The Marketplace Plus Model Explained | Colin Gardiner of Yonder VC
Run the Numbers
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Host reads sponsored messages for Fidelity Private Shares, Metronome, and Mercury with calls-to-action.
In this episode of Run the Numbers, CJ Gustafson sits down with Colin Gardiner, General Partner at Yonder VC and former Chief Revenue and Product Officer at Outdoorsy, to unpack what really drives successful marketplace businesses. Colin shares lessons from scaling a peer-to-peer RV platform, where the biggest unlock came not from casual users but from power hosts optimizing utilization and yield through the SaaS tools they built. He introduces his “Marketplace Plus” investing framework—showing how layering SaaS and professional tools can transform a platform into an operating system—and where founders risk overreaching by taking on inventory or managing supply too tightly. The conversation dives deep into monetization, pricing psychology, take rates, and the fine balance between product-market fit and margin obsession, before zooming out to explore how AI and the decline of SEO are reshaping marketplace discovery.
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LINKS:
Colin on LinkedIn: https://www.linkedin.com/in/colingardiner/
Company: https://www.yonder.vc/
CJ on X (@cjgustafson222): https://x.com/cjgustafson222
Mostly metrics: https://www.mostlymetrics.com
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RELATED EPISODES:
996 Culture, Exploding AI Bills & SaaS Chaoshttps://youtu.be/qhrxDL0gsRo
“Keep the Take Rate Low” - Turo’s Chuck Fisher on Scaling a Successful Peer-to-peer
The Art of Stacking S-Curves: Olo’s Winning Vertical SaaS Strategy with CFO Peter Benevides
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TIMESTAMPS:
00:00:00 Intro and Guest Overview
00:02:57 Sponsors – RightRev, Tipalti, and Aleph
00:07:13 Outdoorsy and the RV Market
00:10:33 Balancing Supply and Demand
00:13:05 Marketplace Plus Model
00:16:59 Sponsors – Fidelity Private Shares, Metronome, and Mercury
00:21:45 Professionalizing Marketplaces
00:24:10 Building Software, Insurance, and Financing Layers
00:28:07 Avoiding Fully Managed Models
00:32:34 Take Rates and Pricing Strategy
00:35:00 Monetizing Both Sides
00:37:06 Advertising and Marketplace Scale
00:39:48 Marketplaces Meet Social Platforms
00:42:36 AI and Marketplace Distribution
00:45:54 AI Agents and Matchmaking
00:47:03 When AI Becomes the Supply
00:49:09 Negative Gross Margins and Scale
00:53:04 Picking a Side – Supply or Demand
00:54:35 Branding, Utilization, and Growth
00:55:42 Closing and Credits
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SPONSORS:
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#RunTheNumbersPodcast #MarketplaceStrategy #AIPoweredBusiness #SaaSModel #StartupFinance
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cjgustafson.substack.com
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