Selling for millions, Why most car sales are private party, Car marketplace economics | Brad Parker
发布时间 2023-07-28 09:15:58 来源
But we become the technology, the tool, to instantly buy a car in a frictionless manner, financing, warranty, insurance, everything part of that flow and the ability to do it in a matter of minutes through a very simplified online experience.
但是我们成为了技术，工具，以一种无摩擦的方式立即购买汽车，包括融资、保修、保险等所有流程和通过非常简化的在线体验在几分钟内完成的能力。
What's up, everyone? This is Car Dealership Guy. You're listening to the Car Dealership Guy podcast, which is my effort to give you access to the most unbiased and transparent insights into the car market. Let's get into today's episode. Brad Parker is founder and CEO of Private Auto, an online marketplace that simplifies the process of listing, meeting, and selling your vehicle privately. In this conversation, we discussed building the quote unquote Apple Pay for Car Sales, how Private Auto makes money, hacking the cold star problem for an online marketplace, the pros and cons of selling your car privately, and my favorite stories of how we used to haze new employees at the dealership, I promise this is PG rated.
大家好！我是汽车经销商的人。你正在收听的是《汽车经销商》播客，这是我努力让你们能够获取到对汽车市场最客观透明的见解的努力。让我们进入今天的剧集吧。布拉德·帕克是私人汽车的创始人兼首席执行官，私人汽车是一个在线市场，简化了个人列出、见面和销售汽车的流程。在这次谈话中，我们讨论了构建所谓的汽车销售版的Apple Pay，私人汽车如何赚钱，克服在线市场中的冷启动问题，个人出售汽车的优缺点，以及我最喜欢的关于我们曾经如何对待新员工的故事，我保证这是适合所有人观看的。
Here's my conversation with Brad Parker. All views of Car Dealership Guy and guests on this podcast are solely their opinions. None of the views expressed should be treated as financial advice. This podcast is for informational purposes only.
以下是我与布拉德·帕克的对话。这个播客中汽车经销商和嘉宾的观点仅代表他们个人的意见。任何表达的观点都不应被视为财务建议。这个播客仅供信息参考。
Brad Parker on the CDG podcast, Brad, welcome. Thanks. Good to be here from Yachts to private car sales. And I don't mean Yachts as it will. You may have been a passenger on the yachts, but I mean, launching a marketplace for Yachts to launching a marketplace for private car sales. How did you get here?
布拉德·帕克在CDG播客上，布拉德，欢迎。谢谢。很高兴能从游艇转到私人汽车销售方面。我并不是指你可能曾经是游艇上的乘客，而是指你从建立游艇市场到建立私人汽车销售市场的过程。你是怎么来到这里的？
Yeah, I don't know for me, like, you know, just jumping into things. I think the the the the pay points for me have happened within five feet of my daily routine. So I grew up in the boat business actually. I grew up, you know, my granddad was actually started one of the the first like boat dealerships in the United States. And so anyway, I anyway grew up in dealership world and and feel on the pain points of the the transaction process and stuff with boats. And it was all paper print scan and facts to do a yacht deal. So anyway, found a way to, you know, create software for that and go into the yachting industry. And it was it was a way to for the medium to large yachts to be sold.
是的，对于我来说，我不太清楚，就像你知道的那样，我只是一头跳进事情中的人。我认为对我来说，最大的痛点发生在距离我的日常生活不足五英尺的地方。所以我实际上是在船业中长大的。我在船业中长大，你知道，我爷爷实际上开了美国最早的一家船贸易公司之一。所以无论如何，我在经销商界长大，对船只的交易过程和其他方面的痛点有所了解。过去所有的交易都需要纸质打印、扫描和传真来完成游艇交易。所以无论如何，我找到了一种方法，通过为之开发软件，进入游艇行业。这是一个销售中等到大型游艇的途径。
Tell me more about that. So you grew up in a business, you know, to what age, like what were you doing there? And how did that actually work out that you wanted to come to, you know, your family or you said your dad, your grandpa?
告诉我更多关于这件事。所以你是在一个商业环境中长大的，你知道，从什么年龄开始，你在那里做了些什么？你是如何决定来到你家族的企业，或者说你是受你父亲或者祖父的影响吗？
Yeah, my grandpa had started in 19 1927 is when he got Wow business. But me as a kid, I grew up like smelling fiberglass, smelling the the grease, the oil, the, you know, from the shop. You know, and even as a kid, that was like my first job. So like my summers were always detailing boats in Florida. I worked in the parts department, did warranty. I was an apprentice tech, you know, learned how to do some some pretty good technical stuff. And yeah, that was my childhood. Learning like right there in the mix in the boat dealership.
是的，我爷爷在1927年开始经营了哇生意。但是我小时候，我就在玻璃纤维的味道中长大，嗅到了车间里的油腻和油烟。就连我小时候，那也是我的第一份工作。所以我的夏天总是在佛罗里达州的船只细节处理中度过。我在零件部门工作过，做过保修工作。我是一名学徒技工，学会了一些很不错的技术。是的，那就是我的童年。在船只经销商店里学习、成长。
Tell me about the spark for your last company yacht closer. Tell me about that.
告诉我关于您上一家公司的游艇销售公司的创意点。告诉我相关情况。
Yeah, so it was like the legal zoom and docu-sign of the outing industry. So the, you know, medium to large yachts that are sold around the country. It was all paper print scan and facts, you know, and, and, and working for the boat business, we, you know, I hope that our family start a yacht brokerage company. And that was the biggest pain point at the, you know, at the dealership is doing the paperwork on those deals. And, and so I think selfishly, I just wanted to create something to make my day a little bit easier, but then realized that, wow, a lot of other people need this. And so at the end of the day, it was, it was a grind. Yeah, went to, you know, got a number of other big boat dealerships to start using it in brokerage houses. And it became the leading contract and closing paperwork solution for the yachting industry. You know, once we got rolling.
是的，就像外出行业的法律快速和电子签名一样。我们在全国范围内销售的中大型游艇都是纸质打印、扫描和传真等方式进行的处理。作为船业的从业者，我们希望家族能够开设一家游艇经纪公司。而在经销商那里，处理这些交易的文件工作是最大的痛点。所以我本来是出于个人利益，想要创造一些东西来简化我的工作，但后来意识到很多其他人也有相同需求。最终，这是一场艰苦的努力。我们找到了其他几家大型船厂和经纪公司开始使用它，成为了游艇行业里领先的合同和交易文件解决方案。一旦我们开始运行，一切顺利起来了。
So what did you exit that company? 2017. And what, what was that like? Did you sell it? Did you merge? Like what, what actually happened there?
那你是什么时候退出那家公司的呢？是在2017年吗？那么，具体是怎么回事？你是卖掉了还是进行了合并？在那里发生了什么？
Yeah, no, I think it was a combination of things. I mean, I think it was because we, we, it was interesting. It was like a sub niche of a broader industry. And so we grabbed the roots of that sale, the data, you know, the, the information that was going into that sale. And it was a combination of we had a finance company, a title agency, we bolted on all these services to that, that software. So it became very powerful. And it became very sticky. And so yeah, now one of the biggest players in the industry boats group acquired us. They have a lot of the biggest online marketplaces, Yacht World, boattrader, boats.com, and a number of international sites. But we were the only administrative tool for the whole industry.
是的，我觉得这是几个因素的综合作用。我的意思是，我们之所以能成功，部分原因是因为我们进入了一个有趣的次级领域，这个领域是更大行业的一部分。因此，我们获得了那次销售的根源数据和相关信息。而这也是因为我们有财务公司和一个产权代理公司，并把这些服务整合到了这个软件中。所以这款软件变得非常强大和易用。结果，如今，行业中最重要的玩家之一的boats group收购了我们。他们拥有许多最大的在线市场平台，如Yacht World、boattrader、boats.com，以及一些国际站点。但我们是整个行业的唯一行政工具。
By the way, dude, I don't know if you're noticing, but there's like a fly that's like going all over it. I saw it. You dodged it. No, I just opened my door. So hopefully he leaves. I don't know. All right. So explain to me, like the spark. So you're, you're out of the boat business. Great. You know, life's good. What's the deal? Like how to now with the spark for peer to peer? Like you get the bog. When did that happen?
顺便说一句，伙计，我不知道你有没有注意到，但有只苍蝇在那里四处乱飞。我看到了，你躲过去了。不，我只是打开了门，希望它会离开。我不知道。好吧，告诉我，像是点燃了一团火焰。你退出了船业，太棒了。生活不错。情况怎样？现在对于点对点，你有什么计划？你是何时产生这种想法的？
Peter, your car sales, walk me through that. Yeah. So I mean, even with my last business, we had so many people calling us like, Hey, I've got, like, I've already got a buyer. Can you just help me do the deal? So there was there's a buyer for what? For a well for boats and yachts. Got it. So even a high ticket boat, a lot of people are like, hey, I've already got a buyer. Can you just like help me do the deal? And so there's a there's a this big private, you know, sale that is happening.
彼得，谈谈你的汽车销售情况吧。嗯，我的意思是，即使在我上一家公司，我们也有很多人给我们打电话说，嘿，我已经有了买家。你能帮我完成交易吗？所以这是为了什么买家？是为了船和游艇。明白了。所以，即使是一艘高价船，很多人都会说，嘿，我已经有买家了。你能帮我完成交易吗？所以目前正在进行一场大的私人销售活动。
But I think for me, the spark was when I was, I've always bought and sold stuff privately as well, whether it be, you know, little miscellaneous toys or cars or even boats back when I was in the boat business. But I think when I was buying, I was buying a 2007 Toyota FJ Cruiser helping my son buy a car. And I think I met the people in a grocery store parking lot at like eight nine p.m. on a weekday. And it was cool. We did a little test drive in the parking lot. We wanted it. But but the the part that that got me was it was over, it was over $10,000. I think it was like $14,000 that I bought the car for. But because Cash App Benmo didn't work, any of the payment apps didn't work. There was no way to just do that deal right now. Except we had to coordinate a time to go meet at the bank. And what everyone ends up doing on a on a higher, you know, ticket private sale. And I think that was the point for me was like, gosh, like, there's got to be a better way to do this. If I want this car, like, I want to do it right now, you can take an Uber home. But I just want it right now. And how do you make that safe and secure for both parties? That was the passion to try to solve that.
但是我认为对我来说，点燃那火花的时刻是当我在私下购买和出售物品时，无论是小玩具、汽车还是我曾经从事船业时的船只。但是我想当我购买一辆2007年的丰田FJ巡洋车帮助我儿子买车的时候，那时候碰巧是平日晚上八九点在超市停车场遇到了卖家。我们在停车场做了个小试驾，我们很满意。但是让我不爽的是，这辆车要价超过了10,000美元，我想我花了大约14,000美元买下这辆车。但因为Cash App和Venmo等支付应用都不工作，现在无法完成这笔交易。除非我们协调好一个时间，在银行见面。这是每个人在私人高价销售中都会经历的过程。对我来说，那时候的关键是：天啊，一定有更好的方法来解决这个问题。如果我想要这辆车，我就想立刻拿到它，可以坐Uber回家。但我想现在就要它。如何为双方确保安全可靠地完成交易，这就是我想要解决的问题。
Explain to me who who flocks to peer to peer. Right before we get into like what you really do the business model into details. But you said you've always been a peer to peer guy. Why is that? Like, why, why have you opted to do like a private sale transaction as opposed to, you know, trading a car and selling it to a dealer, selling it to like an online, you know, auto buyer, whatever, like, what is the reason for that? Yeah, I mean, for me, I think it's, it was mixed. I mean, I still do stuff with a dealer, but at the same time, I think it's depending on the car, what it is, there's a lot of cars where it's like, you know, it's kind of niche or, or, or, you know, it, it may not, you're not going to get as much value for that if you trade it into the dealer. You know, if you think of, you know, customer, you're looking for your look at a capture more value through peer to peer. That's your main driver. Yeah, capture more value through the peer to peer is probably one of the main drivers for me in the past. Do you think that's the main driver for most people that operate peer to peer? I do. I do. With so many people doing it, you know, being able to capture more, I mean, if they can save 15 to 20%, you know, by, by selling the car themselves, that's a big deal for somebody, you know, selling something, you know, to, to save over two grand, you know, on a car that's, you know, 10,000 on $10,000. That's a big deal.
在我们深入谈论业务模式的细节之前，向我解说一下谁投向了点对点交易。但你说过你一直都是一个点对点的人。为什么会这样呢？为什么你选择进行私人出售交易，而不是像卖车给经销商或者卖给在线汽车买家那样呢？这是什么原因？是的，对我来说，这是一个混合的情况。我仍然和经销商有业务往来，但同时，我认为这取决于车子的类型。有很多车是比较小众的，或者说，如果你把它交给经销商，你不会得到更高的价值。你知道，如果你是一个顾客，你希望通过点对点交易捕捉更多价值。这对我来说可能是其中一个主要因素。你认为这是大多数从事点对点交易的人的主要驱动力吗？我是这么认为的。由于如此多的人都在这样做，能够捕捉更多的价值，如果他们通过自己出售汽车能够节省15%到20%，对于某些人来说是非常重要的。对于一辆价值10,000美元的车来说，省下2,000美元是一大笔钱。
So walk us through the walk us through the business model of private auto. Like what is the just a core business model? What do you really do? We make it easy to buy and sell cars privately and do the bill of sale, do the transfer of funds right in the parking lot on the app, all on one platform. So that that's the main key. We are laser focused on that peer to peer sale, being able to have some trust and transparency in that. And I think that's the other, I mean, the two main pain points to that deal are safety and money. So I think people being able to trust this person that you're going to meet in the parking lot. And also having some confidence that you're going to either a be able to rescind or receive funds securely isn't another is another important part of that equation.
请给我们解释一下私人汽车领域的商业模式。核心业务模式是什么？你们到底做什么？我们提供便捷的私人买卖车辆服务，通过我们的应用程序在停车场上完成车辆过户和资金转移的交易。这一切都在一个平台上完成。所以这是我们的主要重点。我们专注于点对点的销售，致力于建立互信和透明度。我认为人们对这个交易的两个主要担忧是安全性和资金问题。人们需要确保能够相信他们在停车场会面的对方，同时也需要有一定的信心，确保能够安全地取消交易或安全地收到款项。
How big, again, being a dealer, like I want, I think about these things a lot. How big do you think the peer to peer opportunity really is? Right? Because I feel like is this people just gravitating for like cheaper cars? You know, is this really viable at scale? Like how do you guys size that up? Yeah.
作为一个经销商，我常常思考一些问题，比如“这个点对点的机会到底有多大？”你认为呢？我觉得人们是不是只是为了买到更便宜的车而聚集在一起？这种规模真的可行吗？你们如何评估它的规模呢？是的。
So I think it's originally, I thought it was much smaller than it really is. You know, I thought I thought it was around that, you know, 8 million or something like that, you know, in automotive in the US. But according to, you know, NADA and Cox automotive financial reports, you know, it's, it's, it's north of, you know, 16, 17 million. It's almost, it's over 14, 17 million, what units units are private party a year in the United States. And, and, and, and that's the thing. I mean, so it's almost, you know, it's over 45, you know, 47% of total dealer used, or total used cars in the United States. So it is, it is a staggering amount that, that is happening in the parking lot that not a lot of people know of them.
所以我认为，最初我以为它比实际要小得多。你知道的，我以为在美国的汽车销量大约是800万辆左右。但根据NADA和Cox汽车财务报告，实际的销量超过了1600万辆。每年美国私人销售车辆的数量超过了1417万辆。这是一个巨大的数字，占了总二手车销量的45-47%。这是一个巨大的数额，但很少有人意识到这一点。
So you used to use a phrase used to say like, we're like the Venmo of car buying. Is that, do you still refer to the platform that way? Is it like, is it better for someone already has a buyer and you're helping to facilitate that transaction? Or is this more for like discovery, frankly, to find a buyer for my car? If I list it, like how do you guys think about that and balancing those two? Yeah, it's both. And I think we're, it starts with the latter, you know, where you have the car on there and to find the buyer in, in, it allows us the opportunity to learn and hear from both both sides and to really perfect the technology. But no, our secret sauce is the ability to do the deal right now. In, in the techno, we are more of a thin tech where, and that's, I think the key difference between us and any other company where a lot of other companies are set up more like a virtual FNI office. We're private. By FNI for anyone that does an audience is in the finance and insurance of the department within the dealership, when the salesperson tells you, let me go speak to my manager, that's the FNI department, that manager. Yeah, so they're coordinating the funds, they're managing escrows or they're managing the, the, the, you know, the funds coming in. And, and so some of those services like the provide escrow services and stuff, there's people behind the scenes managing that flow of money, guaranteeing it and kind of instructing people on what the next thing to do. I mean, I think like a, you know, like a, like a good pizza, like a lot of them have like the cheese and the, the crust, but we've got the sauce. And that's what makes us unique and different is the technology behind the scenes that allows that to happen 100% automated in tech driven. So like you and I could do a deal for 50 grand in the parking lot on a Sunday afternoon and not a single person is telling us what to do or pulling any levers, but the technology is actually allowing the flow of funds to happen and keeping the, the transaction safe.
所以你过去常用一种类似的说法，比如说，我们就像是汽车购买方面的Venmo。你们现在还是这样称呼这个平台吗？对于已经有买家的人来说，你们是帮助促成交易呢？还是更多用于发现，说实话，是为了寻找买家？如果我列出汽车，你们是如何考虑这两方面的平衡的？是的，我们两者都有。我认为首先从后者开始，就是你在平台上有了汽车，然后寻找买家，这样可以给我们提供机会，了解并听取双方的意见，以便更好地完善技术。但是，我们的核心优势是能够立即成交。在技术上，我们更像是一种轻量级科技公司，这是我们和其他公司的一个关键区别，其他公司更像是一个虚拟的金融和保险部门（FNI Office）。而我们则是私人化的FNI，对于任何观众来说，FNI是指汽车经销商内的金融和保险部门，在销售人员告诉你“让我去找经理商量一下”的时候，就是指FNI部门。所以他们负责协调资金，管理担保交易，或是管理资金的流入。有些服务，比如提供担保服务等，背后有人管理资金的流动，确保资金安全，并向人们指示下一步该做什么。就像一份好的披萨，有的有奶酪和面包皮，而我们有秘制酱汁。这就是我们独特而与众不同的地方，是我们背后的技术使这一切自动化，并以技术驱动。所以，你和我可以在一个星期天的停车场上完成一笔价值50,000美元的交易，没有人告诉我们该做什么，也没有人掌控着任何杠杆，但是技术实际上使资金的流动成为可能，并保证交易的安全进行。
So you're pretty much offering a transactional layer for me to do this. I think, I think the next thing comes to my mind is if I'm selling a $50,000 car, right? Like what's the core benefit for me to sell it privately? I think a lot of people wonder this, right? Like how should I, I, by the way, I get asked all the time, like how should I sell my car? Yeah, you know, trade it in dealer, you know, car max, carvana, privately, Facebook marketplace. So ultimately you're saying if I, if I am selling that $50,000 car and I use your technology private auto, what is better for me about that? Is it just the value capture? Is it like easier? How do you think through that? Or is that by the way, or is that not your core market even? Well, it is. And I think if you, even if you take, let's take a sliver of the private sell market, for example, like asset cars, you know, take a classic car market. There's millions of those sold every year. And it's not like you're going to, it's not like those cars are, are traded into a dealership. You're never going to get the true value of that car from a dealership. Those cars are bought by other enthusiasts. Same thing like custom Jeeps or custom bands or adventure vans and some of these, you know, overland vehicles. A lot of them are bought by other enthusiasts where that value aligns. And so I think that's where, that's where the value comes to our site is a site that you can actually do that deal and do it in a way that you can verify individuals and guarantee payment and verify funds. That's the other thing too, because of it's all connected to this custom banking, you know, model, you can actually verify the funds before you let someone come and test drive the vehicle. So bringing that kind of transparency to that sale that really hasn't existed before is the, the one of the aspects that makes us unique.
所以你基本上为我提供了一个交易层来完成这个操作。我想，我想起来的下一件事是，如果我要卖一辆价值5万美元的汽车，对吧？那么对我来说，私下销售的核心好处是什么呢？我觉得很多人都在想这个问题，对吧？就像我经常被问到，我该如何卖掉我的车？是交易给经销商，还是卡玛克斯、卡瓦纳，还是私自销售，或者是在Facebook市场上销售。所以总之，你是说如果我要卖掉那辆价值5万美元的车，并且使用你们的私人汽车技术，那对我来说有什么好处？是只为了捕捉价值吗？还是更容易？你是如何思考这个问题的？或者顺便说一句，那甚至不是你们的核心市场吗？嗯，是的。我认为即使你只考虑私人销售市场的一小部分，比如资产车辆，就拿经典车市场来说吧，每年有数百万辆这样的车被出售。这些车辆并不是交易给经销商的，你永远也无法从经销商那里获得这辆车的真正价值。这些车辆是由其他爱好者购买的。同样的，定制吉普车、定制货车或冒险货车以及一些越野车也是如此。很多人都是由其他爱好者购买的，因为他们对这些价值产生了共鸣。所以我认为我们网站的价值在于，它是一个你可以完成这笔交易的网站，而且你可以通过这个网站验证个人信息并保证支付和资金的真实性。这也是与之前销售方式不同之处之一，因为所有的信息都与这个定制银行模式相关联，你可以在让某人来试驾车辆之前验证资金的真实性。为这种销售带来透明度，这在以前是不存在的，这也是我们与众不同的一个方面。
What do you think is going to be the biggest challenge to scaling this business? Yeah, so building a marketplace is tough, you know, like, you know, it starts, you need to build audience, you need to build supply, and then you need to build demand and create liquidity with that demand. And so I think, you know, some, some, some struggle with step number two, just building supply. And then bringing the buyer eyeballs to match up with that supply and creating liquidity with it is, is the, the third tier challenge.
你认为将会是扩展这个业务面临的最大挑战是什么？是的，创建一个市场很困难，你知道的，你知道的，它开始于你需要建立受众，建立供应，然后建立需求，并且通过这个需求创造流动性。我认为，你知道的，有些人在第二步建立供应时遇到了一些困难。然后，将买家的目光与供应相匹配，并为之创造流动性，这是第三个难题。
And so I think we're, we're in between steps two and three right now with our business. We actually, we're building audience really well. We're like, this just this year, we already have over a million people visiting our site. And over 70, 75% of that is all organic traffic. So we are building a lot of organic traffic. And then, you know, building the listings, we're starting to get listing velocity on the site right now.
所以我认为我们的业务正处于步骤二和步骤三之间。实际上，我们的受众群体正在迅速增长。仅今年一年，我们的网站访问量已经超过一百万人次。其中有70%到75%的流量都是自然有机流量。因此我们正在大量积累自然有机流量。同时，我们在网站上的列表也开始迅速增长。
What's driving what's driving to organic traffic? Other than card dealership guy, of course, Wink, Wink.
是什么驱动了有机流量的驱动因素？当然，除了汽车经销商这个人，嘿嘿。
That's right. That's right. No, you know, I'm glad I listened to somebody smarter than me. I love starting a new business and all the things that you can learn from it. And, and I think we decided to implement a content strategy two years before we went live with private. And I think the, the interesting thing is a lot of the big players focus on the big keywords, the big, big keywords to drive all the traffic. And we focused on all those long tail keywords, the how to sell my car privately in California, how to transfer funds in a private sale. And, all these different variations of selling privately. And the, the, the cool thing is, is when you really dive into it, there's a lot of people that are typing those things in every single day, because they are in the moment wanting to do that sale or wanting to be educated on that sale, so they know how to do it. So we laser focused on those long tail keywords and built a castle around them.
没错。没错。不过，你知道，我很高兴听取比我聪明的人的建议。我喜欢开创新业务，并从中学到的各种东西。而且，我认为我们在私人交易上线两年前就决定实施内容策略。有趣的是，许多大公司都专注于那些重要的关键词，以推动所有的流量。而我们专注于那些长尾关键词，例如如何在加州私下出售我的汽车，如何在私人交易中转移资金等等各种不同方式的私下销售。而有趣的是，当你真正深入研究时，每天都有很多人输入这些关键词，因为他们希望当下就进行销售，或者想要了解如何进行销售。所以我们就将注意力集中在这些长尾关键词上，并围绕它们建立起了一个“城堡”。
And that was, are you guys, are you using like AI, tragedy, or any of that stuff to create that content?
那是指你们是不是使用人工智能、悲剧或其他技术来创造那些内容？
You know, so we have a team that does that. They do, they do use a portion of it right now. But I think the difference is for anybody that just uses that off of the shelf, there's going to be a sea of mediocrity out there in terms of content.
你知道的，我们有一个团队负责这个。他们确实在现在使用了一部分。但是我觉得区别在于，对于那些只是简单使用现成产品的人来说，在内容方面可能会遭遇一片平庸。
I agree. I agree. Yeah. So I think it's embraced the current technology to accelerate what you do, but then allow the professional to really add the, you know, really dress it up and really add some good meat to that content. So we definitely have a lot of human intervention on the content that we deliver today.
我同意。我同意。是的。所以我认为应该拥抱现有技术来加快你的工作进程，但同时也要允许专业人士为内容添加一些完善的装饰和丰富的内容。因此，我们在今天所提供的内容中绝对会有很多人为干预。
Got it. Let's zoom in for a second. So how many vehicles are on your platform? How many cars are you selling? Like walk us through some of these numbers.
明白了。让我们仔细了解一下。那么你的平台上有多少辆车？你卖了多少辆车？就让我们了解一下这些数字吧。
Yeah. So today we have, and a lot of this just started increasing within the last, you know, few months. So we were just now hitting about a year that we've launched. So we are still very new.
是的，今天我们有很多事情，其中很多是在过去几个月内才开始增加的。所以我们现在正好已经推出了一年左右。所以我们还是非常新的。
What happened in the last few months? But why is it starting increasing?
在过去几个月发生了什么事情？但是为什么它开始增加呢？
Well, I mean, so I think it's focus. Number one, last year, didn't care about listings, didn't care about transactions. It was all about audience. So building audience first. Then once you have audience, now it's all about, you know, focusing on product pricing, product pricing, and then get the response and then learn from the customer what works. So we did now, as of January, we focused on supply, getting listings. And we learned from the customer, made some changes. And I mean, at the beginning of the year, end of the year, we were only getting like 20, 30 listings, you know, in a month. So people just barely, you know, taking a look at us and some people doing it. Fast forward to today, where I think last for June, we had 250 new listings at the site just in one month. So big increase. And that's all because of just changing product pricing.
嗯，我的意思是，所以我认为重点是关注度。首先，去年我们并不关心清单，也不关心交易。我们只关注受众。所以首先要建立起受众。一旦你拥有了受众，现在就是专注于产品定价，产品定价，然后得到回应，然后从客户那里学习。所以从今年一月份开始，我们专注于供应，获得清单。并且我们从客户那里学到了一些东西，做出了一些改变。我是说，在年初和年底的时候，我们每个月只能获得20到30个清单，只有一些人对我们稍微感兴趣，还有一部分人会购买。快进到今天，我认为在六月份，我们在网站上新增了250个全新的清单，这是一个很大的增长。而这一切都归功于对产品定价的改变。
What did you change?
你改了什么？
We actually implemented a pay now or pay later. And we made some changes to the listing process to smooth it out. But the big thing was pay now pay later. So, which were actually the only site in the industry that does this. So you can pay now for a discount and get access to all the technology in the platform. Or you can pay later when the car sells. And which is unique because we're the only company that truly has a pay on performance model, because we're the only ones that have a transactional model part of the platform.
我们实际上实施了一个现在付款或以后付款的方式。并且我们对车辆上市过程进行了一些改进，以使其更加顺畅。但最重要的是现在付款或以后付款。所以，在行业中，只有我们的网站提供这种方式。因此，您可以立即付款以获取折扣，并访问平台上的所有技术。或者您可以在汽车销售时才付款。这是独特的，因为我们是唯一一家真正拥有按绩效付款模式的公司，因为我们是唯一一家平台中的交易模块提供商。
Okay. That speaks to me. I think, again, it's a pay for performance. There's a lot of companies in the car business that don't offer that. I've had conversations about this with people at these companies. But I think it's definitely a sticking point because we are running such a low margin business.
好的，我理解了。我认为，再次强调，这是按绩效支付。汽车行业中有很多公司都不提供这种方式。我曾与这些公司的人讨论过这个问题。但我认为这肯定是一个关键点，因为我们经营的是利润率很低的业务。
Again, I'm coming from an advantage point as a dealer, but it's when you're running such a low margin business, you can't afford to pay for something that's not going to bring you a return. We call it the disk test. Does it sell cars? And pay for performance is great, because you don't need to worry about that. But I understand your point, right? Because you're actually facilitating the transaction, you're able to even charge that way. Otherwise, you would have no way to know if that deal got done and you wouldn't be able to charge for it.
再次强调，我是作为一个经销商来谈论这个问题的，但当你在经营利润空间非常有限的业务时，你无法承担那些不会给你带来回报的费用。我们称之为“盘子测试”：它能卖车吗？而且按绩效付费很好，因为你不需要担心这个问题。但我理解你的观点，因为你实际上是促使交易进行的中间人，所以你可以通过这种方式收费。否则，你就无法知道交易是否达成，也无法收费。
So, I want to go back to, well, you say 250 vehicles right now a month listed on private auto. They got it. And so, how much does a customer pay? What's your revenue per user profit? Walk me through that.
所以，我想回到你所说的，在私人汽车上每个月有250辆车列出的问题。他们已经搞定了。那么，顾客需要付多少钱呢？你们的每个用户的收入利润是多少？请逐步向我解释一下。
Yeah, so it's either $90 to pay now or 150 to pay when it sells. Profit margin on that is between 72 and 85% profit margin. The tools, because we have built-in vehicle history report, market values, the technology, the banking, the custom banking integration, happens with the flow of funds. So, the raw cost of all those tools per unit ends up being around $25.
是的，现在支付是90美元，或者在销售时支付150美元。利润率在72%至85%之间。这些工具包括内置的车辆历史报告、市场价值、技术、银行业务和定制银行集成，使得资金流动变得更加顺畅。因此，每个单位的工具成本最终约为25美元。
Got it. How did you get this banking integration? That's how it's pretty sophisticated. Walk me through that.
明白了。你是如何实现这个银行集成的？这就是为什么它相当复杂。请为我解析一下。
Yeah, I think this was the point that, so it was actually a company that I did a lot of business with in the auditing industry. We did a lot of yacht loans and stuff through their recreational lending division. But the president of the bank was very tech savvy, which you don't really get those to. A banking and a tech savvy leadership. And so, this was one of those one phone call businesses where I thought of the way that it had to work in order to create an instant flow of funds. And so, anyway, I called this, called them up one day and kind of pitched the idea. Anyway, it was long and short of it was, I love it, let's do it.
是的，我认为这是一个重点，实际上这是一个我在审计行业中进行了很多生意的公司。我们通过他们的娱乐贷款部门做了很多豪华游艇贷款等业务。但是银行的总裁非常懂技术，你很少见到这样的银行和技术精通的领导。所以，这是一个一通电话就能搞定的业务，我想到了必须如何使资金迅速流动的方式。所以，无论如何，有一天我给他们打了个电话，提出了这个主意。总而言之，我很喜欢它，让我们去做吧。
And so, technically, what is happening here, and this is interesting, this is the barriers to entry for us, I think, because I've dealt with all the major banks in lending. And there is so much red tape and it's awful. And so, we are directly connected with their backend APIs. And so, the ability for the technology to, I think the better way to describe it, if you and I were doing a deal on private auto, and if I'm the buyer, you're the seller and you create a private auto pay account. So, within seconds, you can scan driver's license, verify identity, but it'll do KYC background check banking compliance and it'll spin up a traditional bank account in your name. And same thing for me as a buyer. So, immediately, you and I, both these traditional bank accounts with our own account numbers spun up under the same bank. And that's all for the purpose of doing this seamless online transaction with, I'm going to assume virtually zero fees, right?
所以，从技术上讲，这里发生的是什么，这很有趣，这对我们来说是进入的障碍，因为我与所有主要的贷款银行打过交道。而且有太多的繁文缛节，很糟糕。所以，我们直接与它们的后端API进行连接。因此，这项技术能够，更好的描述方式是，如果你和我在进行私人汽车交易，我是买方，你是卖方，然后你创建一个私人汽车付款账户。因此，仅需几秒钟，你可以扫描驾驶证、验证身份，进行KYC背景检查、银行合规，并在你的名字下创建一个传统银行账户。对于我作为买方也是一样。所以，立即，你和我都在同一家银行下拥有我们自己的账户号码。而这一切都是为了进行这种无缝在线交易，我推测几乎没有费用，对吧？
Correct. So, that's the thing that makes it unique, because of the way it's architected, there's no fees. Because the transfer, me as a buyer, I still need to on the more icons via ACH or wire. But now when you and I show up in the parking lot to do a deal, it's like an air bank transfer. And that's the other thing, there's no transaction fees. There's a lot of sites out there that they charge high transaction fees, and there's really no banking technology. And so.
没错。所以，这就是使它与众不同的原因，因为它的架构方式，没有费用。因为转账，作为买家的我仍然需要通过ACH或电汇来获取更多图标。但现在当你和我出现在停车场进行交易时，就像一笔空中银行转账一样。而且这是另外一点，没有交易费用。有很多网站收取高额交易费用，而且实际上没有银行科技。所以。
How are you going to scale this geographically? Walk me through that as you think about better yet. So, what states, what areas are you serving right now? Are there any exclusions? What's your thoughts on that?
你打算如何地理扩展这个项目？请你向我解释一下，尽量详细一些。那么，你们现在在哪些州、哪些地区提供服务？有没有什么特殊限制？你对这个问题有什么想法？
Yeah, so currently, we're in all states right now. And that was the piece about having a financial partner that's already licensed in all of those states. Because technically, we don't touch the money. It's all in custody of our financial partner. And so, we are in all states right now. But what's. And we're kind of doing that to learn. So, for example, we have customers that once they learn about the technology that we have, it's not like a traditional marketplace where they care so much about volume density, inventory density. So, for example, once they. A lot of people put their car on and they may still list it on other free sites or other places, but they invite the buyer to do the deal here at private auto. And so, the way that. That's the way that it's going right now.
是的，目前我们已经覆盖了所有州。而那一部分涉及到与已在所有州都拥有许可证的金融合作伙伴合作。因为从技术上讲，我们并不触碰资金，所有资金都由我们的金融合作伙伴保管。所以，我们现在已经在所有州都有业务了。但是，接下来我们打算用这种方式来学习。比如说，我们有些客户一旦了解到我们的技术，就不再像传统市场一样关心交易量密度、库存密度之类的因素了。因此，他们把车辆信息发布在其他免费网站或其他地方，但他们会邀请买家在私家车交易平台上完成交易。所以现在的情况是这样的。
And what do you think. When you think about supply, obviously dealers have tons of cars, an inventory. Do you think about a future where you tap dealer inventory as well for supply on the marketplace? Or do you think you're strictly focused on peer-to-peer? Because it just seems like you're building this transactional layer, which could potentially have so many use cases.
你认为呢？当你考虑供应时，显然经销商有大量车辆，库存。你是否考虑过未来是否可以利用经销商的库存作为市场供应？还是你严格专注于点对点交易？因为看起来你正在构建这个交易层，它潜在地可以有很多用途。
Yeah, totally. And I actually. I think there is a great parallel to the dealer and an opportunity for the dealer, either A from a vehicle acquisition strategy. There may be some cars that sellers are willing to park with them, and a dealer can do that transaction and buy the car immediately right from our platform within a certain geographical radius, or not even defined by geography, really.
是的，完全正确。我认为经销商与这个机会之间存在着巨大的相似之处，从车辆获取策略来看尤其如此。有些卖家愿意将车辆寄放给他们，而经销商可以在我们的平台上立即进行交易并购买这辆车，不受地理位置的限制，甚至可以说是无限制的。
But I think there's also the concept of becoming the Apple Pay for vehicle sales. So, not necessarily a competing marketplace or anything like that, but we become the technology, the tool, to instantly buy a car, even from a dealer, in a frictionless manner. So, the ability to buy a car for high dollars, even have financing, warranty, insurance, everything part of that flow, and the ability to do it in a matter of minutes versus hours that it does now, through a very simplified online experience. And that is going to be the title and the thumbnail, the Apple Pay for vehicle sales. I love it.
但我认为还有成为汽车销售领域的“Apple Pay”这个概念。所以，并不一定是一个竞争的市场或者类似的东西，而是我们成为一种工具和技术，可以以无摩擦的方式立即购买汽车，甚至从经销商那里购买。因此，我们能够以数分钟而非数小时的时间购买高价值汽车，甚至包括融资、保修、保险等一切。通过一个非常简化的在线体验来实现。这将成为标题和缩略图，即“汽车销售的Apple Pay”。我喜欢这个想法。
Brad, one thing I realized that we missed is you've raised funding for this, your venture back. How much funding have you raised? Yeah, no. Outside of personal funds, only raised about $3.5 million. Well, I love a bootstrapping. Did you, I'm assuming your prior company was bootstrapped as well, or I guess this is not bootstrap, but your prior company was that privately funded to yourself? Yeah, not totally. No, just had a few, just less than five local checks, one of which was just a customer I sold a bunch of boats to. That's always a good way. And of course, I should mention for those, I don't know, proud investor and private auto myself. So, definitely want to mention that.
布拉德，我意识到我们忽略了一件事，你为这个公司筹集了风险资金。你筹集了多少资金？
是的，除了个人资金外，只筹集到了大约350万美元。
哦，我喜欢自力更生。我推测你之前的公司也是自力更生，或者说不是自力更生，但是之前的公司是由你个人私下资助的吗？
嗯，并不完全是。不，只有几个本地的支票，其中一个是我卖了一堆船给的客户。
那总是一个不错的方式。当然，我也要提一下，我本人也是一位自豪的投资者和私人汽车所有者。
所以，这一点我肯定要提一下。
That's awesome. And so, what's your plan? How are you going to deploy that capital, right? Like to walk us through your thinking there, what are you going to use it for? Yeah, I think number one is continuing to grow that organic traffic. So, building organic traffic, and I honestly feel that that's one of the keys to survival in this market today, relying on paid media, long gets you nowhere. It's like throwing a duffel bag full of cash on a fire, and it gets lift, but then it's gone. Agreed.
太棒了。那么，你的计划是什么呢？你打算如何使用这笔资金呢？能否具体解释一下你的想法，你打算用它来做什么呢？是的，我认为第一件事就是继续增加有机流量。所以，建立有机流量，我真的觉得这是在当今市场生存的关键之一，依靠付费媒体无法取得任何成果。这就像是把一袋装满钱的行李袋扔进火里，它会被升起，但之后它就消失了。同意。
So, I think building sustainable, recurring traffic is number one. And then the other thing too, is deploying that right into the product. Because we're building audience first, and we get to learn from the customer very quickly, deploying that right into the product, and fast forwarding those things that are the number, the top things requested from the customer. And what are those top things right now? So, one right now that we're deploying next, probably within a couple weeks, is what we're calling deal now, by private auto. So, already, we have a lot of people that come to us and say, wait a minute, I've already got the buyer. I really don't want to list a car. They don't want to put photos on it and all this stuff. I want to use your technology to do the deal. And so, we're going to have a button where you can just go deal now. And whether you're a buyer or a seller, you can initiate the deal, invite the other person to your deal room. Both of you get verified, create the funds account, and you can do a deal on private auto instantly, just using the technology without having a traditional listing on the site.
所以，我认为建立可持续、可重复的流量是头等大事。另一个重要的事情是将流量直接转化为产品。因为我们首先要建立受众群体，从客户那里快速学习，将这些知识迅速应用到产品上，加速客户要求的头等大事。那么，现在最重要的事情是什么？目前，我们即将推出的一个新功能是“立即交易”。因为有很多人来找我们说，等一下，我已经找到买家了，我真的不想再挂车了。他们不想上传照片之类的东西。他们想使用我们的技术来完成交易。所以，我们将会有一个按钮，你可以直接选择“立即交易”。无论你是买家还是卖家，你都可以发起交易，邀请对方进入你的交易室。双方都要进行身份验证，并创建一个资金账户，你可以立即在私人交易平台上进行交易，只需使用技术，而不需要在网站上进行传统的车辆挂牌。
Yeah, I mean, it makes total sense. Again, that's like that transaction, facilitating that transaction and not necessarily having to go through the marketplace. I like that. You mentioned several times, I noticed the word audience. How did you get your initial audience? Like, okay, private auto goes live. Where do the initial couple people, whenever the first listing, where did that come from? Tell us that story. Totally content. So focusing on keywords that people are typing in every single day, in terms of like they're looking to be educated on how to sell their car privately, or how to buy a car from a private party, how to stay safe, how to transfer money in a private party sale. So that's how those people learned about us in the beginning is we just started creating lots of content around those topics. And then that's where we got our initial audience from.
是啊，我的意思是，这是很有道理的。再说一遍，就像那种交易，促进了那种交易，而不一定要通过市场。我喜欢这样。我注意到你几次提到了“受众”这个词。你是如何获得最初的受众的？比如，私人汽车上线时，最初的几个人，第一个拍卖品是从哪里来的？告诉我们那个故事。是完全满意的。所以我们聚焦于每天人们输入的关键词，比如他们想要了解如何私下出售自己的汽车，或者如何从个人手里购买一辆汽车，如何保证安全，如何在私人交易中转账。这就是那些人最初听说我们的方式，我们开始围绕这些话题创作大量内容。然后我们从那里获得了最初的受众。
Yeah, launching a marketplace is tricky. Have you had any moments where you're like, this is not going to work? Like, oh my God, what am I going to do? Have you had those like ocean moments? You know, no, there's always there's always moments where I call man, like, this is this is harder than I thought. But I think I'm glad it's my second go around because I think you still make mistakes. You still have problems. You still have issues. Some days with development, it feels like one step forward, two steps back, just stuff that you're building. But at the end of the day, we feel very confident now in the product that we have, the market size that's out there. And the amount of people doing these transactions and feeling these pain points is significant. And so anyway, our confidence is pretty high based on customer feedback. We're even getting right now on the product in some unique circumstances that are happening.
是的，推出一个市场是很棘手的。你有没有过这样的时刻，觉得这不会成功？像，哦天啊，我该怎么办？你有过那些像大海般的时刻吗？你知道的，不，总会有这样的时刻，我会想，哎哟，这比我想的要难。但是我很高兴这已经是我的第二次尝试了，因为我觉得你总会犯错误，总会遇到问题。有些开发的日子，感觉是前进了一步，后退了两步，只是你在建设中遇到的一些事情。但是到了一天结束的时候，我们对自己的产品和市场规模感到非常有信心。而且，进行这些交易并感受到这些痛点的人数是很大的。所以无论如何，我们的信心都是基于客户反馈而非常高的。现在甚至在产品的一些独特情况下，我们正在获得一些反馈。
You know, with like one example, there was a guy in Florida that bought a car in New York. And I didn't even like it didn't the life bulbs didn't quite go on for me even on this scenario. I knew we would be good for like a long distance deal.
你知道的，在做一个例子的时候，佛罗里达有个人在纽约买了一辆车。然后，就连像这种场景，我也没有像对其他事情那样立刻明白我们可以做长途交易。我知道我们将能够在处理远程交易方面表现出色。
But like the way that this played out, the customer brought it to my attention more than I even thought of it. So for example, he sent a shipper to go pick up the car in New York that he wanted. And because private auto allowed for that just instant right now deal, basically the shipper just confirmed like the car and the seller's got the title here. Yeah, about the title. And then they just unprivate auto and did the three steps of the deal. And the seller, the seller could see the funds instantly in his account at that second. He's like, all right, cool, see a shipper. You know, all right, load it up. Send it.
但事情发展的方式，顾客比我想象中更加关注这个问题。比如说，他派了一个运输人员去纽约取他想要的车。因为私人汽车允许即时交易，运输人员就确认了车子的情况，卖家也确认车子的所有权。关于所有权问题，他们解决了这三个步骤的交易。卖家可以立刻在他的账户中看到资金的到账。他说：“好吧，没问题，把车运走吧。”
You can't do that today. You can't do that with a coordinated wire transfer. You can't like you can't just do that deal on the spot. And how but how is that not been solved? Like how is a large marketplace not solved this? What am I missing? Right? Like that's what I'm not following here. What is how is a large marketplace not solved that exact pain point till this day? How's that possible? It's the money. Everything else you can solve for it's the money. Nobody has solved for the money.
今天你不能这样做。你不能使用协调的电汇来完成这个交易。你不能，就像你不能当场完成那笔交易一样。而且为什么这个问题还没有解决呢？为什么一个大型市场还没有解决这个问题？我错过了什么吗？对吧？就是在这里我没有理解。为什么一个大型市场到现在还没有解决这个痛点？这怎么可能？问题在于金钱。其他问题都可以解决，但问题在于金钱。没有人解决这个问题。
So for example, in crypto. And I think that's where I got a knack for this is you can move millions of dollars in crypto. I could I could send you any amount in crypto immediately. And we go verify and just it happens fast. All lines lead back to crypto. All lines lead back to those coins. But it's like that block train that that that trustless, you know, platform.
举个例子，就拿加密货币来说吧。我认为就是因为这个，我对这个领域有了一种天赋，你可以在加密货币中转移数百万美元。我可以立即以任意金额将加密货币发送给你。我们进行验证，只需要片刻即可完成。所有的关联都指向加密货币，所有的线索都指回那些数字货币。这就像是那个不需要信任的区块链平台。
But and if you think of that the ACH system in the United States is awful. It's awful. There's so much fraud there. The way that money moves, the way that it kind of goes to the Fed, the Fed checks it, then it goes to the institution. But technically it doesn't really show up. But the bank kind of gets credit for it. And you could still get flagged for fraud up to 59 days later and get it just clawed back. And that's why a lot is so rampant in the the ACH system in the United States. So everyone else uses wire transfer. You know, that's like the probably the best, the securist way to do it. But what okay, what are the limitations there?
翻译成中文：但是，如果你认为美国的ACH（自动清算系统）非常糟糕，那确实糟糕。存在很多欺诈行为。资金的流动方式，以及将其发送给美联储，美联储对其进行审核，然后传输给机构的方式都有问题。但从技术上讲，资金并没有真正显示出来。但银行会获得相应的信用。而且在之后的59天内仍然可能被指控存在欺诈行为，资金可能被收回。这就是为什么在美国的ACH系统中存在如此泛滥的原因。因此，其他人都使用电汇。你知道，那可能是最好最安全的方式。但是那里的限制是什么呢？
Can I can I go buy a car for $100,000 and call my banker and be like, hey, I want to do this deal right now. Can you just wire a hundred grand to this like other private account? Can I give it to you right now? Oh, you can't do that. And it doesn't happen that fast. You know, there's layers, there's checks, you know, it can't happen outside of banking hours.
我可以买一辆价值10万美元的车，然后给我的银行家打电话说：“嗨，我想立刻完成这笔交易。你能不能把10万美元汇到另一个私人账户？”我现在就可以给你吗？哦，你不能这样做。这个交易并不会那么快完成。你知道的，涉及了很多层面和审查，而且只能在银行的营业时间内进行。
So there's all these kind of restrictions on that instant emotional purchase to move high dollars and USD funds. And that's why we created an inner bank transfer like situation for the deal to happen securely, you know, under one roof of the same institution. Does that make sense?
所以在那种即时情感购买情况下，有各种各样的限制，以转移大量美元资金。这就是为什么我们创造了一个内部银行转账的情况，让交易在同一机构的安全环境下进行。这样说通了吗？
Yeah, I mean, it does. But I just wonder, you know, it's, it seems like I think what's got what's made me think that the opportunities massive is the idea that, you know, I shared a chart, maybe a couple months back, which showed like close to 50% or so of US sales estimated to be peer to peer still. And I find it like mind boggling like, how is that even possible in this day and age where you have everyone in their mother, you know, advertising, will buy your car, you know, just the market, especially over the last couple of years was so overheated with, you know, buying cars directly from consumers to fact that people are still opting to buy and sell privately. I think it's just, I think it's almost crazy.
是的，我的意思就是这样。但我不明白的是，你知道的，似乎是这个让我认为机会巨大的想法，你知道，我大概几个月前分享了一个图表，显示美国约50%左右的销售额仍估计是点对点的。我觉得这简直令人难以置信，如今这个年代，你几乎可以找到每个人在推销，说要买你的车，尤其是在过去几年，直接从消费者那里买车的市场过热。人们仍然选择私下买卖我认为这几乎是疯狂的。
But I understand your point. And I think it makes sense that there's, you know, a cohort of customers that believe that, you know, or that want to capture as much value as possible and that it could be a better solution for them.
但是我理解你的观点。我认为有一部分顾客相信，或者说希望尽可能获得更多的价值，这是有道理的，并且这对他们来说可能是一个更好的解决方案。
Yeah, no, totally. I think that's, I mean, it's, and I think that's the way I look at it, too. It's like, okay, well, that many people are choosing to do this deal. They're choosing to do it that way. They're choosing to, you know, deal with the pain points, meet some random person, you know, deal with the the slew of scammers that they get the first five people to reach out to them before they actually get to the real buyers. And but they're still doing that deal to put more money in their pocket.
是的，不，完全是这样的。我认为就是这样，我的意思是，我也是这样看待这个问题的。就好像，好吧，这么多人选择这样做交易。他们选择这样做。他们选择去应对痛点，和一些陌生人打交道，应对在他们真正接触到实际买家之前遇到的一大堆骗子。但是他们仍然这样做交易来赚更多的钱。
So we shouldn't who shouldn't sell privately, who shouldn't buy or sell privately? You know, it's an equation of time, effort, cost, money, and that that equation is different for everybody. You know, it made like, you know, for first one person, it might be, you know, hey, if I can save $500, I'm going to do it. Or if I, you know, the other person might be, you know, hey, if I save 10 grand, I sure I'll do it that way. You know, but it is so that threshold is different for everybody.
所以我们不应该私下售卖的人是谁？不应该私下买卖的人是谁呢？你知道的，这是一个涉及时间、努力、成本和金钱的方程式，而这个方程式对于每个人都是不同的。你知道的，对于第一个人来说，也许只要能省下500美元，他就会这么做。而对于另一个人来说，也许只有省下1万美元他才会这样选择。你知道的，这个阈值对于每个人都不同。
And I think, and I think the way do you know what what's the average savings when I sell privately, do you know, what is the average savings for a person? Like, do you have an average rough estimate?
我觉得，我觉得你知道我以私下销售时的平均储蓄是多少吗？你知道一个人的平均储蓄是多少吗？比如，你有一个大致的平均估计吗？
I don't I don't yet, but that's going to be part of our data plan. You know, on average, from different sources that I've talked to, it's kind of the around $1,500 was a was a threshold for a pretty large population of the sample size. Like I just did a poll and LinkedIn the other day. And you know, I think it's like looks like $2,500 is the number that is, you know, like where all right, I'd be willing to do private if I can save $2,500.
我现在还没有，但这将成为我们数据计划的一部分。你知道，根据我跟不同来源的交谈，大多数样本的门槛大约是1500美元左右。比如我前几天在领英上进行了一次调查，看起来2500美元是一个可以接受的数字，意思是，如果能节省2500美元，我愿意选择私人服务。
And so I think it's learning that threshold and it depends on the vehicle and the time factor. But there is a threshold and there's a lot of people that fall within that threshold. It seems like you need to do some seriously massive volume. Like this is a volume in play, right? You mentioned earlier, you're making 100 was it 150 per car grows? Yeah, right? You're keeping like 75% of that, let's say, so you know, the business needs to do like meaningful scale, because it is, you know, it is pretty slim, slim numbers, but you're eliminating, or your I guess you're replacing, you know, a quote, quote, middleman, you're just a transaction layer.
所以我认为它在学习门槛方面是有限的，这取决于车辆和时间因素。但是，存在一个门槛，有很多人都位于该门槛内。看起来你需要做大量交易。就像你之前提到的，你每辆车能赚100或150美元，对吧？你能保留其中大约75%，所以你知道，这个业务需要有一定的规模，因为数字确实很低，但你在消除或者可以说替换了一个所谓的中间人，你只是一个交易层。
Yep. Yeah, no, it's the 100%. So like year one of running this business, it's all about dialing it in. It's all about learning from the customer and in creating an ultra scalable back end and process that just removes friction out of the process. That's where we are right now. What year are we in right now? First year. Yeah, we're just coming like we're just now hitting like the year more. Oh, wow. So we're very early in creating in just but we've learned a lot from the customer and grinding it out.
是的。是的，这是百分之百正确的。所以，就像创办这个企业的第一年，一切都是关于调整。一切都是关于从顾客中学习，并创建一个超强可扩展的后端和流程，以消除过程中的摩擦。这就是我们目前所处的位置。现在我们处于第几年？第一年。是的，我们刚刚开始，但我们已经从顾客那里学到了很多东西，并且在努力实现。
But revenue, not model number one is what I described to you. Revenue model number two is similar to my last business. It's a very similar playbook. Create a low cost how high value tool bolted on to the kind of the beginning of the process, you know, address the pain points and in a sub niche of an industry that doesn't have, you know, any or very many tools and then bolt on the services.
但收入模型不是我向你描述的第一种。收入模型二与我上一个业务类似。这是一个非常相似的策略。创建一个低成本高价值的工具，与这个行业的起始阶段相结合，解决痛点，而且该行业的子领域中很少有工具，然后再添加服务。
So for example, the future of private auto, yes, we can do the transaction in the parking lot, but I could the vision would be I want to be able to buy your car out of your driveway. I can use my money or I can finance it and have those funds injected right into the deal. I can also get insurance. I can add a one, two or three or your warranty to a car I buy out of your driveway. I could even ship it door to door. I may not show up in your driveway. I may just have someone go grab it and ship it right to my doorstep. But you'd be able to have access to all those tools on one platform and ultimately be able to initiate any of those tools without having to speak to anybody.
例如，私人汽车的未来就是这样的，是的，我们可以在停车场进行交易，但我想我们的愿景是我希望能够从你的车道上购买你的车辆。我可以使用我的钱，或者可以进行融资，并将这些资金直接注入交易中。我还可以购买保险。我可以在我从你的车道上购买的车辆上添加一个、两个或三个保修期。我甚至可以把它送到家门口。也许我不会出现在你的车道上。我可能只是让别人去拿，然后直接把它送到我家门口。但你将能够在一个平台上使用所有这些工具，并最终能够启动任何这些工具，而无需与任何人交谈。
What's like the craziest, you know, buy cell transaction you've done on sites as far like any crazy cars, crazy ticket numbers, just somebody that was like very abnormal that surprised you. I mean, not yet there was a Oh, you're like, man, nuts and bolts. All this shit looks the same to me. It's it's it's it's yeah, well normal stuff, you know, fair enough, by the way, I'm definitely that way. Like I don't, I look at the cars. It's just like, you know, I see a number and a piece of metal and a title. This point, it's like the same stuff.
你在网站上完成过的最疯狂的手机交易是什么样的呢？比如说一些疯狂的汽车，疯狂的门票数量，或者是一些非常异常的事情，让你感到惊讶。我的意思是，你可能还没有遇到这样的情况，就是那种“哇，你就是个疯子”的感觉。对我来说，这些东西都差不多，都是些螺丝钉什么的。是的，就是那样，普通的东西，你知道的，也可以理解。顺便说一句，我绝对是那种人。我看着这些汽车，就像看着一个数字、一块金属和一个所有权证书。已经变得都一样了。
You know, there's been a few unique cars where the speed of the transaction was critical. Yeah. And having it done quickly. And I think that's the other unique thing that private auto will bring to the market. So so fat, sometimes I like to make decisions by fast forwarding. So fast forward three years from now, and let's just assume everyone uses private auto. And this ecosystem that we've created, it kind of changes the game a little bit.
你知道，在一些特殊的汽车交易中，交易速度是至关重要的。是的。并且希望能够快速完成交易。我认为这是私人车辆为市场带来的另一个独特之处。所以，有时候我喜欢通过快进来做决定。那么，往后三年快进一下，假设每个人都使用私人车辆。而我们所创造的这个生态系统，会稍微改变游戏规则。
So for example, if if like my private auto pay account, you know, you'd go ahead and tee up money in there, I'd have money in my private auto pay account that's like ready to go. So because if you think of these unique cars and stuff that comes on the market, you could be ready to strike on anything within seconds, you know, in buying a car and have a lot of information to make a better, more informed decision on a private purchase, then you would, you know, otherwise. And I think that's that's kind of the unique thing that the customers that have used it have already gotten a taste to that. They're like, Oh, wait a minute. Oh, that makes sense. Like, oh crap. Like, if I just if I have money, like ready to go in this account, and in the seller shows that they've been verified and they have a private auto pay account to do, we could do a deal on seconds. Like we could we could do a deal right now instantly.
例如，如果像我的私人自动付款账户一样，你会提前准备好一些钱放在里面，这样我就会在私人自动付款账户中有一些备用资金。因此，当你考虑到市场上出现的这些独特的汽车或其他物品时，你可以随时准备好立刻采取行动，就像在几秒内购买一辆车，并且有更多的信息来做出更好、更明智的私人购买决策。我认为这就是已经使用过的客户所体会到的独特之处。他们会想：“哦，等一下，这有意义。哎呀，如果我有钱准备在这个账户中，而卖家已经验证并拥有一个私人自动付款账户，我们可以在几秒钟内达成交易。我们可以立即就成交。”
How much does that actually matter for someone? Right? Like, do people really care about that when they're making such a such a discretionary purchase like car? Like, does that matter? Or are you finding that it's a value add, but it's not like the core of your product? Right? Like, you know, you know what comes to mind the first thing. I'll tell you where I'm drawn to start.
这个对于某个人来说到底有多重要呢？对吧？就像，当他们在购买汽车这样一个自由裁量性的消费品时，人们真的在意这个吗？这个重要吗？或者你发现这只是附加价值，而不是你产品的核心？对吧？像，你知道，第一个想到的就是什么。我告诉你，我倾向于从哪里开始。
Like, I remember when I remember when food delivery started getting go crazy, we were getting bombarded with ads. Yeah. And I remember it's like, Oh, we deliver in 25 minutes, and then we deliver in 20 minutes and we deliver in 15 minutes and when we deliver like 10 minutes, and then I started wondering, I'm like, like, what the fuck like, is this going to be drone delivery to you? It's going to like teleport it. I'm going to get in like 30 seconds. But like, at what point does that not matter anymore? I'm willing to wait the extra 10 minutes. So that's all I think about this.
记得当外卖开始变得疯狂时，我们被广告轰炸了。嗯。我记得他们说，我们在25分钟内送到，然后变成20分钟，又变成15分钟，最后甚至是10分钟。我开始想着，就像，喂，这是不是要通过无人机送货？还是像传送一样快速送到？可能只需要30秒就能到了。但是，到什么程度它就不再重要了呢？我宁愿等额外的10分钟。这就是我对此的想法。
Like, are you seeing that that leads to, you know, whether it be better customer satisfaction, better conversion, just a new feature? Like with having the ability to have those kind of, you know, instantly do a deal? Or is that actually just better for the seller who likes the fact that they're getting their money right away? How do you think about that?
你知道，这会导致一些事情，比如更好的客户满意度、更好的转化率，或者只是一个新特性，你有没有考虑到这些？就像能够立即达成交易这种能力一样。或者这实际上只是对卖家更好，因为他们能马上收到钱？你对此有何看法？
Yeah. So I think it, a couple different answers based off of audience. So a one audience could be what if we're a button on a dealer website or on another marketplace website that allows that transaction to happen instantly that do the deal now by that's that that that I think that's that's bad ass, right? Like a few team up like that. And you're, yeah, I like that a lot. Like it pretty much, you know, you're letting you're licensing the private auto, you know, transaction layer or whatever the software that's for other websites. I think that's I think that's very unique. Whether they want to do it in five minutes or five days, I don't care. That's up to them. But now they have the peace of mind and security to do that deal on their own terms when they want where they want, doesn't have to be banking hours, but now two unrelated people can come together and do that deal. So that that that that's that's one.
是的。所以我认为，根据受众不同，可能会有几个不同的答案。所以一个受众可能是，如果我们在经销商网站或其他市场网站上有一个按钮，允许即时交易，立即成交，那我认为这很牛逼，对吧？我们一起合作就很不错了。而且，你对此也很满意。基本上，你让其他网站获得了私人汽车许可交易层或其他软件的许可。我认为这非常独特。他们想要在五分钟或五天内完成交易，我不在乎。这取决于他们。但是现在他们可以放心和安全地按照自己的条件和时间完成交易，不必局限于银行的营业时间，现在两个无关的人可以相互合作完成交易。所以这是一个方面。
I think the other one depends on the customer, like, you know, to your question, it's like the person that is like, this is their one and only car, and they're doing lots of research and really wanting to make sure they're going to take time, you know, to the person that's like, they've been looking for that one unique Porsche or classic or whatever and like, oh, that's like the one I want, like, you can. And so I think it just depends on the person and what they're buying that would determine that how relevant that is.
我认为另外一个要取决于客户，就是你知道的那样，针对你的问题，就像是那种只有一辆车的人，他们正在进行大量的研究，真的想要确保他们会花时间来选择，你知道的，对于那些正在寻找独特保时捷、经典车或其他什么，像是那辆车就是我想要的那种人，你可以选择。所以我认为这只取决于人和他们购买的东西，这将决定该因素的相关性。
So are there are already best practices or like if someone wants to sell on your platform or buy your platform, like, you know, any best practices tricks to maximize value? Yeah, I mean, some of the things a get verified because in that that that brings more trust from people that are looking at, you know, at your your listing. So for example, the green checkmark is means you verified your driver's license, but the blue checkmark means that you did that plus you verified and set up a bank account, and which means you did a quick background check, KYC and your your like the top of the line verified user on the platform.
那么，如果有人想在您的平台上销售或购买商品，是否已经有了最佳实践或一些技巧来最大化价值呢？是的，我是说，有一些事情可以做来提高可信度，比如获得验证资料。当别人查看您的产品时，这会带来更多的信任。例如，绿色勾号代表您已验证驾驶执照，而蓝色勾号则意味着不仅验证了执照，还验证了并设置了银行账户，这意味着您进行了快速背景检查、了解您的客户（KYC），是平台上最值得信赖的用户。
The other thing too, because our site is the only site that really allows the full deal and transaction to happen. What some of our customers that are having success, they're actually still putting their car on some of the free sites, but then they provide a link to that listing on private autos so that you can negotiate do the deal and start to transact or, you know, initiate a transaction on our platform. So that's what a lot of early customers are doing is inviting that buyer into that to do the deal on private auto.
另外一个事情是，因为我们的网站是唯一一个真正允许全套交易和交易发生的网站。一些成功的顾客实际上仍然将他们的车辆放在一些免费网站上，但是他们会提供一个链接到私人汽车的列表，这样你就可以在我们的平台上与对方协商并开始交易，或者说，在我们的平台上发起交易。所以很多早期的顾客都在邀请买家通过私人汽车进行交易。
Yeah, it seems like a smart growth hack would be to just go after like Craigslist and Facebook marketplace listings and just tell them, Hey, you should transact here, you know, like just go in like that, you know, some guerrilla marketing.
是的，似乎一种聪明的增长策略是直接接触Craigslist和Facebook市场的列表，并告诉他们，“嘿，你应该在这里完成交易，就像这样进入，你知道的，一些游击营销。”
Yeah, no, we got some little things that we're doing here and there and even with the ads, some some, like even customers that are putting a car in our site right now, well, they get the blue checkmark. We're actually doing ad spend behind the scenes and putting an ad of that vehicle that shows up on some of these other marketplaces. And so that that traffic comes right back to them automatically on our site.
是的，我们正在这里做一些小事情，甚至还有一些广告，一些，现在甚至有一些顾客把车放在我们的网站上，他们将会得到一个蓝色选中标记。我们实际上正在幕后投放广告，将该车辆的广告显示在其他一些市场上。这样，那些访问量就会自动回流到他们在我们网站上的页面上。
So what does this look like in five years, right? Like what have you done? Like what's changed? Just give me like that vision where you zoom out five years from today. Right. What is private all the look like and just I just appeared a peer market. Again, I don't think, you know, it just doesn't get enough attention. So tell us about that.
所以，从今天算起五年后，这会是什么样子呢？你们做了什么？有什么变化吗？给我一个从今天起五年后的愿景，简单来说就是那种放大五年的视角。对了，隐私产品市场会是什么样子？我觉得它并没有得到足够的关注。所以，请告诉我们一些相关信息吧。
Yeah, I think the as I zoom out and look at the future of this business, we want to bring the power to the people to put more money in their pocket and feel safe to do a private deal anytime anyplace. So for example, and not only just to do the deal, basically anything, any service that they would have gotten through the dealership, they could do right here on their mobile phone instantly in somebody's driveway. So not only could they go meet up and do the deal, but they could also add warranty one, two or three or warranty. They could they could shop insurance. They could switch their insurance immediately. They could choose to have the car shipped to them. And there's other kind of mechanic or local hyper local services that we could bring right to the car that's unique to the car and not generalized like that is the case on most websites, but services that are hyper focused and unique to that vehicle that you could actually interact with or be educated on right there in the moment.
是的，我认为随着我逐渐拓宽视野并展望这个行业的未来，我们想要赋予人们权力，让他们能够在任何时间、任何地点完成私人交易，并且感到安全。例如，不仅仅是进行交易，基本上他们在经销商那里能得到的任何服务，都可以立刻通过手机在某人的车道上完成。所以他们不仅可以去见面并完成交易，还可以添加一年、两年或三年的保修。他们可以购买保险。他们可以立刻更换保险。他们可以选择把车运送到他们的位置。我们还可以提供其他与汽车相关的、局部的超本地化服务，而这些服务是针对每辆车独特的，而不是像大多数网站上那样泛泛而谈的。你实际上可以与这些服务进行互动，或者在那个时刻得到相关的知识。
One thing I missed earlier when I was asking you or when we were talking about nuts and bolts is that, you know, it's funny because you didn't have a great response for the free vehicle rightfully. So like your your business first that I can clearly tell and I love that. But I remember we used to when we used to hire new people, we used to haze them by letting them drive. You know, like in the deal should be drive a demo like a car. So we saw how to drive just like the biggest hoopties. And so I remember we had a we had a great person, you know, you know, not the smallest person though. And put him in like, I think it was like a key a Rio. And it was like it was the funniest thing ever. It just got me thinking about that. Like it's like you start you start with a key a Rio or you know, the smallest car possible. And that's that's the haze and get the dealership that we did. So we got me thinking of that. And anyways, that's I digress. So funny story.
早些时候当我与你讨论零件的事情时，有一件事我忘了提及。你知道，有趣的是，当你被问到免费交通工具时并没有一个很好的回答。这就是你的专注于生意的地方，我很欣赏。但是我记得我们以前雇佣新人的时候，我们会给他们开车，这算是一种传统吧。就像在交易中开个示范车一样。我们会让他们开最破的车，看他们开车技术如何。我记得我们有个挺棒的人，虽然不是最矮的人，但我们把他放进了一辆凯亚里奥（一种较小的汽车）。那真是件有趣的事情。这让我想起了那段经历，就像是你开始只能从凯亚里奥或者最小的车型开始。这就是我们当时在经销商那里的传统。这个故事让我想起了这件事情。无论如何，我偏离了主题。太有趣了。
Well, Brad, so now that we're now that we're done with my dealership stories that I love so much, this has been awesome, super informative. And again, like I said, I just don't think that peer to peer gets enough attention. There is a lot of stuff moving here. I've noticed, you know, several companies spawn in the last, you know, six months, all trying to, you know, provide some, you know, either transactional layer, like you are at marketplace or, you know, other forms of assistance for that peer to peer buyer and seller. So it's clear that there's, you know, a lot happening here for the audience that wants to learn more about private auto on yourself, where can they go to learn more? Yeah, privateauto.com. We also have an app on the for iOS and Android, privateauto.com is learn all about us.
嗯，Brad，既然我们已经讲完了我喜欢的我的代理店故事，这非常棒，非常有信息量。就像我说过的，我只是觉得点对点的交易没有得到足够的关注。这里正在发生很多事情。我注意到，在过去的六个月里，有几家公司涌现出来，都试图为点对点的买卖双方提供某种交易层，就像你们在市场上所做的那样，或者其他形式的帮助。所以显然，对于想要了解更多关于私家车的人群来说，这里正在发生很多事情。他们想要了解更多，请去哪里呢？是的，可以去privateauto.com。我们也有iOS和Android的应用程序，privateauto.com上可以了解到关于我们的一切。
I love it. Brad, thanks a lot for coming on. This was awesome. Yeah, thank you so much. Appreciate it. All right. Hope you enjoyed that episode. Please give the podcast a rating. Consider subscribing to the show and check the show notes for links to what we talked about. Thanks for tuning in. I'll see you guys next time.
我爱它。Brad，非常感谢你的到来。这真是太棒了。是的，非常感谢。非常感激。好的。希望你享受了这一集。请给这个播客评分。考虑订阅节目并查看节目说明中我们讨论的内容的链接。感谢您的收听。下次见。