‘reconfiguration’ of the value proposition as a common practice among these unicorns. All unicorns reconfigure, though the flavor may be different. Value reconfiguration must strengthen an online platform’s existing network effects. This article presents strategies for startups to design and grow their businesses.